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Main Conference Day 2 - Wednesday, May 21, 2008

8:15 Welcome And Opening Remarks From The Camp Leader

8:30 MVP Presentation & Story Time: Developing TV Advertising And Grassroots Event Marketing - A Powerful Combination That Drives Brand Value

• Developing and branding a new product
• Defining "the moment of self-expression"
• Selecting partners to further develop the brand
• Building on momentum
• Indetifying the next steps.the non-wheeled world

Jim Peliotes
Vice President of Marketing, Heelys
Inc.

9:15 MVP Presentation: Exploring Findings From Two Studies On Media Use Among 6-To-9-Year-Olds

• Exploring results of study 1: a national survey of mothers of 6-9 year old children
• Exploring results of study 2: primarily of 2nd grade children in four target locations around the country
• Discussing with children television use, internet use, and computer use
• Identifying the most widely used medium, and the increasing popularity of the internet as children get older

Jennifer A. Kotler
Ph.D., Assistant Vice President, Domestic Research
Sesame Workshop

10:00 Free Play And Snacks

10:45 MVP Presentation: Play It As It Lays: What You Need To Know About Toys In Today's Challenging Market

This fast-paced, informative presentation takes a look at the realities, challenges and opportunities of today's toy market.

• Examining how play is changing and what constitutes productive play in today's market
• Understanding how kids relate to toys emotionally, socially and as consumers
• Getting the word out: marketing to today's kids
• Restaging brands to maximize opportunity
• Exploring the 5 things any successful product must have today

Christopher Byrne
President, Byrne Communications
Inc. aka The Toy Guy(R)

11:30 Getting Connected: Introducing An Online Component To Integrate All Product Lines And Propel Brand Differentiation

• Leveraging new mediums in new ways to create greater brand loyalty
• Creating integrated branding in the age of mass customization
• Mobilizing customer evangelists

Nancy McIntyre
Executive Vice President, Products, Innovation and Marketing
LeapFrog Enterprises Inc.

11:30 Developing Innovative National Marketing On A Limited Budget

• Analyzing the winning launch campaign of 2006, including unusual promotional partnerships with Hilton Hotels, Disney Records, Discovery TV, Borders Books, Book Sense, The Cheetah Girls, and Milk Media
• Selecting promotional partners: who, why, and what
• Executing promotions with national reach without spending millions
• Leveraging the strengths of your partners
• Identifying important considerations such as focus and avoiding big mistakes

Craig Olson
Chief Executive Officer
Discovery Bay Games (formerly BaffleGab)

Kids Trivia Games. Winners receive ClickStart Computers From LeapFrog

 

 

 

