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2017 AMA Nonprofit Marketing Conference Schedule Tweet Live: #AMANP DAY ONE I MONDAY, JULY 10, 2017 7:30 AM – 6:30 PM REGISTRATION OPEN-Ballroom Foyer 8:00 – 11:00 AM OPTIONAL PRE-CONFERENCE TUTORIALS* (*Pre-conference tutorials are optional and require a separate registration fee). Tutorial A: Winning in the Age of the Consumer: Defining a Strategic and Actionable Vision for your Customer Experience Carryn Quibell, CEO Marmalade; Simon Goodship, Chief Solutions Officer, Marmalade Room: Latrobe Digital disruption has forever changed for the world of marketing. Brands have the ability to create never-been-seen before experiences. Customer expectations are growing exponentially. And increasing complexity and diversity of marketing channels is creating entirely new challenges for customer engagement. With these shifts, we've seen the evolution of a new practice in the area of marketing driven by empathy and design thinking, focused on creating a seamless, holistic, omni-channel customer experience. And the results are in - businesses who embrace design thinking and focus on their customer experience are out- performing their competition two fold. And those who aren't focusing on their customer experience will be at a huge competitive disadvantage as it becomes a larger and larger driver of customer advocacy. For this workshop, we will work through a series of design-driven frameworks that will allow you to begin to establish a north star for your customer experience strategy, as well as understand how to operationalize a service-centric, cross-departmental approach to consumer, customer and member engagement. Tutorial B: How Brandraising Raises Visibility and Money Sarah Durham, CEO, Big Duck Room: Roosevelt As you expand the tools you use to communicate with supporters online and off, how do you make sure that everyone in your organization is speaking to participants, donors, and your wider community with one voice? Based on her popular book Brandraising: How to Raise Money and Increase Visibility Through Smart Communications (Jossey-Bass, 2010), Sarah Durham introduces you to the concept of brandraising that can help you improve your organization’s marketing strategy and how you use communications to build relationship-buildings. As a result of this session, you will be able to: Use brand strategy (positioning and personality) to keep your marketing efforts aligned and on track. Develop tools to speak with a unified organizational voice across all channels, in all tools, and to all supporters. Tutorial C: Marketeering: Doing More with Less Mark Devito, President, Chief of Creative, The Gigawatt Group Room: Culpepper Budgets are tight, demands are high, and expectations are through the roof. Great ideas are everywhere, and you know that no question - brand marketing is needed. What do you do now? You need to enlist high end talent to creatively think through how to make the most of your vision without breaking the bank. Is it possible? Absolutely. But, it takes some practice, the proper

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2017 AMA Nonprofit Marketing Conference Schedule

Tweet Live: #AMANP

DAY ONE I MONDAY, JULY 10, 2017

7:30 AM – 6:30 PM REGISTRATION OPEN-Ballroom Foyer

8:00 – 11:00 AM OPTIONAL PRE-CONFERENCE TUTORIALS* (*Pre-conference tutorials are optional and require a separate registration fee). Tutorial A: Winning in the Age of the Consumer: Defining a Strategic and Actionable Vision for your Customer Experience Carryn Quibell, CEO Marmalade; Simon Goodship, Chief Solutions Officer, Marmalade Room: Latrobe

Digital disruption has forever changed for the world of marketing. Brands have the ability to create never-been-seen before experiences. Customer expectations are growing exponentially. And increasing complexity and diversity of marketing channels is creating entirely new challenges for customer engagement. With these shifts, we've seen the evolution of a new practice in the area of marketing driven by empathy and design thinking, focused on creating a seamless, holistic, omni-channel customer experience. And the results are in - businesses who embrace design thinking and focus on their customer experience are out-performing their competition two fold. And those who aren't focusing on their customer experience will be at a huge competitive disadvantage as it becomes a larger and larger driver of customer advocacy. For this workshop, we will work through a series of design-driven frameworks that will allow you to begin to establish a north star for your customer experience strategy, as well as understand how to operationalize a service-centric, cross-departmental approach to consumer, customer and member engagement.

