Content Marketing

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I. Session 1:  The Influence of Youth Culture Trends Across Generations (9:45AM – 10:35AM)
In this session, Jeff will cover how consumer trends impact sales growth including:

1) major youth culture trends that impact all generations (including Boomers)
2) the role of influence in a world where traditional forms of communication are less impactful
3) the role of Innovation
4) How brand behavior enhances traditional brand positioning

Jeff Fromm, 
President, Futurecast

COFFEE BREAK (10:35AM – 10:50AM)

II. Session 2: Market Persona-ly (10:50AM – 11:40AM)
To deliver meaning to the consumer that sees their purchases as a means of self-expression, content marketers need to understand their audiences in a way that surpasses demographics and other segmentation data. Using personas, content marketers can create a more complete picture of their target audiences, needs, wants, and values. Franklin Parrish will lead a discussion on the importance of personas and how they can help brands deliver value authentically to their target audiences.

Franklin Parrish, 
Senior Director, Creative + Editorial Services, Kaiser Permanente

ROUNDTABLE (11:40AM – 12:00PM)
LUNCH (12:00PM – 12:40PM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. In this roundtable, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch. Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

III. Session 3: This Is Why We Play (12:40PM – 1:30PM)
Michael will discuss the NBA's content distribution universe, metrics for success and social/digital strategies that extend content beyond gameday and fuel the passion and excitement of all the league’s initiatives.

Michael Verrone,
 Associate Vice President, Programming, Content, NBA