ANA Content Marketing @ Visit Philadelphia presented by Deloitte Digital (Members Only Conference)
|Begins:||Wednesday, June 13, 2018 at 9:15am|
|Ends:||Wednesday, June 13, 2018 at 4:00pm|
Independence Visitor Center
599 Market St
Philadelphia, PA 19106
Wednesday, June 13, 2018
General Session Begins
VISIT PHILADELPHIA: CONTENT MARKETING WITH CULTURAL RELEVANCE
VISIT PHILADELPHIA®, an industry-leading tourism marketing organization. In this session, they will share how they are staying culturally relevant through content marketing and will share three examples of how their market research helped successfully target and engage specific audiences. In the digital advertising campaign “We Got You,” The Roots’ Tariq Trotter, a Philly native, guided African-American influencers to hidden gems in the city. The organization also partnered with Bon Appétit to create a video series highlighting distinctively delicious and less-known assets of the city’s food scene. And, of course the Super Bowl. They will share how they utilized social media to send Philly care packages to homesick Philadelphia Eagles fans across the country, asked these fans to document their reaction, and created a viral video about hometown pride, just before the Birds won the Super Bowl.
Senior Manager, Integrated Marketing Programs
MOE'S SOUTHWEST GRILL: UNITING THE PHYSICAL AND DIGITAL WORLD OF BURRITOS
Founded in Atlanta in 2000, Moe’s Southwest Grill has a one of the most fun and engaging guest experiences in the fast casual industry which has differentiated the brand in a dynamic marketplace. Hear how the back to back “Top Fast Casual Mexican Brand” in 2016 and 2017 voted on by the Harris poll is building loyalty with everyday guests and avid fans through an omni-channel connection strategy, including innovative content marketing.
Director, Brand Marketing
Moe's Southwest Grill
Networking Coffee Break
THE UNDERSTANDING AVERAGE PROJECT: HOW TO PREDICT AND CREATE CONTENT THAT DISRUPTS AVERAGE
“Average” is a pretty polarizing word. We would be ecstatic if the “average” person was aware of our creative work, but annoyed if our work was described as "average" or “mediocre.” But “average” can define something far more powerful: mass behavior. The inertia of culture. Deloitte Digital’s Heat believes a better understanding of this inertia can inspire content that pushes boundaries and achieves scale. In this session, they will share 'Understanding Average,' a research series that explores how average Americans are impacted by cultural phenomena - from hashtags to superfoods. This session will include compelling research results and they will discuss their implications for breakthrough strategy and creativity with the audience.
Head of Strategy
XEROX CONTENT MARKETING INNOVATION STORY
Xerox Corporation is an $11 billion technology leader that innovates the way the world communicates, connects and works. In this session, hear the innovative work they are doing in content marketing including the insights, details and learnings around their recent content marketing work: SET THE PAGE FREE, which was an incredibly successful brand media initiative.
Director Global Advertising & Media
PEPSI CREATORS' LEAGUE IN-HOUSE CONTENT STUDIO
In this session, hear from PepsiCo on their in-house content studio, The Creators League, and how they create, produce, and monetize content for brands like Mountain Dew, 7UP, Mirinda, and Pepsi.
Vice President, Brand Marketing Flavor Brands, New Sparkling/Energy Drinks
CERTAPRO PAINTERS: UTILIZING CONTENT MARKETING TO STAY RELEVANT
CertaPro Painters is a company with a fierce entrepreneurial spirit that drives their thirst for marketing innovation and top notch customer service. In this session, hear from their head of marketing who will share insights on how content marketing plays a role in their marketing plans to stay relevant with modern consumers.
Vice President, Marketing