2 WEDNESDAY, MAY 27 AT THE WOODSTOCK INN 12:00 pm Registration opens 12:00 pm Lunch on your own 1:00-4:00 pm Optional Session: Get Comfortable with Video Marketing, Robert Weiss 5:00 pm Informal Reception at Woodstock Inn THURSDAY, MAY 28 8:00 am Registration opens, continental breakfast, exhibit hall, and silent auction opens 9:00 am Welcome and Opening remarks 9:15-9:45 am Keynote Speaker: One State of Mind, Tori Ossola 10:00-11:30 am A. Search Engine Optimization 2015 Update, Jonathan Hochman B. Finding the Egg Orvis s journey to Redefine our Purpose, Personality and Beliefs, George Schmidt C. Supporting Your Customer s Journey, Liz Kislik 11:45 am Lunch 12:15-1:15 pm Keynote Speaker: Improve Your RBI: 10 Unbreakable Rules for Blockbuster Customer Engagement, Donnie Steele 1:30-3:00 pm A. Customer Segmentation for Targeted Strategies, Alex Carey B. Mobile Marketing Don t Get Stuck in the Past, Bridget Franciscovich C. Time to Revisit Retargeting, Mike Briggs 3:15-4:45 pm A. Beyond Last Click, Bibi Mukherjee B. Inbound Marketing with Social Media, Marlana Carroll C. Paths to Great Content Marketing, Adam Japko 5:00 pm Reception and Dinner FRIDAY, MAY 29 7:30 am Registration Opens and Buffet Breakfast 7:30-9:00 am Roundtable Discussions 8:30-9:15 am VTNHMG Annual Members Meeting 9:30-11:30 am Third Party Marketing: All Roads Should Lead Your Traffic Back to You, Philip Mejia 11:30 am Lunch 12:00 pm Silent Auction closes/auction winners announced 2:00 pm Tour of Simon Pearce, Quechee, VT -457-
3 WELCOME TO THE VERMONT/NEW HAMPSHIRE MARKETING GROUP S 27TH ANNUAL MARKETING CONFERENCE! Looking back over our remarkable group s history, the caliber of speakers we ve attracted over the years is pretty impressive for a regional association. We ve had the opportunity to learn from experts who are not only knowledgeable and experienced, but who truly enjoy marketing. They are excited about what they do and want to share that excitement with our attendees. This year we are taking advantage of that extraordinary pool of past speakers for this All Stars event. You ll learn from seasoned speakers you know and trust, plus a few new speakers who will round out our great team of session presenters. Together they will share their experiences to help you market your products and services more effectively and profitably. Our goal with every conference session we present is that each attendee takes home valuable information which can be implemented right away. We ve given our speakers enough time to get into the nitty-gritty of their topic and allow for audience interaction sharing information, asking questions, and learning from each other. And, as with every VTNHMG conference, there will be plenty of time to network and catch up with your colleagues and make new connections. Register before May 11 to receive the Early Bird discount. If you re not yet a member, consider joining today to take advantage of the member registration rate and all the benefits we offer. I look forward to seeing you in May for spring training! Shari LaPierre President, VT/NH Marketing Group Consider making a donation to our Silent Auction for support our Scholarship Fund. The VT/NH Marketing Group is committed to helping marketers of all abilities afford the education they need to succeed in today s business world. For many years, we have awarded scholarships to marketing students studying at NH and VT colleges. In 2014, we opened eligibility to employees of member companies who are furthering their education and training. Our conference Silent Auction is a wonderful opportunity for you to showcase your products or services to a large audience while supporting our Scholarship Fund. All proceeds from donated products and services support the Scholarship Fund. To make a donation to the 2015 All Stars Conference, please contact Darcy Morter at or or Jennie Lutton at or Items will be prominently displayed throughout the three day event. REGISTER ONLINE AT VTNHMG.ORG 3
