Digital & Social, Southeast Chapter

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


I. BROOKDALE DIGITAL STORY: HOW A NEW BRAND CHANGED THE INDUSTRY (10:00-11:00AM)
Following a mega merger in 2014, Brookdale became the largest and only national senior living provider in the United States—with over 1,100 communities in 47 states. This is the only category where the customer LIVES with the brand—24/7/365. It is a complex, emotional category, full of myths, stigmas, and misperceptions along with two distinct targets and a varied path to purchase. But it is full of opportunity—for the next 20 years, 10,000 Americans turn 65—every day. In this session, David Cygan, Senior Vice President, Marketing – Brookdale Senior Living, Inc. will share the digital journey of how one company has developed and launched a new brand to inspire 80,000 employees internally, and externally change an entire industry—while at the same time enriching lives of seniors across America every day.

Speaker:
David Cygan, Senior Vice President, Marketing – Brookdale Senior Living, Inc.


II. INTERCONTINENTAL HOTELS GROUP: DATA-DRIVEN MARKETING CASE STUDY (11:15AM-12:15PM)
In today's marketing world, utilizing the power of data to drive real-time marketing has become more essential than ever. In this session, Mark Henneges, Director of Global Performance Marketing - InterContinental Hotels Group (IHG) will explain why his brand is now utilizing the power of data to drive marketing.

Speaker:
Mark Henneges, Director of Global Performance Marketing - InterContinental Hotels Group (IHG)


LUNCH (12:15-1:00PM)


III. MEMBER ROUNDTABLE: CONTENT MARKETING (1:00-1:40PM)
Led by Meghan Medlock, Senior Director, Committees and Conferences – ANA, ANA Digital & Social, Southeast Chapter Committee members will have an opportunity to network and discuss best practices for creating or improving an organization's content marketing capabilities.

Facilitator:
Meghan Medlock, Senior Director, Committees and Conferences – ANA

IV. 1/2 PART MARKETING MAGIC, 1/2 PART MATH: THE CONTENT MARKETING RECIPE FOR GLOBAL BRANDS (1:40-2:30PM)
Mountain Dew, one of PepsiCo's 22 billion dollar brands, has curated a revolutionary Global Content Strategy to help navigate the complex world of content marketing. By combining "marketing magic" with data analysis and optimization frameworks, Mountain Dew is bridging the gap between consumers, content marketing, and results, that's proven to be a recipe for success. In this session Manos Spanos, Senior Director, Brand Marketing, will share Mountain Dew's "Glocal" approach for content and how to utilize this strategy to grow global brand equity in a truly authentic way.

Speaker:
Manos Spanos, Senior Director, Brand Marketing, Mountain Dew – PepsiCo