WEDNESDAY, OCTOBER 5 THURSDAY, OCTOBER 6 10:15 a.m.
Fun Run in Central Park
Registration and Exhibits Open
Fun Run and Continental Breakfast hosted by
Welcome & Opening Remarks
Richard Weiss, Publisher, SportsBusiness Journal/Daily
Marketing in a Digital World
Jeff Hayzlett, Author and former CMO, Kodak
The true potential for social media in business is not even close to being fully realized. But it’s clear that it is an essential ingredient for engaging consumers and helping businesses grow. Drawing on his experience as a marketing chief and work with other marketing professionals, Jeff Hayzlett will discuss how social media can help grow your brand, strengthen the bond between you and your customers and keep you grounded and aware of what people really think about your brand and company.
Chief Marketing Officers: Navigating the Ever-changing Marketing Landscape
The first line of offense, and defense, for a brand is the company’s sales and marketing strategy. And
the responsibility and accountability fall squarely on the CMO who, with their team, is charged with
facilitating corporate growth and maximizing ROI. In this session Jim Lyski, CMO, Scotts Miracle-Gro; Ralph Santana, CMO, Samsung Electronics America; and Tony Wells, CMO, 24 Hour Fitness will discuss the role of sports in their overall marketing strategy and what they would like from their property partners that they are not currently getting. They will share the challenges and opportunities of marketing in a digital world and how social media has changed their overall media strategy and allocation of resources.
In The Spotlight Presentation
British Airways and the London 2012 Olympic Games
Frank van der Post, Managing Director, Brands and Customer Experience, British Airways
In 2012, British Airways will have the opportunity to showcase its brand for the world to see when the Olympic Games are held in its backyard. In this session, we will take a look at the marketing and activation plans leading up to the Games, including the “They Will Fly” advertisements, along with a unique media strategy for the campaign. In this session, we will discuss their PR efforts utilizing social media, their “Great Britons” program and how they are supporting and celebrating local talent leading up to the games. A brief overview of some of their activation plans during the Olympic Games will be shared.
Lunch hosted by
David Downs, Commissioner, North American Soccer League
Agency Executives Speak Out
Some of the top corporate consultants in sports will discuss their evolving role in the sports marketing equation. They will discuss defining the client’s objectives — including the challenges and objections they face in the consulting process — to navigating the client/ agency relationship, to delivering results-driven integrated marketing programs. In this session, David Abrutyn, Senior VP and Global Managing Director, IMG Consulting; Greg Busch, Executive VP, Client Management, GMR Marketing; Michael Reisman, Principal, Team Epic; Greg Luckman, CAA Sports; and Jeff Shifrin, President, Octagon Marketing North America will share their thoughts on the impact of the global economy on their business, latest trends in the marketplace and the role social media now plays in how consumers engage with brands and sports.
Lifestyle Sports Marketing: Connecting Brands with Passionate Sports Enthusiasts
Not every sport that a brand can align with can actually encourage participation by the consumer, but lifestyle sports do just that while also providing a distinctive social and cultural element to them that is authentic and real. From swimming and golf, to tennis and running, and a host of action sports, lifestyle sports deliver a unique emotional connection with an active, engaged consumer. Scott Bowers, Senior VP, Marketing, Oakley; Dan Drummond, Director, Brand Marketing, PF Changs; Betsy Frost, Marketing Manager, Wheaties; and Katie Tyrrell, Marketing Director, Speedo and others will share their thoughts on how brands tap into the passion of these enthusiasts, and how they leverage the social and cultural aspects of lifestyle sports to grow their brand.
