August 5 7, 2015 Hotel Nikko San Francisco San Francisco, CA

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1 ICSC MOCIAL+ Marketing, Advertising & Sponsorship in a Digital Age August 5 7, 2015 Hotel Nikko San Francisco San Francisco, CA #ICSCmocial Preliminary Program

2 MOCIAL+ is more than just Mobile, Social and Local: It is now integrated into everything. Learn how Shopping Center Marketing, Advertising and Sponsorship are evolving at MOCIAL+. Strategies and Tactics for Properties Navigating the Changing Marketing Landscape Enhancing the Customer Experience New Tech Trends Content Marketing Wednesday, August 5, 2015 Registration 4:30 7:00 pm Westfield San Francisco Centre/ Real Estate Professional Tour 5:00 6:00 pm Discover the crown jewel in Westfield s U.S. portfolio, Westfield San Francisco Centre, one of the top shopping center performers in the country. Enjoy an overview of historical and architectural features while gaining key insight into Westfield s management philosophy and operational strategy. Learn key market statistics, customer targets and explore the retail merchandising strategy designed to drive performance in a vertical shopping environment. Delivering a highly integrated customer experience, you will explore unique common area amenities, services and technology distinctly curated for the unique shopper base. From innovative digital programs with Westfield Labs to highly experiential events, the centre is on the cutting edge of the shopping center industry. This tour concludes Under the Dome/Level 4. You must be preregistered to attend the tour. If you would like to sign up for the tour, please contact Ester Vivona at Space is limited, so sign up soon. Reception 6:00 7:00 pm M.Y. China Restaurant 845 Market Street, 4th Floor Westfield San Francisco Centre San Francisco, CA 2

3 Thursday, August 6, 2015 Registration 8:30 am 6:15 pm Wi-Fi Lounge 8:30 am 6:15 pm The Wi-Fi Lounge provides a comfortable place to network and do business and will be open during registration hours to all registered attendees. Sponsor Exhibits Open Network the old school way, and enjoy some face-to-face time with our innovative sponsors any time during the conference except while sessions are in progress. Continental Breakfast 8:30 9:00 am Welcome Remarks 9:00 9:15 am Jen Augustyn ICSC MOCIAL+ Program Planning Committee Co-Chair Partner The Dealey Group Dallas, Cherilyn Megill, CRX, CMD ICSC MOCIAL+ Program Planning Committee Co-Chair Vice President of Marketing & Communications Phillips Edison & Company Salt Lake City, Angela Sweeney, CRX, CMD ICSC MOCIAL+ Program Planning Committee Co-Chair Vice President - Chief Marketing Officer The Peterson Companies Fairfax, 3

4 Opening Session 9:15 10:00 am Your Time Is Now! Not long ago, we began to hear that brick-and-mortar is a thing of the past and ecommerce was the future. Well, not so fast. Offline retail is going through a vibrant and exciting phase, fuelled by innovation from the start-up communities around the globe. This is a session to educate you on how shopping centers can capitalize on innovation and entrepreneurship in different ways, in capturing audiences from all ages and making the mall an essential destination through events, competitions and programs. We ll also explore how retailers are welcoming leadership and intelligence from shopping centers that could give them a competitive edge in an uber digital world. SPEAKER Liz Bacelar Founder & President Decoded Fashion New York, General Session 10:15 11:00 am The Urban Legend of Social Media Marketing As social marketing evolves into a mandatory effort for brands, the social landscape constantly shifts. Exponential growth has pushed the feeding frenzy louder than ever while social powerhouses are aggressively moving to monetize their platforms. With never-ending algorithm changes that diminish organic reach by the day, brands are forced into a paid media corner just to engage the community they have spent the past decade building. As marketers are quickly discovering, there are serious flaws in current social marketing strategies: they are experiencing the death of earned media and it s time for brands to rethink how they build engaged communities. In this session, attendees will learn how to socialize their owned properties, apps and events by creating their own, highly engaging social experiences all without giving up control. SPEAKER Jordan Kretchmer Founder and CEO Livefyre San Francisco, 4

