Wednesday, September 7, 2016
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8:30am
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Breakfast
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9:30am
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General Session
FPL: CHANGING THE CURRENT WITH CONTENT
Florida Power & Light Company, a subsidiary of NextEra Energy, Inc., is the third-largest energy company in the United States, serving more than 4.8 million customer accounts or more than 10 million people across the state of Florida. In this session, FPL will share how they evolved their content strategy from being the “best story ever told” to the “best story ever heard,” and, along the way, became the most trusted electric company in the nation. FPL’s Senior Director of Brand and Marketing Jose Chacon will share how they unified their brand story under the ‘Changing the Current’ content strategy; simplified their message; and amplified their voice to better engage and drive interest with customers.
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Jose Chacon
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Senior Director, Brand & Marketing
Florida Power & Light Company / NextEra Energy, Inc.
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BLOOMIN' BRANDS SERVES UP CONTENT MARKETING
As the parent company of leading casual restaurant chains Outback Steakhouse, Carrabba’s Italian Grill and Bonefish Grill, Bloomin Brands know that the best way to connect with its customers is with original content marketing. In this session discover how the Bonefish Grill is using a variety of digital and social media platforms to engage guests without relying heavily on discounts and price point promotions. The team will share how Content Marketing has helped Bonefish Grill connect their brand story to guests, ultimately driving brand health and awareness.
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Brandon Micko
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Director Marketing Communications
Bonefish Grill
Lauren Cresta
Digital Marketing Manager
Bonefish Grill
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11:10am
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Networking Coffee Break
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DISCOVERING YOUR CONTENT "WHY" TO MAXIMIZE THE "WHAT OF MEASUREMENT
Content can be an easy addition to any marketing plan, but it can fall flat when trying to tie creative content to business results. During this presentation, discover how Vanguard’s large amount of content is being streamlined through a creative framework that helps prioritize, develop high impact creative, and measures multi-channel touch points through the path to conversion.
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Bonnie Cruice
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Creative Social Media and Advertising Strategist
Vanguard
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12:20pm
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Luncheon
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INTERCONTINENTAL HOTEL GROUP: A BRAND AND A PUBLISHER
In today’s marketing world virtually every brand is a “publisher”, and breaking through the clutter has become more essential than ever. In this session Kim Atkinson, Director Content Marketing for IHG will explain why her brand is now thinking more like an editor, creating compelling, interesting, and engaging content and experiences for their consumers. Learn how this leading brand is learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.
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Amy Voss
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Content Strategy & SEO Manager, Americas Content Marketing
Intercontinental Hotel Group
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MILLENNIALS: CONTENT MARKETING THROUGH THE CUSTOMER SHARING JOURNEY
Social savvy millennials today create and post polished photos and stories in line with their personal brand, each asset potentially shared hundreds of thousands of times to reverberate across their networks – and your target audience. Heavy-hitting influencers who feature their favorite products and brand experiences may be doing your marketing for free – but they're also disrupting the traditional buying journey for your customers. Today, a new trend called the "customer sharing journey" is emerging as a key content marketing strategy that takes advantage of the winding path millennials – influenced by social posts and shared online experiences – now take before purchasing a product. In this session, the presenter will share the concept of the "customer sharing journey" and provide a holistic framework for incorporating it into your marketing strategy. Attendees will discover the basis for shifting from a reactive approach to the purchasing decision to a proactive one, empowering brands to tailor their marketing content and customer experiences, more authentically with millennials, and maximize business results.
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Kyle Wong
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Millennial Marketing Expert
CEO of Pixlee
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3:00pm
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Conference Adjournment
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3:30pm
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Post Conference Tour
Much Ado about Manatees Tour
Following the close of presentations please join us for the Much Ado about Manatees Tour. This complimentary experience runs for 30 minutes and through guided instruction attendees will discover:
• What manatees are and why are they here in the winter months; this tour will include discussions on manatee anatomy, physiology, and GPS tracking.
• Conference attendees can see how big manatees can grow. Guests will be able to see up close the high bone density and marching molars. Learn why elephants are manatees’ cousin (fingernails, skin, snout), how manatees eat sea grass, and some of the noises they make.
• Guides will walk along the group through the exhibits explaining fun facts and the significance of a 12-13 month gestational period, Florida warm water habitat, and why manatees come to FPL Manatee Lagoon. The guides will share information on the GPS tracking device used on manatees and explain their significance and importance of this device.
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