Red Team: Multi-Media Integration	Blue Team: Licensing, Partnerships and Loyalty Programs	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 Hottest New Marketing Trends For Kids And Families: Reality Check: Altruism, Digital Rewards And Family Marketing This presentation takes a critical look at three of the hottest trends in today’s marketing for kids and families… Altruism: What do your consumers really think about and how will they react to “cause-related marketing” efforts? Digital Rewards: Given the predominance of today kid’s online experience, should all of your rewards go digital? Family Experiences: Do “one-size-fit-all” marketing campaigns really work? Renee Weber The Marketing Store Karyn Harris-Sudah The Marketing Store	1:45 Translating A Book Into A Merchandise Franchise Starting From The Ground Floor Case Study: Fancy Nancy o Evaluating a new publishing property and determining its viability as a licensing program o Extend the brand beyond books with the right strategy o Identifying the right partners and retailer to launch the brand o Leverage and build upon existing brand momentum to maintain ground swell and create excitement Sherikay Perry Brand Manager, Licensing United Media	1:45 Recess To Responsibility-Growing Up Through Play The fast-paced environment of today's youth is filled with so many distractions that they have dramatically less time than prior generations to just be kids and play Identifying 5 key types of child's play Linking each to key facets of development Demonstrating how products and services for kids encourage play Make your products and services "playable" for millenials and beyond! Padmini Sharma Manager - Cheetos Strategy, Frito-Lay, Inc. Mary McIlrath Vice President C&R Research
2:30 Connecting The Kid Marketing Dots: Utilizing An Integrated Marketing Partnership To Promote Your Product Making a marketing partnership work harder for you Understanding how an integrated marketing partnership can add to your marketing program Engaging kids in schools with positive messages - pro-health, pro-education, and more Working with schools to create a win-win for everyone Mike Salvadore, Principal, 206, Inc. Mike Salvadore Principal, 206, Inc. Richard Long, CEO Milk Media	2:30 Getting Kids To Cash In On Loyalty Programs: Crown & Anchor Society Youth Loyalty Program Understanding background: in 2007 Royal Caribbean International introduced the first-ever cruise line youth loyalty program Discovering how Royal Caribbean adapted a successful loyalty program to tap into the youth market Fostering lifelong loyalty in the youth segment who are considered to be key household vacation influencers Learning the secrets behind this highly successful groundbreaking program launch Randal Startz Senior Account Executive, Loyalty Marketing Royal Caribbean International	2:30 Hearing The Latest Research On Kids' Perceptions Of School Meals And Applying These Insights To Your Own Brand Dealing with childhood obesity and handling pressures from the media and lawmakers Reaching kids with a constructive message and restore your brand's positive identity Conducting "Dine Alongs" with Kids Developing collages with Kids Identifying what kids and teens say about school lunch and what they want Learning how your brand can make it through school gatekeepers Barbara Jirka Marketing Manager Tyson Foods Inc.
3:15 Free Play And Snacks	3:15 Free Play And Snacks	3:15 Free Play And Snacks
3:30 Integrating New Media To Connect With Girls 3-11 Years Old My Little Pony Driving brand loyalty and character development through the web Using online media as an advertising tool to reach moms and their daughters Integrating loyalty clubs as a way to market multiple brand expressions Littlest Pet Shop Breaking the entertainment formula with online entertainment Introducing an internet-based product to expand the brand experience Michelle Aubin Director, My Little Pony Marketing Hasbro Inc. Michelle Paolino Global Brand Leader, Littlest Pet Shop Hasbro Inc.	3:30 Using The Power Of E! To Enhance The Customer Experience Capturing the hearts of families with innovation and execution Road-mapping the customer's experience via all touch points to go from 'good to great'! Identifying opportunities to place your product in front of millions of traveling families through strategic partnerships Learning how a 'Kids Council' has changed the way SVOs collects, analyzes and actions real-time feedback Creating signature experiences that build lasting memories and brand loyalty Joel Pope, Senior Vice President, Customer Experience and Resort Operations, Starwood Vacation Ownership, Starwood Hotels & Resorts Jill Walden Vice President, Resorts Sales and Customer Experience, Starwood Vacation Ownership Starwood Hotels & Resorts Stacy Gabrielle Manager Public Relations Crayola LLC	3:30 Tracking The Nationwide Participation Rates Of Girls And Boys In Exercise And Organized Team Sports Focusing on how family life and schools are related to children's involvement and interest in athletics and physical activity Digging beneath basic facts to reveal how the intersections among sport, family, school characteristics, and wider social forces are shaping the lives and well-being of daughters and sons Documenting a gender gap in USA children's physical activity and evaluating a number of disparities between girls' and boys' opportunities Identifying and discussing personal and social benefits associated with children's athletic participation Tracing developmental trajectories of girls' and boys' changing athletic interests and identities, as well as their involvement with sports, from early childhood through late adolescence, including early entry into sport as well as drop-out patterns Aleia Naylor Senior Marketing Officer Women's Sports Foundation
4:15 Closing Remarks From The Team Leader	4:15 Closing Remarks From The Team Leader	4:15 Closing Remarks From The Team Leader

4:30 Back To Main Room For Team Sports

Audience will be divided into 3 teams to a list of applications and implications. Each team must fill 3 buckets listed below with 15 top take aways.

Buckets -takeaways to be implemented within: 1 week 1 month 1 year

Winners Receive Xbox Games and T-shirts

5:00 Closing Remarks From The Camp Leader And End Of Day Two

Camp Good-Bye! Time to Grow Up and Do Interactive Research

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