MAY 5

8:30-9:00 a.m.
Breakfast Reception

9:00-9:30 a.m.
Introductions And Expectations

9:30-10:15 a.m.
The Essentials Of Integrated Marketing

• What is integrated marketing? How is it unique from other marketing philosophies?
• Why is integrated marketing critical today?
• What are the key building blocks of integrated marketing?
• Which technologies support integrated marketing?

10:15-11:00 a.m.
Integrated Marketing Best Practices

• Who is doing integrated marketing well today?
• Which integrated marketing approach is right for you?
• What kind of marketing organizational structure best supports integrated marketing?

11:00-11:15 a.m.
Break

11:15 a.m.-12:00 p.m.
Group Exercise And Discussion: Are You Ready For Integrated Marketing?

Participants will evaluate their current organization, strategy, planning, delivery, and measurement capabilities to determine how ready they are to apply the integrated marketing framework to their own campaigns and brands. After completing a self-assessment, participants will share their challenges and best practices around integrated marketing with other attendees.

12:00-1:00 p.m.
Lunch

1:00-1:45 p.m.
Planning An Integrated Media Mix

• How do you incorporate science into the art of media buying? Why does integrated marketing require this?
• Who should set the media plan? When? How often?
• When should you add new marketing forms &mdash like search, mobile, and interactive ads — to the mix?
• What is the agency's role in building an integrated marketing mix? How do you manage your agency relationship?

1:45-2:30 p.m.
Group Exercise: Determining Your Marketing Mix

This interactive exercise will teach attendees how to use Forrester's media mix planning tool to improve their marketing effectiveness. In break-out sessions, participants will plan a mix for their own selected marketing campaigns.

2:30-3:15 p.m.
Measuring Integrated Marketing Efforts

• Which metrics should marketers track to determine the effectiveness of their integrated marketing efforts?
• How can market mix models help?
• Which technologies, services, or third-party data providers can help marketers measure their integrated marketing efforts?

3:15-3:30 p.m.
Break

3:30-4:30 p.m.
Panel Discussion: How To Use An Integrated Marketing Agency

• What integrated marketing services do agencies offer?
• Which services are appropriate to outsource?
• What does it cost to use these services?

Attendees will have the opportunity to pose questions to an in-person panel of three senior executives from leading integrated marketing agencies.

4:30-5:00 p.m.
Wrap-Up