Tutorial B: How Brandraising Raises Visibility and Money Sarah Durham, CEO, Big Duck Room: Roosevelt As you expand the tools you use to communicate with supporters online and off, how do you make sure that everyone in your organization is speaking to participants, donors, and your wider community with one voice? Based on her popular book Brandraising: How to Raise Money and Increase Visibility Through Smart Communications (Jossey-Bass, 2010), Sarah Durham introduces you to the concept of brandraising that can help you improve your organization’s marketing strategy and how you use communications to build relationship-buildings. As a result of this session, you will be able to:

• Use brand strategy (positioning and personality) to keep your marketing efforts aligned and on track.

• Develop tools to speak with a unified organizational voice across all channels, in all tools, and to all supporters.

Tutorial C: Marketeering: Doing More with Less Mark Devito, President, Chief of Creative, The Gigawatt Group Room: Culpepper Budgets are tight, demands are high, and expectations are through the roof. Great ideas are everywhere, and you know that no question - brand marketing is needed. What do you do now? You need to enlist high end talent to creatively think through how to make the most of your vision without breaking the bank. Is it possible? Absolutely. But, it takes some practice, the proper

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2017 AMA Nonprofit Marketing Conference Schedule

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guidance and some smart instincts.

This workshop first identifies trending creative campaign models and the tactical approach that most take. Then, we identify ways to achieve similar goals with limited funds. Don’t let the budget drive the creative. We will take submissions from the workshop attendees for 3 current organizational challenges and explore how to navigate the creative waters through several tactical concepts. This workshop provides tangible answers to your often frustrating concerns over how you’re going to make your campaign a reality. We’ll also explore how to target your ideal audience and create brand centric solutions that make sense. We’ll take questions from the group and workshop answers that can help you with approach, your team, your past experiences, and what’s next.

11:00 AM – 12:00 PM PEERTables-Grand Ballroom PEERTables is an informal, interactive networking and educational experience. Join us to meet, learn from, and share with your industry peers before the conference officially kicks off. Bring your questions, challenges, ideas, insights, and problem-solving skills -- you'll need it all! How does it work? We'll arrange tables labeled with different focus areas that reflect the common topics/themes you will hear about during the conference. Choose a table, grab a seat, and a table moderator will do introductions before guiding a 30-minute discussion on topics decided by YOU. At the end of the 30 minutes, you're free to jump to a different table to meet and interact with new folks, or you can stay put. We will complete two 30-minute cycles in all during this timeframe. 12:00 PM-1:00 PM Lunch-Ballroom Foyer/Grand Ballroom

1:15 – 1:30 PM WELCOME & OPENING COMMENTS-Grand Ballroom Mike Gardner, Chair, 2017 AMA Nonprofit Marketing Conference

1:30 – 2:30 PM KEYNOTE PRESENTATION-Grand Ballroom A Poem, A Gospel Song and a Prime Minister. The Keys to Fueling a Global Movement. Martha Adams, Chief Creative Officer, Girl Rising Research shows that educating girls is the smartest investment in the world today. And yet 130 million girls are missing from classrooms around the world. Thousands of innovative nonprofits are working to address this issue, providing scholarships, uniforms, and mentors to those girls who have long been denied their right to an education. But is this enough? How can we scale the movement at a faster pace?

Girl Rising believes in the power of inspirational storytelling coupled with deeply strategic distribution that not only motivates communities to send their daughters to school but inspires mothers and fathers, teachers and principals, CEOs and elected officials to change their behavior and value girls the same way they value boys. While stories alone have the power to create impact, a relevant, recognizable and potent brand can give stories the power to fuel a global movements and help end the subjugation of girls.

