(937) 248-4697 director@aafdayton.org

2018 SummitUp Agenda

Sinclair Community College, Building 12

March 13th, 7:00am – 4:15pm

 

7:00-8:00

Registration

Networking and Continental Breakfast

8:00-8:15

Opening Remarks

8:15-9:15

Keynote Presentation

“Building Brands When the Tools and Rules Have Changed” or “Knowing why Grandma Cut the Pot-roast in Half Helps Us Build Better Brands”

Brands have historically relied on the power of broadcast marketing to express what is most important to them. The advent of the Social Era, in which consumers have a greater influence on brands than at any point in history, has dictated that brands become far more reflective of consumer wants, needs, and motivations. This new reality impacts process, methodology, measurement and general brand-marketing assumptions in ways that are easily missed or misunderstood. Those who accept and incorporate the implications of this new reality will thrive. Those who ignore this imperative will find it increasingly difficult to compete.

Presented by:
Neal Mabee
Powerhouse Factories

9:15-9:30

Break

9:30-10:15

Breakout Sessions #1

(Choose one)

Digitizing The Journey: Elevating The Healthcare Experience

The consumer experience has become a major focus of marketers over the past several years.  Nowhere are the challenges and opportunities of digitizing the customer journey more prevalent than in healthcare.  Dayton Children’s, serving perhaps the most demanding audience – the millennial mom – has embraced the potential for creating a frictionless experience. The SummitUp session will share the success factors in digitizing the healthcare journey – from persona and journey mapping to trends, patient engagement and digital channels.

Presented by:
Grace Jones, Consumer Brand Manager, Dayton Children’s Hospital
John Fimiani, Partner / Senior Strategist Upward Brand Interactions

"How to Leave your Mark" - The common themes of sustained excellence

The talk will focus on sharing empirical evidence (data) in the form of story telling to help you be a more effective leader at work, at home, and in your community.  The research has been gathered over years from interviewing more than 250 of the most thoughtful leaders in the world.

Presented by:
Ryan Hawk

Reputation Management in the 21st Century

Can you believe they did that? What were they thinking?! Didn’t anybody see this coming?!

Your brand and reputation are invaluable. What takes years to build, can be damaged or destroyed in days, even hours.

Heather and Beth will discuss what organizations can do to prepare for, manage and recover from attacks to image and reputation by careful listening, planning and practicing.

Presented by:
Beth Whelley, Senior Vice President, Dayton Managing Director – Fahlgren Mortine
Heather Sheppard, Account Supervisor – Fahlgren Mortine

Rethinking the brand brand pyramid or How "being something to everyone means your nothing to anyone" may not longer be true

For generations we have accepted the notion that a brand must ultimately stand for one thing. However, shifts in the marketing landscape force us to interrogate trusted processes and methods – including assumptions about the shape, function and value of brand.

While this is a controversial conversation, we will be outlining the concept by exploring:

  • The historic inter-connection between the nature of media and the nature of brand.
  • Examples and analysis of brands that successfully break traditional brand rules.
  • Alternative approaches for building and activating brands in today’s marketing landscape.

Presented by:
Neal Mabee, Powerhouse Factories

10:15-10:30

Break

10:30-11:15

Breakout Sessions #2

(Choose one)

Digitizing The Journey: Elevating The Healthcare Experience

The consumer experience has become a major focus of marketers over the past several years.  Nowhere are the challenges and opportunities of digitizing the customer journey more prevalent than in healthcare.  Dayton Children’s, serving perhaps the most demanding audience – the millennial mom – has embraced the potential for creating a frictionless experience. The SummitUp session will share the success factors in digitizing the healthcare journey – from persona and journey mapping to trends, patient engagement and digital channels.

Presented by:
Grace Jones, Consumer Brand Manager, Dayton Children’s Hospital
John Fimiani, Partner / Senior Strategist Upward Brand Interactions

The Learning Leader Show: A Live Podcast with Mike Mathile and Ryan Hawk

Participate in a LIVE podcast, featuring Ryan Hawk from The Learning Leader Show and special guest Mike Mathile.

Mike Mathile is an entrepreneur, family business executive, a private investor, husband, and father. Mike is the Chairman for CYMI Holdings, and he’s also an advisory and board member for multiple companies.  Mike spent six and a half years as a professional baseball player (in the minor leagues for the Montreal Expos and Cincinnati Reds).  Mike has taken what he’s learned from his time as a professional athlete and utilized that to success in the business world.