5 Concurrent Sessions 11:15 am 12:00 pm A. ibeacons Beaming Opportunity or Blinking Distraction? Amid a tsunami of new electronics and apps, Beacons seem to be a dream solution. The promise of oneto-one communication with a shopper just as he/she is close to a cash wrap is so compelling. But does the hype exceed the reality? How people who have deployed ibeacon have avoided becoming just another delivery system for junk messages? Are there other technologies that are as, or even more, important? How does ibeacon, and other tracking/targeting/profiling and activating technologies, fit your business? In this interactive panel, learn from those who are on the leading edge of innovative technology and what to do to avoid putting yourself on the bleeding edge, or worse in the junk file. SPEAKER Alan McKeon President & CEO Alexander Babbage Atlanta, GA B. Marketing Tactics to Take Your Program Up a Notch Despite the buzz around social and mobile marketing in recent years, marketing remains the workhorse for communicating, engaging and driving action with shoppers. With busy inboxes and the rapid growth in mobile readership, how do mall marketers break through the clutter and get shoppers into their mail? In this practical session, you ll learn: The latest methods of capturing addresses, both online and in the mall Designing mobile friendly and responsive s Leveraging behavioral data to drive automated programs Using in tandem with SMS and mobile apps Using advanced techniques including scoring, dynamic content and automation Developing content that breaks through the clutter and engages subscribers SPEAKER Loren McDonald Vice President, Industry Relations Silverpop, an IBM Company San Francisco, Lunch Served 12:00 12:30 pm 5

6 Keynote Presentation 12:30 1:30 pm Good Content vs. Good Enough Content: A Fight for Sore Eyes We don t need more content. We need better content. So says Ann Handley, who believes all our organizations need content that s ridiculously good. Not ordinary. Not mediocre. Not run-of-the-mill. Not just good enough either. No sirree. Impossible? Nope not for you! Because you are made of stronger stuff than you think. You ve got this. You own it. Or you will after you come to this session to pick up the how-tos and the inspiration you need to create the kind of stuff that will resonate with your own audience. Who s in? SPEAKER Ann Handley Chief Content Officer MarketingProfs Andover, General Session 1:45 2:45 pm The Future of Retail In the past three years, the growth of start-ups focused on disrupting fashion, retail and ecommerce has been exponential. From San Francisco, to Miami, to New York, thousands of entrepreneurs are pitching their ideas for investment and partnerships. But what ideas are really making a difference? In this session you will learn how to identify a strong start-up pitch, and how Simon and Decoded Fashion launched the Future of Retail competition to discover the best new ideas in tech. The goal was to search for start-ups enhancing the omni-channel retail experience including: in-store tech, wearables, ecommerce (omni-brands), personalization, data analytics, marketing, rewards, delivery and mobile payments. The result is 10 top ideas that represent where the industry is today and where it is heading. SPEAKERS Liz Bacelar Founder & President Decoded Fashion New York, J. Skyler Fernandes Managing Director Simon Venture Group New York, 6

7 Concurrent Sessions 3:00 4:00 pm A. Transformative Tech Where Innovation Is Happening to Re-Imagine the Shopper Experience The future of retail will be defined by human connection, technology innovation and inspired vision. This is an exciting time for shopper experience. This session will feature case studies on innovation that are currently taking place in our industry. SPEAKERS Healey Cypher Former Head of Retail Innovation ebay Santa Cruz, James E. Meckley Chief Marketing Officer Mobiquity Networks Philadelphia, Ryan Sullivan CEO & Co-Founder Parkifi Denver, B. Massive Mobile Data Analytics for Accurate, Dynamic Trade Areas This session will describe some of the best and worst applications of Massive Mobile Data Analytics to shopping centers. Massive Mobile Data Analytics means analytics derived from archival, anonymized, and aggregate data from mobile devices, including smartphones, dumb phones, connected cars and more. StreetLight Data has used this technique to reveal trends about shopping centers, including home and work locations of center visitors, other centers they like to frequent, demographics, tourist behaviors and more. These insights can be applied both to reduce data collection costs associated with surveys, as well as to reveal previously invisible patterns in visitor behavior that can enhance marketing, branding, and more. Laura Schewel Chief Executive Officer StreetLight Data San Francisco, 7

8 Concurrent Sessions 4:15 5:15 pm A. Redefining the Retail Experience An Atlantic Station/Avalon Case Study When North American Properties (NAP) purchased Atlantic Station, the Atlanta mixed-use development was suffering. As NAP transformed the property, it used social media at every stage to fearlessly and transparently engage the community, building brand advocacy and value along the way. NAP then put its social media learnings to work to build the community while building Avalon, a $600 million ground-up experiential mixed-use property that opened in October Learn how NAP listens, learns, leverages, deploys and fine-tunes its offerings based on authentic two-way conversations with stakeholders. SPEAKER Liz Gillespie ICSC MOCIAL+ Program Planning Committee Member Partner, VP of Marketing, CMD North American Properties Atlanta, B. Building and Retaining Sponsors Through Added Value and Customized Benefits This panel of sponsorship experts will help you build your sponsorship program and show you how to retain your sponsors through added value and customized benefits. Get inspired with everything from achievable sponsorship ideas from a small developer and consultant perspective to a case study of a one-of-a-kind sponsorship program. MODERATOR Cherilyn Megill, CRX, CMD ICSC MOCIAL+ Program Planning Committee Co-Chair Vice President of Marketing & Communications Phillips Edison & Company Salt Lake City, 8

