Sponsorship & Event Marketing

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 –10:00AM)


I. COCA-COLA & ESSENCE: BEYOND THE SPONSORSHIP EVENT (10:00 – 10:50AM)
Coca-Cola sponsors some of the world's most identifiable live events from the Olympics to NASCAR to the NCAA Final Four Basketball tournament and has been the presenting sponsor of the ESSENCE Festival for the last 21 of 22 years. With that long-standing partnership Coca-Cola has held with the ESSENCE Festival, it requires both brands to deliver more innovative and compelling touchpoints to engage the festival's audience. In this session you'll learn how the two brands go deeper into sponsorship activation. Leveraging ESSENCE's omnichannel capabilities, Coca-Cola aligned its summer music campaign Share a Coke and a Song with the largest multicultural Live event in the U.S.; ESSENCE Festival.

Speaker:
Staci Bazzani, Director, Global Sponsorship and Strategic Partnerships – Essence Communications
Stella Ringer, Senior Manager Entertainment Partnerships, Integrated Marketing – Coca-Cola


II. VITA COCO'S BEACHSIDE SLIDE: AN EXPERIENTIAL CASE STUDY (11:00 – 11:50AM)
When Vita Coco partnered with the city of New York for its annual Summer Streets celebration, they tapped into their born on the beach roots, and brought the tropics to Lower Manhattan. With live palm trees & beach sand it was everything people would expect from an island resort – but they also took it one step further and brought along the unexpected: A three story tall, three hundred foot long slip n slide. By putting a fun twist on the healthy recreation spaces that Summer Streets typically provides, it created a memorable moment that was a hit across all social channels. In this session, Vita Coco will share how the power of experiential marketing, along with emotionally driven insights made a lasting impression for the brand.

Speaker:
Brian Coleman, Activation Director- Vita Coco


LUNCH (12:00 – 12:40PM)


III. BENJAMIN MOORE PAINTS A SPORTS SPONSORSHIP STRATEGY (12:45 – 1:35PM)
In this presentation, leading paint manufacturer Benjamin Moore will share the strategy and development behind the Fenway Collection. Attendees will hear the challenges the brand faced and how they successfully overcame them. The presenters will also share how the learnings from the Fenway Collection helped develop a different activation model for other teams, and how that model worked for their overall sports marketing strategy.

Speakers:
David LaMere, Marketing Programs Manager- Benjamin Moore
Allison Falciglia, Programs Manager- Benjamin Moore


IV. TD AMERITRADE: THE VALUE OF BRANDED ENTERTAINMENT (1:45 – 2:30PM)
Branded entertainment is becoming a utility for brands. Discover how TD Ameritrade incorporates branded entertainment into their sponsorship media mix. In the context of their Rio Olympics and NFL partnerships, Dedra and Rachel will discuss the unique approach TD Ameritrade has taken to produce and distribute content to their target audience. Learn how branded content complements TD Ameritrade's direct marketing channels, giving the brand the ability to connect more emotionally with consumers and convey their brand beliefs in a non-traditional way.

Speakers:
Dedra Delilli, Director, Social Media Marketing & Corporate Sponsorships - TD Ameritrade
Rachel Barkan, Sr. Manager, Corporate Sponsorships - TD Ameritrade