2:30 – 3:00 PM NETWORKING BREAK WITH EXHIBITS-Ballroom Foyer

3:00 – 4:00 PM | BREAKOUT SESSIONS BREAKOUT ONE: Fostering a Marketing Culture

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They’re Not Your Consumers, They’re Your Audience Alex Rodriguez, Senior Director, Communications, United Way of New York City Room: Grand Ballroom I This presentation will offer steps on how to create a culture of storytelling that empowers your business and your consumers. We are in a time of storytelling, people long to see themselves in what you do and what you represent. To thrive, we must look to be a reflection of our community and a light for where they aspire to be. BREAKOUT TWO: Building the Experience Can We Make Our Cultural Institutions Irresistible—A Case Study: Rebranding The Metropolitan Museum of Art Cynthia Round, Former Senior Vice President, Marketing and External Relations, The Metropolitan Museum of Art Room: Grand Ballroom II How can a 145-year-old art museum stay relevant in an increasingly digital world where institutional authority is challenged and lines are blurred between what is and isn’t art? Does art matter? Can we make the arts more open and central to the lives of a broader, more diverse audience? How do the principles of brand strategy apply to cultural institutions? BREAKOUT THREE: Engaging Innovation and Technology How to Conquer the Daunting Lion’s Den of Digital Innovation with Mobile Apps for Your Brand Debbie Bates-Schrott, President and CEO, Bates Creative; Erin Pressley, Vice President, Publishing, NACS: The Association for Convenience & Fuel Retailing Room: Kennedy Ballroom

Tackling mobile apps for the first time can feel like being thrown into the lion’s den of digital innovation. At the same time, mobile apps allow your organization to think differently about how and where it can connect with its audience. Nielsen did a digital deep dive and learned that 90% of a consumer’s mobile time is spent in apps. So where to begin? This session will explore how the Architect of the Capitol, Napa Valley Vintners and The Association for Convenience & Fuel Retailing (NACS) all achieved their common goal of generating brand engagement. The flexibility of mobile app platforms allowed each organization to take a bite of transformative technology while leading with their respective brand missions. From sweeping panoramas, interactive maps and relevant content, learn how you can bring your nonprofit’s marketing strategy into the immersive mobile space from discovery to “download.” COLLABORATORY OFFERING #1-In this breakout session the focused industry will be Foundations. Hosted by Chris Ewing, President, Hungry Media Room: Roosevelt Collaboratory: kə-ˈla-bə-ˌrāˌtor-ē (noun) The place for experimentation, investigation, observation, etc.to work jointly with others especially in an intellectual endeavor or to gain additional marketing knowledge

An Unscripted, Interactive Workshop! Facilitated by industry leaders, collaboratories are an opportunity for you to

network with and learn from the experiences of fellow marketers in your industry. Come prepared to share challenges and solutions. Session topics this year will include healthcare, higher education, foundations, youth services and community service organizations.

4:15 – 5:15 PM KEYNOTE PRESENTATION-Grand Ballroom Make-A-Wish ®: Building and Connecting with a Global Community John Vranas, Chief Strategy Officer, Make-A-Wish International Beginning in 2014, Make-A-Wish refined its brand positioning, changing organizational culture from a single focus on Make-A-Wish and the wish child as the hero of our story and expanding to include the donors, volunteers and supporters.

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Our brand strategy is to demonstrate wish impact by moving us towards an organization concerned with outcomes (changing lives) rather than just interventions (wishes). In this keynote address, we will show how we used our data and research to begin the shift in our brand positioning, redirect stories to reflect wish impact and build our global community across social media channels. Then we will illustrate our social engagement strategy success through the 2016 Disney® Share Your Ears campaign, which was deemed by AdWeek as one of the Most Engaging Brand Content Campaigns in 2016.

5:15 – 6:30 PM DAY ONE RECEPTION WITH EXHIBITS-Ballroom Foyer Networking activity and raffle prizes! Must be present to win.

7:30 PM NONPROFIT MARKETING CONFERENCE NIGHT AT THE MOVIES-Grand Ballroom Introduced by Martha Adams, Chief Creative Officer, Girl Rising From Academy Award-nominated director Richard E. Robbins, Girl Rising journeys around the globe to witness the strength of the human spirit and the power of education to change the world. The Girl Rising film spotlights the unforgettable stories of nine girls living in the developing world, striving beyond circumstance and overcoming nearly insurmountable odds to achieve their dreams. The original film features their stories - written by acclaimed female writers and voiced by some of the world’s leading actors - Meryl Streep, Anne Hathaway, Alicia Keys, Freida Pinto and others.

