Integrated Marketing

9:00-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda


I. KIMBERLY-CLARK: INTEGRATED MARKETING CASE STUDY (10:00am-11:00am)
Amanda Boyle, Head of Integrated Marketing for Baby and Child Care - Kimberly-Clark Corporation will present an integrated marketing case study and discuss their best practices in developing effective integrated campaigns.

Speaker:
Amanda Boyle, Head of Integrated Marketing for Baby and Child Care - Kimberly-Clark Corporation


II. TRUE VALUE: USING INTEGRATED MARKETING TO REACH YOUNGER CONSUMERS (11:15am-12:15pm)
True Value is one of the world's largest retailer-owned hardware cooperatives, with 4,600 independently owned stores. Carol Wentworth, VP Marketing - True Value Company and Jean McLaren, President - MARC USA Chicago's Office, will discuss its new integrated campaign. The objective of the integrated marketing campaign was to make True Value the first stop for a younger target audience. The campaign used a variety of engagement strategies to reach these younger DIY Enthusiasts (first-time homeowners), in both traditional and new media.

Speakers:
Carol Wentworth, VP Marketing - True Value Company
Jean McLaren, President - MARC USA Chicago's Office


III. FEDEX LAUNCHES INTEGRATED CAMPAIGN TO OPTIMIZE MULTIPLE DIGITAL CHANNELS (1:15pm-2:15pm)
In the summer of 2011, FedEx created its first end-to-end, interactive campaign that leveraged multiple channels such as email, paid search and social media to provide an optimized online experience across multiple channels. Learn about the challenges FedEx faced, how they solved these challenges, key lessons learned, and topline results of the campaign.

Speakers:
Dennis Shirokov, Marketing Manager - FedEx
David Skinner, SVP, Client Solutions/Account Management - [x+1]