Thursday, April 10
9 a.m.-10 a.m.
How Domino's Pizza broke all the rules of traditional marketing to turn its brand around
In 2010 Domino's Pizza realized they were dominant in their industry when it came to service but dead last when it came to taste. This set in motion a complete rebranding campaign. The first step? Gaining back credibility. Domino's needed to engage their customers in meaningful ways, so they went straight to the customer for feedback, specifically bad feedback. During this presentation you will learn how they did not hide from the criticism but shared the worst of the worst in order to establish credibility and transparency. The result was a new pizza which reaped rave reviews.
During this session you'll learn how to:
- Develop a social media voice that conveys honesty and transparency
- Use customer generated content to bolster your branding efforts
- Build credibility—without it your rebranding efforts will not work
- Be risk takers: Stand out by creating content that wows your audience
|Tim McIntyre is Vice President of Communications for Domino's Pizza.
10:15 a.m.-11:15 a.m.
How (and why) puppets play on social media
Sesame Street has been around for over 40 years, and with media DNA, it's only natural that Cookie Monster, Elmo, Grover, and their friends would be active on sites like Twitter, YouTube, and the rest of the digital world. Dan Lewis is the Director of New Media Communications for Sesame Workshop, the not-for-profit organization behind Sesame Street. He'll be discussing Sesame's approaches to the digital space, showing their successes and failures, and sharing the lessons learned.
- The importance of understanding and respecting your audience
- How to think about each platform natively
- How digital platforms and your brand attributes intersect
- Why everyone loves Cookie Monster
|Daniel N. Lewis is the Director of New Media Communication for Sesame Workshop.
11:30 a.m.-12:30 p.m.
Build a newsy YouTube channel:
Punch up your content with stories
PR pros may be amazed to find out how easy it is to put together a news story on video. It can actually be less labor-intensive than writing a traditional press release! And with cheaper high-res cameras and editing software, the work can be done at a modest cost. A news-oriented YouTube campaign builds high-quality content and sells ideas to the news media.
Andrea Brunais, Communications Director for Outreach and International Affairs at Virginia Tech, will share tips from a successful YouTube news operation. He'll walk you through conceptualizing a video story, shooting and editing it for YouTube and marketing the posted story.
In this information-packed, tactical session, you'll learn:
- Tips for shooting and editing your video news pieces
- Benefits of video news stories over written pieces
- How to handle all video news aspects from writing to post-production
- 3 ways news-oriented videos solve PR problems
- How to start a video news story at 8 a.m. and post it by 5 p.m.
|Andrea Brunais is Communications Director for Outreach and International Affairs at Virginia Tech.
12:30 p.m-1:15 p.m.
1:15 p.m.-2:15 p.m.
Prove your worth:
How to measure the effectiveness of your communications
|Laura Howe is Vice President of Public Relations at American Red Cross.
2:30 p.m.-3:30 p.m.
5 powerful secrets that will inspire the media to pick up your pitch
Are you leveraging the power of the online world to scale your relationships with the most influential media contacts? In this hour-long presentation, best-selling author and former television producer Andrew Davis, will uncover the most effective ways to build powerful media relationships that result in out-of-this-world success.
You'll learn how to:
- Harness the power of the 'waterfall effect'
- Understand and dissect your own influence pyramid
- Rethink the way you pitch, present, and even respond to media requests
If you're looking to increase the effectiveness of your media outreach, don't miss this session.
|Andrew Davis is a bleeding-edge marketing futurist and author for the publishing, entertainment, and consumer packaged-goods industries.
3:45 p.m.-4:45 p.m.
SCOOPED: ABC's Shark Tank meets the PR world (minus the money)
In this world premiere conference session, five attendees (yes, it could be you) will have the opportunity to pitch their best story to a panel of real, live, journalists looking for an exclusive to bring back to their media outlets. Is your story good enough, pitched well-enough and exciting enough for our media panel to argue who gets the SCOOP? Or will they all pass?
Hosted by the always-entertaining Andrew Davis, we'll learn what it takes to get the media scrambling to get the story first and how to create a compelling, inspiring, and exciting pitch. Are you ready to get SCOOPED?
|Host: Andrew Davis is a bleeding-edge marketing futurist and author for the publishing, entertainment, and consumer packaged-goods industries.
Panel of Journalist: To be announced . . .
5 p.m.-7 p.m.
Networking cocktail party
Friday, April 11
9 a.m.-10 a.m.
You are a source:
How to reach and influence journalists with social media
Your brand needs media coverage and publicity. Reporters' inboxes are crowded and pitching takes time. Solution: Ditch the pitch and take the "social media side door" to success. Author Ian Greenleigh will show you social networking tactics that open new lines of engagement, get direct access to reporters and deliver more coverage!
Discover how to:
- Use Facebook ads to deliver perfectly-targeted social pitches
- Build online name recognition to gain reporters' trust
- Bypass the traditional pitch for more coverage, faster!
10:15 a.m.-11:15 a.m.
How to create a memorable press event that lands big coverage
The purpose of a press event is to get your story picked up by the media. However, this does not always happen as frequently as we would like. You need to think outside the box to create memorable experiences that journalists will not only want to cover but will line up to participate in future events.
During this panel you will hear from two PR experts how to:
- Ensure the event takes on a life beyond the end of the event
- Get the messaging across to the press during the event—without being heavy handed
- Go beyond the step-and-repeat to create an event that's both effective—and fun
- Create content during the event that is interesting and shareable
|Mark O'Connor is Executive Director of National Media at GolinHarris.
Ed James is President and Co-Founder of Cornerstone PR, a division of the Cornerstone Agency.
11:30 a.m.-12:30 p.m.
Big brand results on a small budget:
How to tell better stories outside the walls of the store
Whole Foods Market is the leading retailer of natural and organic foods—more than 375 stores in the U.S., Canada and the U.K. The company motto—Whole Foods, Whole People, Whole Planet—emphasizes that the company's vision reaches far beyond just being a food retailer. Whole Foods sets aside no budget for national advertising, so it's up to the company's PR team to share the Whole Foods' mission and programs outside of its stores.
In this session, PR Director Kate Lowery and her team share the strategies, tips and tricks to garnering big media attention with a lean budget and an even leaner team.
- How to use an event to engage media and solidify your position as an industry expert
- Best practices in building media relationships through Twitter
- How leveraging your Customer Information department can help you stay in front of lurking crises
- What to do to squelch actual crises in a jiffy
- Basic, low-cost tools and resources that bring big media results
|Kate Lowery is the PR Director at Whole Foods Market, where she leads the company's public relations strategy in an increasingly social media landscape, while staying true to the Whole Foods Market's natural (and organic) roots.