$450 – $650

The Learning Economy Summit

Event Information

Share this event

Date and Time

Location

Location

222 W Merchandise Mart Plaza

1871

Chicago, IL 60654

View Map

Event description

Description

LEARN BETTER CONTENT MARKETING STRATEGIES WITH BRANDED EDUCATION

At the Learning Economy Summit, you'll spend the day connecting with world-class marketers and digital leaders. You'll learn proven content marketing strategies that put education to work for your business.

This exclusive one-day event will teach you how top content marketers produce and market branded education to generate engagement, leads, loyalty and sales while creating real impact on peoples' lives.

Want to use educational content to forge and deepen relationships? The Learning Economy Summit is for you!




WHAT YOU'LL BRING BACK TO YOUR TEAMS

  • How to Design Content That Truly Educates

  • 9 CMO-Approved Ways to Win in the Learning Economy

  • Emerging Trends Driving the $91B Learning Marketplace

  • How to Create Societal Impact with Education

  • Why Learning Experiences Are Data Goldmines

  • How to Repurpose Learning Content Across Channels and Campaigns

  • Why Education is Perfect for Leveraging Influencers to Drive Credibility and Reach




SPEAKER LINEUP (MORE COMING SOON)




WHAT TO EXPECT

Your ticket includes a full day of speaker presentations, networking, interactive discussion with other leaders, breakfast, lunch, snacks, swag, happy hour, and access to the recordings of each session upon request.




WHO SHOULD ATTEND?

LEADERS IN THESE AREAS

  • Brand Marketing

  • Content Marketing

  • Digital Strategy and Innovation

  • Influencer and Partner Marketing

  • Member Loyalty or Engagement

  • Talent Development or Engagement Directors




FAQS


WHAT IS THE REFUND POLICY?

Refund requests will be honored with no questions asked until Thursday, April 27, 2017. Please email marine.melin-johnson@thebigknow.com with requests.

DO I NEED TO BRING A PRINTED TICKET TO THE EVENT?

No. Registered attendee names will check in using their name on the morning of the event.

WHAT IS THE SCHEDULE FOR THE DAY?

8-9 Breakfast + Networking


9-9:10 Mark Addicks - Former CMO, General Mills

Welcome to the Summit


9:10-9:45 - Don Smithmier - CEO & Founder, The Big Know

Session One: Winning in the Learning Economy

As consumers find more ways to block ads, that same audience is flocking to online learning and driving a ton of economic activity. The new Learning Economy is creating an attractive white space for forward-thinking brands and marketers to forge and deepen relationships through branded education. In this presentation, Don Smithmier will share consumer insights from his career at the forefront of online education, including the last two years building The Big Know to help leading brands create, market and win with educational content.


9:45-11 - Mark Addicks - Former CMO, General Mills

Session Two: 9 Strategies for Branded Education

How can brands win with education? In this talk, Mark Addicks delivers 9 CMO-approved strategies for leveraging educational content to achieve ROI and foster deeper relationships. Mark will highlight ways to use branded education to power better member programs, enter new categories, extend credibility and reach with influencers and partnerships, underscore your product’s value, and modernize market research with always-on insights.

Interactive: Pick Strategies & Co-invent Ideas for Your Business


11-11:15 Coffee & Snack Break


11:15 - 12:15 - Tom Godfrey - Director of Instructional Strategy, The Big Know

Session Three: How to Design Unforgettable Learning: Captivate. Educate. Activate.

The truth is, brand marketers are great at captivating. Grabbing attention ISN’T the problem. Every brand can drive views and clicks. But then what? What if you need minutes or hours of your customer’s time? In this session, Tom will teach you a proven learning model called Captivate. Educate. Activate. You will learn how to identify opportunities for what to teach (that your audience will want to binge), then you will learn how a learning expert designs branded learning experiences to effectively balance learning outcomes with business outcomes.

Interactive: Mapping Learner Need States to Your Business


12:15-1:15 Lunch


1:15-2 Terry Clark - CMO, UnitedHealth Group

Session Four: The Evolution of Marketing: Brand as Educator

UnitedHealth Group is a distinctively diversified health and well-being company, and a leader worldwide in helping people live healthier lives. So what role does education play in helping them reach and engage consumers? As a pioneer in branded education, Terry Clark will discuss the evolving role it plays in UnitedHealth Group’s marketing mix.


2-3 Robert Rose - Chief Strategy Officer, Content Marketing Institute

Session Five: Return on Audience: Rebooting Content Marketing into a Business Strategy

In this thought-provoking session, Robert Rose will tackle the Content Marketing ROI question and examine how modern companies balance near-term profits while investing for longer-term content marketing success. Through specific stories from leading companies, he’ll highlight ways to organize the marketing function to deliver business value through educational content.


3-3:15 Break & Snack


3:15-3:50 Panel discussion

Session Six: The Evolving Role of Brands

Our panel of experts will further examine the evolving role of brand in today’s consumer landscape. From the changing face of campaigns to new branded content forms like online courses, podcasts and films, who is succeeding and why? How should brands decide when to invest in or avoid new channels? And how should brands think about partnerships to create and market truly effective educational experiences?

Panelists:

Katy Kay - Director of Partnerships, AARP

Mark Hines - Partner, GoKart Labs

Robert Rose - Chief Strategy Advisor, Content Marketing Institute


350-4pm - Mark Addicks - Closing Thoughts


4pm - 530pm - Happy Hour at 1871

Share with friends

Date and Time

Location

222 W Merchandise Mart Plaza

1871

Chicago, IL 60654

View Map

Save This Event

Event Saved