4 12:00 pm Woodstock Inn: Registration opens / Lunch on your own OPTIONAL SPECIAL SESSION ($50 MEMBER $75 NON-MEMBER) 1:00-4:00 PM GET COMFORTABLE WITH VIDEO MARKETING ROBERT WEISS, PRESIDENT OF MULTIVISION DIGITAL Many businesses are just getting started with using video in their sales and marketing process. But where to begin and make the right investment? As one video is not a marketing strategy, this workshop will dive into relatable examples and how-to s over production and distribution so firms can make the decisions on integrating video into their process. Participants in this event will learn real-world examples of businesses using video to drive results; types of videos; how to think about video in each step of the sales process; what calls-to-action to use; the best ways to distribute your videos and track results; and how to create enticing headlines and descriptions that grab your viewer s attention. MultiVision Digital, an online video production services company in New York, has a 15+ year background in internet marketing and SaaS-based marketing and sales process tactics. MultiVision Digital helps clients by developing and executing video content marketing strategies to increase sales, lead generation, and client loyalty. Their video content marketing services include concept and budget planning, producing (planning, scripting, storyboarding, talent, and editing), and YouTube optimization services. 5:00 pm Informal reception at the Woodstock Inn 4 BROCHURE DESIGN BY SWANSON ADVERTISING / PRINTING & MAILING BY CATAMOUNT COLOR
5 8:00 am Registration, continental breakfast, exhibit hall, and silent auction opens 9:00 am Welcome and opening remarks 9:15-9:45 AM ONE STATE OF MIND TORI OSSOLA, VICE PRESIDENT OF TOURISM, STATE OF VERMONT This session will inspire you to re-think your current marketing practices. Innovation and evolution are required for your brand to engage the market savvy consumer. It doesn t matter whether your product/service is cutting-edge technology or a traditional staple of New England. The flood of marketing noise can be overwhelming, but don t let that paralyze your decision making. The Vermont and New Hampshire brands, the lure of New England, and your business resonate with consumers. Use the tools at your fingertips to maximize your marketing dollars. Tori Ossola is responsible for producing the Vermont Chamber s print and digital tourism materials. Tori brings her valuable marketing expertise to Vermont Chamber members, having served in the past as Vice President of Marketing for the Vermont Ski Areas Association, as the International Sales Manager for TourMappers, Inc., and as an events planner at Durango Mountain Resort. Her online and mobile app experience will help promote Vermont Chamber programs and members through multiple online platforms as well as traditional media. Ossola is a graduate of St. Michael s College. 10:00 am Morning Sessions Keep Your Eye On The Ball 10:00-11:30 AM A. SEARCH ENGINE OPTIMIZATION 2015 UPDATE JONATHAN HOCHMAN, HOCHMAN CONSULTANTS Learn about best practices for maximizing traffic and conversions with Google and other search engines. Search changes rapidly. What you were doing last year may not be enough. Receive practical advice, free of jargon, that you can immediately use to increase the value of your marketing campaigns. Discover how to test your website for compliance with search engine guidelines and fix problems; benchmark your site s speed and mobile compatibility; use quick and easy methods for discovering what content your audience needs; and leverage paid search to get valuable insights. Jonathan Hochman is the founder of Hochman Consultants. He has 24 years experience as a business development, marketing and technology consultant. In addition, Hochman is chairman of SEMNE, the association of search marketers in New England, and a founder of CodeGuard, the website security company. Hochman has an AdWords Individual Qualification with specialization in search advertising. He has spoken at national conferences, including Web 2.0 Summit, Search Marketing Expo (SMX) and Search Engine Strategies (SES) and contributed articles to Search Engine Land. REGISTER ONLINE AT VTNHMG.ORG 5
