Integrated Marketing @ H.J. Heinz Company (Members Only Conference)

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Studies show that multichannel consumers spend more, shop more frequently, and are more brand loyal. To target these customers, marketers must develop the right marketing mix combining new and traditional channels to deliver an interactive and engaging experience in whatever medium their customers prefer to use. However, the explosion of choice has complicated the lives and practices of marketers, creating massive challenges for effective integration. This event will showcase how top marketers develop, execute, and evaluate their integrated marketing communications strategy.

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Tuesday, August 5, 2014
8:15am Breakfast

9:00am General Session

H. J. Heinz Company’s Approach to Integrated Marketing

Heinz Ketchup knew that it wanted to return to the television airwaves and launch its newest ad campaign in a big way; so in February 2014, it released a 0:30 second ad entitled “Hum” during the third quarter of the Super Bowl. What went into this release, however, was more than just a single ad to the masses. Coupled with a 360-degree activation program complete with a national sweepstakes, limited edition ketchup bottles, in-store and in-restaurant activation, digital advertising, and real-time marketing via social media during the Big Game, Heinz demonstrated how integrated marketing can bring a message to life across several channels and remind consumers that “Where There’s Happy, It has to be Heinz.”

Joe Giallanella
Brand Manager, Heinz Ketchup H.J. Heinz Company
Jessica Ryan
Associate Director, Heinz Brand H.J. Heinz Company

Industrial Brand Love

There’s no arguing that it’s much harder to move the needle on consumer brand perceptions these days, given the current climate of social media and market distractions. But in the B2B world, driving demand and building genuine meaning behind an industrial brand takes on a whole new set of challenges, especially while chasing a differentiated position against aggressive competitors. Kennametal Inc. will talk about integrated ways to define and support brand messaging and the unique requirements of brand building in the industrial B2B marketplace.

Lori McCreary
Director, Global Brand and Marketing Communications Kennametal Inc.

GEICO: An Integrated Marketing POV That Changed An Industry

GEICO is a prolific television advertiser, ‘everyone knows that,’ but how has the company gone about using all the other marketing channels to meet their customers wherever they go while maintaining a consistent brand voice? In this session you’ll hear from GEICO’s 20-Year marketing partner, The Martin Agency, about lessons learned as the company grew to take over the #2 spot in the hypercompetitive car insurance category.

Chris Mumford
Executive Vice President, Director of Account Management The Martin Agency
12:00pm Lunch

1:00pm General Session Cont.

Creating Value to elevate your brand

George Cicci, director of integrated marketing at Waynesburg University will talk about the challenges and successes of starting an IMC department at a small, private, Christian, Liberal Arts university. Topics included will be social media, public relations, branding, SEO and fostering a healthy marketing/ relationship. The session is provided by West Virginia University Reed College of Media Integrated Marketing Communications Graduate Program.

George Cicci
Director of Integrated Marketing Waynesburg University

Integrated Marketing: What Keeps You Up at Night

For this inaugural Pittsburgh Integrated Marketing Members-Only Conference, we will open the floor to attendees to address any issues that are “keeping you up at night”. This is a great way to share experiences and perspectives on specific topics, while learning from your peers from other companies

3:00pm Conference Adjournment