Conference Day 2

CAUSE MARKETING & CROWDSOURCING

Program: Thursday, September 16

8:00 – 9:00
Continental Breakfast

9:00 – 9:10
Chairperson's Opening Remarks
Danny Brown, Co-Founder, SRM Group

9:10 – 10:00
KEYNOTE ADDRESS:
The Intersection of Profit & Purpose:
Cause Marketing and Corporate Social Responsibility in 2010
Scott Beaudoin, SVP, North America Director of Cause Marketing/CSR, MS&L Worldwide

In today's information rich society, consumers are aware of how corporate social responsibility (CSR) programs can impact the bottom line and they're even helping brands with their CSR programs. In this presentation, Scott will discuss the state of cause marketing and CSR today as well as emerging trends and best practices for effectively communicating and rallying consumers and stakeholders around their shared values. In addition Scott will speak to how the proliferation of social media tools have spurred increased consumer activism through crowdsourcing and how companies can leverage this growing trend.

10:00 – 10:45
LATEST CONSUMER INSIGHT:
Leveraging Cause Marketing to Accelerate Brand ROI
Julius Diamond, President, IMI International

Cause marketing in Canada continues to provide excellent value for brands seeking to partner with organizations that support areas of interest for consumers, including health and wellness, local groups, animal and wildlife, international aid, educational and cultural communities. For marketers, it is essential to understand and best leverage the right causes for particular brands, categories and campaigns. By better establishing the fit and consumer-validated connections a brand has to a cause, it is possible to isolate the motivations, barriers and behaviours that impact consumer support and to be able to execute mutually successful campaigns. Attendees will learn IMI International's best practices and latest consumer insights from Julius who has been active in the causal space for over 20 years.

10:45 – 11:00
Networking Break

11:00 – 11:45
Tapping Social Media for Social Change
Taslim Somani, Director, Digital Marketing, Stephen Thomas

In this session, Taslim will explore examples of what works and what doesn't in the social marketing realm. You will find out the latest Facebook, YouTube and Twitter trends and best practices to support your cause marketing campaign, and learn how to build support and encourage ongoing engagement.

11:45 – 12:30
CASE STUDY: App Advertising Proves Mighty Good
Nussar Ahmad, CEO & Founder, Addictive Mobility

Apps have proven to be invaluable tools for internet consumers. What distinguishes an app is the value delivered. Provide value and the audience will grow and become loyal. This is where apps become increasingly attractive to marketers, but with social media and app marketing, it has to be done right or the advertiser and the app will wind up in the doghouse. In this session, Nussar will present two case studies (the Garden iPhone App & the Brita Filter for Good SMS Game) and discuss how to engage users in social environments for doing good.

12:30 – 1:30
Luncheon

1:30 – 2:15
Creating and Telling Stories in the Digital Realm
Adam Oliveira, Executive Creative Director & Partner, Quizative

Telling a story in a traditional format is a linear progression. Although this format can also be applied when using digital channels, the high level of interactive capability in digital means that stories can be experienced in a non-linear structure. In this presentation, Adam will dive into the exploratory nature of non-linear story-telling, showing how to create these stories by threading them through everything from sites to blogs to videos to forums, and using the richness of digital media and interactivity to let users experience a story in a thousand different ways.

2:15 – 3:00
CASE STUDY: Just Cause
Kevin Barclay, Creative Director, Calder Bateman Communications

In this session, Kevin will discuss how to create successful, award-winning cause marketing campaigns that will influence behaviour and/or public policy. Case studies to be discussed include the creation of a fictitious radical organization to kill off grizzly bears in order to gain free media and blog-buzz — for all the right reasons. The entire creative process will be analyzed and explained so that you get the most out of your agency or creative department.

3:00 – 3:15
Networking Break

3:15– 4:00
CASE STUDY:
A Slam Dunk for Charity: Forging a Real Strategic Connection
Ethan Cole, Creative Director, Fidamont

Professional athletes pitching products is not new, but when tied to a charitable promotion, the athlete's fan base provides access to a new audience as well as reinforcing a specific message point to a mass audience. The Phoenix Sun's star Jason Richardson, through his charity the Jason Richardson Foundation, aims to raise money for high school athletes. In this session, Ethan will discuss creating a charity site with a difference that would really earn people's donations.

4:00 – 4:45
CASE STUDY:
Engaging Consumers with Your Brand through Cause
Steve Croth, Co-Founder, Better The World

Join Steve on a journey to discover how cause can propel your brand. Explore real world examples where cause drove greater stakeholder engagement and unparalleled business performance. Understand trends in giving, the social segment, CSR and digital technology; how these trends will affect the future of corporate cause. Learn how social innovation thinking can create breakthrough opportunities and change the relationships people have with your brand. Leave with a firm understanding of how to convert your untapped social equity into results.

4:45 – 5:00
Chairperson's Closing Remarks

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