6 10:00-11:30 AM B. FINDING THE EGG ORVIS S JOURNEY TO REDEFINE OUR PURPOSE, PERSONALITY & BELIEFS GEORGE SCHMIDT, VICE PRESIDENT OF MULTI-CHANNEL MARKETING, THE ORVIS COMPANY George will share how the 159 year-old Orvis brand evolved and forged loyal customer relationships in a multi-channel, multi-category retail environment. He will review how, through qualitative research, Orvis explored how its individual category businesses could become more relevant and discovered how to make the overall Orvis company brand more appealing and easier to understand. George Schmidt joined Orvis in March, 2006 as the Director of Inventory Planning. He was promoted to Vice President of Inventory Management, Retail Planning, Sourcing, and Liquidations in July of 2008 and appointed to the Orvis Executive Committee in November of In July of 2012, George was promoted to Vice President of Multi-Channel Marketing and remains a member of the Executive Committee. George came to Orvis from L.L.Bean where he spent thirteen years in a variety of marketing and inventory management roles. 10:00-11:30 AM C. SUPPORTING YOUR CUSTOMER S JOURNEY LIZ KISLIK, PRESIDENT, LIZ KISLIK ASSOCIATES, LLC What s the balance between what you want from customers and what they want from you? When the customer is really in control, how does that affect your traditional contact strategy, and how it fits or conflicts with the Customer Journey? This session looks at how you can profit by integrating online and offline tests and campaign planning with information from customer feedback, customer research, and your public listening posts as well as techniques for dealing with the organizational implications of all this internal and marketplace complexity. As a management consultant, leadership coach, and customer service expert, Liz Kislik helps companies create successes in service and sales, team development and talent management, and organizational structure and culture. She has a proven track record of addressing complex challenges and developing long range plans to enhance business resilience, productivity, and effectiveness. Liz is acclaimed for providing frank recommendations to C-level executives and inspiring employees with her wit, wisdom, and nurturing manner. Serving as a sounding board, organizational analyst, and troubleshooter, she has been a trusted advisor to organizations of all sizes and segments for the past 30 years. Liz writes Workplace Wisdom, a frequently cited weekly blog and monthly newsletter about management, service, and self-care. BECOME A MEMBER AND SAVE $100 ON YOUR REGISTRATION! JOIN TODAY AT Benefits Include: Event Registration Discount Free E-Newsletter Free Company Web Listing Special Vendor Discount Programs Free Online Job Bank And Much More! 6 EARLY BIRD RATE EXPIRES MAY 11
7 11:45 am Time-Out for Lunch 12:15-1:15 PM IMPROVE YOUR RBI: 10 UNBREAKABLE RULES FOR BLOCKBUSTER CUSTOMER ENGAGEMENT DONNIE STEELE, CHIEF MARKETING OFFICER, SMARTPAK In this fast-paced session, Donnie will deconstruct the ten unbreakable rules for modern marketers in their effort to drive outsized results for their respective brands. With the walls between social media and e-commerce crumbling, customers are demanding greater connectivity to the brands they support and the people that run them. The result is seismic shift in how we interact with our customers and the imperative for all marketers to be able to answer the question: how are you going to build a more connected brand? Whether your business is niche or mainstream, this presentation will leave you with the theory and the tools to create a blockbuster customer experience. Donnie Steele develops the overall marketing strategies with designs focused on continuing to deliver growth that has separated SmartPak from the competition within the equine field. His strategic approach is grounded in principled approaches toward customer acquisition, persona segmentation, market research, public relations, competitive analysis, measured promotion planning, and customer retention. Donnie has spent his entire career in digital marketing, driving results for nationally recognized brands; including, the Discovery Channel, the U.S. Army, Xbox, PlayStation, PBS, A&E, TV Guide, NASA and the Food Network. A confident marketer with an entrepreneurial spirit and a quantitative manner, Donnie holds a BS from James Madison University. 1:30 PM Mid-day Sessions Swing for the Fences 1:30-3:00 PM A. CUSTOMER SEGMENTATION FOR TARGETED STRATEGIES ALEX CAREY, CO-FOUNDER/ COO AT WEBPLUNDER, LTD. Every business has customers but not every business has broken down their customers into different segments. Discover how to identify and breaking down customers so you can digest and use the data that you have to create a more cohesive yet effective marketing strategy. Alex is a true entrepreneur with a propensity for the everyday Startup. Alex has significant experience in the interactive space. Working with SMB s and Enterprise level companies. He has helped brands construct an overall digital presence while using media that returns the best results based on the clients objectives. Having experience working with various online advertising technologies and players like Business.com and Google. Alex is now Co-founder and COO of a digital agency outside of London, England where his team works with businesses big and small on how to launch a new product, launch into a new season, or launch into a new market/industry. SPECIAL ROOM RATES AVAILABLE UNTIL APRIL 28 7
