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ANA Digital & Social ANA Digital & Social Members-Only Conference at Capital One Tuesday, January 28, 2014 | 15080 Capital One Drive | Richmond, VA Join the conversation on Twitter by using #ANAmarketers Upload photos and video, and make comments on facebook.com/ANA Table of Contents ANA Digital & Social Members-Only Conference at Capital One Agenda ............................................................................ pg 2 Speaker Bios .................................................................... pg 4 Attendees ........................................................................ pg 7 ANA Member Benefits .....................................................pg 11 www.ana.net 1 Agenda ANA Digital & Social Members-Only Conference at Capital One Breakfast (8:15 a.m.) CHOICE HOTELS REVEALS THEIR LUCY ACTIVEWEAR BREAKS THROUGH DIGITAL AND LOYALTY PROGRAM WITH EXPERIENTIAL DIGITAL General Session (9:00 a.m.) STRATEGY BRAND EXPERIENCES CAPITAL ONE CAPITALIZES ON In this session, Choice Hotels Lucy Activewear is a leading women’s REAL-TIME MARKETING THROUGH International will reveal how they activewear brand and has recently leverage a fully integrated digital focused their digital marketing efforts CELEBRITIES, EVENTS, & SOCIAL strategy for prospects and for loyalists/ on affirming women already in motion NEWSROOMS advocates through Choice Privileges, with a celebration that would be most Real-Time Marketing is a huge part Choice Hotel’s loyalty program with powerful not as words, but as action. of CapitalOne’s DNA. In this session, over 18M members worldwide. They Lucy Light Forest was born, an they will share how they have will share their secrets to success experience that captures the feeling championed real-time marketing in utilizing a robust digital strategy of the most amazing workout. It’s an strategies, specifically during large to use data to drive digital and social interactive light and sound installation sports events like March Madness, media, segment and engage according that debuted in Boston along the through promoted celebrity tweets, to digital behaviors, expand globally, Charles River Esplanade which generated a robust social command center, and and more! national engagement through a digital a huge presence on Pinterest to drive site, encouraging Boston participants Bruce Dincin to post photos and videos of the business results, brand loyalty, and Senior Director of Media Strategy experience. This successful experience advocacy. Choice Hotels International has brought incredible results. This Patrick McLean session will focus on how these digital Vice President, Digital Brand Strategy ideas were born and what’s in store for Capital One the future. Jim Scott Founder, Managing Partner mono Lunch (12:00 p.m.) www.ana.net 2 Agenda ANA Digital & Social Members-Only Conference at Capital One General Session Cont. (1:00 p.m.) BUILD, ENGAGE, SCALE, REPEAT... BUILD, ENGAGE, SCALE, REPEAT REAL HEALTH INITIATIVE: DEEPLY With context being such an important ENGAGING CONSUMERS THROUGH part of social engagement, the question DIGITAL & SOCIAL arises as to how national and global brands broadly develop and maintain In this session, WellPoint and ROKKAN relevancy while still influencing their will share a progressive and first of consumer base to act on a local level. its kind integrated digital and social With hundreds of Marine locations and strategy to educate consumers about millions more prospective recruits using the Affordable Care Act through helping social media across the United States, them wade through all the complexity the Marine Corps recognized an and ambiguity of the changing healthcare opportunity to scale their national landscape. This groundbreaking work efforts to the local level. They saw an seeks to simplify an extremely complex opportunity to engage with particular piece of legislation and translate the key audiences on a deeper level and components into engaging, digestible, strategized on how to best connect with and relatable communications that drive them. Similar to organizations like conversation and provide Americans Starwood Hotels, Ford and others, the with the type of knowledge they need to Marine Corps scaled their presence and navigate through this new environment. then built a comprehensive framework This session will feature how they have of training and guidance to ensure a fostered renewed, individual unified brand on social media. But with connections through a range of tools multiple page administrators and and channels to engage, including various audiences, how do you keep social, video, and a new intuitively brand messaging and engagement style designed website to do just that. consistent? Come hear the Marines share their secrets on how they sustain Kelly Colbert