ANA Marketing Innovation Day @ Brandman University (Members Only Conference)

HOW WONDERFUL HALOS BECAME AMERICA’S MOST LOVED HEALTHY SNACK BRAND

Wonderful Halos mandarins, a healthy snack brand, saw an opportunity to fill a consumer need. Halos set out this past season to drive strong sales growth by dramatically changing its marketing mix and increasing household penetration and purchase frequency, while building consumer love to drive category preference and brand loyalty.  They introduced a new consumer target of older adult snackers with new custom television commercials. And launched produce’s biggest-ever point of sale display program in 10,000+ stores, which drove a 2x lift in velocity growth for stores with displays vs. those without displays.

Adam Cooper

Vice President, Marketing and Insights The Wonderful Company

DEL TACO: LAUNCHING A BRAND RE”FRESH”

As the nation's second leading Mexican quick service restaurant, Del Taco recently unveiled its brand refresh, focusing on being the “fresh Mexican grill.” Hear how Del Taco pulled off this successful repositioning that included everything from new back-of-house and guest-facing initiatives to a new holistic advertising campaign.

Barry Westrum

Chief Marketing Officer Del Taco Restaurants, Inc.

BRANDMAN: INNOVATING MARKETING IN HIGHER EDUCATION

In a sea of sameness, higher education marketers need to turn attention to why their institutions do what they do. And in today’s marketplace where prospective students have more choices than ever before, it is important that higher ed brands innovate and market themselves differently. Hear how Brandman University marketed themselves and stood out from the crowd.

Roger Lee

Executive Vice Chancellor, Marketing Brandman University

U.S. BANK: CO-CREATING WITH CUSTOMERS

Imagine having the power to create your own credit card. That’s exactly what a diverse group of businesses did to develop the new Business Leverage card for U.S. Bank. Join us as we share the challenges—and the rewards—of enlisting the small business community to create a whole new type of credit card.

Jon Eberly

Founder and Chief Executive Officer Clock Four

FARMERS INSURANCE: OVERCOMING THE AD-BLOCKER WALL WITH A WINNING CONTENT STRATEGY

Thirty percent of Americans use ad-blockers, which means effectively connecting with consumers remains a challenge. To overcome these digital barriers and deepen engagement, Farmers became an early adopter in large-scale native advertising and has launched a content marketing strategy that’s driving awareness, acquisition, and retention. Review case studies and gain insights on how this soft-sell, journalistic approach can improve your brand’s effectiveness.  Successes and challenges aligning measurement with business metrics will also be discussed.

Beth Traglia

Director, Digital Content Marketing and Social Media Farmers Insurance