Breakfast & Registration

Workshop One – Copywriting for Print that Resonates with your Market and your Message

Your brand voice matters. For each channel be it print, social, e-mail, podcast, etc the words and phrasing you use will determine whether you catch a customer’s interest or whether they simply tune you out. This workshop will provide a deep dive into the best copywriting strategies for printed marketing pieces.

• Hear how Copywriting leaders think about the copy they use in marketing as well as on their packaging and in the mini magazines that they provide to customers.
• Engage with your fellow multi-channel marketers to brainstorm best practices for writing attention-grabbing copy.
• Leave with a new copywriting skill set that you can take back to the office and share with your fellow marketers.

• Alan Rosenspan,, President & Chief Creative Officer, Alan Rosenspan & Associates

Networking Break

Workshop Two – New Design Strategies that Make Direct Mail Pieces Pop

The power of direct mail lies in the moments that a particular marketing piece is physically in the hands of your target customer. How you design that piece - from imagery to fonts to materials - will determine whether that customer gives it a second glance or tosses it immediately into the recycling bin. Two design leaders from leading Minneapolis agency Little and Co will bring the strategies they have used to drive results for brands like Target, Lowe’s and The Minnesota Timberwolves to bear in this design deep dive.

• Compare and contrast the most impactful direct mail pieces for clear examples of what works and what misses the mark.
• Develop a visual personality for your brand that conveys a lot of value in a single glance.
• Learn about new design strategies in print including innovative formats and materials that make the most of this unique channel.

• Joe Cecere, President, Chief Creative Officer, Little
• Michael Schacherer, VP, Creative Director, Little

Luncheon for Workshop Participants

Chairs’ Welcoming Remarks

Keynote: A Digitally Native Brand’s Perspective on Why Print Now

Increasingly, digitally native brands are experimenting with Print marketing with everything from postcards to coupons to catalogs. It may, at first, seem counter-intuitive that brands designed for the Instagram generation would leave their natural habitat of digital channels, but even these digital natives have found promising results from print marketing. During this keynote you will:

• Hear from a leading digitally native brand about their approach to print marketing
• Learn new skills for tying your social channels to your print channels and helping them to feed into one another
• Gain an understanding of how to bring a “cool” factor to your print marketing pieces.

• Carter Baldwin, VP, Content & Creative, FabFitFun

Fireside Chat:

Networking Break

Presentation – Direct Mail, The New Fundamentals

• Keith Goodman, VP, Corporate Solutions, Modern Postcard

Case Study – Personalizing your Print to Capitalize on Data Without Going too Far

One of the best ways to drive results with your marketing efforts is to make each touchpoint as relevant to that particular customer as possible. Personalization comes in many forms some of which delight the customer and result in purchases while others cross the line into creepy. Two marketing leaders from Sleep Number will share:

• Data from experiments in print personalization
• Personalization marketing approaches that drive specific buying behavior
• How to pair personalization and targeting to make sure you hit the right customer at the right moment

• Jen Busch, Senior Manager, CRM & Marketing, Sleep Number
• Lisa Erickson, Senior Director, Customer Relationship Management & Loyalty, Sleep Number

Targeting Print Campaigns to Make the Most of Every Cent you Spend

One common argument against print is that it costs so much more than digital marketing channels. Cost, however, is relative to results and BJ’s has found that by optimizing the targeting behind print campaigns they have realized measurable benefits from their investment in print. This session offers:

• An explanation of how shifting from zip code based targeting to a household level view transformed their marketing results
• Strategies for marketers to collaborate with their analytics teams - both internal and external - to drive more targeted campaigns
• How to think about costs on the incremental level in order to truly understand the value of print

Chair’s Closing Remarks

Reception

End of Day