Brand Management

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. FROM LOCAL BOROUGH RACE TO "FOMO" EVENT: A CASE STUDY OF THE NYRR BROOKLYN HALF (9:45-10:30AM)
In 2011, about 8,000 people ran the NYRR Brooklyn Half race. Registration was open for 3 ½ months. Only five years later in 2016, the race sold out in 52 minutes and became the largest half marathon in the U.S. with over 27,000 finishers. This year's race sold out in just 26 minutes. How did the Brooklyn Half go from local race to "Fear of Missing Out" ("FOMO") event? Nick Clark, Director of Business Development, Michael Cruz, Director of Brand Marketing & Communications, and Kyle McLaughlin, Director of Experiential, will share the story of how NYRR turned a simple race into a powerful asset through reimagining the race from start to finish, extending the event experience beyond the day of the race, and collaborating with our partners.

Speakers:
Michael Cruz, Director of Marketing – New York Road Runners
Nick Clark, Director of Business Development – New York Road Runners
Kyle McLaughlin, Director of Experiential – New York Road Runners


II. STELLA ARTOIS: BUY A LADY A DRINK – CAUSE MARKETING CASE STUDY (10:30-11:15AM)
Water is the foundation of the Stella Artois product. It has helped them to build their 600-year brewing legacy, so they know the lasting impact that access to clean water can have. More than 650 million people around the world lack access to safe water. This crisis disproportionately affects women, who spend millions of hours a day collecting water for their families. In this session, hear how Stella Artois and Water.org partnered together to give women that time back. By providing access to safe water, they positively changed the lives of women around the world. They created a new legacy by helping these women create better lives for their families for generations to come. Through a simple yet effective mechanic: for every Stella Artois limited edition Chalice sold, Stella Artois helped provide 5 years of clean water for 1 person in the developing world, they've been able to impact more than 800,000 people to date and positively grew the brand in the U.S.

Speaker:
Harry Lewis, Vice President Marketing – Stella Artois U.S.


III. VITA COCO: BUILDING A BRAND FROM TRENDY TO MAINSTREAM (11:30AM-12:15PM)
What started as an idea in a bar 13 years ago has quickly turned into one of the fastest growing categories and brands in the beverage world. By focusing on high impact grassroots and influencer marketing Vita Coco has helped develop coconut water into a billion+ dollar category. Vita Coco will share how they are taking a product that has existed for centuries and turning it into a mainstream staple in the U.S., Europe, and China.

Speaker:
Patrick Baskin, Global Brand Manager – Vita Coco


LUNCH (12:15–1:15PM)


IV. STARR RESTAURANTS: INNOVATIVE SOCIAL LISTENING AMPLIFIES BRAND MARKETING (1:15-2:00PM)
STARR Restaurants is a group of 35 restaurants in Philadelphia, New York City, Miami, Ft. Lauderdale, Washington D.C., Atlantic City, and Paris. Founder and CEO, Stephen Starr, is consistently named as one of the most innovative and prolific restaurateurs in the country. In this session Laurie Satran, Director of Digital Marketing – Starr Restaurants, will share their brand marketing story and how social media and social listening play a tremendous role in their marketing and brand innovation.

Speaker:
Laurie Satran, Director of Digital Marketing – Starr Restaurants


V. MEMBER ROUNDTABLE DISCUSSION: NON-TRADITIONAL BRAND GROWTH (2:00-2:30PM)
Growing your brand in today's fast-paced, always-on culture can at times prove difficult. But, utilizing non-traditional means to break through the clutter and noise is often the key to that growth. In this session we will have a discussion on how you can grow your brand utilizing these non-traditional means similar to how NYRR has grown their brand through creating FOMO events, or how Stella aligned themselves with a cause. We encourage you to consider what non-traditional means you've seen or been a part of that were helpful to growing a brand and can help your peers determine if the same can be helpful for their brands.

Facilitators:
Michael Cruz, Director of Marketing – New York Road Runners
Crystal Albanese, Senior Manager, Conferences & Committees – ANA