Integrated Marketing @ Capital One (Members Only Conference)

AARP: INNOVATION & INTEGRATION ACROSS MARKETING CHANNELS

AARP has conducted several integrated membership campaigns incorporating affinity marketing through external and internal, multi-channel collaborations across the enterprise.  Hear AARP share their offline and online tactics including lessons learned and results.  This session will also cover how to improve, expand or innovate your integrated marketing campaigns to achieve success.

Karen Somerville

Director - Membership Market Development & Channel Integration AARP

Harnessing the Green Monster: An Integrated Benjamin Moore Case Study

With a rich 130+ year history, Benjamin Moore, a Berkshire Hathaway company, is one of the most well-known names in the paint industry. But, as big box retailers started to threaten their core business, the brand recognized the importance of integrated marketing and leveraging sponsorships to galvanize their independent dealers, excite contractors and inspire homeowners. In this session you’ll hear Benjamin Moore share insights on the conception, development and activation around the program to launch a new paint line — The Fenway Collection.

Chris Connelly

Director of Brand Management Benjamin Moore

BUSCH GARDENS: EXPERIENCE REFRESHING INTEGRATION

As a major regional tourist attraction for 40 years, Busch Gardens in Williamsburg, Va., must continually refresh its experience to attract repeat visitors.  One way it has done so is by adding seasonal consumer events that transform the park and offer limited-time experiences, such as Howl-O-Scream, Christmas Town and the  Busch Gardens Food & Wine Festival.  Learn how the Busch Gardens marketing team executes integrated marketing campaigns that have made these events consistent growth engines for the park.

Dan Dipiazzo

Vice President, Marketing Busch Gardens & Water Country USA Williamsburg

IKEA TAKES INTEGRATION ON A HOME TOUR

IKEA’s vision is to "create a better everyday life for the many people." With that in mind, IKEA launched its Home Tour program, sending real IKEA co-workers (The Home Tour squad) into homes in need of a makeover.  The makeovers & tips include smart, simple IKEA solutions, which address real home furnishing & design challenges that many people face.  The Home Tour squad plans, directs, films and edits the process, and the videos are posted on the custom IKEA YouTube hub as well as distributed across IKEA’s social media channels.  Hear IKEA share their integrated marketing case study which highlights how they developed the concept and overcame the challenges to launching this innovative program.

Julie Foor

US Communications Specialist IKEA North America Services

NAT GEO OPENS ITS DOORS TO A NEW GENERATION OF EXPLORERS

Join National Geographic for an insider look at Expedition Granted, a brand-definitional 360° marketing platform that aimed to redefine and democratize exploration in the 21st Century.  In celebration of its 125^th anniversary, Nat Geo kicked open its doors to allow anyone with a dream expedition to tell them about it for the chance to have it realized.  Learn how the socially-fueled campaign engaged and excited millions while breathing new life into the revered brand. 

Mari Belalcazar

Senior Director, Marketing Partnerships National Geographic Society

NORFOLK SOUTHERN CREATES NEW AND COMPELLING MEDIA CHANNELS

Norfolk Southern Corporation is one of the leading transportation providers in the US, operating 20,000 route miles in 22 states and DC along with the most extensive intermodal network in the East. To make this massive system work effectively, NSC needs to create connections with multiple audiences and stakeholders, including policy leaders, rail fans and opinion elites across the network, shipping customers, industrial developers and employees. Learn how the NSC team built an integrated strategy and program, including the creation of a unified and compelling story and the invention of new paid and owned media channels, to reach their diverse audiences.

Frank Brown

AVP/Corporate Communications Norfolk Southern Corporation