2018 Digital Marketing Conference

2018 UNH Digital Marketing Conference Agenda

8:30am-9:00am
Registration & Breakfast

9:00am-9:10am
Welcome to the 2018 UNH Digital Marketing Conference

9:10am-9:55am
Branding New Hampshire
Victoria Cimino, Director, New Hampshire Division of Travel and Tourism Development
Visitnh.gov, was just recently named one of the top 25 tourism websites in the world by Skift.com, but it wasn't easy getting there!  Hear how strategically leveraging digital content and advertising tactics has made the Granite State the go-to destination for vacation fun.

10:05am-10:35am
Pairing Paid Search and Social to Get More Bang for Your Buck
Allen Finn, Senior Content Marketing Strategist, WordStream
Even under fire, Facebook remains the most popular social media platform on the planet. With its engaged audience, sophisticated targeting, and aesthetically pleasing ad formats (not to mention the ability to advertise on Instagram), it’s not difficult to see why PPC marketers are grappling with what they perceive to be a binary choice: search or social. Here’s a novel idea: Why not use them together? AdWords and Facebook aren’t oil and water, they’re spaghetti and meatballs: good in their own right, infinitely better in concert. In this session, you’ll learn how to leverage data from AdWords and Facebook ads to develop a cross-platform strategy that simultaneously feeds and nurtures your sales funnel.

10:45am-11:20am
Collaborative Marketing Strategies to Maximize Your Reach
Jessyca Keeler, Executive Director, Ski NH & Karolyn Castaldo, Marketing Manager, Ski NH
As a not-for-profit or small business, using a number of different resources can help to stretch your marketing dollars. Ski New Hampshire works closely with a network of partners and sponsors to increase the impact of both their marketing strategies and their promotional budget.

11:30am-12:15pm
Fan Engagement through Data Collection
Kara Hutchinson, Senior Director of Marketing, Boston Celtics
In a social media world, a priority for our business is creating that one-to-one conversation with our fans. Most people in New England, and many worldwide would consider themselves Celtics fans, but we want to know more. Are you a diehard or social fan? Do you come to games to spend time with family or accomplish business objectives? And most importantly, can we collect your email address so we can personalize communications to you via email and targeted social media messages? As consumers are more and more cautious of sharing their personal information, we need to find creative ways to collect fan data and put it to good use.

12:15pm-1:15pm
Lunch

1:15pm-2:00pm
Finding a Place on Social Media in a Time of Lots of Places
Kyle Belmont, Social Media Producer, UNH Cooperative Extension & Jill Ketchen, Assistant Producer, UNH Cooperative Extension
We were presented with an issue. We landed on Facebook Live. Why? Because we could. But also because we wanted to try something new that shows our organization, one that has been around for over 100 years, can do more than create a pdf and put it on a website. Working with key staff and finding problems with solutions along the way, we created a regular series called Facebook Livestock that reaches a steady audience, educates, and builds awareness of something we've been doing for a long time (but now in a new way).

2:10pm-2:55pm
Building the Foundation at a Small Brand
Kate Paine, VP of Marketing, NEMO Equipment
When you're building a small brand, it can be tough to know where to focus your energy. Marketing leaders at small brands wear a hundred hats and can easily spend their days focused on small wins instead working toward big wins. Investing in foundational strategy and planning can help you test and build a marketing presence that will get you further, faster. In this session, Kate will share some practical considerations for building a marketing presence from the foundation up, including investing in brand positioning, audience building, solid values, and long term relationships instead of short term wins. 

3:05pm-3:45pm
Chatbots & Conversational Engagement: The Marketing Funnel of the (not so distant) Future
Kevin Dunn, Senior Inbound Professor, HubSpot
There has been a dramatic change in the way people interact and communicate with businesses. Buyers are increasingly shopping and consuming information on mobile devices and the desire for speed and immediacy has paved the way for a surge in live chat tools, messaging channels, and chatbot services. These emerging tools fill a need as buyers are now disinterested in speaking on the phone, sending emails, and submitting forms to receive an answer to their question. This session will introduce why these new channels matter, how marketers can implement a conversational approach today, and what a "chat-first" mindset looks like.

(FREE!) Pre-Conference Workshop Schedule

How To Effectively Use PPC with Your Inbound Marketing | May 3 | 12:30 - 4:00 pm | Manchester | Fred & Stacey Schall | Schall Creative
Pay-per-click (PPC) advertising and inbound marketing don't have to live in different worlds.  When working together, these two tactics get results!  In this pre-conference workshops, we'll talk about the differences between organic traffic and paid traffic, and go over how you can use the strengths of both streams to create a powerful marketing campaign.

Propel Your Business with SEO and Content Marketing | May 8 | 12:30 - 4:00 pm | Concord | Candy Osborne of Snowbird Creatives & Christina Meserve Jackson of Jackson Marketing
Consumers engage with brands before they make purchases and are already more than halfway through a purchasing decision before they contact a sales representative. These prospects are educating themselves with information they find on Google and throughout the Internet­–and they’re making decisions based on that content. But how do they find your business or product from your content? You have an opportunity to influence purchase decisions by using search behavior and developing the right content that answers the questions people are searching. Join this session to learn how you can take advantage of one of the most affordable--and fastest growing--marketing methods to engage and influence purchase decisions. Learn how to transform and propel your business forward with SEO and content marketing.

Social Media as a Business Strategy | May 10 | 12:30 - 4:00 pm | Portsmouth | Marlana Trombley | FlowTraq
People do business with other people, not with companies. Leveraging social media gives you the opportunity to establish thought leadership in your industry and take your business to the next level. By enabling deeper engagement with peers, employees, and customers, a solid social media strategy will help you shape brand perception and accelerate sales.  This pre-conference workshop will walk you through the steps to take to become a social leader and how to monitor social sentiment, drive awareness and turn your employees into brand ambassadors.

* After enrolling in the UNH Digital Marketing Conference, check your email for a receipt and confirmation letter that will include a password and instructions for registering for pre-conference workshops for free. Contact michael.mengers@unh.edu with any questions.

The 2018 UNH Digital Marketing Conference will take place in the Piscataqua Room in Holloway Commons (75 Main Street, Durham, NH) on the University of New Hampshire.

Free parking will be available for all conference attendees in the UNH Campus Crossings Visitor Lot.  Those registered will recieve additional information on the location and parking by email one week prior to the conference.

Breakfast and lunch will be provided at the conference and is included in the cost of enrollment.

Additional information and driving directions for pre-conference workshops at the Pease Tradeport (Portsmouth), UNH-Manchester and Granite State College (Concord) will be emailed to registered students a week in advance.