PLEASE READ THIS IMPORTANT INFORMATION

New York City law requires all occupants to be vaccinated against COVID-19 to enter the building. Proof of vaccination is required and must be shown in the form of a paper vaccination card or digital record. By registering for this in-person workshop you are acknowledging and agreeing the ANA may provide your email address to the building for security reasons. Seats are limited and confirmation of attendance will be required in advance of the session.

Breakfast & Networking (9:00am-9:50am ET) | IN-PERSON ONLY

Roundtable & Introductions (9:50am - 10:10am) | IN-PERSON ONLY 
Gena Casciano - Senior Director - ANA

I.  SEPHORA  (10:15am - 11:00am)  | IN-PERSON & VIRTUAL
Jessica Stacey, SVP, External Communications, Event, and Experiential Marketing - SEPHORA

II. SPONSORSHIP MEASUREMENT: A PATH FORWARD (11:00am - 11:45am) | IN-PERSON & VIRTUAL
Larry DeGaris will present a simple but effective framework to measure sponsorship effectiveness.   He will show how fan engagement is activated through integrated marketing communications, which are then leveraged into brand and sales outcomes.  Drawing on his experience with more than one hundred sponsorship effectiveness studies, he will show how fan engagement is more than just media; how it really is all about the activation; how the whole is greater than the sum of the parts; and why it's important for sponsors to think about brand effects and not just chase sales.  

Larry DeGaris, Executive Director - Medill Spiegel Research Center - Northwestern University 

Lunch (11:45am - 12:30pm) | IN-PERSON ONLY 

III.  MOBILE BARBERSHOP BRINGS BROADWAY TO THE BOROUGHS  (12:30pm - 1:15pm) |
IN-PERSON & VIRTUAL
Discover how Broadway play Thoughts of a Colored Man used data insights and grass roots marketing efforts to engage the community and generate significant audience growth with an authentic experiential campaign. 

Elyce Henkin, Head of Earned Media and Partnerships, AKA
Robert Jones, VP Head of Theater, AKA
Richard Arnold, Executive Producer Experiential and New Business, AKA
Brian Moreland, Broadway Producer

IV.  Session 4 (TBC)  (1:15pm - 2:00pm) | IN-PERSON & VIRTUAL

Closing Remarks

 Balance of presenters to be announced shortly!

**Schedule subject to change

SPEAKER BIOS

Larry DeGaris
Executive Director
Medill Spiegel Research Center - Northwestern University 

Larry DeGaris has conducted more than one hundred sponsorship measurement studies for many of the world's leading sponsors, including Bank of America, Pepsi, Home Depot, UPS, and many others.  As Executive Director of the Medill Spiegel Research Center at Northwestern University, the home of IMC, Larry champions an integrated approach to marketing measurement with a focus on developing and integrating direct measures of effectiveness for below-the-line marketing.  Larry has held senior-level research positions at Interpublic Group and Ogilvy PR, and faculty positions at Washington State, St. John's (NY), James Madison, and the University of Indianapolis.  

Jessica Stacey
SVP, External Communications, Event, and Experiential Marketing
SEPHORA