Breakout News Brands: The Secrets of Hyper-Local Promotion
If you're like most stations, the foundation of your news brand is built upon weather, breaking news or investigations. Problem is your competitors are probably pushing the exact same features. How can you build a passionate brand when there's not much difference between your news features and their features? In this example-packed presentation, emotional marketing guru Graeme Newell shows how street-smart stations are redefining the most common newscast elements and shaking up news branding.
Graeme Newell, President, 602 Communications
Dealing with Data: Using the Tools You Have to Focus Your Message
As audiences continue to fragment, access to and understanding of data becomes increasingly more critical. In this inspired and insightful presentation, you’ll learn how marketers are translating analytics into actionable and targeted marketing and promotion. You’ll learn how to mine data you may already have, strategically interpret analytics and transform information into more effective, focused and deliberate communications.
Steven Walsh, SVP, Local Market Sales, Rentrak
Sumi Barry, SVP, Consumer & Market Intelligence, NBC Entertainment
Alex Jasiukowicz, Creative Services Director, WMUR-TV
Jack MacKenzie, President, Magid Generational Strategies
Patricia Marsden, Corporate Director of Research, E.W. Scripps Company
The Emerging Media Reality Check
Between social media, mobile, online display and gaming, you could spend your entire day figuring out whether to post or tweet before cutting your first promo. In this critical conversation, you'll learn about the relevant technologies actually driving viewers, get insight into how successful stations are maximizing their marketing investments and get the information necessary on getting right balance for your media mix.
EVP & CMO, Warner Bros. Television Group
Ben Fielder, Advertising Account Executive, Microsoft
Peter Goldstein, VP, Sales & Business Development, Agencies, Mixpo
Jason Jedlinski, VP Digital Operations, Tribune Broadcasting
Dounia Turrill, SVP, Client Insights, Nielsen
Station Summit Exclusive Presentation
Eyes on Local Promos
As local TV stations continue to labor for daily ratings, promotional campaigns that drive viewership – and as a result can increase advertising dollars – become even more important. In order to make the most of promo spots, a station must be able to answer:
- How well did my promotions work?
- When and where did my promotions work the best?
- In the future, where should I schedule my promotions in order to reach my key viewers?
Through case studies and best practices, we’ll demonstrate how local stations can navigate through the complex, competitive local landscape and get more value out of their programming and promotional spots.
Jackie Bergeron, VP Local Analytics, Nielsen
KEYNOTE: Re-Invent, Re-Think and Re-Imagine Ways to Thrive in Today's Marketing and Media Landscape
Marketing is a huge growth industry. Media and technology are exploding, putting our industry at the forefront of change… and possibilities. To drive success, we need to understand the key drivers of this change, their implications on people and how organizations can tackle these challenges and seize the opportunities. Don’t miss this enlightening presentation on learning, re-inventing and collaborating to stay relevant and truly unleash the potential of our craft of marketing.
Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi
Making the News: The 10 Commandments of Marketing and Managing Your Biggest Asset
As SVP of creative services at CNN Worldwide, Rick Lewchuk brings a 30-year career of experience effectively, efficiently and successfully marketing news in local, national and international television. For the first time, Lewchuk presents the 10 fundamental tips for creating, sustaining and growing news brands. With news as the business anchor, Lewchuk breaks down the basics of constructing your message, building your brand and growing your audience.
Rick Lewchuk, SVP, Creative Services, CNN Worldwide
Manager's Meeting: A Professional Deep-Dive Into Managing Both Up and Down
You've worked your way up, and now you've got the job you always wanted… or so you thought. Playing equal parts manager, creative director, strategist, negotiator and therapist while many of your team is in another time zone, simply wasn't in the "job description." We've created this meeting specifically to allow people like to you to succeed. Attend this session and learn the tools necessary to manage teams locally and remotely, delegate effectively, prioritize projects against demanding deadlines, create the space for creativity and innovation, and build the communication skills to give effective feedback to direct reports and influence senior executives.
By invitation only.
Dan Quinn, Managing Consultant, YSC
Out-Promote, Out-Market & Outsmart, Online
In all but a few DMAs, the local newspaper beat rival TV stations in generating online audience and video views. In this in-depth presentation, you’ll learn the marketing techniques and promotion strategies that have enabled a few TV stations to overcome their local paper by driving audiences to their station’s websites, building bigger on-air audiences and augmenting revenue opportunities across the board.
Brett Atkinson, GM of KSL.com, Salt Lake City, UT
Sherry Carpenter, Creative Services Director, WJXT Jacksonville, FL
Marsa Jarrett, Creative Services Director, WYFF 4, Greenville, SC
Dan Weig, Creative Services Director, KREM-TV, Spokane, WA
Something for Nothing: 10 Low/No Cost Strategies for Breaking Through
No budget? No problem! In this lightning-round presentation, you’ll hear real-life stories from the industry’s most innovative marketers about how they overcame the challenges of time, market and budget rising to challenge of producing truly ground-breaking (and effective) creative. You’ll get actual (and applicable) break-through ideas and strategies for creating low-cost, high-impact on-air promotion, off-marketing and audience engagements which you’ll be able to implement immediately.
Richard DuMont, SVP, 20th Television
Waheed AlQawasmi, Creative Services Director, WHBQ-TV, Memphis, TN
Victoria Bouchard, Creative Services Director, CBS 2 Chicago
Peter Ferraro, Promotion Director, WBFF FOX45, Baltimore, MD
Tina Veon, Creative Services Director, KDKA-TV, Pittsburgh, PA
Larry Watzman, Creative Services Director, WGRZ-TV
Jody Weldon, News Marketing Manager, WBFF FOX45, Baltimore, MD
Jeff Zellmer, VP, Creative Services, FOX 5 Atlanta, GA
Tales from the Lost Remote: How TV Stations Can Capitalize on Mobile and Social TV
These are uncertain times, and mobile and social are two forces that promise to change the landscape of local media. As viewing habits change and newspapers put up paywalls, how can local stations reach new audiences and capture new demand? Social TV expert and mobile entrepreneur Cory Bergman returns to present practical tips and success stories on how to leverage mobile and social media to expand your branded footprint. Don’t miss this Station Summit exclusive.
Cory Bergman, GM, Breaking News & Founder, Lost Remote
Welcome to Now: The Innovators, Leaders and Architects of the New Broadcast Paradigm
The most exciting time in broadcast media is upon us, and marketers are poised to lead the revolution. For the first time, you'll hear from broadcast’s most accomplished executives about the strategies, tactics and fundamental leadership insights that have kept them – and their organizations – on the leading edge of success.
Paige Albiniak, Contributing Editor, “Broadcasting & Cable”
Scott Blumenthal, EVP, Television, LIN Media
Ted Harbert, Chairman, NBC Broadcasting
Deborah McDermott, President & CEO, Young Broadcasting
Emilio Romano, President, Telemundo Media
Larry Wert, President, Broadcast Media, Tribune