Integrated Marketing

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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)

I. RICE KRISPIES TREATS LAUNCHES "LOVE NOTE" BRAILLE STICKERS (10:00 – 10:50AM)
A special feature on Kellogg's Rice Krispies Treats is making it more accessible for people who are vision-impaired. In this session, Emily Minardi, will share insights into launch of the "Love Note" Braille stickers and recordable audio boxes for its Rice Krispies Treats and how they wove that into their broader commercial message.

Speaker:
Emily Minardi, Marketing Director, Rice Krispies Treats – Kellogg's

II. TRUNK CLUB'S CONTENT MARKETING STRATEGY (11:00AM – 12:00PM)
A Nordstrom company, Trunk Club was founded with the goal of helping people build and curate stylish, personalized wardrobes. In this session, Kyle Donash and Meghan Hurley, will discuss the evolution of their content strategy and how they are leveraging content to create deeper engagement with new and existing customers.

Speakers:
Kyle Donash, Senior Manager, Public Relations - Trunk Club
Meghan Hurley, Sr. Manager of Brand Marketing - Trunk Club

LUNCH (12:00 – 1:00PM)

III. UNDERSTAND YOUR CUSTOMER WITH NLP AND MACHINE LEARNING  (1:00 – 1:50PM)
More text data is available today than ever before. From social media, to chat, to voice-to-text, this type of data is a valuable resource to be used in understanding customers’ attitudes about your brand. In this session, Dave Jacobs will discuss how open-source tools such as Python can be used to shape the data with Natural Language Processing and construct the machine learning framework used to produce important customer insights.

Speaker:
Dave Jacobs, Senior Manager, Digital Analytics, HSBC

IV. MEMBER ROUNDTABLE (1:50 – 2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in integrated marketing. Topics might include talent, managing multiple partners, data integration, emerging platforms, and measurement of integrated campaigns. Please come prepared to share! Something specific you'd like to discuss? Feel free to submit in advance via email to cwaite@ana.net and we will use your suggestions to guide the conversation.

Facilitators:
Lisa Bialecki, Senior Director, Integrated Communications -- Rust-Oleum Corporation and ANA Integrated Marketing Committee Chair