9 Concurrent Sessions (continued) 4:15 5:15 pm PANELISTS Lisa DeBow Principal Cloudburst Advisory Group Washington, DC Stacie Ellis Senior Director, Marketing The Irvine Company Newport Beach, CA Mary Moffett Keaney Manager, Sponsorship & Partner Development Tandem San Francisco, Reception 5:15 6:15 pm 9

10 Friday, August 7 Registration 8:30 am 1:30 pm Wi-Fi Lounge 8:30 am 1:30 pm The Wi-Fi Lounge provides a comfortable place to network and do business and will be open during registration hours to all registered attendees. Sponsor Exhibits Open Network the old school way, and enjoy some face-to-face time with our innovative sponsors any time during the conference except while sessions are in progress. Continental Breakfast 8:30 9:00 am Roundtable Discussion 9:00 10:00 am ROUNDTABLE COORDINATORS Angela Sweeney, CRX, CMD ICSC MOCIAL+ Program Planning Committee Co-Chair Vice President - Chief Marketing Officer The Peterson Companies Fairfax, Meagan Froehlich, CMD ICSC MOCIAL+ Program Planning Committee Member Weingarten Realty Investors Houston, 10

11 Roundtable Discussion (continued) 9:00 10:00 am ROUNDTABLE COORDINATORS Rashawn Jackson ICSC MOCIAL+ Program Planning Committee Member Director of Marketing DLC Management Corporation Tarrytown, Drew McGray ICSC MOCIAL+ Program Planning Committee Member Social Media Specialist Shea Properties Viejo, ROUNDTABLE TOPICS Table 1 Tips for Creating Engaging Content Table 2 Mobilizing Brand Ambassadors Table 3 Best of the Best U.S. Maxi Winners Table 4 Generating Revenue Through Creative Sponsorships Table 5 How to Demonstrate ROI from Digital Marketing Programs Table 6 Latest and Greatest Research Tools Table 7 Understanding Big Data Table 8 LED Screens: Revenue Generator, Amenity or Both Table 9 How to Create Great Videos on a Small Budget Table 10 Best Practices for Buying Digital Media In-House 11

12 General Session 10:15 11:00 am Google Maps in the Retail Space In an environment of growing online sales, the ability to drive customers to brick-and-mortar stores is of increasing importance. Join Shaun Vann from Google Maps to see how Indoor Google Maps, Street View, Google My Business, and other Google initiatives are doing just that. SPEAKER Shaun Vann Partnerships Program Manager Google Mountain View, Concurrent Sessions 11:15 am 12:00 pm A. Growing Partnerships with Brands Using Online and Offline Assets Session attendees will walk away with a practical understanding of how partnerships are being applied to deliver more than old-school benefits. Through both tips and real-world examples, this session will show how you can immediately use your shopping centers content, channels and communities in new partnership-enhancing ways. Specific topics will include: Understanding the assets you have online and offline-that best answer to sponsors objectives. Amplifying partnerships with digital and social media, including why you need to become a modern digital publisher creating, curating and distributing content putting audiences at the center of the experience. SPEAKER Diane Knoepke Consulting Managing Director IEG Chicago, 12

13 Concurrent Sessions (continued) 11:15 am 12:00 pm B. The Bigger Picture How Owners, Brokers and Shopping Centers Are Creating New Experiences with the Latest in Video, Imaging and 3D, and How You Can Too! Video has been around for a long time now but the ways we take it and share it have changed dramatically. From video platforms like YouTube and Vimeo to video apps like Vine, Instagram, SnapChat and Periscope, learn more about how the commercial real estate industry is utilizing video to help build brand awareness and market B2B and B2C. Hear from experts in imaging, 3D design and drone videography, and view some amazing video. SPEAKERS Alex Markson ICSC MOCIAL+ Program Planning Committee Member President & CEO Property Capsule San Diego, Diana Podaski ICSC MOCIAL+ Program Planning Committee Member Vice President of Marketing & Social Media Linear Retail Properties Boston, Radley Angelo Founder & CEO SparkAerial San Diego, Heimata Rutgers Account Executive Floored, Inc. New York, 13

