2016 Marketing Workshops Spring

Sheraton Charlotte Hotel
555 South McDowell Street, South Tower, Charlotte, North Carolina 28204
5/16/2016 8:30 AM - 5/17/2016 3:30 PM
Register before 5/3/2016 12:00 AM for early registration fee

18 Workshops | 2 Days | 0 Distractions

Experts, fresh thinking, hands-on instruction, the opportunity to discuss your own unique circumstances-get ready to dive into Digital Marketing, Branding/Strategy & Marketing Communications. We have 18 workshops, in three tracks, with 0 distractions led by industry experts to help you be a better marketer.

As marketers, it's hard to find the time to hone our skills, develop our ideas and keep up with the fluid, tech-fuled landscape we call our careers. That's why when you get an opportunity, you really have to make it count. We provide you with:

Workshops That Get to Work
    ​Digital Marketing
        Assessing Your Content Intelligence
        Boosting Your Visibility with SEO
        Winning at Email Marketing
        Considering New Uses for Measuring Video

        Getting the Most from Google Analytics
        Optimizing Your Social Media Campaign
    Branding/Strategy ​
        Orchestrating a Better Customer Experience-Workshop Has Been Cancelled
        Engaging with Internal Marketing Tools
        Measuring Marketing ROI Effectively
        Unleashing Advocates and Influencers
Discovering Your Value Proposition
        Gathering Consumer Insights  
    ​Marketing Communications
        Writing a Marketing Plan
        Managing the Creative Process
        Storytelling that Leads to Success
        ​Developing Strong Content
        Creating Integrated Marketing Campaigns
        Delivering Social Media that Your Organization Deserves


Conference Cancellation Policy
All cancellations and requests for refunds must be submitted to the AMA via email at qmeyer@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date.

No refunds will be given as of 5/2/16 (two weeks prior to the event start date).

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Monday, May 16, 2016

08:30-09:30am - Continental Breakfast

​​09:30-11:30am - Workshops

Content Intelligence: Using Data to Assess Your Content's Impact
Colleen Jones, CEO, Content Science

In this workshop, learn the essentials of content intelligence so you can assemble the right data about your content, interpret the data to understand your content's impact and gain insights into your customers and act on the data with smarter content decisions.

Orchestrating a Better Customer Experience-Workshop Has Been Cancelled
Paul Cole, President-North America, InQuba

You keep hearing it. Having a great product/service at a good price is a necessary but insufficient condition to compete in todays' hyper competitive market. Ultimately, the difference between customer advocacy and defection is about how well you "listen to, learn from and engage with" your customer base to deliver a more emotionally gratifying experience.
In this session you will learn about the key enablers associated with superior customer experience orchestration.

How to Write a Marketing Plan in TWO Hours
Kay Keenan, President, Growth Consulting

This highly interactive session will help you create a mini-marketing plan that will be tailored for your organization whether a for profit or a non profit. Will include working with sales/development to achieve organization’s needs. Bring with you a failed marketing​ attempt and we will help diagnose why it didn’t work and what might have been done differently.

11:30am-12:30pm - Lunch

12:30-02:30pm - Workshops

SEO for Business: How to Outrank Competitors and Gain Exposure
Brent D. Payne, CEO, Loud Interactive

Learn firsthand how your website can get more traffic and exposure. This session will cover SEO basics including a background of how search engines work as well as more advanced SEO tactics to help you outrank your competitors. Brent's SEO knowledge and experience spans throughout a wide range of industries and will prove to be extremely valuable. Walk away knowing how you can start ranking for your desired search terms and how to apply SEO best practices to your business.

Leveraging Marketing’s Impact on the Brand: Internal Marketing Tools of Engagement
Sybil F. Stershic, President, Quality Service Marketing

Learn how to take care of the people who most impact your marketing and organizational success, including those who work outside the marketing department. Attendees will take away the necessary internal marketing framework, tools, and ideas they can use to engage employees as marketing and brand champions.

Creative that Converts
Lou Amodeo, Director of Customer Experience, Rise Interactive

This hands-on session will place attendees in teams to learn and practice the fundamentals of     Design Thinking. Attendees will learn how to tackle real customer problems through rapid ideation and prototyping exercises.

​​02:30-03:00pm - Afternoon Break

03:00-05:00pm - Workshops

How to Win at Email Marketing
Adam Q. Holden-Bache, Author, How to Win at B2B Email Marketing, A Guide to Achieving Success and Director of Business Develpment, Striata

This workshop will take attendees through all aspects of an email program including strategy, data, design, copywriting, delivery, testing and analysis. It willl provide insight, tactics, tips and takeaways that attendees can implement to improve campaigns for their business.

