(937) 248-4697 director@aafdayton.org

2017 SummitUp Agenda

Sinclair Community College, Building 12

May 24th, 7:30am – 5:00pm

 

7:30

Registration

Networking and Continental Breakfast

8:30

Opening Remarks

8:45-9:45

Keynote Panel

What's Working/Not Working in Digital Today?

Panel discussion of companies fighting the good fight. Learn from their mistakes and their wins with actionable takeaways. Panelists include Cindy DeVelvis from AES/DP&L, Jessika Phillips from NOW Marketing Group, Megan Collins from HyperDrive.

Presented by:
Kendra Ramirez

9:45-10:00

Break

10:00-10:45

Breakout Sessions #1

(Choose one)

Remembering the “Why” in a Brand Launch

On March 30, 2016, the front page of the Dayton Daily News featured a headline stating “Dayton Children’s new logo inspired by Wright Brothers.” After months of research and planning, and after 42 years with the same logo, Dayton Children’s revealed a new brand identity to reaffirm their mission, vision and commitment to kids and the community. Partnering with local graphic design firm, Graphica, the teams came up with the whirligig– a spinning circle of colorful ribbons linking all caregivers, those inside the hospital as well as those outside the walls, to the child – the star at the center of it all. While knowing that brand launches can often come with a lot of emotion and reactions from the community at large,

Dayton Children’s and Graphica worked hard to keep the “why” behind the change front and center. Hear from Dayton Children’s and Graphica on how they worked together to create the whirligig and how they planned a very successful launch and utilized social media to share the “why.” You’ll also hear some behind the scenes stories of what went well and what didn’t in preparing for the launch. This is definitely a session you won’t want to miss!

Presented by:
Grace Jones
Consumer Brand Manager, Dayton Children’s Hospital
Drew Cronenwett
Creative Director & Partner. Graphica
Cindy Schnell
Vice President & Principal, Graphica

Taking Shape: The Mixed Reality Future

Are you ready to reach people through Virtual Reality? Virtual Reality enables leading brands and creators to bring stories to life in 3 dimensions, empowering audiences with interactive, immersive experiences. Learn about the process of UX, design and development for Virtual Reality and Mixed Reality, the benefits of creating content, and see first hand how brands are crafting experiences that are both innovative and impactful.

Presented by:
Patrice Hall, Marxent

Talking Cyber: Cyber Security's No Joke

Cyber security is a growing problem in the Miami Valley marketplace. It’s a problem that can stop your business in its tracks as many local businesses will testify to. This panel discussion will feature cyber security experts sharing stories of local cyber crime impacting businesses, provide takeaways you can implement in your business right away and offer their insight on the future of cyber security. This is one panel discussion you won’t want to miss. Your time investment in this breakout could impact your bottom line when a cyber crook strikes.

Presented by:
Joe Coyle, WRGT/WKEF
Travis Greenwood, The Greentree Group
Shawn Waldeman, Secure Cyber Defense

10:45-11:00

Break

11:00-11:45

Breakout Sessions #2

(Choose one)

Remembering the “Why” in a Brand Launch

On March 30, 2016, the front page of the Dayton Daily News featured a headline stating “Dayton Children’s new logo inspired by Wright Brothers.” After months of research and planning, and after 42 years with the same logo, Dayton Children’s revealed a new brand identity to reaffirm their mission, vision and commitment to kids and the community. Partnering with local graphic design firm, Graphica, the teams came up with the whirligig– a spinning circle of colorful ribbons linking all caregivers, those inside the hospital as well as those outside the walls, to the child – the star at the center of it all. While knowing that brand launches can often come with a lot of emotion and reactions from the community at large,

Dayton Children’s and Graphica worked hard to keep the “why” behind the change front and center. Hear from Dayton Children’s and Graphica on how they worked together to create the whirligig and how they planned a very successful launch and utilized social media to share the “why.” You’ll also hear some behind the scenes stories of what went well and what didn’t in preparing for the launch. This is definitely a session you won’t want to miss!

Presented by:
Grace Jones
Consumer Brand Manager, Dayton Children’s Hospital
Drew Cronenwett
Creative Director & Partner. Graphica
Cindy Schnell
Vice President & Principal, Graphica

Taking Shape: The Mixed Reality Future

Are you ready to reach people through Virtual Reality? Virtual Reality enables leading brands and creators to bring stories to life in 3 dimensions, empowering audiences with interactive, immersive experiences. Learn about the process of UX, design and development for Virtual Reality and Mixed Reality, the benefits of creating content, and see first hand how brands are crafting experiences that are both innovative and impactful.

