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Digital Centered Marketing 2010: Chicago 

450 North Cityfront Plaza Drive 
Chicago , IL  60611 
8/12/2010 7:00 AM  - 8/12/2010 5:00 PM 

Details Schedule Registration Travel Exhibitors
Listen to a Sneak Peek by Facilitators Dana VanDen Heuvel and Toby Bloomberg

Marketers’ ability to achieve real business results on limited funds is critical to their success in today’s current economic environment. Reaching and engaging employees, customers and partners through the use of digitally-centered channels has proven to be a highly-effective and cost-efficient means of achieving such success. The complexities, however, of navigating and succeeding in the highly-fragmented space are great.

In this AMA Hot Topic Briefing Digital-Centered Marketing: A Marketer’s Secret Weapon, participants will explore the world beyond the Internet to better understand and immediately seize the opportunities existing in digital marketing.

Through a blend of interactive sessions and hands-on learning, attendees will be equipped with techniques and best practices in optimizing the various digital marketing elements, including mobile, viral and social marketing channels. Our expert facilitators will provide methods for effectively using digital data and building loyal digital relationships.  And because the current economic conditions leave zero room for wasted dollars, this Briefing will conclude with a session fully dedicated to creating metrics for effectively measuring the ROI of digitally-centered marketing initiatives.

Topics
-
Digital-Centered Marketing: The Who, What, Where, When and How of Success
-
DCM Core Building Blocks: Digital Data, Digital Content, Digital Relationships
-
The New DCM Strategy:  Recession-based and Organizationally Aligned
-
Building Loyal and Personal Relations in Digital Marketing
-
The Art of Blogging
-
Managing your Reputation Online: Applying Proven Tactics
-
Leveraging Community to Build your Brand - Both Internally and Externally
-
Staying Ahead of the Curve: Digital Marketing in 2020
- Metrics, Metrics, Metrics: Building and Communicating ROI for Social Media Campaign
Facilitators
Dana VanDen Heuvel, COO, Perfect Patients Pty Ltd. And, Founder, BlogSavant
Toby Bloomberg, President, Bloomberg Marketing/Diva Marketing

PROGRAM AGENDA

07:30 AM - 08:15AM        
REGISTRATION AND CONTINENTAL BREAKFAST

08:15 AM- 08:45AM         
INTRODUCTIONS AND PRE-EVENT DIGITAL MARKETING PERSPECTIVES
 

08:45 AM - 09:45AM        
THE DCM CORE BUILDING BLOCKS
Before we embark on the path to digital-centered marketing (DCM), we’ll thoroughly explain the core of digital-centered marketing.  You will now be able to answer the tough questions with a thorough understanding of each of the three building blocks of digital-centered marketing: 1) Digital Data, 2) Digital Content and 3) Digital Relationships.

09:45 AM - 10:00 AM       
BREAK

10:00 AM - 12:00 PM        
BUILDING LOYAL & PERSONAL RELATIONS IN DIGITAL MARKETING
Digital-centered marketing certainly has a mass appeal, but it’s not based on a mass approach.  One of the best digital relationship marketers in the business will provide insight on what it takes to form, nurture and grow digital relationships with your customers on a “human” level using communities, public relations 2.0, personalized digital messaging and other tools.

12:00 PM -01:00 PM          
LUNCH
 

01:00 PM - 02:45PM          
The New DCM Strategy: Recession-Based and Organizationally-Aligned
It’s time to turn understanding into action. We’ll explore how to refocus the marketing team, how to sell clients and stakeholders on a digital-centered strategy, what it takes to perform the necessary work to shift the organization’s thinking, how to gainfully execute in the midst of a recession and how to strategically align your DCM strategy with your organizations’ new recession-based objectives.

02:45 PM - 03:00 PM         
BREAK

03:00 PM - 04:00 PM         
Metrics, Metrics, Metrics: Building & Communicating ROI for Social Media Campaigns
In today’s economy, demonstrating an ROI is critical a marketers’ role. And ROI on digital-centered marketing comes with significant challenges and complexities. In this session, attendees will understand the key ROI components and gain insight on which channels most impact their pipeline to ensure long-term success in digital-centered marketing.

04:00 PM - 04:30 PM         
Staying Ahead of the Curve: Learning from Others’ Lessons & Creating Action-Oriented Objectives
Before we depart, we’ll engage in a highly interactive Q&A and problem solving session with the speakers and audience that will help everyone attending to learn by example, get answers to their questions on digital-centered marketing and leave with action-oriented objectives to put the day’s learning to work immediately upon returning to the office.

04:30 PM - 04:45 PM         
Marketing Makeovers
We will leverage this remaining time to conduct a series of “Marketing Makeovers” with some of the participating companies in the audience. We’ll dive deep into specific, emerging or hypothetical marketing challenges where digital-centered marketing tools and tactics will provide a competitive marketing edge, illustrating precisely how the concepts discussed throughout the day can be applied to individual marketing challenges.

04:45PM                                               
EVENT END

Hotel Air Travel Rental Car Ground Transportation

Spotlight Forum Conference Center Location:
University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683
www.gleachercenter.com

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Area Attractions, Events and Tourism
Please visit www.choosechicago.com for additional city information.

ADA
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.

Hotels within One Mile of the Gleacher Center:
*Courtyard by Marriott  312-660-2401 165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312 511 N. Columbus Drive
*Fairmont Hotel   312-565-6674 200 N. Columbus Drive
Four Seasons   312-649-2314 120 E. Delaware Place
Hilton Garden Inn  312-527-2656 10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100 300 E. Ohio
Hilton Suites Chicago/  312-664-1100 198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton 312-644-2222 40 E. Grand Ave.
**Hotel Inter-Continental 312-944-4100 505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500 225 N. Wabash
*Hyatt Regency Chicago  312-616-6953 151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644 520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100 540 N. Michigan Ave.
*Omni Chicago Hotel  312-944-6664 676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604 108 East Superior Street
The Ritz Carlton Hotel  312-266-1000 160 E. Pearson
**Sheraton Chicago Hotel 312-464-1000 301 E. North Water St.
 & Towers
*Swissotel   312-565-0565 323 E. Wacker Drive
W  Hotel   312-943-9200 644 N. Lake Shore Drive
*Westin River North  312-744-1900 320 N. Dearborn Street
*Wyndham Chicago  312-274-4429 633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
*     walking distance to the Gleacher Center: 2-5 blocks

 

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 8 a.m. – 6 p.m. CST 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.

For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you.  Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Airports

O’Hare International Airport

Taxi:  Allow 1½ to 2 hours
Approximately $40-55

Airport shuttle:  www.airportexpress.com 
Approx. $28 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”                                             
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Midway Airport 

Taxi:  Allow 45 minutes to 1½ hours
Approximately $30-45

Airport shuttle:  www.airportexpress.com   
Approx. $23 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions

From El (subway): 
Red Line (Howard/Dan Ryan)
*Depart at Grand Avenue stop. 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: 
Buses running along Michigan Avenue
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains: 
Union Station:    Take the 151 bus and follow directions above
Ogilvie Station:  Take 157 bus and follow directions above
LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Helpful Websites: 
www.transitchicago.com
www.metrarail.com

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

No sponsor/exhibit opportunites available for this event.
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