Effectively Measuring Marketing ROI
Dana Edwards, Vice President/Partner, SimpsonScarborough

In this session, we will discuss metrics that should be used to measure your brand strength over time. We will also describe metrics that should be used to monitor the marketing effort in order to support future decision-making and help leadership understand marketing’s impact.

The Power of Storytelling
Jonathan Opp, Partner + Chief Poetics Officer, New Kind

This fun, interactive workshop will not only help you grow more comfortable as a storyteller in business, but inspire you to find compelling ways to make your marketing messages more memorable and effective.

Tuesday, May 17, 2016

07:00-08:00am - Continental Breakfast

​​08:00-10:00am - Workshops

Joining the Pixels: Arriving at New Considerations for Measuring Video in the Multi-Channel, Multi-Platform, and Multi-Format World
Joline McGoldrick, Vice President, Research, Millward Brown Digital; Mitzi Lorentzen, Vice President, Client Solutions and Innovation, Millward Brown

In this workshop, Millward Brown, the world’s leading expert in helping clients grow strong brands, will share the current state of video advertising both in the US and globally and provide both tools and insights to challenge marketers to arrive at a framework of video receptivity that helps their constituents to build brands.

Unleashing Advocates and Influencers
Rob Fuggetta, Founder/CEO, Zuberance

Advocate and influencer marketing is hot. 92% of people trust recommendations from friends over adds and all other media and 64% of marketers said in a recent AMA survey that Word of Mouth is the most effective form of marketing. This session is about how to leverage Advocates and Influencers to get the word out and bring more customers in.

Rock Your Content
Melanie Spring, Chief Inspiration Officer, Sisarina

Does your marketing flirt? And if it does, does the brand match? Instead of listing features and benefits, talk to them like they're human - because they are. And give them a feeling for who you are through your branding and marketing content.
This talk will motivate you to stop talking about marketing and start implementing. We'll find your branded voice, match you up with the best platforms, and get you started on a content marketing campaign.

​​10:00-10:30pm - Morning Break

10:30-12:30pm - Workshops

Leveraging Google Analytics Features for Your Business
Justin Goodman, Digital Analytics Strategist, Analytics Pros, Inc.

This session will discuss the world of digital analytics and how to leverage the Google Analytics platform to narrow the distance between customers and the companies that serve them. Topics will include the latest in Google Analytics technology and methodology, marketing mix attribution, how to align data with business objectives and real-world stories.

Discovering Your Value Proposition
Greg Hamilton, Senior Academic Curriculum Manager, MECLABS
Your value proposition is the reason customers buy from you and not your competition—it’s the answer to the “why should I?” question in every customer’s mind. In this session, you’ll learn how to grow your market share by discovering and articulating a unique value proposition that resonates with your ideal customer.

Marketing Decision Makers: Stop Thinking Tactics, Start Thinking Campaigns
Jon Barlow, Senior Vice President, Group Digital Director, Capstrat; Shane Johnston, Executive Vice President, Client Development, Capstrat

Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget – or get a budget – to your organization’s executive leadership.​

12:30-1:30 pm - Lunch

01:30-03:30pm - Workshops​

Building Your Tribe through an Optimized Social Media Campaign
Jeremy Ryan, Executive Vice President, Creative and Digital Services, Lipman Hearne

This workshop will explore how to design a social media communications plan around your brand messages, deploy that plan to target key audiences, measure effectiveness, and refine your campaign to work optimally within your digital ecosystem and to build your brand and maximize conversions to goals.

The Power of Primary Research: Gathering Insights Straight from the Consumer
Michael Graber, Managing Partner, Southern Growth Studio

More and more leading marketers are generating insights for breakthrough marketing campaigns and new product ideas by working with consumers. See how deep ethnographic work is changing the way market research is conducted and how consumers are co-creating claims, value propositions, categories and new products, as well as rebooting brand equity and awareness. Learn how to use this method for your company, brand, or clients. Leading companies such as Proctor & Gamble, Google, Hersey’s and many others use these methods.

Create the Social Media Your Org Deserves
Sarah Eva Monroe, Creative Director, LimeRed

In this workshop, you’ll learn strategies and shortcuts you can implement on your visual social media channels.
Read the full session descriptions for the 2016 Marketing Workshops >>​​​
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Conference Location

Sheraton Charlotte Hotel
555 South McDowell Street, South Tower
Charlotte, NC 28204
Phone: +1.704.372.4100

The Sheraton Charlotte Hotel is newly revitalized after the completion of multimillion-dollar renovations. Guests now enjoy refreshed accommodations and facilities following the upgrades to the guest rooms and corridors, lobby, business center, Sheraton Fitness center, Sheraton Club Lounge, and elevators.