14 Lunch Served 12:00 12:30 pm Blockbuster Presentation 12:30 1:30 pm From Data Zero to Marketing Hero, How to Measure Success in Shopping Center Marketing What does marketing success look like? Do you know what your key performance indicators truly are? How do you measure digital channels when results occur in the physical storefront? In this dynamic keynote from SHIFT Communications Vice President of Marketing Technology, Christopher S. Penn, you ll learn a seven-part measurement strategy and framework that will help you ask the right questions of your marketing team and agencies. You ll learn what s important, what s not, and how to measure your marketing with an eye on bottom-line impact with tools you probably already have. SPEAKER Christopher S. Penn Vice President, Marketing Technology SHIFT Communications San Francisco, Meeting Adjourns 1:30 pm Program information current as of June 22,

15 Program Planning Committee Daniel M. Taub Past Program Chair Executive Vice President Chief Operating Officer DLC Management Corporation Cherilyn Megill, CRX, CMD Program Co-Chair Vice President of Marketing & Communications Phillips Edison & Company Patrick M. Flanagan VP, Digital Strategy & Marketing Simon Brand Ventures, Part of Simon Property Group (NYSE: SPG) Liz Gillespie, CMD Partner, Vice President of Marketing North American Properties Jen Augustyn Program Co-Chair Partner The Dealey Group Angela Sweeney, CRX, CMD Program Co-Chair Vice President Corporate Marketing & Communications The Peterson Companies Meagan Froehlich, CMD Marketing Specialist Weingarten Realty Jan Hanak Vice President, Marketing & Communications Regency Centers Rashawn Jackson Director of Marketing DLC Management Corporation Brian Lutz Director - Mobile & Digital Strategies CBL & Associates Properties, Inc. Alex Markson CEO Property Capsule Drew McGray Social Media Specialist Shea Properties Tim O Connell Assistant Vice President Director of Digital Marketing & Communications Retail Properties of America, Inc. Leticia S. Wilson, CMD Director of Interactive Marketing Forest City Commercial Management Diana S. Podaski Vice President, Marketing & Social Media Linear Retail Properties M. Jeffrey Vinzani Attorney Graybill, Lansche & Vinzani, LLC 15

16 I C S C S P E C I A LT Y D E S I G N AT I O N L E A S I N G REGISTRATION FORM How To Register FAX: ONLINE: MAIL: ICSC PO Box New York, NY Registration Fees Advance On-Site Member* $ 525 $ 665 Non-Member $ 700 $ 895 Student** $ 50 $ 50 * To qualify for a member fee, each registrant must be a member or an affiliate member of ICSC. To become an ICSC member, call ICSC Member Services at ** Registrants must be ICSC student members to qualify for the student rate. Special Needs Anyone desiring an auxiliary aid for this meeting should notify Ester Vivona at no later than July 1, Deadline To qualify for the Advance rate you must be registered by July 31, August 5 7, 2015 Hotel Nikko San Francisco San Francisco, CA Airfare Savings The ICSC Travel Desk has secured special airline and car discounts for attendees. For current prices and availability, please contact us at ICSC TVL ( ) or from 8:00 am to 5:30 pm ET, Monday through Friday. Continuing Education Credits L E A S I N G S P E C I A LT Y D E S I G N AT I O N I C S C SLD ICSC Certified professionals earn 1.0 credit (A3) towards certification renewal for attending MOCIAL+. Contact Name Company name (that you would like listed in Program Directory and on sign) Address L E A S I N G S P E C I A LT Y D E S I G N AT I O N I C S C Cancellations All cancellations will be subject to a $25 cancellation fee. No refunds will be given for cancellations received after July 14, All requests for refunds must be received by ICSC in writing. I authorize ICSC and its members to send me announcements via mail, fax and phone about ICSC s and ICSC members programs and services that may be of interest to me or my colleagues. I also consent to receipt of notices from ICSC in electronic form. In addition, I hereby consent to having the Hotel provide, and authorize ICSC and/or its representative(s) to receive, any reservation information I provide to the Hotel. For more information, log onto Please Check One: ICSC Member* Non-Member Student Member** City State/Province Zip/Postal Code Hotel Reservations A block of rooms has been reserved at: Hotel Nikko San Francisco 222 Mason Street San Francisco, CA Rate: $249 Single/Double Occupancy Cut-off Date: Wednesday, July 15, 2015 To reserve your room for the conference, visit and click on Book Hotel under Additional Links. You may also call the ICSC Travel Desk with questions during regular office hours of Monday through Friday 8:00 am to 5:30 pm ET at ICSC TVL ( ) ext. 2, or internationally at ext. 4. Telephone Fax Method Of Payment Check made payable to ICSC enclosed for $ MasterCard Visa AMEX Discover $ Name (as it appears on credit card) 2015SMC Westfield Tour August 5, 2015 from 5:00 6:00 pm If you would like to sign up for the tour, please contact Ester Vivona at Space is limited, so sign up soon. Signature Credit Card Number (include all digits) Expiration date (month/year) 16

