Oct 7 - 9, 2019 | Chicago, Ill.

Agenda

This conference was really great. I enjoyed the opportunity to speak with the presenters, to meet colleagues from around the country and to learn how others are approaching the same challenges I face day in and day out.

Adam Lane
Communications/Public Relations Specialist
Brethren Mutual Insurance Company

Monday, October 7, 2019
3:00 – 5:00 p.m.

Event Information Desk

3:45 - 7:00 p.m.

Optional Activity: Chicago Architecture Center – Chicago Exhibits Tour and Dinner
From Louis Sullivan to Mies van der Rohe, Chicago has been home to many architects who have created groundbreaking architectural styles and tested bold experiments in city design. Learn how Chicago became the "city of architecture," discover supersized scale models of famous skyscrapers, and immerse yourself in the Chicago Gallery that features more than 4,000 buildings and interactive elements that tell amazing stories of the city. After touring the museum, we'll head to Giordano's for a local favorite, stuffed deep-dish pizza. Acclaimed "Chicago's Best Pizza" by NBC, The New York Times, and other media outlets, Giordano's is the local favorite for a reason. This activity includes transportation, admission to the Chicago Architecture Center, and dinner that includes pizza, salad, dessert, and non-alcoholic beverages. Gluten-free pizza is available upon request.

6:00 p.m.

Meet to Eat

Tuesday, October 8, 2019
7:00 a.m. – 5:00 p.m.

Event Information Desk

7:00 – 8:00 a.m.

Breakfast

8:00 – 8:30 a.m.

Welcome and Ice Breaker Activity

8:30 – 9:30 a.m.

General Session: Marketing Innovation 2.0
It’s time to truly understand the power of marketing. During this tool-packed yet simple workshop, you will see marketing in a different light. In this session, attendees will dig in to key components of any successful marketing strategy, examine the correlations between cost and effectiveness of various marketing vehicles, and explore different types of marketing and how their impact to your bottom line. Jacqueline Camacho-Ruiz is the CEO of one of the top B2B marketing and PR agencies in Chicago celebrating 13 years in business, and her thought leadership and passion will give you a fresh new perspective, leaving you energized to conquer your marketing strategy.

Jacqueline Camacho-Ruiz
CEO, 14x Author, International Speaker, Sports Pilot
JJR Marketing

9:30 – 9:45 a.m.

Networking Break

9:45 – 10:45 a.m.

Educational Sessions

  1. Doing More With Less and With Increasing Expectations
    Marketing effectively can be overwhelming, especially when you have a small staff and a small budget. The good news is that marketing doesn’t have to cost thousands – or even hundreds – of dollars. Join this session to gain an understanding of various channels and tools and learn about low-budget strategies for marketing that allow you to stay ahead and dig deeper for new levels of success. This will be a lively, fast-paced discussion with actionable takeaways and next steps that will provide you with dynamic ways to engage in marketing with spirited enthusiasm and proven success.

    Rachel Z. Fisher
    Leadership & Marketing Strategic Advisor
    Lively

  2. Creating a Video Content Roadmap
    Video isn’t a one-and-done piece of collateral anymore. There are hundreds of ways to leverage the power of video across an organization, and this session is going to touch on as many as possible. Once we break down the many uses of video, we’ll look at the larger picture, namely how to build out a budget –and get approval, think through timelines, make it all scalable, and track success of your efforts to produce more videos in the future.

    Colin Hogan
    Managing Director
    Demo Duck

  3. Roundtable Discussions – Multiple Topics (rotating)
    The best teachers are often those who are walking in your shoes. Roundtable discussions give you opportunities to join other communications and marketing professionals to share knowledge, trade tips, and offer advice. The session will include interactive, engaging discussions focused on a variety of topics that allow you to talk about what you and your peers are facing and what you can learn from each other’s successes and challenges. Topics will include ad strategies, finding and using testimonials, and sponsorships and cause marketing.

10:45 – 11:00 a.m.

Networking Break

11:00 a.m. – 12:00 p.m.