8 1:30-3:00 PM B. MOBILE MARKETING DON T GET STUCK IN THE PAST BRIDGET FRANCISCOVICH, OWNER AND PRESIDENT, LOCALED TECHNOLOGY; ADJUNCT MARKETING PROFESSOR, SOUTHERN NEW HAMPSHIRE UNIVERSITY Did you know that 90% of all adults have a cellphone? 60% of cellphone owners use it to access the Internet, 50% use it to download apps, and 49% use it to get recommendations based on location. The question shouldn t be why do I need to have a mobile site or app; it should be how could I optimize my mobile marketing to the fullest potential! In this session we will cover the basics of mobile marketing on social media, mobile sites, and mobile applications. Gain a comprehensive understanding of how and why your business needs to incorporate mobile marketing. Bridget is a digital marketing expert who has spent her career focusing on small businesses. She has worked closely with several family-owned businesses in and around New England. She strives to allow all business to have the skills and ability to create and maintain a strong digital presence though social media, search engine marketing, mobile websites, and mobile applications. Bridget is also a passionate marketing blogger, an adjunct professor of social media marketing at Southern New Hampshire University, and assists in graduate social media courses for the Harvard Extension School. 1:30-3:00 PM C. TIME TO REVISIT RETARGETING MIKE BRIGGS, DIGITAL MARKETING DIRECTOR, PARAGON DIGITAL It is time to change the way we use Retargeting and apply what we know about our products, services, and customers to use the method as the refined tool it should be. Explore the common mistakes that make Retargeting ads go from appealing to annoying, and how to use advanced techniques for better results. This session covers how to incorporate purchase cycles into your ad delivery strategy, creating adaptive campaigns, building repeat customers, and Google Analytics + Google AdWords (amazing programs that don t feel like retargeting). Join the revolution and explore how your current 30-day banner-blitz can be transformed. Mike began his data-driven career as a Fisheries Biologist working on Atlantic salmon restoration projects at UMass Amherst. Working for over 12 years building SEO and SEM campaigns for clients while at Website Publicity, today Mike develops strategies and tactics to assure that clients of Paragon Digital get the most out of their digital advertising campaigns. 8 CONTACT US ABOUT SPONSORSHIP OPPORTUNITIES
9 3:15pm Afternoon Sessions Pitch a Perfect Game 3:15-4:45 PM A. BEYOND LAST CLICK ANALYZING THE FULL CONVERSION PATH TO DEFINE THE REAL SUCCESS BIBI MUKHERJEE, FOUNDER/PRINCIPAL, CURVE TRENDS MARKETING Conversions can come in many forms: Ad clicks, website or store visits, downloads, purchases, etc. And these conversions can happen on multiple devices. So to truly understand whether (or if) a campaign is successful one needs to have a comprehensive, holistic view of the entire process, including first and last interactions and the assists between them. This session covers the main attribution challenges for brands and addresses the next best steps. Bibi Mukherjee is the founder of Curve Trends Marketing, a Burlington, VT based digital marketing firm. She provides integrated search marketing and digital media services with customized reporting through web analytics. A speaker at several industry conferences, Bibi is ambitious about the increasing influence of digital media and its effective measurement techniques in driving business goals and continues to share her innovative approach with clients, peers, and associates. She has led implementations and campaigns for national and local companies such as DR Power Equipment and VBT Bicycling. 