Integrated Marketing
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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. BROOKDALE BRAND STORY: HOW A NEW BRAND CHANGED THE INDUSTRY (10:00 – 11:00AM)
Following a mega merger in 2014, Brookdale became the largest and only national senior living provider in the United States—with over 1,100 communities in 47 states. This is the only category where the customer LIVES with the brand—24/7/365. It is a complex, emotional category, full of myths, stigmas, and misperceptions along with two distinct targets and a varied path to purchase. But it is full of opportunity—for the next 20 years, 10,000 Americans turn 65—every day. In this session, Jonathan Ruchman, Senior Director, Brand Experience – Brookdale Senior Living, Inc. will share the story of how one company has developed and launched a new brand to inspire 80,000 employees internally, and externally change an entire industry—while at the same time enriching lives of seniors across America every day.
Speaker:
Jonathan Ruchman, Senior Director, Brand Experience – Brookdale Senior Living, Inc.
II. THE 'PANCAKE SELFIE EXPRESS': CHANGING THE FACE OF BREAKFAST (AND MARKETING) AT HOLIDAY INN EXPRESS (11:15AM – 12:15PM)
Holiday Inn Express is on a mission to attract millennial travelers with three of their favorite things... food trucks, selfies, and pancakes! So they decided to take their beloved one-touch pancake machine on the road with the Pancake Selfie Express. That's right, your face on a pancake! In this session, Seth Freeman, Brand Marketing Director – Holiday Inn Express, will discuss how they leveraged key insights to shape their 2015 campaign and deliver a high impact experiential activation to break through the clutter.
Speaker:
Seth Freeman, Brand Marketing Director – Holiday Inn Express
IIII. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (12:15 – 1:00PM)
ANA Integrated Marketing Committee members will have an opportunity to network and discuss key integrated marketing issues as well as suggest topics for future meetings.
Facilitator:
Talia Fisher, Coordinator, Committees & Conferences – ANA
IV. BMO (BANK OF MONTREAL): MAXIMIZING BROADCAST SPONSORSHIPS (1:00 – 2:00PM)
In this session, Shelley Johnsen, Senior Advertising Manager – BMO Harris Bank, will share a case study of BMO's partnership with The Amazing Race Canada as the campaign went from a simple logo opportunity to a full brand integration into the fabric of the show.
Speaker:
Shelley Johnsen, Senior Advertising Manager – BMO Harris Bank