Educational Sessions

  1. Sealing the Gap – Sales and Marketing
    If you haven’t cracked the code on building buyer preference well in advance of traditional “in-person” selling situations (which is too late, given technology’s grant of power to the buyer), it may very well be due to lack of real collaborative planning and execution between marketing and sales. Attend this session to better understand the typical buying decision process (from the buyer’s perspective), how to sell the value of your organization by architecting content that supports your value story, and how to align the roles of marketing and sales in outreach and engagement with policyholders.

    Todd Wilkerson
    Director, Transformation and Growth
    Baker Tilly

  2. UX Management
    This session will help attendees understand what an effective user experience methodology and process is, the benefits of weaving that process into business culture from innovation and return-on-investment standpoints, and the different applications it can effectively have an influence on. This includes the different phases of UX (UX is not the same as User Interface/UI), the current state of the field, why a company needs an experienced UX professional at a high level, and how it is influencing the current landscape of the insurance industry.

    Chad Winks
    Customer Success Manager
    Capgemini

  3. Roundtable Discussion – Content Development
    The best teachers are often those who are walking in your shoes. Roundtable discussions give you opportunities to join other communications and marketing professionals to share knowledge, trade tips, and offer advice. This session will be focused on finding, creating, and using new content and will be led by an award-winning marketing trainer and mentor.

    Rachel Z. Fisher
    Leadership & Marketing Strategic Advisor
    Lively

12:00 – 1:15 p.m.

Networking Lunch

1:15 – 2:15 p.m.

Educational Sessions

  1. Google Analytics Simplified: Cutting Through the Clutter to Find Answers to Your Top Marketing Questions
    Google Analytics is a free tool that shows how visitors find a company’s website and what they do once they are there. GA also contains hundreds of data reports that are available. Which numbers are most important? What do they mean? Stop spending hours in GA without getting anywhere. Let’s simplify GA to be able to find critical insights in the least amount of time. Learn what business questions to ask, where to find the answers in GA, and how to interpret the findings.

    Kyle Akerman
    Web Analyst and Conversion Optimization Consultant

  2. Transformative Change – Building Strategic Alignment and Focus to Achieve Results
    Too often, ambiguity about strategic direction, the reason for a change, or the path to change create resistance, which can slow down the change and limit anticipated results. Attendees will be asked to come to this interactive session with organizational change in mind. Using practical tools learned in this session, attendees will be able to assess the scope of their organizations’ change, define the performance gap that the change must close, and align on guiding principles that will drive the change.

    Leian Royce
    Vice President of Strategic Change
    Accelerated Knowledge

  3. Roundtable Discussions – Multiple Topics (rotating)
    The best teachers are often those who are walking in your shoes. Roundtable discussions give you opportunities to join other communications and marketing professionals to share knowledge, trade tips, and offer advice. The session will include interactive, engaging discussions focused on a variety of topics that allow you to talk about what you and your peers are facing and what you can learn from each other’s successes and challenges. Topics will include blogging/blog topics, building a communications team and the key skillsets needed, and onboarding agents.

2:15 – 2:30 p.m.

Networking Break

2:30 – 3:30 p.m.

Educational Sessions

  1. The Power of Personalization
    This session will provide immediately applicable methods for pushing the boundaries of personalization and creating a people-based approach. Attendees will learn how marketers are going beyond demographic data to personalize user-intent data, interest data, contextual data, web behavior and campaign behavior as well as other data. This session will change the way attendees think about creative messaging and content for all future marketing efforts.

    Ron Jacobs
    CEO & Founder
    Jacobs & Clevenger

  2. Digital Transformation
    As companies strive to grow, they are faced with competitive pressures and technology advancements that drive them to undertake complex transformational initiatives. There is a lot at stake in these initiatives because they require large investments and impact the entire enterprise.

    What does digital transformation mean to your organization? What does the future state vision look like? This session will help participants, understand the lifecycle of these initiatives and how to appropriately support their organizations throughout.

