2012 Cross-Channel Marketing Symposium
May 9, 2012 | 8:00 AM – 5:00 PM
Gannett/USA Today Conference Center | 7950 Jones Branch Road | McLean, VA 22107
(near Tyson’s Corner)

Keynote and Emcee: 
     Lindsay Gray, Co-Owner and CEO, Acculink

Take 1 day out of your week to sharpen your cross-channel marketing skills…and take away innovative ideas and REAL case study data from industry leaders who employed creativity, increased ROI and maximized available technologies to blend digital, social, and traditional media to generate campaign/brand awareness and lift response for clients.

As an attendee you will hear cross-channel case studies from nonprofit, commerical, association, B2B, B2C, and higher education segments. Companies who will share client successes include: The Lukens Company; Make Me Social and Autumn Games; Marymount University and Direct Development; OTM Partners, LLC; LynchPin BioMedia and Production Solutions, and Russ Reid.

A short list of who should attendee this event … CDO,CEO & CMO | Marketing VP & Director | Development Director | Product Manager | Account Manager/Executive | Creative Director/Manager

Register here.
DMAW Members – $210
Non-Members – $245

Special offers: (click here to download group registration form)
Group Rate: Register 3 or more people from one company, at the same time. 
$190 each

Non-Member + DMAW Membership – $325

Registrations includes: Continental Breakfast, Breaks, Networking Lunch, Reception and Parking.

Schedule-at-a-Glance

8:00 – 9:00 AM Registration and Networking Continental Breakfast
9:00 – 9:45 AM Welcome and Keynote Address – Lindsay Gray, Co-Owner and CEO, AccuLink
9:45 – 11:00 Presentations
11:00 – 11:15 AM Break
11:15 AM – 12:15 Presentation
12:15 – 1:30 PM Lunch
1:30 – 2:30 Presentations
2:30 – 2:45 PM Break
2;45 – 3:45 PM Presentation
3:45 – 4:45 Networking Reception

Cross-Channel Marketing Presentations

Keynote Presentation: Climbing the Multi-Channel Mountain Without Falling Off
Learn what tools are needed to successfully climb the multi-channel mountain without falling off. Peek inside as Lindsay Gray, CEO and Co-Owner of AccuLink, lifts the lid off of multi-channel marketing to reveal insider secrets to mount successful campaigns. He will lead you through the process of getting a firm foothold on your data which will guide you to the pinnacle of success by equipping you with tools, techniques and best practices from proven campaigns.

Lindsay Gray, Co-Owner and CEO, Acculink

Lindsay is a leading proponent for cross media marketing and highly personalized communications.  He has over 31 years’ experience enhancing communications through unique applications of marketing, technology and production services.  Having started his business with his current partner in 1980, together they have grown their enterprise over the past 31 years to be a leading service provider in their industry.  AccuLink provides marketing services, online solutions and print related production services to thousands of clients across the USA and internationally. 

Lindsay has held leadership positions with several printing and marketing trade associations as well as in the nonprofit sector.  Lindsay has spoken to national audiences regarding a variety of cross media marketing applications and he contributes frequently to industry and marketing publications. 

Lindsay has extensive experience in direct marketing.  His responsibilities include developing focused strategies around customer acquisition, retention, new business development and nonprofit fundraising.  He is a proponent of traditional marketing fundamentals yet is quick to acknowledge the need to embrace technologies that help navigate new media and behaviors.

Connecting the Dots: Integrating the Components of Your Multi-Channel Campaign
Learn how three non-profits address true integration across multi-channel campaigns.  Case studies of recent campaigns for the Seattle Art Museum, the Martin Luther King, Jr. Project Foundation, and Woodland Park Zoo will be shared.  Understand how market research can impact overall strategy for multi-channel campaigns and what kind of results can be expected.

