Franchise Update Magazine Issue II, 2016 | Page 50

Full Agenda T U E S D AY J U N E 2 1 , 2 0 1 6 7:30am – 7:30pm REGISTRATION OPEN 8:30am – 11:45am CONCURRENT OPENING WORKSHOPS Included in conference registration 8:30am – 10:00am SESSION 1: Crafting the Right Brand Promise That Resonates With Your Customers – Consumers, Franchisees and Employees Your brand promise is the statement that guides your entire brand growth. Creating the right brand promise is imperative for the long-term health of your brand. It should be simple, on-point and resonate with your customers, franchisees and employees. It’s not as easy as putting pencil to paper – there’s a process involved. Learn how our panel of industry experts has crafted the right promise to guide their brands. 8:30am – 10:00am SESSION 2: Media – Paid, Owned, Earned & Shared – Develop A Multi-Media Strategy and Placement Plan An effective media strategy is more important today than it ever has been. The vehicles for message reach and frequency cross a variety of platforms. What steps do you take to build an effective media strategy and placement plan? In this workshop you’ll learn how to set objectives, categorize media and determine media roles. 10:15am – 11:45am SESSION 1: Engage Your Customer Through Their Media Choice – Choosing The Right Media Vehicles to Reach Your Target Audience The number of media options continues to grow, providing a variety of ways for your message to reach your customer. How do you choose the right media vehicle? Do you understand your customer and how she/he receives information? Our panel of experts will discuss ways to understand your customer and the media options to help your message reach them. 10:15am – 11:45am SESSION 2: Media – Paid, Owned, Earned & Shared – Execute, Evaluate And Measure Results of Your Multi-Media Plan Your media strategy and plan is complete. Now it’s time to execute. What steps do you take to ensure each layer of your media plan is executed effectively? How do you evaluate results and measure effectiveness? 12:00pm – 1:45pm LUNCH IN SPONSOR NETWORKING GALLERY EXHIBITS OPEN 2:00pm – 3:00pm OPENING GENERAL SESSION WELCOME Therese Thilgen, CEO Franchise Update Media OPENING REMARKS Jeff Rinke, VP of Marketing, Hungry Howie’s, Conference Chairman STATE OF FRANCHISING Darrell Johnson, President & CEO, FRANdata 3:00pm – 4:00pm Ketye no OPENING KEYNOTE Scott Stratten What’s Next For Marketing? 4:10pm – 5:25pm CONCURRENT BREAKOUT SESSIONS 4:10pm – 5:25pm SESSION 1: Local Marketing – Imperative For Location, Market and Brand Growth Marketing individual locations is vital to keep awareness high on opening day and beyond. Your system needs a successful local marketing strategy for new and growing markets, growing brands, and even in established markets. Just because you’re on TV doesn’t mean you don’t need marketing on a local level. In this session, you’ll discover how brands are helping their franchisees own their market, how to budget, and what tools to use to help drive frequency. 10 FCMC16_brochure1.indd 48 5/10/16 1:45 PM