“I love the opportunity of setting clear direction and empowering really talented people to go do what they need to do.” – Mike Mathile

Ryan Hawk runs the Leadership Advisory team at Brixey & Meyer. Ryan has been a student, teacher, and practitioner of leadership and performance excellence most of his life. First as a collegiate and professional quarterback, and now in the business world. He shares what he’s learned from his own experience as well as from interviewing more than 250 of the most thoughtful leaders in the world on his hit podcast, The Learning Leader Show.  Ryan is a sought-after public speaker, an accomplished writer, and a trusted advisor to leaders all over the world.

Presented by:
Ryan Hawk
Mike Mathile

Reputation Management in the 21st Century

Can you believe they did that? What were they thinking?! Didn’t anybody see this coming?!

Your brand and reputation are invaluable. What takes years to build, can be damaged or destroyed in days, even hours.

Heather and Beth will discuss what organizations can do to prepare for, manage and recover from attacks to image and reputation by careful listening, planning and practicing.

Presented by:
Beth Whelley, Senior Vice President, Dayton Managing Director – Fahlgren Mortine
Heather Sheppard, Account Supervisor – Fahlgren Mortine

Rethinking the brand brand pyramid or How "being something to everyone means your nothing to anyone" may not longer be true

For generations we have accepted the notion that a brand must ultimately stand for one thing. However, shifts in the marketing landscape force us to interrogate trusted processes and methods – including assumptions about the shape, function and value of brand.

While this is a controversial conversation, we will be outlining the concept by exploring:

  • The historic inter-connection between the nature of media and the nature of brand.
  • Examples and analysis of brands that successfully break traditional brand rules.
  • Alternative approaches for building and activating brands in today’s marketing landscape.

 

Presented by:
Neal Mabee, Powerhouse Factories

11:15-11:30

Break

11:30-12:45

Lunch and Keynote

Herding Tigers

Leading talented, creative people requires a different skill set than the one many management books offer. As a consultant to creative companies, Todd Henry knows firsthand what prevents creative leaders from guiding their teams to success, and in Herding Tigers, he provides a bold new blueprint to help you be the leader your team needs. Learn to lead by influence instead of control. Discover how to create a stable culture that empowers your team to take bold creative risks. And learn how to fight to protect the time, energy, and resources they need to do their best work.

Presented by:
Todd Henry
Founder, Accidental Creative

12:45-1:00

Break

1:00-1:45

Breakout Sessions #3

(Choose one)

How Industrial Manufacters are Winning the Parity Battle

B2B. Manufacturing. Industrial. Three words that, for many, evoke images of yesteryear’s marcom: brochures; broadcast emails; trade shows; banner ads. In some cases, these images aren’t far from reality. In others, manufacturers have progressed beyond the traditional frameworks that have governed industrial marketing. Best practices? You won’t find one answer. But take solace in the fact that the fundamentals in B2B haven’t changed: the best marketing has always been about audience-driven content delivered through channels that make sense.

This presentation provides attendees with a fresh take on the marketing landscape for manufacturers, with emphasis on the expanding — if not ubiquitous — role of content marketing as a core philosophy. We’ll include examples of how some manufacturers have transformed the way they communicate to target audiences, combining traditional and new media to engage them.

Warning: This is not a presentation on social media. You won’t learn how to use Facebook Live. Nor will you discover a new digital channel you’ve never heard of. This is about how the best marketers in manufacturing are rolling up their sleeves and finding differentiation beyond the confines of their product portfolio and delivering messages in channels that make sense.

Presented by:
Chris Eifert, Principal – TriComB2B

5 Steps to Better Business Cybersecurity

The BBB will present the Cybersecurity Framework published by the National Institute of Standards and Technology (NIST) tailored to meet the needs and expectations of the small to mid-sized business (SMB) market.  The Cybersecurity Framework functional areas – Identify, Protect, Detect, Respond and Recover – are used as the basis for the BBB 5-Steps approach.  You will see the 5-Steps applied to a hypothetical “Leaky Faucet Plumbing” small business case study developed for this training as they experience cyber incidents.  An all-to-familiar scenario of a lost phone is explored to determine the effectiveness of Leaky Faucet’s defenses and strategies for improvements.  Email, Point-of-Sale and ransomware attacks are examined using the BBB 5-Step approach.  Attendees will take away at least one strategy to improve cybersecurity resilience in their own organization.