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DAY TWO I TUESDAY, JULY 11, 2017

7:45 AM–6:00 PM | REGISTRATION OPEN-Ballroom Foyer

8:00 – 8:30 AM | CONTINENTAL BREAKFAST WITH EXHIBITS-Ballroom Foyer

8:30 – 9:45 AM KEYNOTE PRESENTATION-Grand Ballroom See it to Be It: How Communicators are Fighting Bias Lisa Sherman, President and Chief Executive Officer, Ad Council

Advertising, at its heart, is about motivating people to make a snap judgement. We give you 15 seconds of an image and we want that image to so move you, to so implore you, to so motivate you – that you fall in love with a brand and take action. It may seem puzzling, then, to hang our hats on advertising as a means to eradicate snap judgements and to confront bias. And yet, it’s one of the most powerful tools we have.

10:00 – 11:00 AM | BREAKOUT SESSIONS PARTNER SESSION ONE: Actionable Analytics: How to Hone in and Drive Website Strategy Based on Data Josh Ditthardt, Sales Manager, Siteimprove Room: Grand Ballroom I Web analytics and data have been becoming big trends in the non-profit realm lately. The good news is you don’t have to be a data scientist to analyze the data and get the information you need. So how can you be successful with your website analytics? What is truly necessary to make sound judgements based on analytics? And how can your web team implement an analytics strategy moving forward? We’ll look at a variety of specific metrics, such as document downloads, visitor views, reporting, and top viewed pages as well as share a case study of a non-profit successfully using analytics to help give you an idea of how to strategically move forward with your analytics and take action. What are the three key takeaways?

• Learn what analytics data you should be analyzing

• Learn what data you’re spending too much time analyzing

• Learn how to create an analytics strategy that helps your non-profit make website decisions moving forward

PARTNER SESSION TWO: Make Better Decisions Russ Perry, Founder, Design Pickle Room: Grand Ballroom II Decisions are hard. Rarely is there is a clear path to the outcome we desire. As leaders, we are forced to make decisions at a rapid pace with less than ideal information or even worse, too much information the "right" decision is impossible to navigate. During this session join startup founder, Russ Perry, as he teaches how one simple tool can help you and your team make smarter and faster decision in every area of your life. Attendees will hear how Russ built a self-funded multi-million dollar startup and became the leading service provider in a very crowded space all by making simple and fast decisions. Key takeaways will include how to keep short and long-term decision making in alignment and how to use the decision tool to keep your teams focused on the larger strategic direction.

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PARTNER SESSION THREE: How to Increase Social Impact through Travel Aoife McArdle, Director of Business Affairs and Social Impact Trips, Airbnb Room: Kennedy Ballroom Airbnb has expanded opportunities for its community to host beyond homesharing, now providing opportunities for travelers and locals to connect over social causes through an “experience marketplace.” Aoife McArdle leads the social impact team that aims to empower nonprofits by driving Airbnb users to engage in these social causes around the globe. Join Aoife as she discusses her vision of future, a world where all travelers can have a positive social impact. PARTNER SESSION FOUR: The Biggest Opportunity You may be Missing: Meet your Next Generation of Supporters, Donors, and Volunteers Bernadette Grey, MDR Director of Program Development, MDR-A D&B Company; Vicki Messler, Director, of Corporate Partnerships, MDR Room: Roosevelt This fall, 54 million students will return to classrooms. For nonprofits, America’s 5.6 million teachers might be your most under-tapped influencers. Hear from your peers and MDR, an education engagement partner, about successful strategies nonprofits are using to enlighten a new generation of advocates—students and their young parents. With the right initiative, educators will embrace your efforts to rally communities, boost fundraising revenue, and change behaviors.