Futurecast: A Look at the U.S. Hispanic Marketplace and What the Explosive Population Growth Means for Sports Marketing
In the last 10 years, Hispanics accounted for 56% of U.S. growth. It is estimated that over 60% them were born in the U.S., and more than three in four speak both Spanish and English. Analysts estimate America will be 18% Hispanic by 2025 and 29% by 2050. So what does all of this population growth mean for sports marketers and advertisers? Russ Findlay, CMO, MLS; Manuel Garcia, Esq., Director, Latino Affairs, New York Yankees; Reinaldo Padua, Assistant VP, Hispanic Marketing, Coca-Cola North America and Victoria Vitarelli, VP, Marketing, Univision Deportes will discuss the most effective ways to connect with this less readily understood segment of the U.S. population — the increasingly U.S. born, bilingual and bicultural Hispanic. They will share marketing strategies for tapping into the culture and the passions of growing up Latino — food and music and family and sports.
College Sports Marketing: What’s Hot on Campus?
One of the most talked about stories in sports business is the growing media and sponsorship interest in college sports. Sports marketers see an affluent and passionate audience on campus, from tech-savvy students to desirable alumni. These engaged and avid fans have some of the strongest allegiances in sports. As schools and conferences continue to work on ways to bundle their media rights with their various sponsorship assets, they have raised the value of their offerings to marketers and provided them with a complete package of opportunities. In this session Ben Sutton, President, IMG College and Larry Scott, Commissioner, PAC12 will discuss the passion surrounding college sports and how it provides a unique marketing opportunity — at both the national and local level — for brands. They will discuss the opportunities that are available, as well as the challenges faced when aligning your brand with amateur sports.
In the Spotlight Presentation
Under Armour’s “Footsteps” Campaign
Steve Battista, Senior VP, Brand, Under Armour
Tom McGovern, Managing Director, Optimum Sports
After creating major campaigns in-house, such as “Protect This House” and “Click Clack,” Under Armour partnered with some of the best creative minds in the agency world to launch its biggest footwear campaign yet — “Footsteps.” Launched to coincide with the start of the NFL preseason, the “Footsteps” commercial debuted during the 2011 season premiere of MTV’s “The Jersey Shore.” In this session, we will take a look at the campaign’s television, print, online advertising and PR strategy. We will discuss the selection process for the athletes featured in the commercials — from Carolina Panthers’ Cam Newton and New England Patriots’ Tom Brady, who appeared in the television commercial, to Baltimore Ravens linebacker Ray Lewis, who narrated the 30-second spot. We’ll also provide a brief overview of the campaign’s digital media activation, including a “takeover” of YouTube’s homepage and the “UA Footsteps Frenzy” social media scavenger hunt.
Networking Reception hosted by
Registration, Continental Breakfast and Exhibits Open
In The Spotlight: DOVE® Men+Care™
Rob Candelino, Marketing Director, Personal Wash U.S., Unilever
In this session, we will take a look at Unilever’s 360-degree integrated marketing strategy for the DOVE® Men+Care™ “Journey to Comfort” campaign, and its unique approach to leveraging unexpected athletic partnerships to make an impact in today’s crowded sports landscape. We will discuss how they used their NCAA corporate partnership (specifically March Madness) to launch a campaign which included social and mobile applications, PR, retail activation and promotions, as well as online and television advertising, and the selection process for the iconic NCAA basketball personalities utilized throughout — Magic Johnson, Bobby Hurley and John Thompson III. A brief overview of the campaign’s expansion plans, including additional athletes on the roster, will be shared.
The U.S. Sports Sponsorship Marketplace: Where is the Growth and Innovation?
For many companies, sponsorship is the cornerstone of their sports marketing strategy. So what’s the next big idea? In this session, Alex Chang, VP, Sports Marketing, Access Strategy and Planning, American Express; Scott Dickey, President, Competitor Group; Todd Goldstein, President, AEG Global Partnerships; Kevin Rochlitz, VP, National Sales and Partnerships, Baltimore Ravens; and Jennifer Storms, Senior VP, Global Sports Marketing, PepsiCo will discuss the future of the U.S. sports sponsorship marketplace including the opportunities and challenges faced with technology, ROI and consumer engagement. They will share their thoughts on the up-and coming properties to keep an eye on, what innovations in digital media mean for sponsorship activation, the impact of the global marketplace on how we approach sports and sports sponsorship and who they predict will deliver the next BIG DEAL.