Presented by:
Bill Fanelli, Chief Security Officer – Council of Better Business Bureaus

Seeing is believing: How Virtual Reality is driving sales today

Virtual Reality and Augmented Reality are opening new doors for experiential marketing. As the technology continues to mature, top brands are using VR and AR to create all-new experiences with their products, moving the needle on engagement and sales. Learn how retailers and manufacturers are using this engaging medium to achieve real results. See examples of successful virtual reality installations, and hear tactics you can adopt for your next campaign.

Presented by:
Patrice Hall, Product & Account Manager – Marxent
Robby Schoenhoft, Sales Director – Marxent

Lead Generation / Content

Best practices for using Social Media platform data and client­-owned, first-party data to target current and prospective customers and grow business leads.

Presented by:
Brian Glass, Digital Specialist – Cox Digital Marketing

1:45-2:00

Break

2:00-2:45

Breakout Sessions #4

(Choose one)

How Industrial Manufacters are Winning the Parity Battle

B2B. Manufacturing. Industrial. Three words that, for many, evoke images of yesteryear’s marcom: brochures; broadcast emails; trade shows; banner ads. In some cases, these images aren’t far from reality. In others, manufacturers have progressed beyond the traditional frameworks that have governed industrial marketing. Best practices? You won’t find one answer. But take solace in the fact that the fundamentals in B2B haven’t changed: the best marketing has always been about audience-driven content delivered through channels that make sense.

This presentation provides attendees with a fresh take on the marketing landscape for manufacturers, with emphasis on the expanding — if not ubiquitous — role of content marketing as a core philosophy. We’ll include examples of how some manufacturers have transformed the way they communicate to target audiences, combining traditional and new media to engage them.

Warning: This is not a presentation on social media. You won’t learn how to use Facebook Live. Nor will you discover a new digital channel you’ve never heard of. This is about how the best marketers in manufacturing are rolling up their sleeves and finding differentiation beyond the confines of their product portfolio and delivering messages in channels that make sense.

Presented by:
Chris Eifert, Principal – TriComB2B

5 Steps to Better Business Cybersecurity

The BBB will present the Cybersecurity Framework published by the National Institute of Standards and Technology (NIST) tailored to meet the needs and expectations of the small to mid-sized business (SMB) market.  The Cybersecurity Framework functional areas – Identify, Protect, Detect, Respond and Recover – are used as the basis for the BBB 5-Steps approach.  You will see the 5-Steps applied to a hypothetical “Leaky Faucet Plumbing” small business case study developed for this training as they experience cyber incidents.  An all-to-familiar scenario of a lost phone is explored to determine the effectiveness of Leaky Faucet’s defenses and strategies for improvements.  Email, Point-of-Sale and ransomware attacks are examined using the BBB 5-Step approach.  Attendees will take away at least one strategy to improve cybersecurity resilience in their own organization.

Presented by:
Bill Fanelli, Chief Security Officer – Council of Better Business Bureaus

Seeing is believing: How Virtual Reality is driving sales today

Virtual Reality and Augmented Reality are opening new doors for experiential marketing. As the technology continues to mature, top brands are using VR and AR to create all-new experiences with their products, moving the needle on engagement and sales. Learn how retailers and manufacturers are using this engaging medium to achieve real results. See examples of successful virtual reality installations, and hear tactics you can adopt for your next campaign.

Presented by:
Patrice Hall, Product & Account Manager – Marxent
Robby Schoenhoft, Sales Director – Marxent

Lead Generation / Content

Best practices for using Social Media platform data and client­-owned, first-party data to target current and prospective customers and grow business leads.

Presented by:
Brian Glass, Digital Specialist – Cox Digital Marketing

2:45-3:00

Break

3:00-4:00

Keynote

OTT & The Tipping Point of Digital Video

Join Cox Media Group’s Head of Programmatic, Zuri Stanback, and Senior Manager of Video Solutions, Solomon Cormier, as they provide key insights on the evolving trends and strategies for advertisers who want to take advantage of OTT ad formats.

Presented by:
Zuri Stanback, Director of Programmatic – Cox Media Group
Solomon Cormier, Senior Product Manager of Video – Cox Media Group

4:00-4:15

Closing Remarks