Integrated Marketing
This event is over.
THEME: CONTENT MARKETING
NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)
I. ALLSTATE: USING CONTENT MARKETING TO REACH MILLENNIALS (10:00 – 10:45AM)
In this session, Karen Hornberger, Senior Manager, Integrated Marketing Communications – Allstate Insurance Company will explain how they used content marketing to reach a millennial audience in the process of buying a home, getting married, and having a baby to increase engagement with the Allstate brand. Learn how your brand can take advantage of compelling content to better connect with your target audience.
Speaker:
Karen Hornberger, Senior Manager, Integrated Marketing Communications – Allstate Insurance Company
II. WALGREENS CONTENT MARKETING CASE STUDY (11:00AM – 12:00PM)
In this session, Chris Brown, Manager, Health and Wellness Retail Marketing and Erika Grinius, Digital Marketing Manager, Health and Wellness – Walgreens will share the innovative work they are doing around taking an insight to action through content marketing and storytelling.
Speakers:
Chris Brown, Manager, Health and Wellness Retail Marketing – Walgreens
Erika Grinius, Digital Marketing Manager, Health and Wellness – Walgreens
LUNCH (12:00 – 1:00PM)
III. ACCENTURE: CONTENT – THE H2O OF MARKETING (1:00 – 1:45PM)
Content is arguably a marketer's most vital natural resource, much the same way that water sustains life on earth. But how are global companies planning for and managing the abundance of today's digital content? In an inaugural study, Accenture Interactive surveyed over 1,000 executives from 17 countries and 14 industries to better understand their attitudes, insights and strategies for managing digital content now and in the future. The study revealed that marketers universally agree that digital content is an organizational priority, and recognize the opportunity to prepare for the future, but are still challenged with how to do it effectively. In this session, Accenture will share key findings from the study and how your brand can apply them to your content strategy.
Speaker:
Benton Peret, Sr. Manager, Digital Marketing & Content Services – Accenture
IV. MEMBER ROUNDTABLE DISCUSSION: CONTENT MARKETING (1:45 – 2:30PM)
Join Master's degree students from Northwestern University's Medill School of Integrated Marketing Communications for a lively discussion on the latest trends in content marketing well as any other topics of interest in the integrated marketing realm.
Facilitator:
Talia Fisher, Associate Manager, Committees & Conferences – ANA