A small but mighty group of marketing communications professionals from across the country descended upon Houston to learn new strategies and gain inspiration from industry experts during the Reed College of Media’s 2018 Integrate Houston conference on November 1-3.
The conference kicked off with a reception at the Armadillo Palace, sponsored by the WVU Alumni Association Lone Star Chapter.
The conference sessions started early the next morning with a representative in the space exploration industry speaking about how integrated marketing communications is needed and used for such a unique industry.
Eric Sanlnocencio, Senior Director of Digital Media for the Houston Texans had a captivating presentation on the digital landscape and how crafting a multi-layered social strategy isn’t as hard as you think. His discussion focused on core elements (communication, alignment) that most organizations already use, but haven’t yet transferred to the digital realm. In addition, he shared specific examples of how the Texans have used digital to transform the way they interact with fans and disseminate information about the team.
Allie Danziger, President of Integrate Agency, talked about the evolution of marketing and how in today’s world it is critical to integrate traditional and digital marketing strategies fully. Allie focused on how traditional and digital channels can work together for a greater impact. Allie’s case studies were fascinating and demonstrated the need for integrated marketing communications in every agency.
Neal Stewart, Vice President of Marketing at Dogfish Head Craft Brewery, shared never before told stories and insights from PBR's amazing recovery that helped it become the fastest growing beer brand in the U.S. and eventually doubling its sales after bottoming out at 872,000 barrels. The Pabst Blue Ribbon comeback story shared examples of managing brand equity, uncovering consumer insight on a small budget, engaging key stakeholders through B2B, and activating a grassroots engagement strategy.
Tradd Salvo, Data Strategist at Droga5, discussed how data has become integral to the creative process and how companies are leveraging analytics to create meaningful advertising. In addition, he addressed common misconceptions about analytics and why agencies are breaking down silos to embrace creative data.
On Saturday, the conference moved to Austin for the WVU vs. Texas football game. The Mountaineers were victorious in a nail-biting overtime win!
Integrate heads back home to Morgantown in late May. The conference is May 30 – June 1 at the Media Innovation Center. Visit integrate.wvu.edu for more details about the conference including speaker information and a schedule.