Thursday, September 24, 2015

 
  • 8:30am-8:45am | Breakfast and Registration
  • 8:45am-9:00am | Welcome
  • 9:00am-10:35am | Program
  • 10:35am-10:55am | Networking Break
  • 10:55am-12:15pm | Program
  • 12:15pm-1:15pm | Lunch
  • 1:15pm-3:05pm | Program
  • 3:05pm | It's a wrap!

Subject to change

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Agenda

 

8:30am

Breakfast

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Chief Content Officer, Brand Innovators
Host: Ted Rubin, Strategic Advisor, Acting CMO, Brand Innovators, and author of Return on Relationship
Event Chairperson: Shelly Nelson, Vice President of Marketing, Cambria

9:00am

Opening Keynote: The Making of CambriaStyle

LouAnn Haaf, Director, CambriaStyle Magazine
Shelly Nelson, Vice President of Marketing, Cambria

9:25am

Content Marketing 2.0: From Boardroom to Newsroom

There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.

Moderator: Liz Bedor, Brand Strategist, NewsCred

Jennifer Heyman, VP, Social Media Engagement, Wells Fargo
Marcia Miller, Senior Vice President, Corporate Marketing & Marketing Services, Optum
Patrick Reiter, Senior Group Manager – Digital Marketing and Media, Target
Jill Renslow, SVP of Business Development, Marketing, Mall of America

10:05am

Keynote

Jill Renslow, SVP of Business Development, Marketing, Mall of America

10:20am

NetBase Original: Insiders View on 2016 Political Primary Debates

We will analyze the debate, using the NetBase LIVE Pulse™ dashboard, monitoring the social chatter about the candidates.

Pernille Bruun-Jensen, Chief Marketing Officer, NetBase

10:35am

Networking Break

10:55am

Brands as Editors

Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.

Moderator: Kyle Stuef, Director of Community Management, Ignite Social Media

Tucker Gerrick, Director of Marketing, Fulton Beer
Kevin Hunt, Social Media Manager, General Mills
Ashley Ryan, Marketing Director, First Avenue
Wendy S. Wiesman, Senior Director of Marketing, Blue Cross and Blue Shield of Minnesota

11:30am

Keynote

Bob Thacker, Executive Director, AdoptAClassroom.org

11:50am

Keynote

The explosion of digital content, consumer generated content in particular, has changed the marketing landscape forever. This evolving dynamic presents new challenges and opportunities that must be met head on to succeed on the marketplace. Karl will talk a little about what is happening in the space, what Kellogg’s is doing about it and then share some recent successes.

Karl Miller, Director, Digital Strategy KNA, Kellogg Company

12:15pm

Lunch

1:15pm

Keynote — If Content Marketing’s So Great, Why is Success So Elusive?

If you read the trades, content is all the rage these days. So why do so many brand marketers doubt its effectiveness? In this keynote, Outbrain’s Andrew Furman will discuss content’s importance to online advertising, how consumers discover and react to content, and the businesses successfully using content discovery to deliver both engagement for their brands and crucial data they can apply to their overall marketing strategies.

Andrew Furman, Vice President, West and Central Region, Outbrain

1:40pm

Keynote

Dave Schneider, Senior Director/Head of Global Marketing, Red Wing Shoe Company

2:05pm

People, Partnerships, and Production: Three Routes To Creating Compelling Content

Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs. Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.

Moderator: Matthew Gonnering, CEO, Widen

Amy Halford, Director, Digital Marketing, General Mills
Dave Schneider, Senior Director/Head of Global Marketing, Red Wing Shoe Company
David Shelleny, Interactive Marketing Communications Manager and Producer, Polaris Industries
Zach Sussman, Marketing Director, CRAVE Restaurant

2:40pm

Closing Keynote — Small Business Revolution

Amanda Brinkman, Chief Brand & Communications Officer, Deluxe

3:05pm

It’s a wrap!