11:00 – 11:30 AM NETWORKING BREAK WITH EXHIBITS-Ballroom Foyer

11:30 AM – 12:30 PM | BREAKOUT SESSIONS BREAKOUT ONE: Fostering a Marketing Culture Using Collaborative Leadership to Build a Results-Oriented Marketing Strategy Donna Doleman, Senior Vice President, Marketing and Communications, Ann Arbor SPARK Room: Grand Ballroom I Ann Arbor SPARK’S integrated marketing efforts builds awareness and engagement using a range of platforms: social media, digital, online newsletters, website, videos and podcasts as well as direct communication with stakeholders. This blend of new media with “traditional” marketing platforms, is turn-key and enables the team to deliver a consistent message real-time and deliver significant marketing results for the organization. SPARK’s marketing team is small but the collaborative approach allows SPARK to be innovative and manage every aspect of its branding, leveraging the CEO and all of its staff as ambassadors in curating content and in executing within many platforms simultaneously. This includes paid platforms like You Tube, TrueView, Google AdWords and experiential marketing initiatives. This marketing strategy has evolved over the years and has resulted in exponential growth in its interactions and engagement with target audiences: high tech businesses and the talent that these companies need to continue to succeed. BREAKOUT TWO: Building the Experience Creating Content that Motivates in a Mobile-First World Adva Priso, Associate Vice President, Anne Lewis Strategies, LLC; Jennifer Gmerek, Engagement and Donor Marketing Manager, Conservation International Room: Grand Ballroom II As tweet and snaps move at the speed of light, so do today's digital consumers: You have nanoseconds to capture someone's attention over email. (Most people keep emails open for about 15 seconds, according to industry benchmarks.) You can’t just deliver your content over mobile anymore; you have to create quick-hitting digital experiences. That means your content looks like Tumblr and interacts effortlessly like Medium, pairing the right words-and sometimes no more than 10 of them-with a single powerful image.

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Join Jennifer Gmerek, Engagement and Donor Marketing Manager for Conservation International, and Adva Priso, Associate Vice President at Anne Lewis Strategies, for a how-to on creating content that motivates action in the mobile-first world. BREAKOUT THREE: Engaging Innovation and Technology The Network Effect: Supercharging Strategic Partnerships in Social Media Dale Nirvani Pfeifer, Founder and CEO, Goodworld Room: Kennedy Ballroom When it comes to partnerships, are you making the most of your social media? Learn how to use the latest social innovations to seamlessly integrate digital marketing and strategic partnerships from the founder and CEO of Goodworld (the pioneer of hashtag donations and one of Fast Company’s Most Innovative Companies). Through case studies and best practices, you will be shown how to build successful public-private partnerships that increase social media engagement through direct, sharable calls to action. Learn how to create out-of-the-box campaigns that engage your audience in new and meaningful ways, increasing the effectiveness of your social media channels. By leveraging your partners’ networks to raise awareness and generate impact, you can reach new supporters and grow a loyal base of potential donors. COLLABORATORY OFFERING #2-In this breakout session the focused industry will be Healthcare. Hosted by Justin Schauble, Executive Director, New District Media Room: Roosevelt Collaboratory: kə-ˈla-bə-ˌrāˌtor-ē (noun) The place for experimentation, investigation, observation, etc.to work jointly with others especially in an intellectual endeavor or to gain additional marketing knowledge

An Unscripted, Interactive Workshop! Facilitated by industry leaders, collaboratories are an opportunity for you to

network with and learn from the experiences of fellow marketers in your industry. Come prepared to share challenges and solutions. Session topics this year will include healthcare, higher education, foundations, youth services and community service organizations.

12:30 – 1:45 PM 2017 NONPROFIT MARKETER OF THE YEAR AWARDS LUNCHEON-Colonnade

2:00 – 3:00 PM | BREAKOUT SESSIONS BREAKOUT ONE: Fostering a Marketing Culture The Innovation Incubator Jennifer Martindale, Chief Marketing Officer, Yerba Buena Center for the Arts Room: Grand Ballroom I In 2015, Yerba Buena Center for the Arts (YBCA) began shifting their organizational model to put their mission and brand at the center. Previously used as little more than a production studio, YBCA’s marketing department has since evolved into an innovation incubator, where some of the Center’s most successful ideas are prototyped and launched. From their groundbreaking Pay What You Can membership to publishing the annual YBCA 100 list, Yerba Buena Center for the Arts’ marketing team helps keep them on the leading edge of the arts and culture field. In this session, you’ll hear how YBCA’s first CMO completely reimagined the role and relevance of marketing. In this session, you will learn to be an advocate for the role of Marketing, add value in unexpected places, and manage risk and get consensus. **SESSION CANCELED** BREAKOUT TWO: Building the Experience Turning Insight Into Action Jennifer GoodSmith, Vice President, Marketing and Communications, The Morton Arboretum; Graeme Trayner, Managing Director, GPG Room: Grand Ballroom II

