Followed by a talk on: Catch Up to the New Wave of Kids Fitness Trends Coming Your Way! How to
Reach & Communicate with Kids
| Red Team: Integrating New Media |
Blue Team: Marketing to Moms and Families |
Green Team: Research & Trend Analysis |
1:30 Welcome And Opening Remarks From The Team Captain |
1:30 Welcome And Opening Remarks From The Team Captain |
1:30 Welcome And Opening Remarks From The Team Captain |
1:45 Kids And Mobile Technology: Understanding What Appeals To Kids
- Making a phone brand a kid brand (and one that parents trust)
- Building a strong brand in record time by focusing like a laser on kids & incorporating thousands of kids in building our service
- Gaining kids' respect by not pretending to be something we're not
- Thinking about kids in the context of: their families, their social communities (both on and offline), and their individuality and development
- Understanding kids' communication, gaming, & networking habits . it's about more than cell phones, it's about mobility & mobile technology
 Daniel Neal
CEO & Founder
kajeet Inc
|
1:45 Code Mom. Breathing New Life Into Through-School Marketing
Regulation and public sentiment has significantly altered the landscape for companies and brands looking to market through schools. Learn how smart marketers are successfully adjusting to the new climate by focusing on engaged moms and tapping into moms' connections to their kids' schools.
- Analyzing the current climate - Examining consumer attitudes - top line of exclusive research conducted by PTO Today/Kid Power - Exploring industry self regulation - Children's Food & Beverage Advertising Initiative & other
- Understanding moms -- the key school demographic
- Evaluating case studies: - General Mills BoxTops for Education - still thriving - School Family Nights
- Considering key factors when targeting mom through school - Providing added value to PTO/PTA group to ensure execution - Weighing long term vs. shorter term
 John Driscoll
Vice President, Business Development
School Family Media, Inc
|
1:45 Examining How Boys, Girls And Moms View Leadership
- Understanding the new rejuvenated program released by Girl Scouts this year
- Setting up the research
- Analyzing results: how do girls, boys, and moms view leadership and becoming a leader
 Michael Conn
Ph.D., Vice President, Research, Girl Scout Research Institute
Girl Scouts of the USA
|
2:30 How Girls View Their World: The Supergirl Dilemma And The Impact Of Gender Stereotypes
Girls internalize messages every day about what it means to be a girl. This 2006 study commissioned by Girls Incorporated, a nonprofit reaching over 800,000 girls throughout the U.S. and Canada, offers insightful data and quotes from girls in grades 3 -12 about:
- Understanding how gender expectations result in pressure to be perfect
- Differentiating stereotypes and concerns girls and boys face
- Exploring what worries girls
- Recognizing the opportunities that girls want
 Marcia Brumit Kropf
Ph.D., Chief Operating Officer
Girls Incorporated
|
2:30 Marketing To Kids: Comparison Of Parental Attitudes Around The Globe
- Understanding what moms and dads in the U.S., Europe, and major emerging markets (Brazil, Russia, India, and China) consider the do's and don'ts of marketing to kids
- Examining how parents in the U.S. and abroad compare with regard to their attitudes about government regulation and corporate responsibility
- Analyzing how various industries score in terms of parental trust and esteem in the U.S. and internationally
- Identifying factors that drive differences and similarities between parental attitudes across the globe
- Exploring the influence of kids on household consumption within each market
Nellie Gregorian
President
Fluent |
2:30 Analyzing The Cool Conundrum To Activate "Cool" For Your Brand
- Understanding the provocative truths that underlie Cool for boys and girls
- Seeing what's hot, what's cool, what's coming 'round 'the trend bend'
- Diagnosing the underlying elements of cool in today's culture so that marketers will know what to look for in the future, rather than looking over their shoulders at the past
- Examining the influence of cool on trends in girl culture vs. boy culture, what makes 'em perennially different, and where we see convergence in the future
 Rachel Geller
Chief Strategic Officer
The Geppetto Group
 |
3:15 Free Play And Snacks |
3:15 Free Play And Snacks |
3:15 Free Play And Snacks |
4:00 Ensuring Your Brand Taps Into Key Online And Community Trends Among Moms To Gain Trust
- Inadvertently going from an ordinary mom to a mommy mogal with a click of the mouse
- Exploring how brands can tap into online communities and trends among moms and gain their trust
- Understanding the most effective way to pitch or secure an editorial on a mom site or blog and stand out from the crowd Key Take Away: select speaker brands' product info/sites will be sent to HMC ambassadors for honest feedback, a group of a couple of hundred hand selected moms, and feedback will be shared in this talk
 Jessica Denay
Author, The Hot Moms Handbook: Moms Have More Fun!
Hotmomsclub.com
|
4:00 Revitalizing A Brand Utilizing Innovative Marketing And Differentiated Experience
- Quick overview of the summer camp industry
- Differentiating on experience and loyalty
- How we bought a 52 year old camp at its decline and revitalized
- Appealing to every member of the family with creative mail pieces - Results: 94% return rate - at full capacity with 520 kids 10 months ahead
David Miller
Camp Owner/Director
Camp Starlight |
4:00 Hot-Off-The-Press Research: Examining The Emerging Trend Of Parents As Peers
. Preparing for the 180° flip in all things traditional about marketing to kids . Examining the increase in collaboration and shared experiences in the current family dynamics . Analyzing the collaboration in purchasing food items, restaurant experiences, vacations, cars and more . Focusing in on the convergence of TV, radio and other entertainment options that the whole family enjoys together . Emerging brands that are acceptable to all (parents and kids) . Learning about the emerging role of kids as the CIO in the household, the balance of power that has shifted and the implications for marketers across a wide variety of product categories
Chris Moessner
Vice President, Director, Research Insights
Just Kid Inc. |
Laurie Klein
Vice President, Director, Business Development
Just Kid Inc. |
|
4:45 Today Is So Yesterday: Keeping Your Brand Relevant With Kids
In an environment where kids’ passions and activities can turn on a dime, brands have to continually find the next cultural zeitgeist. This presentation will equip you with the tools for:
- Staying nimble in your marketing efforts
- Executing campaigns that remain relevant
- Examining case studies directed for clients including Build-A-Bear Workshop and Blue Bunny ice cream
Dan Fromm
President, Sponsorships & Events
Barkley |
4:45 When Trends Become The New Reality: Marketing To The Mom Of 2008
. Separating myth from reality: marketing to moms is not just a trend . Understanding how marketing to moms is increasing in importance with each passing day . Analyzing best practices in appealing to today's mom
Brian D. Lange
Associate Product Director, SPLENDA(R) New Products, McNeil Nutritionals, LLC
a Johnson & Johnson Company |
4:45 Beyond The Buzz: A 360o Look At Kids' Lives
Truly understanding and connecting with kids requires a rich understanding their lives - and all its dimensions.
- family life
- leisure time
- the importance of school This groundbreaking Beyond the Buzz study provides you with a deeper understanding of kids' multi-dimensional lives and the boundless opportunities for better connecting with them
Rainer Jenss
Vice President and Publisher, National Geographic
Kids #1 circulation in kids magazines
 Wynne Tyree
President and Founder
Smarty Pants
|
Audience will be divided into 3 teams to develop a story for Super Kid.
Phyllis Ehrlich![mike]](images/kid/speakers/MikeFisher.gif)
Mike Fischer