The Sheraton Charlotte Hotel is ideally located in Uptown, near many dining, shopping, and entertainment options. Numerous attractions are within walking distance, such as the Charlotte Convention Center, Blumenthal Performing Arts Center, the Panthers’ Bank of America Stadium, the NASCAR Hall of Fame, and the Bobcats’ Time Warner Arena. Charlotte Douglas International Airport (CLT) can be reached in 15 minutes by car.

Rates: $199.00 single/double occupancy (plus applicable state and local taxes, currently 15.25%. Taxes and fees are subject to change without notice) 

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call +1.704.372.4100 and ask for the American Marketing Association Marketing Workshops Room Block.

he reservation cut-off date is April 25, 2016.
The AMA has negotiated special group rates for the Marketing Workshops. You must make your hotel reservations by April 25, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After April 25, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card deposit in the amount of (1) one night’s room and tax for each confirmed room will be charged at time of booking. Cancellations within (48) forty-eight hours prior to arrival and no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for (1) one night’s room and tax.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early will be assessed a fee of $100.00 for early departure. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services and Accommodations
Please visit Sheraton Charlotte Hotel for a full list of services and features. 

Area Attractions & Events
Please visit Charlotte Regional Visitors Authority for area information.

Conference Attire
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA Travel Program
American Marketing Association has partnered with Delta to provide our attendees a 2% - 10% discount for Marketing Workshops in Charlotte, NC (CLT). The Delta Meeting Network discount is based on the booking class of your ticket.

eservations and ticketing are available by visiting Delta or by calling Delta Meeting Network Reservations at +1.800.328.1111. When booking online, select Book A Trip, click on Advanced Search and enter the meeting event code: NMMY9 in the box provided on the Find Flights page.

Reservations may also be made by calling Delta Meeting reservations at +1.800.328.1111 Monday through Friday 7:00 a.m. - 7:00 p.m. CDT.
*Please note that a Direct Ticketing Charge will apply for booking by phone through the reservation number above.

Tower Travel Management
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.
Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.
From Charlotte Douglas International Airport (approximately 7.5 miles/13 minutes)
Travel east on Airport Loop Road toward Airport Parking Drive. 
Bear right, then turn right on Old Dowd Road. 
Turn left onto Harlee Avenue. 
Turn right at US Highway 74 East/Wilkinson Boulevard, following for 3.7 miles. 
Continue onto Interstate 277 North for 1.3 miles. 
Take Exit 2A for North Carolina 16 S/KenilworthAve/Third St. toward Fourth St. and keep right at the fork, following signs for Kenilworth Avenue for .2 miles. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Interstate 77 (North)
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From East
Take Interstate 40 West to Interstate 85 South. 
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Independence Bo
ulevard (East)
Take US Highway 74 West. 
Take the Stonewall Street Exit 1E. 
Merge onto E Stonewall Street.  
Turn left onto S McDowell St. 
The hotel will be on the right. 

From Asheville (West)
Take Interstate 240 West to Interstate 26 East. 
Continue on I-26 East to County Road 74 East.  
Then proceed to Interstate 85 East.  
Continue on I-85 to Interstate 77 South.  
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

rom Interstate 85 (South)
Take Interstate 85 North to Freedom Drive (Exit 34). 
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Interstate 77 (South)
Take Interstate 77 North to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Interstate 85 (North)
Take Interstate 85 South. 
Take Exit 38 to Interstate 77 South. 
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

Taxis are available at the Charlotte Douglas International Airport. The average fare from the airport to the hotel is $25.00 one-way, with tip subject to guests’ discretion.

Getting Arou
Gold Rush Trolley - Trolley service that travels north and south on the city's main thoroughfare, Tryon Street. The stops are clearly marked by signage on the sidewalks. 
Fee: Complimentary 
Hours: 7:00 a.m. – 7:00 p.m., 7 days a week 
Trolleys arrive on the circuit every 15 minutes. 

City Rail System
LYNX Light Rail - Runs from the northern edge of the city to the southern-most tip of Charlotte. Sheraton Charlotte is located just 4 blocks from the Stonewall Station, allowing guests to access the EpiCentre or Time Warner Cable Arena, great shopping, and other parts of Charlotte with ease. 
Fee: $2.20 for most one way trips (Fees are only an estimate and subject to change) 
Hours: 6:00 a.m. – 11:00 p.m. 

Parking at the Hotel 
Self-parking is available at the hotel for $22.00 per day. Valet parking is available for $25.00 per day. Rates are subject to change without notice.
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