Marketing Academy

29- 30 May 2013 in Washington, D.C.

Sponsored By:

AV Sponsored by:

Focused Energy? Are you ready for an experience that will be worth your time and your dollar? IAEE is excited to offer its Marketing Academy to FOCUS your valuable ENERGY!

Who Should Attend?

The Marketing Academy is recommended for the marketing professional in the exhibitions and events industry with three years of marketing experience, preferably as a primary area of responsibility. Additionally, the Marketing Academy is approved for 12 credit hours towards CEM recertification!

About the Marketing Academy

The Marketing Academy was created to empower mid-level marketing professionals to further their education with relevant marketing themes in 2013 and beyond. The Marketing Academy is a balance of foundational marketing practices infused with cutting-edge marketing education. Attendees will participate in every session through experiential education during the two day program. The inaugural Marketing Academy ensures to offer a unique, on point, learning experience for attendees. The two-day experience will be held on 29 - 30 May 2013 in Washington, D.C.

Yes! Reserve My Spot Now!

Registration Fees Before 1 May

$699 IAEE Member
$899 Nonmember

Group Discount: Pay for three registrations and get one free.
Please contact Kimberly Castanuela, CEM, CMP for details @ kcastanuela@iaee.com.

After 1 May 2013

$799 IAEE Member
$999 Nonmember

Redeem your Hilton HHonors points to attend!

Click here and select "United States" as the shipping destination. The rewards will be located under Other Rewards/ Meetings and Events.

What are the Benefits of Participation?

Explore case studies of successfully implemented technology tools to drive audience attendance
Examine current research and create an action plan to integrate into existing plans and events
Learn how to apply current trends with previously successful tactics
Re-align new ideas with your multi-channel marketing plan with additional current resources
Network with industry colleagues whose specialization is concentrated in Marketing

ATTENTION CEMs!! IAEE Marketing Academy is approved for 12 credit hours towards CEM recertification.

Education Topics

Developing an Integrated Marketing Strategy and Plan
Measurement and Matrixes
Improving Online Marketing
Improving Traditional Marketing
Technology to Drive Attendance
Audience Segmentation

Learning Objectives

Examine key components of a strategic, multi-channel marketing plan and tactical execution plan
Identify latest search engine optimization and search engine marketing tools, strategies and tactics to reach new audiences
Evaluate examples and benchmarks of robust, measurement programs with recommendations on how to apply outcomes to existing exhibitions and events
Analyze current technologies being deployed to drive marketing success in attracting attendees to an event, engaging those at an event, and sharing information after an event
Develop a segmentation strategy and execution that delivers desired goals and results

Daily Agenda

Marketing Academy	Program	Time
Day 1, Wednesday, 29 May	Registration	7:45 a.m. - 8:15 a.m.
	Continental Breakfast	7:45 a.m. - 8:30 a.m.
	Marketing Acadmey	8:30 a.m. - 10:15 a.m.
	Break	10:15 a.m. - 10:45 a.m.
	Marketing Academy	10:45 a.m. - 12:00 p.m.
	Lunch (on own)	12:00 p.m. - 1:30 p.m.
	Marketing Academy	1:30 p.m. - 3:00 p.m.
	Break	3:00 p.m. - 3:30 p.m.
	Marketing Academy	3:30 p.m. - 5:30 p.m.
Day 2, Thursday, 30 May
	Continental Breakfast	8:00 a.m. - 8:30 a.m.
	Marketing Academy	8:30 a.m. - 10:15 a.m.
	Break	10:15 a.m. - 10:30 a.m.
	Marketing Academy	10:30 a.m. - 12:00 p.m.
	Lunch (on own)	12:00 p.m. - 1:30 p.m.
	Marketing Academy	1:30 p.m. - 3:00 p.m.
	Break	3:00 p.m. - 3:15 p.m.
	Marketing Academy	3:15 p.m. - 4:30 p.m.

Presenters

Drew McLellan

Drew McLellan gets marketing and he wants you to get it too.

So he tells stories, asks questions, and milks sacred cows. All to help clients discover their brand so they can create authentic love affairs with their customers.

Drew has not only survived 25 years in the advertising and marketing arena, he’s thrived in it. After working for several other agencies, including the world’s largest agency Young and Rubicam, Drew created McLellan Marketing Group in 1995.

Considered a national marketing, branding and social media expert, Drew is a highly sought after speaker and has given about a zillion presentations at national conferences, key note addresses, training for his peers in the profession, college students and even his daughter’s high school class.

He’s often interviewed/quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others.

The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.”

Over the years, Drew has lent his expertise to clients like Nabisco, IAMS pet foods, Kraft Foods, Meredith Publishing, John Deere, Iowa Health System, Make-A-Wish, University of Central Florida, Ski-doo and a wide array of others.

When he’s not out preaching the good word of marketing and branding at work and on his blog www.DrewsMarketingMinute.com, Drew spends time with his family and pondering why the Dodgers can’t seem to get back to the World Series.

Drew has a Master’s Degree from the University of Minnesota but alas, he cannot remember their fight song.

Sharyn G. Collinson

Sharyn joined Fixation in 2003 after 11 years at Food Marketing Institute (FMI). Sharyn was a Fixation client for many years when she worked as director of sales, service and marketing for FMI’s three supermarket exhibitions. All that “client-side” experience goes a long way in making sure Fixation sees things from the client’s point of view. As managing director, Fixation depends on Sharyn’s fiery enthusiasm, her “Aha!” problem-solving skills and her unflagging sales and motivational talents. She knows first-hand what great marketing collateral can do to generate revenues. Sharyn has spoken at IAEE and PCMA events, is a member of IAEE Future Trends Task Force and is a member of ASAE.

Hotel and Travel

Fairmont Hotel

2401 M Street, NW
Washington, District of Columbia 20037
1.866.540.4505

Before you reserve your room, be sure to enroll in the Fairmont President’s Club to receive special benefits and privileges, such as complimentary daily in-room high speed internet service and complimentary health club access. You must enroll in this complimentary club first, before making your reservation, to take part in this program.

You may call the hotel directly to secure your hotel room. You will need to mention the IAEE Meeting to receive the discounted rate.

Reserve the Fairmont Now!

The reservation cutoff date is 10 May 2013 to receive the discounted rate.

Air Travel

IAEE has partnered with American Airlines to provide our attendees a 5% discount for the IAEE Collective in Washington, DC. The valid travel dates for this discount are 26 May to 3 June 2013. You can easily access American’s fares and apply this discount by going to www.aa.com to book your flight. Place the below Promotion Code in the promotion code box and your discount will be calculated automatically. This special discount is valid off any applicable published fares listed for American Airlines, American Eagle, and American Connection. International originating guests will need to contact your local reservation number and refer to the Promotion Code.
You may also call 1-800-433-1790 to book your flights, please refer to the Authorization Number below when you call. Please note there is a reservation service charge for all tickets issued by phone. Please use our preferred partner, American Airlines when you can because of the benefits provided to you as a traveler and to our organization for extended partner value.

Promotion Code: 6253DG