Content Marketing @ FedEx (Members Only Conference)

This event is over.

According to a recent report by the Custom Content Council and ContentWise, marketers are spending $44 billion a year on content marketing. Content marketing has become the great equalizer, since both small and large brands can compete through great storytelling that communicates their brand or corporate ethos. Yet the challenge remains on how to successfully produce original content that engages, entertains and is relevant to core audiences while delivering on brand metrics.

Join us for a fun and informative day, hosted by FedEx and hear about success stories in content marketing, branded experiences and digital marketing. This complimentary members-only conference will showcase leading client-side marketers representing a diverse array of industries discussing their strategies behind the development of custom content and branded experiences, the execution of production through different media channels and the measurement of key objectives.

All registrations must be submitted by 1PM CST on Wednesday, January 13. Absolutely NO late registrations, substitutions or onsite registrations will be allowed.

Agenda

* Indicates that the speaker has approved sharing their presentation on the password-protected, members-only section of the ANA website

^ Indicates that the speaker has consented to the creation of a Post Event Recap (event recaps are an executive summary of the presentation in paragraph form along with audience Q&A)

TIME	EVENT DETAILS	LOCATION
Thursday, January 21, 2016
8:15am	Breakfast
9:00am	General Sessions
9:15am	VANGUARD GROUP: A CONTENT STRATEGY THAT "CLICKS" ^ As social media and other forms of content have become an integral part of successful marketing plans, one challenge is to take a step back and examine your goals for a cohesive content marketing program. Vanguard is developing creative tactics across communication channels to be more effective as they help people become better investors. Bonnie Cruice* Creative Strategies Vanguard Group
10:00am	JOHN DEERE: AN ORIGINAL CONTENT MARKETER ^ Content marketing has gained popularity over the last few years, but some brands — like John Deere — have been practicing it for decades. In this session, discover how a leading brand in agriculture became a trailblazer in content marketing by creating a publication for its customer base. The Furrow* was created in 1895, and currently is the most widely-read farm publication in the world. Over ninety percent of readers surveyed are first made aware of new John Deere products from The Furrow, while more than forty percent of readers visit the John Deere website for more information on a product they’ve seen advertised. It is a model of content marketing that any marketer can continue to learn from. David G. Jones Publications Manager / Editor, THE FURROW and HOMESTEAD John Deere Ag & Turf Division
10:45am	Networking Coffee Break
11:00am	General Sessions cont. Rust-Oleum Inspires Content Marketing Through Storytelling ^ Rust-Oleum, a billion-dollar coatings manufacturer with a strong history of developing innovative products to help homeowners and businesses maintain and renovate their spaces, has transformed its communications strategy. Moving away from a very traditional “product features and benefits” message to one of inspiration and storytelling. In this session discover the insights into how Rust-Oleum is using storytelling to inspire its audience with 1,000 projects designed to show them how spray paint and other coatings can bring their ideas to life. Lisa Bialecki* Senior Director Integrated Communication Rust-Oleum
11:45am	BIG & SMALL SCREENS: HOW GEICO IS DEVELOPING UNSKIPPABLE CONTENT ^ GEICO has long been a major television advertiser but in recent years they, along with the help of their 20-year advertising partner The Martin Agency, have greatly expanded their presence in all things mobile and online. GEICO’s new mobile app was recently touted as the best in the category and their new pre-roll online advertising gained international recognition for being the first company to create content specifically designed for that space. In this session you’ll hear how all the content works together to help make GEICO the fastest growing car insurance company for the last decade. Brad Higdon SVP/Group Account Director THE MARTIN AGENCY Wade Alger SVP/Group Creative Director THE MARTIN AGENCY
12:30pm	Luncheon
1:30pm	General Sessions cont. ST. JUDE: BUILDING AN ICONIC BRAND More than 50 years ago, entertainer Danny Thomas had a vision that “no child should die in the dawn of life” and built St. Jude Children’s Research Hospital in Memphis. Today, St. Jude is leading the way the world understands, treats and defeats childhood cancer and other life-threatening diseases. In this session discover how St. Jude increases the prominence and relevance of its brand by endearing the hearts of millions to its mission: Finding cures. Saving children. Emily Callahan Chief Marketing Officer St. Jude Children’s Research Hospital
2:15pm	½ PART MARKETING ½ PART MATH: MOUNTAIN DEW’S RECIPE TO EFFECTIVE CONTENT MARKETING FOR GLOBAL BRANDS Available in more than 50 countries around the world, Mountain Dew is one of PepsiCo’s 22 billion dollar brands and has its sights on tapping into new and emerging markets. Part of this growth is fueled by introducing consumers to what the brand represents and engaging them around their passions – from action sports to gaming to lifestyle art. Dew has the unique opportunity through a Global Content Strategy to bring these passions, to consumers across the world in a scaled way that’s truly authentic to the brand. In this session discover how the brand optimizes digital & social media to grow global brand equity, what so challenges they face and what the framework is to utilize a “Glocal” approach for content. Manos Spanos Senior Director, Brand Marketing Mountain Dew
3:15pm	Conference Adjournment