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Saturday, June 1

Saturday, June 1
7:30 - 9 a.m. Breakfast
Mineral Resources Building
8 - 8:45 a.m. Morning Sessions
  • IMC 621 Class Session #2 (Course Registration Required)
    Media Innovation Center, Digital Storytelling Hub, Room 421
  • Focus Group #2 – Current Students
    Media Innovation Center, Forum
  • IMC 636 Instructor Meeting
    Media Innovation Center, Strategic Communications Hub, Room 429
8:45 - 9 a.m. Break
9 - 9:45 a.m. "Influence Matters - An Overview of Influencer Marketing, Why it's Important, and How to Succeed"
Featuring Leo Morejon
Mineral Resources Building

What is influencer marketing and what does it mean for today’s and tomorrow’s marketer? Influencer marketing is vital to your digital strategy. Leo shares pragmatic and actionable advice on how to optimize your influencer marketing and provide real-world cases of influencer marketing success to inspire and support your work.

9:45 - 10 a.m. Break
10 - 10:45 a.m. "Successful Brand Development with the X-Factor: Humanity"
Featuring Jessica Modkins
Mineral Resources Building 

Branding is bigger than a logo. Jessica shares how a 
testimony can evolve your brand ... there is always story.
10:45 - 11 a.m. Transition Break
11 - 11:45 a.m. "Breaking into the Data-Driven Marketing World"
Featuring Josh Wilson
Mineral Resources Building 

Get started with a data-driven marketing strategy regardless of your industry or the size of your organization. Learn how to get the data you need to make actionable decisions; how to effectively measure, test and adjust marketing efforts and how to use data-driven marketing to grow revenue and contain costs.

11:45 a.m. - Noon Transition and Grab Lunch
Noon - 1 p.m. Faculty-Moderated Lunch Discussions on Key Topics
1 - 1:15 p.m. Break
1:15 - 2 p.m. "Communicating in the Age of the Fourth Industrial Revolution: How Artificial Intelligence Affects Communicators"
Featuring Rick Lombardo
Media Innovation Center, Forum 

This session covers what AI is, how it’s affecting communications roles and what the future of AI looks like. Dive into AI technologies communicators are already utilizing today including keyword matching, anomaly detection, named entity recognition and sentiment analysis.

2 - 2:15 p.m. Break
2:15 - 3:30 p.m. "The Future of Marketing Communications"
Panel Discussion with Leo Morejon, Hugo Perez, Jessica Modkins and Nathan Pieratt
Media Innovation Center Forum
Sponsored by Mylan

Where will the marketing communications industry be in 5-10 years? And, how can you prepare for it? With innovations in technology and the ever-increasing access to information, it’s hard to know where to focus your education and experience. Our panelists are award-winning marketers with expertise in emerging media, creative strategy and influencer marketing. They’ll discuss how quickly marketing trends shift and how you can be prepared to shift with them.
3:30 - 3:45 p.m. Break
3:45 - 5:15 p.m. WVU Campus Tour
6 - 6:30 p.m. Pinning Ceremony and Award Presentation
Media Innovation Center, Forum
  • Graduate Pinning Ceremony
  • Alexia Vanides Award Recognition
6:30 - 7:30 p.m. "Branding in the Beer Business"
Closing Keynote featuring Neal Stewart
Media Innovation Center, Forum
Sponsored by Dogfish Head

Neal presents insights, learnings and anecdotes from his two decades working in the beer business. He’ll share stories and lessons on how to maximize small budgets and navigate the IMC world in an entrepreneurial environment.

7:30 - 9 p.m. Keynote Dinner and Closing Reception
Evansdale Crossing, 5th Floor Rooftop Terrace
Sponsored by WVU Online
9 p.m. Conference Adjourns