17 SPONSORSHIP OPPORTUNITIES Blogger Wi-Fi Platinum Gold Benefits $4,500 $3,500 $2,500 $1,000 Please Check One: Blogger Wi-Fi Platinum Gold Contact Name Company name (that you would like listed in Program Directory and on sign) Address City State/Province Zip/Postal Code Telephone Method Of Payment Check made payable to ICSC enclosed for $ URL Web Address MasterCard Visa AMEX Discover $ Name (as it appears on credit card) Signature Credit Card Number (include all digits) Min. 2 sponsors 3 complimentary Conference registrations + 2 complimentary Conference registrations + + Verbal recognition from podium Company banner to appear on MOCIAL+ Conference event in mobile app + Company logo on Internet landing page at the event + Company logo on live Twitter feed + + Company logo and hyperlink on targeted blasts to ICSC membership Company logo in Program Directory online Company logo in Program Directory at the event Company logo on ICSC blog page for six weeks (3 weeks before event, 3 weeks after) + Company logo on event site with hyperlink Company logo to loop during select event functions Company logo on MOCIAL+ Conference event in mobile app + Company logo on on-site signage at registration Company logo on Conference and member-hosted reception signage + Company logo on Conference and coffee break signage + Opportunity to have a giveaway at event + Reserved table set aside for sponsor to include brochures/marketing/press releases + Company description printed in Program Directory (150 word max.) online Company description printed in Program Directory (150 word max.) at the event Sponsor Ribbons for all company attendees Deadline Sponsorship must be received by Monday, July 6, 2015, to be recognized in the registration materials and at the reception. Sign Up Now By Returning This Completed Form Along With - Your payment by credit card or check made payable to ICSC - Payment must accompany the Sponsorship Form - Your company logo (.jpeg,.tif or.eps format) to ICSC Sponsor Contacts West Coast USA & Canada Michael Belli Tel: Southeast, Mid-Atlantic & Puerto Rico USA Amie Leibovitz Tel: RPAI Tim O Connell Tel: Midwest USA & Central Canada Sally Stephenson Tel: East Coast USA & Canada Suzanne Tanguay Tel: Expiration date (month/year) 2015SMC-S 17

18 DEAL MAKING TABLE REQUEST FORM When Thursday, August 6, 2015 Friday, August 7, 2015 Includes One (1) 6 draped table Two (2) chairs Company identification sign Who Qualifies Social Media Companies Technology Companies Guidelines Exhibits must not hang over the edge of the table Exhibits must not rise more than 3 above the table No floor easels No pop-up displays No balloons One table per company Deadline In order to be listed in the printed Directory, your table request form must be received by Friday, July 3, Costs No cost to reserve a table Everyone attending the event must be an advance paid registrant for the conference No badges are included with the table Availability Tables are limited and will be confirmed on a first-come, first serve basis. Submission of this request does not guarantee a table will be reserved for you. Cancellation Notify Ester Vivona immediately if you must cancel. Please Return This Form To International Council of Shopping Centers Ester Vivona MOCIAL Avenue of the Americas, 41st Floor New York, NY Phone: Name(s) of person(s) who will staff exhibit table Contact Name (person to receive confirmation) Company Company name that should appear on sign (please print or type) Address City State/Province Zip/Postal Code Telephone URL Web Address 2015SMC ICSC Membership # Indemnification Each party, to the extent permitted by law, agrees to defend and indemnify the other, and its officers, directors, agents, and employees, of and from all claims, demands, or suits for bodily injury or property damage, including costs and attorney fees, in any way arising out of or related to thirdparty claims based on the indemnifying party s negligent acts or omissions in connection with the Event, except to the extent of the negligence or willful misconduct of the indemnified party. Insurance Exhibitor shall each carry Commercial General Liability insurance coverage for property damage and bodily injury to be in effect over the meeting dates specified in this Contract in an amount sufficient to meet its indemnity obligations for this Event. 18

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