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So you have the data, what do you do with it? This session will show how to drive change and action within your organization by taking insight--whether it's customer research, brand assessment or donor soundings--and translating results into programs and initiatives. How can you achieve measurable goals, such as audience expansion and financial sustainability, and understand how to remain relevant in a changing world, reach new demographics and sharpen communications? Beginning with an overview about trends in opinion research and leading to practical applications everyone can use, this session will take you from theory to practice to outcomes that align with institutional objectives: gaining buy-in from the top; streamlining research efforts; and offer practical applications to support strategy, audience engagement and program planning. BREAKOUT THREE: 2017 Nonprofit Marketer of the Year Recipient Session Brand-volution; How United Way is Transforming their Brand Lisa Bowman, Chief Marketing Officer, United Way Room: Kennedy Ballroom Lisa Bowman, Chief Marketing Officer of United Way Worldwide will share the recent brand-volution journey United Way has been on to help a new generation of donors understand who United Way is, what they do, and most important, why they should care. Learn how a distributed global network of 1,800 local United Ways is adopting a mantra of One Network, One Brand, One Voice. BREAKOUT FOUR: Engaging Innovation and Technology Successful Consumer Best practices in Innovation and Marketing Technology: What Marketers at Nonprofits can Learn Michael A. Buczkowski, Chief Marketing Officer, UCLA Extension Room: Roosevelt The evolution of marketing technology is constant, and so is the evolution of the end consumer/audience. Audiences now expect each interaction and experience with a brand to meet their demands and match up with their past consumer experiences, a bar often set by the savviest marketers – digital brands like Amazon, Apple, and Netflix. This session will focus on how both the digital agency and consumer brands help nonprofits maximize budgets to improve the overall digital experience, ultimately driving reach, sales/engagement and loyalty to the brand.

3:00 – 3:30 PM NETWORKING BREAK WITH EXHIBITS

3:30 – 4:30 PM BREAKOUT ONE: Fostering a Marketing Culture Keeping Sane: A Social Media Manager’s Guide to Survival in a Divisive Climate Tyra Burton, Senior Lecturer of Marketing, Kennesaw State University Room: Grand Ballroom I In today’s divisive climate, nonprofit brands and organizations can get caught in the cross-fire. For social media managers, this means increased vigilance of the organization’s interaction with consumers, patrons, and the public but it comes at a price. This increased exposure to the often toxic environment of social media can negatively impact your employees on both professional and personal levels. How can we all find the good to stay positive and vigilant in today’s increasingly confrontational landscape? This session explores options for dealing with social media meltdown and fatigue for employees directly connected to social media as well as others in the organization. BREAKOUT TWO: Building the Experience Success on a Shoestring Budget, Building an Integrated Campaign Shantini Munthree, Managing Partner, The Union Marketing Group; Kara Williamson, Marketing Manager, American Red Cross of Eastern PA Room: Grand Ballroom II The American Red Cross is a brand that’s on the news almost daily for its efforts. Sometimes being that well known doesn’t help drive community participation. We wished to make the Red Cross top of mind for local volunteers, financial and blood donors.

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We looked at volunteer, funding and communications data to identify opportunities to tell our story better. We crafted a compelling overarching brand message to tie our many audiences and initiatives together. How else could we make a 15 second TV spot work? We built a plan that leveraged our personal and media networks to build a multi-million dollar marketing campaign on a shoestring budget. This is a case study of strategic marketing, discipline and resourcefulness. BREAKOUT THREE: Engaging Innovation and Technology Building a Cost-Effective Program to Energize Your Young (Millennials) Constituents Across the U.S and Globally Russell Silber, Multimedia Designer, Multimedia Lab, American Chemical Society; Erik Holderman, Senior Producer, Multimedia Lab, American Chemical Society Room: Kennedy Ballroom Asking your local volunteers to host event is hard. Making sure your members are connected across the U.S. and globally is even harder. And to top it off, you are tasked to do this on the pennies... Impossible? The American Chemical Society overcame these challenges. We will share our experiences, best practices, and lessons learned on creating ACS Program-in-a-Box; a program that provides an easy-to-host-kit, video content, and networking tools to energize volunteers and help network members. Held twice a year, ACS Program-in-a-Box attracts more than 5,000 live viewers and over 300 groups hosting watch parties with over 900 posts and pictures shared during the event. COLLABORATORY OFFERING #3-In this breakout session the focused industry will be Youth Services. Hosted by Regan Lamb, Chief Marketing Officer, OTM Partners Room: Roosevelt Collaboratory: kə-ˈla-bə-ˌrāˌtor-ē (noun) The place for experimentation, investigation, observation, etc.to work jointly with others especially in an intellectual endeavor or to gain additional marketing knowledge

