ANA Integrated Marketing Members-Only Conference @ Joe Gibbs Racing

This event is over.

Integrated Marketing is a seemingly simple term for what has become a complex and absolutely critical component of a brand’s marketing strategy. The development of new communications tactics, tools, and channels, and the inevitable evolution of traditional media, have shifted power from the marketer to the consumer. Today’s consumer demands omnichannel solutions, seamless experiences, and engagement on their own terms. Marketers who can effectively navigate this ever-evolving landscape to create a cohesive customer experience - when they want it, where they want it – have a distinct competitive advantage.

Hosted by Joe Gibbs Racing in Huntersville, NC, join us for a fun and informative day that will showcase leading client-side marketers who have elevated their integrated efforts and created seamless experiences for their consumers in marketing communications, creative campaigns, content development, integrated partnerships, and more. You’ll also enjoy ample time to network, connect, share, and learn from your marketing peers. 

Parking is available on Lindley Drive (behind the shop) or Julian Clark (to the side of the shop). Please park in the direction of travel.

Immediately following the event, please join us for a VIP behind-the-scenes tour of the Joe Gibbs Racing facility, where the cars raced by Kyle Busch, Denny Hamlin, Daniel Suarez and Erik Jones are hand-built and housed.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, March 22, 2018
8:15am Breakfast

9:00am General Session

JOE GIBBS RACING: MUCH MORE THAN A STICKER ON A CAR

Joe Gibbs Racing (JGR) has evolved from operating as a basic sponsorship vehicle for its championship NASCAR team to providing a complete, integrated marketing platform for its 25+ partner companies. JGR’s modern, agency-like approach focuses on the creation of value across all platforms from traditional sponsorship fulfillment to a sophisticated business-to-business platform, social and digital content development, licensing, and public relations strategy. In this session, JGR’s President, Dave Alpern will discuss this transformation and share examples among the JGR family of world-class corporate partners.

Dave Alpern
President Joe Gibbs Racing
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BEING TRUE TO YOURSELF IS GOOD FOR BUSINESS: HOW MAILCHIMP DOES BRAND MARKETING

For most companies, building a successful brand requires listening to what made you successful in the first place: your instincts. In 2017, MailChimp set out to do just that with its "Did You Mean MailChimp?" campaign. As a company that has built itself on enabling small businesses to grow without compromise, MailChimp set out to show that it practices what it preaches: being creative and true to yourself is good for business. Instead of the expected brand campaign, “Did You Mean MailChimp?” created an entire ecosystem of artful and playful experiences for people to engage with. The campaign brought the MailChimp brand to new audiences around the world and was the recipient of a 2017 Cannes Lions Cyber Grand Prix. In this session, learn how experiential marketing can be used to surprise and delight customers and help grow your brand; how a well-defined brand purpose can strengthen your marketing content; and some practices for measuring the success of brand content.

Sarita Alami
Brand Marketing Manager MailChimp
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10:45am Networking Coffee Break

General Session (cont.)

HOW EXTENDED STAY AMERICA USED THE ULTIMATE HOLIDAY TRAVELER TO DRIVE OCCUPANCY

For most brands in the extended stay hotel segment, the holiday season traditionally brings a decrease in occupancy—resulting in lower revenue at a time when every dollar counts for 4th quarter reporting. Many companies respond by slashing room rates and cutting back on their marketing efforts, saving their budget and big campaigns for “high season”. In this session, you will learn how Extended Stay America joined forces with Cherry Hill Programs in a barter agreement to house hundreds of Santas across the country in exchange for marketing rights as “Santa’s Favorite Hotel”. Through creative messaging, nostalgic imagery, engaging social media content, and a $100,000 budget, see how ESA reaches millions of consumers for outstanding results in incremental revenue at year end.

Erika Looney
Sr. Manager, Creative Services Extended Stay America
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12:05pm Luncheon

General Session (cont.)

HOW FIRST CITIZENS’ COMMITMENT TO CUSTOMERS COMES FROM WITHIN

Founded in 1898 and headquartered in Raleigh, N.C., First Citizens Bank serves customers at more than 500 branches in 21 states. In this session, SVP of brand marketing Jim Bacharach will share the company’s 2017 “Pride” campaign. The creative campaign, introduced during regional broadcasts of the Academy Awards, was directed by Academy Award-winning documentary filmmaker Errol Morris and featured the bank’s own employees in starring roles. Hear how the unscripted thoughts and stories of First Citizens’ associates authentically delivered on the bank’s Forever First commitment to its customers.

Jim Bacharach
SVP, Brand Marketing First Citizens Bank
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2:00pm Joe Gibbs Racing VIP Facility Tours

2:30pm Conference Adjournment


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.