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Alltech Annual International Symposium


THE MARKETING FORUM: GETTING CLOSER TO THE CONSUMER

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Monday, May 21

1:00-1:05

Introduction
Chairs: Elizabeth Bagby and Laci Poulter

1:05-1:25

Marketing IQ: Adapting to trends in the smart ag world
Mary Shelman, Harvard Business School, USA

1:30-1:50

Who’s telling your story? Building relationships with ag media and journalists to further your brand
Owen Roberts, University of Guelph, Canada

1:55-2:15

Farming your online community
Michele Payn-Knoper, Cause Matters Corp., USA

2:20-2:50

Break

2:55-3:05

Untangling the web: Secrets to a compelling brand online
David Butler, Alltech Inc., USA

3:10-3:55

Panel discussion: Can traditional and contemporary marketing strategies merge in today’s ag world?
Moderator: David Wescott, APCO Worldwide, USA

4:00-4:20

Creating a unique brand experience: Behind the scenes at the Alltech symposium
Catherine Keogh, Alltech Inc., USA

6:00 Buses leave for Kentucky Night

Tuesday, May 22

8:30-8:35

Introduction
Chairs: Elizabeth Bagby and Laci Poulter

8:35-8:55

Understanding the generation gap for successful communications
Sherri Elliott Yeary, Optimance Workforce Strategies, LLC, USA

9:00-9:25

Knowledge consumption: How “smart” media can revolutionize agriculture
Tim Campbell, iHigh, USA and Billy Frey, Alltech Ag Network, USA

9:30-9:55

Brand defense: Crisis management communications
Peter Kerr, KerrComm, USA

10:00-10:25

A Lesson from Domino’s in Crisis Management: “We make pizza. What could possibly go wrong?”
Tim McIntyre, Domino’s Pizza, USA

10:30-10:55

Break

11:00-11:20

Transparency in the business to business world: Practical applications for the family farm
Clint Hickman, Hickman’s Family Farms Inc., USA

11:25-11:55

The farmer of the future: How the FFA is working with 500,000 potential young farmers
Dwight Armstrong, National FFA Organization, USA

12:00-1:25 Break for lunch