Sponsorship & Event Marketing

Parking Instructions/Directions:
1. Park in Silver Deck- Type in the lot name into Waze or click the following link from your mobile device: https://waze.to/lu/hdn5bp2ywz. Validations will be given out during the meeting.
2. Exit Silver Deck on the top level, and follow signage to Gate 2 of Mercedes Benz Stadium.
3. After going through security (which includes a bag check/metal detector), enter the stadium doors. Staff will be on hand to escort guests up the elevator to the Harrah's North Club on Level 200.


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


I. ATLANTA UNITED PARTNERSHIP CASE STUDY (9:45 – 10:30AM)
In this session, director of marketing and fan engagement Sarah Kate "Skate" Noftsinger will discuss activations and engagement surrounding Atlanta's MLS team, Atlanta United FC.

Speaker:
Sarah Kate "Skate" Noftsinger, Director, Marketing & Fan Engagement - Atlanta United FC


II. COCA-COLA: FIFA WORLD CUP TROPHY TOUR ACTIVATION (10:30 – 11:15AM)
In 2006, FIFA and long-term partner Coca-Cola took an ambitious first step on a remarkable new journey by taking the original FIFA World Cup Trophy on a world in the build-up to the 2006 FIFA World Cup Germany™. This first ever FIFA World Cup™ Trophy Tour brought the energy and excitement of the world's most loved football tournament, and it's most coveted prize, directly to fans for the first time. In this session, content manager Chelsea Curtis and global football manager Jan Schetters will present the plan and share some of the learnings coming out of the 2017-2018 tour.

Speakers:
Chelsea Curtis, Content Manager, FIFA World Cup Trophy Tour and Jan Schetters, Global Football Manager – Coca-Cola


NETWORKING BREAK (11:15 – 11:35AM)


III. CHICK-FIL-A: BRINGING RIVAL FANS TOGETHER (11:35 – 12:20PM)
In 2017, Chick-fil-A established a new brand positioning and desired to bring it to life in its most substantial sponsorship and media investment: college football. In an attempt to bring rival fans together and live out its brand positioning, Chick-fil-A decided to construct a "pop-up restaurant" on the Alabama/Georgia state-line on the Saturday of the Auburn/Georgia game, dubbed as "the South's oldest rivalry." This marked one of the first times Chick-fil-A has leveraged experiential activations to create advertising content. In this session, experiential marketing team lead John Shackelford will share some of the learnings around this activation and the impact it had on Chick-fil-A's business and approach to marketing.

Speaker:
John Shackelford, Team Lead of Experiential Marketing – Chick-fil-A


LUNCH (12:20 – 1:00PM)


IV. HABITAT FOR HUMANITY: LIVING YOUR BRAND PURPOSE THROUGH PARTNERSHIPS (1:00 – 1:45PM)
Habitat for Humanity began in 1976 as a grassroots effort and has since grown to become a leading global nonprofit working in local communities across all 50 states and in more than 70 countries. Leaning on research around best practices in public/private partner activation and purpose-led storytelling, Habitat's partnerships and activations strive to appeal to all aspects of the target audience: attracting the head for rational buy-in; appealing to the heart for emotional buy-in; and activating the hands for behavioral buy-in and direct consumer action. In this session, Allison Green, director, cause marketing & workplace giving, will provide an overview of the organization's "Home is the Key" campaign, which brought together sponsors, celebrities and community leaders to build homes, raise funds, and speak out about the need for affordable housing. Katy Romero, energy partnership marketing lead at nest, will also share how nest is leveraging the partnership with Habitat to drive brand love through purpose.

Speakers:
Allison Green, Director, Cause Marketing & Workplace Giving – Habitat for Humanity International
Katy Romero, Energy Partnership Marketing Lead - nest


V. ANA SURVEY AND MEMBER ROUNDTABLE DISCUSSION: SPONSORSHIP MEASUREMENT (1:45 – 2:15PM)
The ANA recently fielded a survey to our member community to gain an understanding of current practices around sponsorship measurement. In this session, we'll share the detailed results of this survey, discuss implications and key takeaways for marketers, and share next steps in our partnership with MASB (Marketing Accountability Standards Board) on a project focused on sponsorship measurement. We'd also encourage continued discussion around measurement and evaluation of sponsorship programs. Does your company have a process in place? If not, what's holding you back? Please come prepared to share!

Facilitators:
Russ Findlay, Chief Marketing Officer – Hiscox and ANA Sponsorship & Event Marketing Committee Chair
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA


VI. OPTIONAL STADIUM TOUR (2:15 – 3:00PM)
Experience firsthand the signature features of Mercedes-Benz Stadium, including stops at locker rooms, the field, Window to the City, Skybridges and the 100 Yard Club. You'll also see how partners of the Atlanta Falcons and Atlanta United have leveraged this world-class venue to uniquely promote their brand.