Digital & Social @ KeyBank (Members Only Conference)

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Digital media has become a huge part of consumers' daily lives. But with so much information out there, how can you be sure your brand’s message is seen, relevant and timely?

Hear from leading client-side marketers as they present case studies and lessons learned in the digital marketing and social media space. Topics covered will include content marketing, data analytics and measurement, social media, digital marketing and much more!

This complimentary ANA members-only conference is crucial for any marketer seeking to navigate their brand through the ever-changing and transformative media landscape of digital and social.

Agenda

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TIME	EVENT DETAILS	LOCATION
Wednesday, September 30, 2015
8:15am	Breakfast
9:00am	General Sessions
9:15am	KEYBANK: DELIVERING A #KEYINSIDER EXPERIENCE VIA SOCIAL Young or old, rich or poor, consumers who interact with brands on social media expect exclusive access, info and discounts. Key augments its value exchange with its social followers by sharing previews, inside looks and exclusive experiential giveaways with our sponsorship partners, such as the Cleveland Cavs, Seattle Mariners and Playhouse Square. Attendees will learn how sponsorship content integration into a social content strategy helps drive strong impressions, engagement and sentiment and how KeyBank balances expertise and product and services content with giveaways. *Christina Klenotic^ SVP, Social & Digital Marketing KeyBank Heidi Modarelli-Frank^* Vice President, Director of Public Relations Marcus Thomas
10:00am	VANGUARD GROUP: REVIVING THE CREATIVE INNOVATION Vanguard manages their social platforms to ensure the brand’s strategy is innovating and evolving along with the ever-changing social media landscape. In this session, discover how Vanguard Group enhances their customer relationship through social channels and also partners with the advertising team to test and learn across the digital landscape. *Bonnie Cruice^** Creative Social Manager Vanguard Group
10:45am	Coffee Break
11:00am	AMERICAN GREETINGS WORLD’S TOUGHEST JOB: 2015 NORTH AMERICAN GRAND EFFIE WINNER On Mother’s Day, the second-biggest revenue-driving period for the greeting card industry, American Greetings honored moms by showing them in a different light. The result was World’s Toughest Job, a video embraced by over 24 million YouTube viewers, who experienced laughs, and tears, and discovered a newfound appreciation for what might just be the world’s toughest job. For American Greetings, it helped exceed Mother’s Day and full-year sales goals for Cardstore.com, the best-in-class online service that allows you to create, perfectly personalize, professionally print and send a greeting card. All of this success aims to further American Greetings’ mission to make the world a more thoughtful and caring place. *Alex Ho^ Executive Director, Marketing American Greetings Rebekah Pagis^* SVP, Group Account Director Mullen Lowe Boston
11:45am	CLEVELAND CLINIC’S WINNING CONTENT DIGITAL STRATEGY Useful. Helpful. Relevant. That’s the content strategy behind Cleveland Clinic’s Health Hub, the most highly-trafficked blog of any other major healthcare system. Since its launch in 2012, the Health Hub team has produced over 3,000 articles in a timely, efficient manner. In this session, learn how content marketing and corporate communications team members from a top hospital collaborate to create, distribute and measure content in order to increase national brand awareness. Attendees will also discover how the Health Hub fits into the brand’s broader digital strategy. *Bridget Peterlin^ Public Relations & Social Media Specialist Cleveland Clinic Stephanie Petrucci^* Social Media Manager Cleveland Clinic
12:30pm	Lunch
1:30pm	AMERICAN LICORICE DRIVES ROI FROM CROSS-PLATFORM ENGAGEMENT Marketers today face increasing fragmentation of the media landscape, rapidly evolving technology impacting shopping behavior, and increased competition for consumer attention. However, storytelling brands which are able to leverage creative content and first-mover advantage can still earn a disproportionate share of voice. The in-house agency team at American Licorice will discuss how its brands are leveraging creativity, agility and a personal touch to generate cross-platform engagement and drive real business results with very limited budgets. *Eileen Foley^ Consumer Communications Specialist American Licorice Nicole Brown^* Graphics Design Specialist American Licorice
2:15pm	VITAMIX: AMPLIFYING OUR CUSTOMER STORIES Vitamix, manufacturer of high-performance blending equipment, has developed digital tools and marketing programs to amplify the, already passionate, voice of their dedicated followers. In this session, discover how Vitamix showcases this customer loyalty via Vitamix.com, their online store and social media platforms to demonstrate their unwavering commitment to customers and to continue the Vitamix conversation with post-purchase customers. Hear the strategy, implementation, success and optimization approach behind these ongoing digital marketing programs. *Laura Szarek^ Senior Manager, Digital Marketing Vita-Mix Corporation Katie McNamara^* Social Media Manager Vita-Mix Corporation
3:05pm	Conference Adjourns