SCOTTSDALE, ARIZ., DEC. 5-6, 2019

THE SCOTTSDALE RESORT AT MCCORMICK RANCH

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Customize your experience by choosing a track:

The Digital Marketing Track focuses on ways to incorporate tools like SEO, personas and video to define online audiences, improve searchability and tap into the power of storytelling within your communications efforts.

The Integrated Strategy Track highlights best practices for creating powerful customer journeys across multiple communications channels, including ways to anchor multichannel strategies with content, measurement and adding paid media to boost owned and earned results.

The PRSA Marketing and Digital Communications Conference is an exciting new conference for communications professionals that is designed to immerse them in the world of integrated marketing communications. Over the course of this fast-paced, unique event, attendees will learn how owned, earned and paid media work together to build communications campaigns that deliver extraordinary results.

This conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the fields of digital and traditional marketing to help build a stronger foundation in components of marketing that consistently overlap with communications. Attendees will leave with a new perspective on ways to integrate aspects of digital marketing, social media and public relations into an overall integrated marketing campaign including paid social advertising, integrated goals and objectives, site traffic, measurement, personas and more!

DIGITAL MARKETING

INTEGRATED STRATEGY

OVERVIEW

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THURSDAY,DEC. 5:

DIGITAL MARKETING

INTEGRATED STRATEGY

8:15–9:15 a.m. Registration & Breakfast

9:15 a.m. Welcome Address

9:30–11 a.m.Opening Keynote:

Maximizing the Opti-Channel in a Blended and Ever-Changing World of Media

11–11:15 a.m. Break

11:15 a.m.– 12:45 p.m.

Using Personas to Boost Communications Results

PR Measurement: How to Use MarketingDashboards to Tell Your Data Story

12:45–1:45 p.m. Lunch

1:45–3:15 p.m.

The Role of Search Engine Optimization in Integrated Communications

Paid Media: Not Just for Ad Campaigns

3:15–3:30 p.m. Break

3:30–5 p.m.

Digital Marketing Case Study & Hands-OnVideo Workshop: Learn Video Storytelling Tips To Boost Your Brand’s Results

Integrated Strategy Case Study: Deconstructing Marketing: HiddenTruths in Successful Campaigns

5:30 p.m. Networking Reception

F R I D A Y, DEC. 6:

8:30–9:30 a.m. Breakfast

9:30–10:15 a.m. Roundtable Discussions10:15–10:30 a.m. Break

10:30–Noon Closing Keynote:

Relentless Adaptation: How Great Companies Are Really Innovating to Win

In this interactive session, participants will learn how communicators can rely on the idea of an opti-channel to create the best possible results in the shortest amount of time. Using examples based on both the oldest and the newest media, broadcast experts will show how understanding the right blend and sequence is more important than the latest “hot” network. Additionally, discussions will provide tips for creating integrated campaigns that spread the story across many channels and platforms.

By the end of this session, participants will be able to: • Explain how traditional broadcast and new media can be

optimized into a powerful, personalized mega-channel.• Learn where streaming and live broadcast should fit into the mix. • Understand the multi-channel story approach, and why it appeals

to media.• The next generation of cross-platform story generation, and how

to get in on this new wave.

Speaker:

Maximizing the Opti-Channel in a Blended and Ever-Changing World of MediaTHURSDAY, DEC. 5 • 9:30–11 A.M.

AARON MICHAEL SANCHEZExecutive Producer/TV & Radio Host ABC News Radio KMET1490AM & KVVBTV Channel 33.1

OPENING KEYNOTE

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Using Personas to Boost Communications ResultsTHURSDAY, DEC. 5 • 11:15 A.M.–12:45 P.M.

As communications becomes more integrated with other areas of the marketing landscape, communicators need to incorporate best practices based on accelerating the overall customer experience. Learn how to rapidly develop and implement personas into your own daily communications routine and identify key behaviors to accelerate results and improve your pitch-to-placement ratio.

By the end of this session, participants will be able to:

• Define the framework to build personas quickly.• Analyze the characteristics and examples of the primary personas

used by communicators.• List the primary ways to incorporate personas into daily

communications tactics.• Discover more ways to use behavior to boost communications

results.

Speaker:

BONNIE HARRIS CEOWax Marketing

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The Role of Search Engine Optimization in Integrated CommunicationsTHURSDAY, DEC. 5 • 1:45–3:15 P.M.

Today’s earned media is gained as much or more from inbound interest as it is from outreach. In this presentation, participants will receive an understanding of search engine optimization technique basics and how SEO can be effectively used to boost earned media results, from optimizing press releases to creating owned media that will get exposure in search engine news results.

