PR+MKTG Camp East
Thursday, October 28, 2010
8:00 AM - 5:00 PM (ET)
Lighthouse Executive Conference Center
111 East 59th Street
New York, NY 10022
What is PR+MKTG Camp East?
PR+MKTG Camp East is a highly interactive one-day conference. Its goal is to help PR and marketing professionals maximize their impact in reaching new influencers in today’s increasingly socially-driven, media landscape.
Sessions will focus on integrated strategic engagement -- ways that organizations and companies can benefit from internal collaboration and aligning communication, customer support, sales, and community management and moderation. Topics include:
- Assessing the current communications environment
- Building a vision for integrated strategic engagement
- Executing a strategy for integrated engagement
- Establishing business impact metrics and analytics
- A strategic vision and the tools you need to better reach the new influencers in today's changing media landscape.
- A network of professionals built upon an intimate setting and interactive discussion
- A comprehensive summary of the day that you can share with clients and colleague
Who should attend PR+MKTG Camp East?
PR+MKTG Camp East is recommended for a select number of managers, directors with communications, brand and sales support responsibility and who oversee the vision, strategy and execution of social/traditional media.
PR+MKTG Camp East draws from companies, agencies, non-profits, government, associations, and educational institutions.
Why attend PR+MKTG Camp East?
PR+MKTG Camp is different.
Format: PR+MKTG Camp's format combines case studies, audits and extensive group discussions. The day is very structured, but you have ample opportunities to shape the outcome.
Sessions start with breakout groups led by pairs of industry experts -providing you with more exposure to multiple points of view and different experiences. In the second part of each session, the Camp reconvenes, and the group leaders present their findings for the whole Camp to discuss.
This combination of breakout groups and larger discussions gives you the best of both worlds - a setting to network with one small group of peers throughout the day and forum to share a broader range of ideas with a larger group.
Size: Given its structure, PR+MKTG Camp limits the number of attendees and moderators. This smaller size is optimal for greater participation and an ideal way to explore a full range of topics.
Interaction: Unlike other conferences, the Q&A portion doesn’t conclude each session; it is each session.
Attendees have an opportunity to share experiences, ask questions, and debate solutions with a select group of moderators. These discussion leaders are chosen for their knowledge of social media as well as the reputation of the agencies and brands they work for and represent.
Outcomes: All attendees receive an executive summary of key findings and action plan template to build their own integrated engagement strategy.
8:00 AM - Registration and Breakfast
9:00 AM - Keynote: Executive Keynote on Strategic Engagement in the New Media Landscape
Keynote Speaker: Ellen Stone - Senior Vice President Marketing, Bravo Media
9:45 AM - What is Success: Creating a Strategic Vision for Greater Alignment
In the rush to launch new initiatives and reach new influencers, companies are experiencing misaligned communications goals, confusion over engagement strategies and tactics and inconsistent messaging and branding.
This session will focus on creating a vision for strategic engagement to help you more effectively influence your target audience. It will highlight the value of collaboration and integrating communication, marketing, customer service, sales, and community management/moderation. We will explore examples of what short-term and long-term success look like.
The goal is to help you build your Alignment Action Plan - focusing on the underlying assumptions and organizational challenges that stand in the way of a successful media planning strategy and taking into account your need to demonstrate value.
Stephanie Agresta - EVP, Global Director of Digital Strategy & Social Media Porter Novelli
Bonin Bough - Director of Digital and Social Media, PepsiCo
Aaron Calloway - Brand Manager AXE, Unilever
Shari Forman – Director, Social Media and Online Communications, American Express
Peter Blacker - EVP Digital Media, Telemundo Network
Lloyd P. Trufelman - President & CEO, Trylon SMR, New York
Diane Naughton - Vice President of Marketing, HarperCollins Children's Books
Jamie Pappas - Manager, Enterprise Social Media Strategy
11:15 AM - Communicating with Care: When Your Marketing Strategy Can Influence The Health of Others
Healthcare is an industry like no other. It not only affects everyone; it is also one of the few industries where the main products pharmaceuticals and other health industry products - are marketed to one group (the patient), prescribed by another (the doctor), supplied by yet others (the pharmacist) and paid for by either a corporation (insurance company) or by individuals. Given these parameters, drug and health care companies are particularly focused on the need to integrate customer service, marketing, sales and PR. Panelists who run the spectrum of the healthcare concerns will discuss its challenges, successes and failures, and ultimately show what all marketers can learn about communicating about care, with care.
Allison Blass - Blogger, Lemonade Life
Chemelle Evans - Senior Product Manager, Vimpat Brand Team, UCB
Harriet Hennigan - Marketing Coordinator, Alzheimer's Association
Carly Kuper - Director Communications, Digitas Health
Gigi Peterkin - Associate Director, Interactive Media, AstraZeneca
12:15 PM - Lunch
1:30 PM - Strategic Engagement: Executing on the Vision
Talk to your social marketing/communications team and you may hear conflicting views regarding customer engagement. Some may maintain that it’s everyone’s responsibility, while others contend that no one actually “owns” it, and still others say it’s the customer not the company who is the ultimate owner. The result: confused objectives, blurred boundaries, overlapping responsibilities, and duplicative efforts.
This session looks at helping organizations execute their strategic engagement vision. It examines how the new “social” landscape is blending customer service, sales, marketing and PR functions and how organizations are responding. It stresses a holistic, cross-functional approach looking at where PR and marketing can work with sales and customer service to manage their social marketing/communications and reach key influencers.
Matt Rosenhaft – Principal, Social Gastronomy
Joseph Moran – Collaboration Solutions Architect, Cisco
Jonathan Kopp - Partner / Global Director, Ketchum Digital
Jeff Simmermon - Director of Digital Communication, Time Warner Cable
Sandra Fathi - President & Founder, Affect Strategies
Frank Eliason – Senior Vice President of Social Media, CitiBank
Helene Cavalli - Manager of Marketing and Communications, Right Management, Manpower Inc. subsidiary
David Brooks - Director, Digital Strategy, Proof Digital Media
3:00 PM - Establishing Business Impact Metrics and Analytics
Measurement is critical. Yet the Internet and emerging interactive and customer/public participatory platforms make it among the most elusive components of any successful engagement strategy.
In this session, we develop a consensus on which metrics are most meaningful in demonstrating the value of alignment. We look at which tools are best to measure them, who is in charge of collecting and sharing the data that is collected and most importantly, how the data is used. We will also address how various departments (marketing, social outreach, sales) can learn from each other in measuring overall performance.
Peter Fasano - Engagement Manager, Dachis Group
Ayush Agarwal - Head of Products, CoTweet
Damon Burrell - VP, Consumer Marketing, MTV Networks
Joelle Keane Tramel - Agency Relations Manager: IPG, Google
David Berkowitz - Senior Director of Emerging Media & Innovation, 360i
Dean Landsman – President, Landsman Communications Group
Michael Pranikoff - Global Director, Emerging Media, PR Newswire
Nick Goggans - President, Lytiks
4:15 PM - Review Key Findings, Relationships, Calls to Action and Next Steps
4:30 PM - Conclusion