Content Marketing Day: Brand Management

NETWORKING BREAKFAST (8:30 – 9:00AM)
INTRODUCTIONS (9:00 – 9:15AM)


I. THE EVOLUTION OF CONTENT MARKETING AT MORGAN STANLEY (9:15 - 10:00AM)
In this session, Morgan Stanley will share how it aligned its organization to execute a content marketing vision that fits today's experience-focused landscape. Alison Garrett, executive director of digital strategy at Morgan Stanley, will talk about creating and implementing a content marketing practice at Morgan Stanley and what it took to get buy in for the approach from senior stakeholders. She will share how Morgan Stanley thinks about distributing content and how they employ channels to reach audiences.

Speaker:
Alison Garrett, Executive Director of Digital Strategy - Morgan Stanley


II. THE ORIGINAL FARM-TO-TABLE FOOD: A CONTENT STRATEGY FOR ALIGNING MILK WITH FOOD CULTURE (10:00 – 10:45AM)
Good food has become a social movement, and consumers are more engaged and emotional about their food than ever before. This new mindset – today's food culture – has sparked a revolution of passionate food lovers who are increasingly interested in food trends, where their food comes from, how it's made and if it's sustainably produced. In this session, Christine Thompson, Marketing Manager of Consumer Communications for MilkPEP representing the nation's milk companies, will share how milk is aligning with this new food movement through content creation, SEO optimization and partner collaboration to appeal to mom's heart and mind to inspire her to look at milk with fresh eyes.

Speaker:
Christine Thompson, Marketing Manager of Consumer Communications, MilkPEP


III. COLDWELL BANKER: CREATING A CULTURE OF STORYTELLING (11:00 - 11:45 AM)
In this session, attendees will learn how Coldwell Banker Real Estate approaches content marketing to drive brand awareness. Victoria Keichinger, Senior Manager, Brand Marketing and Sharon Lee, Digital Content Specialist for Coldwell Banker will showcase how storytelling permeates every arm of the organization from social media to video in order to engage consumers and agents along an epically long sales cycle.

Speakers:
Victoria Keichinger, Senior Manager, Brand Marketing, Coldwell Banker Real Estate LLC
Sharon Lee, Digital Content Specialist, Coldwell Banker Real Estate LLC


IV. SCORING A #POUCHWIN: HOW GERBER USED CONTENT MARKETING TO SELL PRODUCT INNOVATION (11:45AM - 12:30PM)
Pouch technology transformed the baby food category and provided little ones with an easier way to reach self-feeding milestones. But the experience was often a messy one, leaving moms and babies feeling anything but satisfied. So Gerber's innovation experts developed the SMART FLOW™ spout, a patented way to cut back on puree volcanoes at snack time. In this session, Alberto Hernandez, Vice President of Integrated Consumer Communication – Nestle Nutrition and Sandy Greenberg, CEO – Terri & Sandy will show how by leveraging millennial vernacular, UGC-style videos and influencer content within a multi-phased integrated communication ecosystem, Gerber showed moms how to transform #PouchFails into #PouchWins all the way down the purchase funnel.

Speakers:
Alberto Hernandez, VP of Integrated Consumer Communication - Nestle Nutrition
Sandy Greenberg, CEO - Terri & Sandy


LUNCH (12:30 – 1:00PM)


V. 1/2 PART MARKETING MAGIC, 1/2 PART MATH: THE CONTENT MARKETING RECIPE FOR GLOBAL BRANDS (1:00 - 1:45PM)
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 the presenter 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


VI. MANAGING SOCIAL MEDIA INFLUENCERS AS PART OF A CONTENT MARKETING STRATEGY (1:45 - 2:30PM)
In this session, Visit Philadelphia, will speak about how they are using Social Media Influencers as part of their content marketing strategy. Nathanael Saldaña, Creative Director - Visit Philadelphia, will join us to share how they manage the program, their successes on Instagram and Snapchat, and lessons learned.

Speaker:
Nathanael Saldaña, Creative Director - Visit Philadelphia