By the end of this session, participants will be able to:

• Explain the basics of search engine optimization as it relates to communications.

• Define specific areas where SEO adds value to communications efforts.

• Understand how to create optimized press releases and content that gets picked up in search engine news results.

• Determine how to work with SEO teams and marketing to align communications efforts for greater success.

Speaker:

JUSTIN SEIBERTPresidentDirect Online

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This session will teach PR, marketing and communications professionals the video storytelling tips and tricks to boost their brand’s results.

Learn from an Emmy-Award winning video producer the video basics taught in a format that non-video gurus will understand. See brand storytelling video best practices and leave the session with hands-on video experience and tip sheets of equipment and other tools to consider.

By the end of this session, participants will be able to:

• See examples of how other organizations are structured for storytelling using video content.

• Define the best type of content for video storytelling and how to create an editorial calendar to keep track of your content.

• Evaluate the best cameras and edit gear at different budget levels, to the top rated software and tools, learn what brands at all budget levels use for visual storytelling success. Lights...camera...action!

• Incorporate tips from how to set up a great interview background to how to use simple editing techniques to make a bad interview look great.

Speaker:

DIGITAL MARKETING CASE STUDY & HANDS-ON VIDEO WORKSHOP:LEARN VIDEO STORYTELLING TIPS TO BOOST YOUR BRAND’S RESULTSTHURSDAY, DEC. 5 • 3:30–5 P.M.

JERRED ZIEGLER Director of Content MediaSource

CASE STUDY

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LISA ARLEDGE-POWELLPresidentMediaSource

We have access to more data in PR measurement than ever before. But in a time where marketing lines and budgets are blured what is the perfect mix of metrics to sell our success?

In this interactive session, participants will learn how to best sell PR results in the competitive digital marketing space in 2020.

By the end of this session, participants will be able to:

• Understand the data and dashboards that are winning marketing budgets.

• Discern what tools SEO, content and digital marketing teams are using to prove success.

• Define how CMOs evaluate marketing and allocate budget.• Determine your report audience and how to tell a compelling data

story.

Speakers:

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STELLA BAYLES Director, CoverageBookHost, PR Resolution PodcastAuthor, PRs Digital Resolution

PR Measurement: How toUse Marketing Dashboardsto Tell Your Data Story THURSDAY, DEC. 5 • 11:15 A.M.–12:45 P.M.

Paid Media: Not Just for Ad Campaigns THURSDAY, DEC. 5 • 1:45–3:15 P.M.

Today’s ever-evolving media (read: digital) ecosystem has given rise to complex, fragmented consumer journeys with multiple intent-rich moments. Media convergence is no longer a goal for relevancy—it’s a table stake. As brand stewards, we must build experiences that meet the consumer where they are, primed for engagement to support both quick-turn conversion and long term relationships. This means leveraging all the tools at our disposal, including paid media. In this session we’ll explore strategies and considerations for integrating paid media into owned/earned channel plans to optimize program effectiveness and, ultimately, ensure work is attention-getting and impactful.

By the end of this session, participants will be able to:

• Identify opportunities in new or existing programs where supplemental paid media can yield big results.

• Understand different strategic approaches to choosing when, where and what kind of paid media will best support goals and resources.

• Measure the success of paid media in relation to communications goals and overall program activity.

Speaker:

SHANNA APITZCreative Director + Innovation, Partner Hunt Adkins

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In digital media, some success can seem almost magical. When we truly deconstruct these campaigns, we can demystify the components that lead to digital activations that penetrate. When the media, platforms, and concepts align, campaigns can experience tremendous growth. But is everything as it seems? In this case study, Eric will dive into campaigns, strategies, and brands that were successful through culture, community, or sheer luck.

Speakers:

Integrated Strategy Case Study:Deconstructing Marketing: HiddenTruths in Successful Campaigns THURSDAY, DEC. 5 • 3:30–5 P.M.

CASE STUDY

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ERIC THOMAS Senior Partner Saga MKTG

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Relentless Adaptation: How Great Companies Are Really Innovating to WinFRIDAY, DEC. 6 • 10:30–NOON

CLOSING KEYNOTE

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AMBER MAC Relentless Adaptation & Digital Innovation SpeakerCo-Host of the AI Effect

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How can communications professionals adapt to win? We obsess over innovation. But if you look at the smart companies that are prized for “innovation,” you see that they are actually masters of “adaptation”—of knowing when to adjust, when to speed up, and when to capitalize.