In The Spotlight Presentation
Sandy Uridge, Senior Director, Kellogg Company
In this session, we will take a look at how Kellogg assesses, buys, activates and measures its entertainment and sports properties. There will also be a brief overview of Kellogg’s USOC deal and some of its activation plans will be shared.
A Glimpse into the Future: What Will the Next Generation of Sports Marketing and Media Look Like?
Social media has changed how consumers engage with brands and sports. Escalating rights fees and the potential impact of “TV Everywhere” are just two things changing the face of sports media. So in today’s digital world, what exactly is being done by marketers and media to adapt? Brad Brown, Senior Director, Sports Marketing, Anheuser-Busch; Carol Kruse, CMO, ESPN; Christina Miller, Senior VP, Strategy, Marketing and Programming, Turner Sports & GM, NBA Digital; Steve Tihanyi, General Director, Branded Entertainment Marketing Alliances, General Motors; Keith Turner, Senior VP, Media Sales and Sponsorship, NFL; and Michelle Wilson, CMO, WWE will look ahead at the opportunities and challenges facing marketers in an ever changing and increasingly global sports marketplace.
THURSDAY, OCTOBER 6
Social Media & Sports Series Agenda
THURSDAY, OCTOBER 6
Welcome & Opening Remarks
Richard Weiss, Publisher, SportsBusiness Journal/Daily
Brand Building: Fostering Community by Creating Sustainable Conversations through Social Media and Sports
Omid Ashtari, Director, Business Development, Twitter
J. Crowley , Director, Business Development and Media Partnerships, foursquare
Nick Grudin, Strategic Partner Development Manager, Facebook
Ty Ahmad-Taylor, CEO and Founder, FanFeedr
For many brands, social media is an extension of an overall marketing communications strategy. Truly successful brand marketing campaigns include a social media plan that is integrated with other brand communications and is sustainable across multiple media platforms.
In this panel discussion, Ty Ahmad-Taylor, CEO and Founder, FanFeedr; Omid Ashtari, Director, Business Development, Twitter; J. Crowley, Director, Business Development and Media Partnerships, foursquare; and Nick Grudin, Director, Strategic Partnership Development, Facebook; will discuss the building blocks for developing a sustainable conversation through social media and why integration is a key to success in creating an online community of "brand evangelists."
Panelists will share how a brand can further enhance its social media conversations by integrating their brand conversation into their property partner communities. They will also discuss the various way to tap into fan avidity through integrated social media communications both online and onsite during a game.
Maximizing Returns on Your Social Media Investment
Ari Osur, Principal Analyst, Forrester Research
ROI is the holy-grail for marketers. As social media has revolutionized the approach to marketing, everyone is looking for ways to maximize returns on their social media strategy.
In this presentation, Ari Osur will discuss keys to developing a strong social media strategy, including how to allocate resources and approach content development. He will talk about ways to foster engagement, a key asset for sports marketers to monetize their social media strategy.
He will provide a "state of social media" and share some research on who's using it and how they are using it. He will walk through the "new" media mix of earned, owned and paid, explain the differences in each and discuss the role each plays in overall media strategy. He will share case studies from marketers who have invested in and are now monetizing their social media strategy.
Fan Engagement: Optimizing Your Social Content Experiences
Kenny Miller, Founder and CEO, TheKMco
Every sports organization is exploring social media as a way to engage its fans. Often played out on Facebook and Twitter, there are many choices to be made. As a team's social media efforts develop, what are the best ways to extend these platforms to optimize your fan's social content experience? How do you identify your different audience segments and the ways they participate socially with your team to develop engaging new experiences?
In this presentation, Kenny Miller will share his knowledge on how to power this new direct connection with fans. By using a 360 degree approach that integrates social media at the core of its content, marketing and communications strategies, teams can multiply the value of their social media efforts. This approach ultimately makes players more accessible, giving fans a voice, and provides the place where fans congregate and participate in activities during the game.