Walter Lukens III founded The Lukens Company in 1986, primarily as a political direct response fundraising firm. The company has grown and expanded significantly in the years since, due in large part to his passion for the visual and performing arts and cause-related organizations. In addition to leading The Lukens Company, Walter is the founder of several other businesses including Pinnacle List Company, emotive – a metrics driven on-line marketing company and of Predictive Data and Analytics. He has been featured in numerous direct response publications, including DM News and Direct Marketing Magazine, as well as The New York Times, The New York Times Sunday Magazine and The Washington Post. He is a frequent speaker at direct marketing associations across the country, and at conferences of both the Direct Marketing Association (DMA) and DMA of Washington, D.C. He has taught direct response marketing courses at George Washington University and New York University. 

Prior to starting TLC, Walter served as a senior advisor to Senator Bob Dole’s 1988 presidential campaign and was active in the Senator’s subsequent national efforts.

Autumn Games Launch of Jimmie Johnson’s “Anything With an Engine”
How do you develop and implement an integrated communications plan to drive traffic and sales to online stores and offline vendors?   Use everything from transmedia storytelling to live, in-person events and online sweepstakes.   The speakers will share some best practices and insights into the most effective ways to use cross channel marketing to meet business goals and objectives.

Josh Jordan is the president and founder of Make Me Social, a full service marketing firm.  Prior to starting Make Me Social, Mr. Jordan worked for full-service marketing agencies like Harte-Hanks, an international firm offering an array of integrated, multichannel, data-driven solutions for top brands, where he served as Director of Digital and left as Director of Client Services for Direct Marketing.  At Harte-Hanks Mr. Jordan focused on delivering communications packages that incorporated traditional marketing with online components. His experiences have taught him the power of leveraging online channels as vehicles for word-of-mouth viral communication to increase ROI, strengthen membership relationships, and to keep a brand top-of-mind as the go-to source for your “product”.

Robert Andrade is the Social Media Director at Autumn Games.  Autumn Games is an independent video game publisher focusing on the next level of gaming.

Prior to partnering with Autumn, Robert has worked on numerous digital and social campaigns that address unique business opportunities and offer insights and solutions within diverse industries such as Hospitality, Footwear and Entertainment. He continues to push digital by educating executives and businesses around digital best practices.

Personalized Marketing Across Multiple Channels: A Case Study on Marymount University’s Graduate Student Recruitment Efforts
Can a university recruit prospective graduate students in a highly personalized and relevant manner across multiple channels?  The answer is YES!  Event marketing metrics comparing before and after the introduction of multi channels will be presented.  This information is relevant for both for-profit (B2C) and non-profit audiences who are involved in events marketing. 

Francesca Reed is the Director of Graduate Admissions at Marymount University. She joined Marymount University in 2001, as Coordinator of Graduate Admissions. Before working at Marymount, Francesca was Assistant Director in the Summer Sessions Office at The Catholic University of America. She holds a Bachelor’s from University of Maryland and a Master’s in Forensic Psychology from Marymount University. Francesca proudly served on the NAGAP Membership and Marketing committee, was the 2011 Conference Chair and is currently Chairing the 25^th Anniversary Committee.

Tony Fraga is the Director of Client Services for Direct Development. He specializes in helping clients execute direct response marketing campaigns that integrate direct mail, email, web, mobile and social media. He regularly presents educational sessions on the latest technologies in direct marketing, especially related to highly personalized communications using variable-data production techniques.

2012 We Card Catalog
If prospecting and reactivation of product buyers or donors is your responsibility, don’t miss this session.  This marketing program launched 17 years ago through direct mail continues today through print ads, email efforts, website promotions and more.  Learn how membership, subscription or product sales efforts can benefit by this cross channel strategy.  This is a must-hear presentation for individuals from th commercial and association segments.

Doug Anderson is CEO of OTM Partners LLC and is a 25-year veteran of direct and cross-channel marketing communications campaigns. He launched a million dollar revenue generating catalog and fulfillment operation for a business-to-business client and ran consumer-focused direct marketing campaigns for major household brands, political campaigns and even cause-oriented issue groups.