An Unscripted, Interactive Workshop! Facilitated by industry leaders, collaboratories are an opportunity for you to

network with and learn from the experiences of fellow marketers in your industry. Come prepared to share challenges and solutions. Session topics this year will include healthcare, higher education, foundations, youth services and community service organizations.

4:30 – 6:00 PM DAY 2 RECEPTION WITH EXHIBITS-Ballroom Foyer More raffle prizes! Must be present to win.

DAY THREE I WEDNESDAY, JULY 12, 2017

6:30 AM | GET UP AND GO MORNING WALK WITH HOST KAY KEENAN, PRESIDENT, GROWTH CONSULTING INC. PLEASE MEET IN MAIN LOBBY ENTRANCE OF HOTEL.

7:45 AM–12:30 PM | REGISTRATION OPEN-Ballroom Foyer

8:00 – 8:30 AM | CONTINENTAL BREAKFAST-Ballroom Foyer

8:30 – 9:30 AM | BREAKOUT SESSIONS BREAKOUT ONE: Fostering a Marketing Culture Does My Nonprofit Need Rebranding to Excel? Jim Heininger, Founder/Principal, Dixon/James Communications; Cristy Harris, Director of Coordinated Entry, Housing Forward Room: Grand Ballroom I In today's battle for relevance, advocacy and donor support, some nonprofits are re-evaluating the effectiveness of their brand. Is your nonprofit's brand limiting your growth, creating marketplace confusion, failing to engage followers or donors? Or does an upcoming merger require you to address new branding? This session will look at why, how and when rebranding might be the strategic growth accelerator your organization needs. We'll lay out how to build a business case for rebranding and look at important decisions to be made - all illustrated with examples of good and bad nonprofit re-brandings. BREAKOUT TWO: Building the Experience

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Infographics: Simplifying Big ideas with Images Beth Brodovsky, President, Iris Creative Group, Inc. Room: Grand Ballroom II As the Internet grows ever more visual, infographics are everywhere. This tool for turning complex ideas into simple visuals has become a powerhouse for sharing content across media. For something that looks effortless when done, they can be amazingly hard to create. This session breaks down the infographic movement to share ways to use this tactic in your marketing. We’ll discuss how you can convert content you already have into visuals as well as how to create new media from scratch. From annotated illustration to data visualization, we’ll explore the ways visual information is changing how people connect with ideas. Learning Objectives

• The difference between data visualization and infographics

• How to incorporate infographics in marketing

• Where to find opportunities in content you already have

• What makes a compelling graphic

• How to create your own

• BREAKOUT THREE: Engaging Innovation and Technology

Watch Out! Opportunities and Pitfalls when Building Your Next Website

Catherine Hyde, Senior Director, Digital Engagement and Marketing Operations, Enterprise Community Partners; John Harrison,

Senior Manager, Digital Engagement, Enterprise Community Partners

Room: Kennedy Ballroom

Are you on point for your non-profit's new website? Then this workshop is for you! Learn how one national nonprofit chose a new

vendor and content management system, went mobile, landed on a user-tested URL, navigated a mid-course correction to Drupal 8,

and managed the under-appreciated post launch "burn in" period. With fresh lessons learned on how to support agile development,

and avoid getting caught in a waterfall, two marketing leaders from Enterprise Community Partners will bring this case study full of

success and pitfalls, sharing what worked and what to avoid in a major transition to your next-generation website.

COLLABORATORY OFFERING #4-In this breakout session the focused industry will be Universities. Hosted by Shane Hedges, Vice President of Programming, CMO Community Room: Roosevelt Collaboratory: kə-ˈla-bə-ˌrāˌtor-ē (noun) The place for experimentation, investigation, observation, etc.to work jointly with others especially in an intellectual endeavor or to gain additional marketing knowledge

An Unscripted, Interactive Workshop! Facilitated by industry leaders, collaboratories are an opportunity for you to network

with and learn from the experiences of fellow marketers in your industry. Come prepared to share challenges and solutions. Session topics this year will include healthcare, higher education, foundations, youth services and community service organizations.

