ANA Marketing Innovation Day @ Brandman University (Members Only Conference)
|Begins:||Thursday, November 1, 2018 at 8:15am|
|Ends:||Thursday, November 1, 2018 at 3:15pm|
16355 Laguna Canyon Road
Irvine, CA 92618
Thursday, November 1, 2018
HOW WONDERFUL HALOS BECAME AMERICA’S MOST LOVED HEALTHY SNACK BRAND
Wonderful Halos mandarins, a healthy snack brand, saw an opportunity to fill a consumer need. Halos set out this past season to drive strong sales growth by dramatically changing its marketing mix and increasing household penetration and purchase frequency, while building consumer love to drive category preference and brand loyalty. They introduced a new consumer target of older adult snackers with new custom television commercials. And launched produce’s biggest-ever point of sale display program in 10,000+ stores, which drove a 2x lift in velocity growth for stores with displays vs. those without displays.
Vice President, Marketing and Insights
The Wonderful Company
DEL TACO: LAUNCHING A BRAND RE”FRESH”
As the nation's second leading Mexican quick service restaurant, Del Taco recently unveiled its brand refresh, focusing on being the “fresh Mexican grill.” Hear how Del Taco pulled off this successful repositioning that included everything from new back-of-house and guest-facing initiatives to a new holistic advertising campaign.
Chief Marketing Officer
Del Taco Restaurants, Inc.
Networking Coffee Break
BRANDMAN: INNOVATING MARKETING IN HIGHER EDUCATION
In a sea of sameness, higher education marketers need to turn attention to why their institutions do what they do. And in today’s marketplace where prospective students have more choices than ever before, it is important that higher ed brands innovate and market themselves differently. Hear how Brandman University marketed themselves and stood out from the crowd.
Executive Vice Chancellor, Marketing
U.S. BANK: CO-CREATING WITH CUSTOMERS
Imagine having the power to create your own credit card. That’s exactly what a diverse group of businesses did to develop the new Business Leverage card for U.S. Bank. Join us as we share the challenges—and the rewards—of enlisting the small business community to create a whole new type of credit card.
Founder and Chief Executive Officer
Senior Vice President and Head, Small Business Card Division
FARMERS INSURANCE: OVERCOMING THE AD-BLOCKER WALL WITH A WINNING CONTENT STRATEGY
Thirty percent of Americans use ad-blockers, which means effectively connecting with consumers remains a challenge. To overcome these digital barriers and deepen engagement, Farmers became an early adopter in large-scale native advertising and has launched a content marketing strategy that’s driving awareness, acquisition, and retention. Review case studies and gain insights on how this soft-sell, journalistic approach can improve your brand’s effectiveness. Successes and challenges aligning measurement with business metrics will also be discussed.
Director, Digital Content Marketing and Social Media