Sponsorship & Event Marketing

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

I. THE PUBLIC THEATER APPROACH TO PARTNERSHIPS (10:00 – 10:50AM)
The Public Theater, one of the nation's first nonprofit theaters, continues the work of its visionary founder Joe Papp as a civic institution engaging with some of the most important ideas and social issues of today through programming that includes one of New York City's most sought-after summer traditions — Free Shakespeare in the Park. In this session, learn about The Public's strategy around bespoke experiences with partners like Adobe and American Express among others. Also, all in-person attendees will be eligible for a chance to win a pair of tickets to Hamilton: An American Musical later in the day. Must be present to win!

Speaker:
Benjamin Orona, Director, Corporate Partnerships – The Public Theater

II. IDENTIFYING ENGAGING SPONSORSHIP CONTENT WITHOUT WASTING BUDGET (11:10AM – 12:00PM)
The New Balance Marketing team had an ambitious goal of increasing the effectiveness of their marketing spend and to right size their production-to-media ratio. In order to achieve these ambitious growth goals with a strict budget, New Balance worked with Hookit to evaluate the effectiveness of social content. In this session, hear the internal perspective of how this partnership led to significant strategic shifts for New Balance, including global alignment on digital KPIs, optimized paid social strategy, and an overall increase of content value ROI of 3X.

Speakers:
Ian Fitzpatrick, Head of Global Content and Digital Marketing – New Balance
Kimberly Cook, Chief Revenue Officer – Hookit

LUNCH (12:00 – 1:00PM)

III. EXPERIENTIAL AT EQUINOX (1:00 – 1:45PM)
Equinox is inherently an experiential brand, known for delivering best-in-class service day in and day out for our members. The Brand Experience team is charged with taking that premium experience and bringing it to new audiences outside of our 4 walls. In 2019 alone, the brand has shown up at musical festivals including Coachella, Pitchfork, and the lesser known FORM Festival in Arcosanti, AZ. Though the activation design and experience has changed at each event, the core insight has remained the same: Equinox is there to meet High Performance Individuals where they are and help them power through their weekend.

Speaker:
Jill Brand, Senior Director, Brand Experiences – Equinox

IV. OIKOS & THE NFL: CONNECTING FANS WITH OUR BRAND NARRATIVE (1:45 – 2:30PM)
Once the ink is dry on the major sports media partnership, unlocking the embedded value of the deal for a brand can be an heroic effort in detective work, legal sleuthing, and creative brilliance. How can you tie together all the disparate activation opportunities across media, retail, content, and experiential in a way that connects fans with the brand in a meaningful way, without breaking the budget? In this session, hear how Oikos Yogurt has been leveraging its partnership with the NFL to ‘Fuel the Hustle’ of fans through behind-the-scenes content, interactive retail promotion, and most recently, unique guerilla-style experiential activation at the 2019 NFL Draft.

Speaker:
JJ Emru, Associate Brand Manager – Danone North America