9:45 – 10:45 AM | BREAKOUT SESSIONS **SESSION CANCELED** BREAKOUT ONE: Fostering a Marketing Culture Engaging Your Nonprofit Board and C-suite to Leverage Community and Corporate Partners as Part of Your Marketing Team Margarethia G. Bledsoe, Director of Marketing & Outreach, The Family Health Centers of Georgia, Inc. Room: Grand Ballroom I

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2017 AMA Nonprofit Marketing Conference Schedule

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The Family Health Centers of Georgia (FHCGA) maintains partnerships with 150 plus corporations, organizations, politicians, and entertainers. This session will review how one federally qualified community health center leveraged corporate and community partnerships for brand awareness, advocacy, fundraising, and increasing consumer access. It will focus on how marketing engaged its’ Board and c-suite to support partnerships; serve on community boards and as keynote speakers while promoting marketing activities. The results included high profile events, corporation donations and great entertainers for fundraising and community outreach. BREAKOUT TWO: Building the Experience Shaping the Story: How Data Visualization Brings Nonprofit Marketing to Life Thomas Sanchez, Founder and CEO, Social Driver Room: Grand Ballroom II Data visualizations are quickly becoming the go-to tool for nonprofit marketers to literally shape their story. Maps, interactive charts, and digital reports are equally popular among nonprofit executives, funders, and consumers for the very same reasons — they are visual and instantly understood, they can be refreshed as new data is available, and they can be easily shared across mobile, social media, and email. Learn from a leader in the open data movement as Thomas Sanchez, Founder and CEO of Social Driver, shares the why, how, and when of launching high-performing data visualizations, maps, and visual storytelling. BREAKOUT THREE: Engaging Innovation and Technology How to Run a Successful Fundraising Campaign with No Time or Money Dan Kaplan, Fundraiser/Volunteer, Jody’s Climb for Hope Room: Kennedy Ballroom Do you want to maximize your fundraising results super efficiently? Learn how Jody’s Climb For Hope raised $4,500 with a tota l of five hours labor, one email list, and $30. This presentation will show the step-by-step process used to setup an automated email sequence, drive visits to a donation page, announce the results on social media (and drive more donations), and convert the list into donors. Emphasis will be on process, using existing assets, and storytelling as well as best practices to minimize time and effort, while maximizing donations. COLLABORATORY OFFERING #5-In this breakout session the focused industry will be Advocacy. Hosted by Karen Alston, President and CEO, Alston Marketing Group and The Spectrum Circle Room: Roosevelt Collaboratory: kə-ˈla-bə-ˌrāˌtor-ē (noun) The place for experimentation, investigation, observation, etc.to work jointly with others especially in an intellectual endeavor or to gain additional marketing knowledge

An Unscripted, Interactive Workshop! Facilitated by industry leaders, collaboratories are an opportunity for you to network

with and learn from the experiences of fellow marketers in your industry. Come prepared to share challenges and solutions. Session topics this year will include healthcare, higher education, foundations, youth services and community service organizations.

10:45 – 11:15 AM NETWORKING BREAK-Ballroom Foyer

11:15 AM – 12:30 PM CLOSING KEYNOTE PRESENTATION-Grand Ballroom Jazz is Life®-Professional Development Marty Ashby, Jazz Guitarist, GRAMMY® Award-winning Producer, Programming Consultant, Motivational Speaker and Lifelong Advocate of Jazz Music and its Unique Place in American Culture. Jazz Is Life® explores what jazz and “right brain” qualities like empathy and playfulness teach about improvisation, collaboration and innovation. Marty Ashby, executive producer of MCG Jazz, educator, composer, guitarist and multi-GRAMMY Award winning

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2017 AMA Nonprofit Marketing Conference Schedule

Tweet Live: #AMANP

producer presents an interactive conversation on the themes of partnership, leadership, teamwork, risk-taking and creative problem-solving in the work-place done in the unique setting of the jazz guitar trio.

12:30-1:00 PM Closing Remarks