It’s not about being first; it’s about being flexible. In this thrilling talk, Amber Mac looks to leading organizations to explore the practice of relentless adaptation. How can public relations and communications professionals take advantage of the disruptive new technologies, social media platforms, and automated marketing processes that are transforming the way we communicate today? From digital storytelling to real-time marketing, communications is changing at a rapid pace, and Mac has had her ear to this fertile new ground for years. Fusing new concepts like crowdsourcing and gamification to a timeless strategic framework, this big picture talk sheds light on how communications professionals can adapt, and win, in an economy that prizes attention as its most valuable currency.

Speaker:

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Make your room reservation now at the The Scottsdale Resort at McCormick Ranch! The special rate for the conference is $179 per night (plus tax). A limited number of rooms are reserved at this rate. To secure a room, please contact the The Scottsdale Resort at McCormick Ranch by booking online 24/7 or by calling 800-540-0727, Monday through Friday from 8 a.m. to 5 p.m. PDT.

Reservations must be made by Wednesday, Nov. 13, 2019, or before the group rooms are sold out, so do not delay. Prevailing rates may apply after this date or when the group rooms are sold out, whichever occurs first. Rooms are subject to availability.

To reserve your room, go to bit.ly/prsamktgdig

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RESERVE YOUR HOTEL ROOM

RegistrationOptions:

Saver RateBY NOV. 5

Regular RateAFTER NOV. 5

PRSA Member* (FULL CONFERENCE)

$855 $955

Nonmember (FULL CONFERENCE)

N/A $1,395

*Global Alliance members qualify for the PRSA member rate.

Fax registration forms to (212) 460-5460, or mail them to:PRSA, Attn: PRSA Marketing and Digital Communications Conference, 411 Lafayette Street, Suite 201, New York, NY 10003.

Cancellation/Refund Policy: Refund of the Marketing and Digital Communications Conference registration fee, less an administrative fee of $85, will be made if written notice of cancellation is emailed to registration@prsa.org or made in writing and mailed no later than November 5, 2019 to: 2019 PRSA Marketing and Digital Communications Conference, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by November 15, 2019, ifanother person will be attending the conference in your place. For substitution, non-PRSA members must pay the appropriate difference in the registration fee. Please call(800) 350-0111 to make this notification..

Photography Notice: Be aware that by participating in PRSA’s public forum, “2019 PRSA Marketing and Digital Communications Conference,” you are automatically authorizing the Public Relations Society of America (hereinafter “PRSA”) and its employees, agents and assigns to use your name, photograph, voice or other likeness for purposes related to the mission of PRSA, including but not limited to publicity, marketing, websites, other electronic forms or media, and promotion of PRSA and its various programs.

Questions? Please call (800) 350-0111 with any questions regarding registration. For questions about the program, please call (212) 460-1480.

Register online: bit.ly/prsamktgdig

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Camelback Mountain

Located just 20 minutes from downtown Phoenix, Camelback Mountain is a Phoenix icon and popular outdoor destination for thousands of visiting hikers each year. Two difficult trailheads ascend 1,420 feet to a summit resembling the hump of a camel’s back, affording 360-degree views of the surrounding city.

Phoenix Zoo

Visit the Phoenix Zoo and explore a wondrous world of curiosity, imagination and discovery. For more than half a century, the Zoo and its animals have amazed guests from across Phoenix and around the globe.

Old Town Scottsdale

You’ll find plenty of things to do in Old Town Scottsdale – by day or night! Spend the day browsing the Fifth Avenue shops, trying on Native American jewelry in Historic Old Town or splurging at Scottsdale Fashion Square, the Southwest’s largest retail destination.

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Extend your time in Scottsdale, Ariz. to pay a visit to one of many popular attractions around the city and discover why it’s slogan is “The West’s Most Western Town”.

AROUND SCOTTSDALE, ARIZ.

SPONSORSHIP OFFERINGS

About the PRSA Marketing and Digital Communications Conference

The PRSA Marketing and Digital Communications Conference is an exciting new conference for communication professionals designed to immerse them in the world of integrated marketing communications. Over the course of this fast-paced, unique event, attendees will learn how owned, earned and paid media work together to build communications campaigns that deliver extraordinary results. This conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the field of digital and traditional marketing to help build a stronger foundation in the components of marketing that consistently overlap with communications. Attendees will leave with a new perspective on ways to integrate aspects of social media and public relations into an overall integrated marketing campaign including paid social advertising, integrated goals and objectives, site traffic, personas and more!

Attendees will come together for shared general sessions, a roundtable event and meal functions to expand their professional circles by networking with all Conference participants.

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If you would like to discuss custom benefits packages to suit your organization’s objectives, please contact John Kesaris, manager of corporate development and industry partnerships, PRSA, at john.kesaris@prsa.org or (212) 460-1406.

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