3:15-4:45 PM B. INBOUND MARKETING WITH SOCIAL MEDIA MARLANA CARROLL, DIGITAL MARKETING STRATEGIST, GRAPEVINE MARKETING As a business owner, marketing manager or director, it is often up to you to make sure that your brand reaches your ideal customer at the right time, in the right place, with the right message. You ve thought about what social networks to use for your organization, and you re ready to take the next step. Where do you go from there? This seminar will give you a closer look at the popular social media networks Facebook, Twitter, LinkedIn, Pinterest, and Google+. I ll show you the benefits of using each, how other organizations are marketing with them, and some do s and don t s of each channel. You ll also get tips on how to tell if your social media activity is working. Marlana is an inbound marketing enthusiast with a pulse on the ever-changing industry from social media platforms to SEO changes. She is Constant Contact s Authorized Local Expert in southern New Hampshire and is certified by Google and Hubspot. Her presentations cover marketing, social media, content development and promotion best practices. She holds the title of 2014 New Hampshire Young Careerist and is a blogger for Stay Work Play, which attracts and retains the state s young professionals. 3:15-4:45 PM C. PATHS TO GREAT CONTENT MARKETING ADAM JAPKO, CEO, ESTEEM MEDIA, INC. Getting found on the web has become paramount. New tools and platforms that create authority with networks and search engines are the order of the day. Learn effective content marketing strategies and review analytics that let you know what works for you. Adam is President of Network Communications, Inc. s (NCI) DigitalSherpa social media management business. DigitalSherpa has helped over 3,000 SMBs activate content and social media marketing to increase their discoverability on the web and maximize web conversion rates. In addition, Adam leads NCI s luxury magazine and other online and offline media brands like New England Home, Atlanta Homes & Lifestyles, Atlanta Home Improvement, Unique Homes, and Mountain Living. He remains an active participant in the fine wine industry s social media landscape as author of WineZag. 5:00pm 7th Inning Stretch Reception, Networking, and Dinner DONATE TO OUR SILENT AUCTION! 9
10 7:30 am Registration Opens and Buffet Breakfast 7:30 am Roundtable Discussions 8:30 am VTNHMG Annual Members Meeting 9:30-11:30 AM THIRD PARTY MARKETING: ALL ROADS SHOULD LEAD YOUR TRAFFIC BACK TO YOU PHILLIP MEJIA, SENIOR PARTNER, BRIGHT CLOUD MARKETING As you continue to build your web presence, are your partners helping direct traffic back to your website? Today, new opportunities and partners are springing up as fast as bamboo grows. But choosing the best partner for your website may require only using that partner for what you need, not what they want you to buy. Learn how Comparison Shopping engines, Remarketing, and Social Media Advertising can give a lift to sales without breaking the bank. Phillip brings over 25 years of marketing experience working with package goods, software, and direct response companies, including Apple, Symantec, and Borland International. For the past several years, Phillip has worked with Bright Cloud Marketing to provide paid search, comparison shopping engine, and analytic services to many of their 30+ merchant clients. He possesses that neat, unique combination of loving to work with numbers while being able to imagine and effectively communicate tactical and strategic marketing campaigns to clients. 11:30 am Lunch Noon Silent Auction closes / Auction winners announced 10 REGISTER ONLINE AT VTNHMG.ORG
11 2:00 pm Tour of Simon Pearce 1760 Quechee Main StreetQuechee, Vermont Simon Pearce is one of America s only remaining heritage glass brands. It has maintained a dedication to creating beautifully designed products, using time-honored techniques and intended for a lifetime of everyday use. Founded in 1971, Simon Pearce originated as a small glassblowing workshop in Kilkenny, Ireland. In 1981, the company moved to a historic woolen mill on the banks of the Ottauquechee River in Quechee, Vermont. SEPTEMBER 24, 2015, FIRESIDE INN, WEST LEBANON NH Marketing strategies for strong growth, improved service, and brand dominance. We are excited to announce a new, special event dedicated to business-to-business marketers. Our full day event will address marketing strategies specific to B2B and the nuances that make B2B marketing so challenging. We are planning 4 information-packed sessions with speakers steeped in B2B experience. And, as with all VTNHMG events, there will be plenty of networking time with your peers. Stay tuned to VTNHMG on LinkedIn, Twitter, Facebook, and our newsletter for future announcements! REGISTER ONLINE AT VTNHMG.ORG 11
