Committees | Events & Webinars | Content Marketing | ANA

Content Marketing


Start: Tuesday, August 13, 2024 at 11:00am

End: Tuesday, August 13, 2024 at 1:00pm


11:00 AM EST/ 8:00 AM PST
Via Virtual (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Will Not Attend Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier N/A Nonmember N/A
Attend Virtually Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier N/A Nonmember N/A

Welcome and Introductions (11:00am - 11:10am ET)

Session I. Designing a Multi-Dimensional Creator Strategy (11:10am - 11:45am)
The creator economy grew exponentially over the past few years and shows no signs of slowing down. Creators make ideas, trends, songs, or products go mainstream overnight, and they're a driving force behind the social commerce boom. In this session with Principal Analyst, Kelsey Chickering, discover how to develop a multi-dimensional creator strategy to compete for attention in an increasingly creator-led world. 

Kelsey Chickering
, Principal Analyst, Forrester Research Inc.

Session II. Engaging the Hard-to-Reach Generation: How Planet Fitness' High School Summer Pass® Connects with Today's Teens 
(11:45am - 12:20pm ET)
Summer is supposed to be an epic season for teens but too often it consists of 'bed rot,' binge-watching TV series, and endless scrolling that fuels insecurities. Planet Fitness understood the assignment—meet teens where they are, show up on the channels they spend their summers on, with enticing content that creates confidence to sign up for our one of a kind program: High School Summer Pass®, a free summer membership for teens. But how do you reach an audience that actively blocks out advertising? The resulting ad campaign was disguised as a teen drama that mimicked a series that teens would binge all summer long. It was a major slay, resulting in strong earned impressions, engagement, and +3M sign-ups.

Haley Brantingham, Brand Director, BarkleyOKRP
Kellen Millard, Director of Integrated Marketing, Planet Fitness
Molly Smith, VP of Strategy, BarkleyOKRP

Closing Remarks (12:20pm - 12:30pm)

**Schedule subject to change


Kelsey Chickering, Principal Analyst, Forrester Research Inc.
Kelsey is a principal analyst at Forrester, focused on media as it relates to marketing strategy. She brings strategic thinking grounded in a deep understanding of the media and advertising ecosystem to clients. Her research uncovers best practices, emerging trends, and critical shifts in consumer behavior that impact how brands should behave in an ever-evolving media landscape. Her consumer-first thinking is underpinned by a communications planning backbone, emphasizing the interplay between media touchpoints across the consumer journey that work together to drive growth for B2C marketing executives.

Prior to Forrester, Kelsey worked in several strategic functions at global advertising agencies, including digital marketing strategy, media strategy, and communications planning. Her most recent role was SVP of communications strategy at Havas Media, where she developed integrated communications plans across paid, owned, and earned touchpoints. Kelsey specializes in media trend forecasting, communications strategy, and audience planning. She’s developed integrated creative and media programs across a range of national and global brands, including Dunkin’, Papa John’s, Tripadvisor, TJX Brands, and Perfetti Van Melle.

Kelsey earned a Bachelor of Science in advertising from Boston University with a concentration in political science.

Haley Brantingham, Brand Director, BarkleyOKRP
Haley Brantingham is a Brand Director at BarkleyOKRP, and has been an integrated part of the Planet Fitness team for the past 6 years. Haley has been at the forefront of driving brand successes executing integrated campaigns for the brand. Haley’s expertise in digital marketing, social content, influencer activations, and multi-channel campaigns continues to deliver impactful results and breakthrough creative. 

Kellen Millard, Director of Integrated Marketing, Planet Fitness
Kellen Millard is the Director of Integrated Marketing at Planet Fitness, one of the largest and fastest-growing franchisors and operators of fitness centers in the world. With 14 years of experience building strategic marketing programs and driving integrated campaigns across organizations, she is responsible for developing and executing the strategic vision for brand initiatives.

Molly Smith, VP of Strategy, BarkleyOKRP
Molly Smith currently works as a VP, Strategy at BarkleyOKRP connecting brands to consumers and culture in powerful ways. Her 11+ years of experience include a wide range of brand work: Planet Fitness, AMC Theatres, Dairy Queen, HARIBO, Square Enix video games, U.S. Bank, Teach For America and Hershey. Whether it be insight research, brand strategy, or campaign development, Molly has the ability to develop high-level thought provoking POV's, down to detailed game plans for execution. She has been an integral part of work that has earned Clio, One Show, American Advertising Federation, Shorty and Webby awards. Molly is a problem solver, a blast furnace of ideas and a master collaborator. 

Webinar information, if available, will be provided to registrants only.