Sponsorship & Experiential Marketing

WELCOME AND INTRODUCTIONS (11:00-11:10AM ET)
Gena Casciano, Director - ANA

I. Roundtable Discussion (11:10-11:30am ET)
2020 was a year turned upside down. But when nothing makes sense, focusing on your consumer makes perfect sense. During this roundtable, we’ll be hearing from two veteran marketers who successfully pivoted their traditional sponsorship and event marketing approaches by adjusting to new consumer behavior. Please join us on Monday for our virtual chat and come prepared to participate in an active roundtable discussion. Bring your stories of how you see consumer trends shifting, how you’ve broken through with your sponsorship marketing efforts during COVID and share things you’ve learned that you will apply to 2021 and beyond.

Lastly, as we begin the year as your Experiential and Sponsorship Marketing cochairs – we’d love to know what stories you’d like told in the future (as the year unfolds). We look forward to hearing your thoughts on what matters most to you!
Hosted by Committee Co-Chairs:
Dee Hall, Executive General Manager - Advantage Solutions
Cliff Rigano, Head of Culture, Lifestyle & Event Marketing - Jägermeister

II. Post Pandemic: The Affect/Effect on Sponsorship (11:30am-12:10pm ET)
In this session, we will discuss how both the pandemic and the “rush” to digital properties has fundamentally changed a brand’s expectations of their sponsorship and partnership marketing efforts. Examples and stories shared will showcase how this critical time period should be leveraged and invested in to help build and strengthen the “bridge” between your physical and digital audiences as well as why this “bridge” has become the new center stage for engagement in the years to come.
Speaker:
Bryan Waddell, Marketing Manager, Experiential - Nestle USA - Center for Marketing Excellence

III. Road Racing Reimagined (12:10-12:50pm ET)
In these uncertain times, New York Road Runners (NYRR) has continued to provide new opportunities and value to its runners, sponsors, and partners through its emerging platforms, increased connectivity, and brand building. NYRR will share how they have brought the largest marathon in the world, the TCS New York City Marathon, to runners worldwide virtually. By developing unique and innovative approaches for current and new runners, the marathon brought a personalized and customized experience. NYRR will also share their comprehensive strategy of reimagined events to bring back in-person events safely in the new normal.
Speakers:
Christine Burke, Senior Vice President of Strategic Partnerships and Runner Products - NYRR
Caitlin Sheridan, Director, Experiential Events - NYRR

CLOSING REMARKS (12:50-1:00pm ET)

**Schedule subject to change