Doug led the company’s Interactive division into the online training arena, an award winning effort that’s translated into a specialization OTM now delivers for both large and small businesses. As a non-profit management expert, Doug regularly works with major trade associations.

M³ Cross Media™ - The Power of Messaging, Marketing and Media
How do you to get the Communications/PR department to work as a team with Marketing and Fund Development to reach a mutually successful goal?  Is it possible to add Google News (5 million viewers per month) to your marketing efforts and increase product sales or mission awareness? The Allergy and Asthma Care Centers and the United Negro College Fund share their cross-media strategy and the effects it had on their ROI.

Susan Greco Marchese, Director of Marketing and Business Development with Production Solutions. Sue holds a Masters of Science in Non-Profit Management from the Milano Graduate School for Urban Policy at New School University, NY, and a certificate in Strategic Planning from the University of Maryland.  Her extensive management and fundraising employment in the non-profit sector spans over 15 years and includes serving in senior leadership roles with Deafness Research Foundation, Girl Scouts of the USA, and Partnership for the Homeless.  She had more recently worked as Director of Marketing Communications with the Auditory Division of Boston Scientific and continues to volunteer as an officer on various local and international Boards of Directors, including World Wide Hearing Foundation, Merritt Academy, and the Executive Women’s Roundtable.

Douglas Lynch: Founding Partner and Chief Evangelist for LynchPin BioMedia. Doug started his career in the non-profit sector developing international membership pipelines.  Then, from 1996 to 2004, he served as a marketing and corporate communications executive for Advanced Bionics – a start-up medical device firm that grew revenues from $10M to $200M.  

In 2004, Doug was hired by Boston Scientific to lead its market development initiatives with a new implantable technology platform for the treatment of chronic pain.  During his tenure, he directed the launch of the first rechargeable spinal cord stimulator system and helped grow the business from $0 to $300M before leaving to start Lynchpin BioMedia in 2010.

Measurement and Analytics: ROI and Effectiveness of Cross-Channel Campaigns.

 The Holocaust Museum and Integral will share case study information from the Museum’s “Once You Know You Can Never Forget” campaign along with best practices on how to measure and analyze the effectiveness and ROI of a cross-channel campaign.

Shira Mitchell, Membership Manager, United States Holocaust Memorial Museum. Shira Mitchell is the Direct Response Manager for the Membership department at the United States Holocaust Memorial Museum.  She leads campaign concept and message development for the Museum’s direct response initiatives with particular emphasis on online fundraising and telemarketing.  Shira is also responsible for ensuring brand integrity and consistency of voice and message across direct mail, e-communications, and telemarketing towards cultivating existing member relationships and acquiring new constituents.

Kevin Moran, Principle, Integral, LLC. Kevin is co-founder and principal of Integral, LLC, a leading analytical consulting firm serving the U.S. and international non-profit community based in Washington, D.C. With his nearly 20 years of experience, Kevin provides strategic analytical consulting to clients including the ASPCA, Doctors without Borders, PlanUSA, the National Audubon Society, United States Holocaust Museum and Memorial, and Defenders of Wildlife among others.  Kevin is an industry thought leader who has spoken at many events including DMA conferences in New York and Washington, the Bridge Conference, the Convio Summit and the Target Summit. His expertise is in helping organization leverage analytics to build, manage and grow key business models including online, direct response, major donor, advocacy, and planned giving.

Interested in sponsoring Cross-Channel Marketing Symposium? Click here to download sponsorship information or contact Terri Jones at tjones@dmaw.org or call 703-471-4902.

Local Accommodations – Click here for a list of suggested hotels that are near the Gannett/USA TODAY Conference Center. The DMAW does not have a block of rooms at any of the listed properties.

Thank You to Our Sponsors!