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2019 Keynote Presentations

2019 Keynote Presentations

Weds. 11/20

Content Marketing: Integrating Storytelling Into Partnerships

Mark Shelley, Vice President of Marketing and Communications
Lexington Medical Center, West Columbia, South Carolina

We all know the power of stories. We’ve experienced it in our lives at some point.  Whether you grew up listening to your parents read fairy tales, whether you read adventure books under the covers with a flashlight long past your bedtime, whether you talk with friends for hours over food and drinks…or you spend hours sitting in a movie theater watching a tale onscreen… or you binge-watch an entire season of a show in a weekend….stories are essential to our communications. They make content relatable, understandable and personable. Mark Shelley, vice president of Marketing and Communications at Lexington Medical Center, shares how his team integrates storytelling into their media partnerships and corporate partnerships.

Thurs. 11/21

Crisis Communications
Christy Jackson, Buffie Stephens, Michelle McDermott, Chris Gonyars
UNC Charlotte

In the last 15 years, there has been an increase in the amount of reputational and crime-related crises on campuses. How universities respond send a message that quickly bolsters or damages institututional credibility. During this session, representatives from UNC Charlotte and CRA Inc. will share lessons learned from responding to life on campus in 2019, including the recent campus shooting that took the lives of two students. Through their experiences, they will help others navigate common myths and misunderstandings about crisis communications and response.

Fri. 11/22

Blurred Lines – Marketing and Ethics in the Brave New World
Daniel Fell, Optum

In this hyper-connected, always on, big data world, marketers are armed with more powerful data and tools than ever before turning us into social engineers who can not only shape messages and mediums but even the behaviors and actions of consumers. In doing so, we increasingly face challenging ethical decisions for everything from who and how we target to how we market our products and services.

Marketing ethics are becoming paramount in many of the common everyday practices and options we deploy including electronic medical records, healthcare apps, wearable smart devices, voice-activated virtual assistants, real-time social apps and monitoring devices, digital retargeting tactics, data mining and customer profiling.

It can be difficult to just keep up much less take the time to evaluate what trends and practices may be crossing lines or putting ourselves and our organizations at risk. But as marketers, we all need to be better educated and more aware of the ethical and moral boundaries we face with these new more powerful digital tools and data sets. They can be used for good or bad and the lines are blurring.