Content Marketing @ Hallmark Cards, Inc.

HALLMARK LEVERAGES DATA AND THE HEART TO PERSONALIZE THEIR MARKETING EFFORTS

Learn how Hallmark leverages data - and also the heart - through their personalized marketing work. Lindsey Roy, Hallmark Greetings Chief Marketing Officer, will share a case study on their 2018 successful launch of “Just Because” along with other key initiatives. 

Lindsey Roy

Chief Marketing Officer Hallmark

WINNING WITH MODERN CONSUMERS IN AN ERA OF SNACKABLE CONTENT

In this presentation, Jeff Fromm, President FUTURECAST will look at the role of content in creating Brand Love®.  He will share insights in what drives brand preference and the role of just-in-time content with just-in-time buyers, highlighting case studies to illustrate the new frameworks brands are using to compete in an era of StoryLiving ™.

Jeff Fromm

President FUTURECAST

LEVERAGING CONTENT TO TAKE ICONIC BRANDS TO THE NEXT LEVEL

From Pampers, to Gucci, to Lee Jeans, content marketing has played a key role in lengthening the lead of these iconic brands or in some cases, helping to lead their brand reinventions. Hear from Kim Yates,  Vice President, Marketing at VF Corporation, how Pampers, used content marketing to support their platform of caring for all babies' development, how luxury brand like Gucci is leveraging content to be a relevant, giftable choice at the holidays and Lee Jeans is harnessing the power of content to re-tell the brand's story.

Kim Yates

Vice President, Marketing VF Corporation (Lee Jeans)

KAISER PERMANENTE: BRINGING A CONTENT STRATEGY TO LIFE

Stories have always been our most powerful communications vehicle. And they can be used as an effective device to frame and articulate any strategy — marketing, content, sales, business, personal. Kaiser Permanente of the Mid-Atlantic States’ Creative Director, Franklin Parrish, will walk you through the story elements necessary to communicate strategy and uncover a surprising way that story structure formula can help you successfully bring your content strategy to life.

Franklin Parrish

Senior Director, Creative and Editorial Services Kaiser Permanente

DRIVING REAL IMPACT WITH DATA

In the complex and highly regulated world of financial services, a data strategy grounded in solid governance is a vital component of a leading brand and content marketing strategy.  It’s even more important in the tax space – where government changes and tax preparation choices can make the client experience confusing and overwhelming.

Amy Clark, Senior Marketing Manager, Paid Media at H&R Block, will review how the organization is building data as a valuable corporate asset and how they are realizing it through data integration/stitching, analytics, insight, and cross-channel activation.

You will learn:

• How H&R Block is driving real business impact
• How to evolve your data and content marketing strategy
• How to build a roadmap for success

Amy Clark

Senior Marketing Manager, Paid Media H&R Block

NO ONE SHOULD TELL YOUR STORY BETTER THAN YOU

You hear it everywhere: telling your own story is more important than ever because of secular shifts in media and the confusing era of fake news. This session explores how ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, and the world’s largest health care charity, is transforming its storytelling via a media-like web platform produced by a team of ex journalists.

Louis Graham

Vice President, Enterprise Content ALSAC/St Jude Children’s Research Hospital

JOHN DEERE AND THE FURROW: ORIGINAL CONTENT MARKETING

In 1895, Charles Deere launched The Furrow magazine, and in the process created what's widely acknowledged as the first example of "content marketing." Join current editor David Jones for a look at the storied history of John Deere and The Furrow, and insights into how The Furrow has maintained its place...and relevance...as the world's most widely-circulated agricultural publication. 

David G. Jones

Publications Manager and Editor, THE FURROW and HOMESTEAD John Deere Ag & Turf Division