Presented by:
Patrice Hall, Marxent

Talking Cyber: Cyber Security's No Joke

Cyber security is a growing problem in the Miami Valley marketplace. It’s a problem that can stop your business in its tracks as many local businesses will testify to. This panel discussion will feature cyber security experts sharing stories of local cyber crime impacting businesses, provide takeaways you can implement in your business right away and offer their insight on the future of cyber security. This is one panel discussion you won’t want to miss. Your time investment in this breakout could impact your bottom line when a cyber crook strikes.

Presented by:
Joe Coyle, WRGT/WKEF
Travis Greenwood, The Greentree Group
Shawn Waldeman, Secure Cyber Defense

12:00-1:30

Lunch and Keynote

WTF is Programmatic?

How the largest advertising channel ever built by mankind actually works.

Presented by:
Aquiles La Grave, Brandzooka

1:30-2:15

Breakout Sessions #3

(Choose one)

Humor in Advertising: Why? When? How?

The use of humor is growing in advertising, and the nature of this humor is changing. Chuck Gulas will present findings from recent research to help answer key questions. When should you use humor in advertising? How should you use humor? How far can you, or should you, push the edge?

Presented by:
Chuck Gulas, Ph.D.
Professor of Marketing, Raj Soin College of Business
Wright State University

Why Video? An exploration into the importance of using video to enhance your brand.

During a time when much of the information out there is consumed through some form of online video, this medium has to be at the forefront of your marketing mix. Hear from Brian and Kelly Mercer on how video can be used to tell stories, sell products and enhance your brand.

Presented by:
Brian and Kelly Mercer, Boom Crate Studios

Attribution Modeling

How is the ROI credited to a specific marketing channel when the marketing investment is distributed across many different marketing channels? Short-sighted attribution models have resulted in good marketing being deemed unsuccessful and vice versa. Proper attribution is at the core of creating a good marketing strategy. It’s crucial to understand that each business requires its own unique approach, and the most effective method to configuring a persuasive attribution model is to look at how customers buy, consume, and re-buy products for that business.

Presented by:
Mike Blackney
Vice President of Digital Media, The Ohlmann Group

2:15-2:30

Break

2:30-3:15

Breakout Sessions #4

(Choose one)

Humor in Advertising: Why? When? How?

The use of humor is growing in advertising, and the nature of this humor is changing. Chuck Gulas will present findings from recent research to help answer key questions. When should you use humor in advertising? How should you use humor? How far can you, or should you, push the edge?

Presented by:
Chuck Gulas, Ph.D.
Professor of Marketing, Raj Soin College of Business
Wright State University

Why Video? An exploration into the importance of using video to enhance your brand.

During a time when much of the information out there is consumed through some form of online video, this medium has to be at the forefront of your marketing mix. Hear from Brian and Kelly Mercer on how video can be used to tell stories, sell products and enhance your brand. 

Presented by:
Brian and Kelly Mercer, Boom Crate Studios

Attribution Modeling

How is the ROI credited to a specific marketing channel when the marketing investment is distributed across many different marketing channels? Short-sighted attribution models have resulted in good marketing being deemed unsuccessful and vice versa. Proper attribution is at the core of creating a good marketing strategy. It’s crucial to understand that each business requires its own unique approach, and the most effective method to configuring a persuasive attribution model is to look at how customers buy, consume, and re-buy products for that business.

Presented by:
Mike Blackney
Vice President of Digital Media, The Ohlmann Group

3:15-3:30

Break

3:30-4:30

Keynote

Valuable Brand Storytelling

Valuable Story Telling is shorthand for the DNA of Native marketing. Much more than just a list of dos and don’ts, in this session you will learn about the unique role of Native in your campaigns, how to leverage the credibility matrix, and how to stand out by fitting in. Now more than ever, clients need a partner who can help them navigate the ever changing media landscape. Together, we’ll show them how to win.

Presented by:
Eileen Varnson
Director, Native and Content Advertising Studio at Cox Media Group

4:30

Closing Remarks