ANA Integrated Marketing Members-Only Conference @ Joe Gibbs Racing
|Begins:||Thursday, March 22, 2018 at 8:15am|
|Ends:||Thursday, March 22, 2018 at 3:00pm|
Joe Gibbs Racing (Corporate HQ)
13415 Reese Blvd.
Huntersville, NC 28078
Thursday, March 22, 2018
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.
Joe Gibbs Racing
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.
Brand Marketing Manager
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.
Sr. Manager, Creative Services
Extended Stay America
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.
SVP, Brand Marketing
First Citizens Bank
Joe Gibbs Racing VIP Facility Tours