    Amanda Klein
    Principal
    Baker Tilly

  3. Roundtable Discussion: Peer-Review – Bring and Solve a Problem
    The best teachers are often those who are walking in your shoes. Roundtable discussions give you opportunities to join other communications and marketing professionals to share knowledge, trade tips, and offer advice. For this session, attendees are invited to bring a problem to be solved, such as choosing a vendor, finding new content, starting a blog, etc. All attendees will have the opportunity to get and provide input.

3:30 – 3:45 p.m.

Networking Break

3:45 – 4:45 p.m.

Educational Sessions

  1. Tradigital Advertising
    This session will examine tradigital media – the delicate mix of traditional and digital media –for today’s consumer habits. Michael Walters Advertising’s research with Google has shown a direct correlation between traditional media and digital effectiveness. Attendees will gain understanding of how traditional media drive digital effectiveness, how artificial intelligence can help finetune all marketing channels to deliver better return on investment, and how to find and interpret consumer media consumption.

    James Lake
    Vice President/Managing Partner
    Michael Walters Advertising

  2. Selling Your Ideas to Leadership
    Communications and marketing professionals are in the business of selling their company’s position, services, and products. However, selling ideas to senior executives requires an entirely different skill set. In this fast-paced, high-content session, participants will learn about senior executives’ decision-making preferences, what should happen before a meeting, and tips and tactics for a successful presentation.

    Selling your idea examples used in presentation include writing content for agents to use on their social media sites, selling the idea that underwriting should write content for your company newsletter, and selling the idea of changing your distribution vendor.

    Emily Huling
    President
    Selling Strategies, Inc.

  3. Open Workspace/Idea Exchange
    Ready to sit down and organize your thoughts after a full day of sessions? Find a seat and get to work. Or grab a couple of chairs and chat with a fellow attendee about your favorite session. This will not be a formal session, just a time and space for you to download, process, and analyze what you’ve learned.

4:45 p.m.

Sessions Adjourn for the Day

5:00 – 6:00 p.m.

Cocktails and Conversations

6:00 p.m.

Meet to Eat

Wednesday, October 9, 2019
7:30 – 11:00 a.m.

Event Information Desk

7:30 – 8:30 a.m.

Breakfast

8:30 a.m. – 9:45 a.m.

Educational Sessions

  1. Deep Dive: Customer Journey Mapping – Part 1
    We are in an experience economy where competitive positioning and a premium pricing advantage is enjoyed by companies that create relationships and interactions through intentional, positive experiences throughout a tailored, enjoyable customer journey.

    There are myriad benefits to better understanding prospects/customers as they engage with you. However, there isn’t a definitive method for discovering/authoring the journey and documenting it to unlock value. This session will help attendees begin their customers journeys by providing insights on where to start, how to get buy-in, who to involve, and goal setting.

    Attendees will leave with a clear understanding of the importance of managing the customer journey, actionable steps to evaluate and redirect their existing customer journey, and the tools to identify opportunities to create growth by continual monitoring and management of the customer experience.

    Todd Wilkerson
    Director, Transformation and Growth
    Baker Tilly

  2. Deep Dive: Communicating Effectively With Agents – Part 1
    A successful agent communication plan should positively impact a company’s bottom line. Does yours? This session will explain the components needed to assess an effective agent communication and marketing strategy, discuss the need for consistent messaging across your organization, and increase agent loyalty and written premiums.

    Emily Huling
    President
    Selling Strategies, Inc.

  3. Roundtable/Idea Exchange

9:45 – 10:00 a.m.

Networking Break

10:00 – 11:15 a.m.

Educational Sessions

  1. Customer Journey Mapping Deep Dive (cont.)

  2. Communicating Effectively with Agents Deep Dive (cont.)

  3. Roundtable/Idea Exchange

11:15 a.m.

Workshop Concludes

Contacts

Julie Bacher
Customer Service Coordinator

317.876.4279

  Julie

Our Event Sponsors:

Guy Carpenter MunichRE & Hartford Steam Boiler
Mutual Boiler Re.
Michael Walters Advertising