their impact as the largest government Staff Vice President, Advertising and Social Media brand on Facebook, while developing Wellpoint additional influence through their most important asset: Marines on the ground. Zach Newcomb Senior Vice President, Client Marshall Lauck Partnership + Strategy Chief Operating Officer ROKKAN J. Walter Thompson Lt. Col Ralph Hernandez Assistant Chief of Staff for Advertising United States Marine Corps Conference Adjournment (2:45 p.m.) www.ana.net 3 Speaker Bios ANA Digital & Social Members-Only Conference at Capital One Kelly is a senior advertising and marketing executive, and her current role at WellPoint includes responsibilities ranging from developing brand advertising campaigns and social media strategy to managing strategic partnerships and developing content to elicit consumer engagement in offline, social, mobile and digital channels. Her cross-media expertise and passion for integrated marketing has been applied to a variety of industries including technology, consumer packaged goods, news/media, Internet start-ups and health care. Kelly has worked for large corporations such as Reuters and Young & Rubicam and small Silicon Valley start-ups including AdForce and Word of Net. Kelly Colbert Staff Vice President, Advertising and Social Media WellPoint Bruce Dincin is senior director of media strategy at Choice Hotels International. Bruce has been with Choice for over 7 years, holding key roles in the marketing department including responsibility for brand advertising and single brand marketing. In his current role, Bruce manages Choice’s media agency of record, works closely with Choice’s business intelligence team, media vendors, and Choice’s media mix modeling partner to analyze the incremental ROI of paid media and plan overall media strategies and tactics to maximize incremental revenue. Choice Hotels is one of the largest hotel companies in the world, with more than 6,300 hotels in over 30 other countries and has 10 brands, including Comfort Inn, Quality, Sleep Inn, Clarion, and Cambria Suites. Bruce attended the University of Illinois and subsequently began his professional career at Andersen Consulting. After Andersen, he earned his MBA at Georgetown University McDonough School of Business. Prior to joining Choice Bruce Dincin Hotels, Bruce worked at American Express in multiple marketing roles. Bruce lives with his wife and two boys Senior Director, Media outside of Washington DC, but remains a Chicago sports fan. Strategy Choice Hotels International www.ana.net 4 Speaker Bios ANA Digital & Social Members-Only Conference at Capital One Lieutenant Colonel Raphael “Ralph” Hernandez serves as the assistant chief of staff for advertising, Marine Corps Recruiting Command, United States Marine Corps. He is responsible for the development and effective execution of the Corps’ sophisticated, strategically aligned, multi-million dollar national recruitment advertising efforts. Designed to adapt and change in concert with a fluid recruiting environment and the target market’s shifting consumption habits, the advertising program supports brand awareness and lead generation in support of over 3,000 Marine recruiters (officer and enlisted) who are integral to ensuring the Congressionally mandated end-strength needs of the United States Marine Corps are met each year by quantity and quality. Lieutenant Colonel Hernandez leads a team of Marines working in a collaborative manner with agency partners JWT, UniWorld Group and Mindshare in accomplishing his responsibility by leveraging a wide range of Lieutenant Colonel channels and program elements. Lieutenant Colonel Hernandez has served as a United States Marine for Ralph Hernandez 20 years and is both trained as a Logistician and considered a Recruiting Operational Expert. He has an Assistant Chief of Staff extensive background in operational planning and implementation. Lieutenant Colonel Hernandez is a graduate for Advertising of the University of Texas at El Paso and is currently pursuing a Master of Science Degree in Organizational Marine Corps Leadership, National University. He is the recipient of the Meritorious Service Medal (2nd Award), the Joint Recruiting Service Commendation Medal, the Navy and Marine Corps Commendation Medal (3rd Award), and Command, United Humanitarian Service Medal. States Marine Corps With almost 18 years of professional experience, including seven years serving in the United States Marine Corps and over a decade in advertising and brand management, Marshall Lauck brings an exceptional level of leadership to his role as JWT Atlanta’s chief operating officer. Leading the agency alongside chief creative officer Perry Fair, Marshall oversees the operational side of JWT. He has spent close to 7 years at the agency
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