12 YANKEE INGENUITY SPONSORS WHITE MOUNTAIN CONFERENCE SPONSOR GREEN MOUNTAIN CONFERENCE SPONSOR The VT/NH MG annual conference and seminars would not be possible without the generous support of our sponsors and exhibitors. We offer many ways in which a company can sponsor the group. YANKEE INGENUITY SPONSOR ($3,000) Maximum company exposure, multiple discounts, 12-month online advertising and more! WHITE MOUNTAIN CONFERENCE SPONSOR ($1,500) Includes Premier exhibitor space, free registration, discounted registration for clients, company exposure in print and marketing. GREEN MOUNTAIN CONFERENCE SPONSOR ($800) Includes exhibitor space, free registration, company exposure in print and marketing. SEMINAR SPONSOR ($300) Includes free seminar registration, logo in seminar promotional materials, exhibit space at seminar. For more information contact Audrey Wallis at or Heidi Thibodeau at or or Jorg Skowranek at or 12 REGISTER ONLINE AT VTNHMG.ORG
13 REGISTER BY MAY 11 AND SAVE $50 Company Address City State Zip Phone Fax PLEASE LIST ALL COMPANY PERSONNEL ATTENDING: Name Name Name (For additional attendees please use separate sheet) YES! I am interested in being an exhibitor or sponsor. Please contact me. YES! I am interested in donating to the silent auction. Please contact me. Please complete reverse side of this registration. REGISTER ONLINE AT VTNHMG.ORG 13
14 PRE-CONFERENCE WORKSHOP Get Comfortable With Video Marketing $50/pp Member, $75/pp Non-Member CONFERENCE MEMBER RATES, THURSDAY & FRIDAY $ Early bird (postmarked by May 11th) $399 pp After May 11th $449 pp $ NON-MEMBER RATES Early bird (postmarked by May 11th) $449 pp After May 11th $499 pp $ NEMOA MEMBER RATES Early bird (postmarked by May 11th) $419 pp After May 11th $469 pp $ *Inquire about group pricing ADDITIONAL MEAL TICKET RATES Additional breakfast tickets: $20 pp $ Additional lunch tickets: $25 pp $ Additional Thursday reception and dinner tickets $50 pp $ TOTAL REGISTRATION $ PLEASE INDICATE THE NUMBER OF ATTENDEES FOR EACH MEAL OR EVENT Thursday: Lunch Dinner Friday: Breakfast Lunch TOUR OF SIMON PEARCE FRIDAY, MAY 29 2:00 pm # attendees PAYMENT METHOD Check enclosed (payable to Vermont/New Hampshire Marketing Group) Charge my: Visa MasterCard Amex Card Number Exp Date Zip Code Name on Card (please print) Cancellations 7 days or more, prior to May 27, will receive a refund, less $15 office fee. Cancellations 1-6 days prior to May 27, will receive a refund, less $25 office fee. There is no refund for no-shows at the start of the conference. 14 RESERVE YOUR ROOM TODAY!
15 THE VT/NH MARKETING GROUP WELCOMES YOU TO THE SPECIAL ROOM RATE ONLY AVAILABLE UNTIL APRIL 28, 2015 CALL NOW! Located in picturesque Woodstock, VT, voted one of the prettiest small towns in America, the Woodstock Inn and Resort was named one of the best hotels in the world in Set in the center of the village and within walking distance to shopping, fine dining, hiking in a National Park, and many recreation activities the Woodstock Inn offers modern yet rustic décor that evokes the quaintness of a simpler time. The Inn offers a full spa, fitness and racquet club, and 18-hole Robert Trent Jones, Sr. golf course all free with your room reservation. Hotel reservations to be made directly with the Woodstock Inn and Resort. Please call or for reservation and reference the VT/NH Marketing Group Conference. SPECIAL ROOM RATE: $139/NIGHT PLUS $10/DAY RESORT FEE (NORMALLY $25/DAY) Resort fee includes: Parking and valet service; Wifi; Housekeeping service fee; Billings Farm and Museum admission; Morning coffee, tea, cocoa; Afternoon tea and cookies; In-room coffee, tea & cocoa; USA Today; NY Times Digest; Racquet and Fitness Club Usage and fitness classes; Business Center Use. After April 28, 2015, all rooms are subject to space and rate availability. A limited number of rooms have been reserved.
16 Bringing You the Best of the Best! May 27-29, 2015 Woodstock Inn & Resort Woodstock, VT GET YOUR TICKETS BY MAY 11 AND SAVE! REGISTER AT VTNHMG.ORG Marketing Group 479 Barberry Hill Road Woodstock, VT SPRING TRAINING FOR MARKETERS! Address Correction Requested