2017 MEDIA KITSPECIAL REPORTS TOPICS | Selected Topics require a 4-week lead time—from receipt of signed contract to deployment

Data Driven Marketing Marketing Attribution Account Based Marketing

Using insights from data to fuel marketing decisions is a given in today’s world. Everyone has more data than ever at their disposal. How can you make the most of thisprecious resource and optimize your marketing initiatives?Data is the backbone of every modern marketer’s strategy. Readers will learn:• The right way to use data to personalize and customize campaigns

without being intrusive• Real-world case histories of how marketers are achieving data success• Tips for creating a data-fitness checklist• How to use data to create brand advocates

SPECIAL REPORTS: • The B2C Data View: How Consumer and Promotional Marketers are

Using Data to Reach Customers In-store, Online and Beyond• The B2B Data View: Ways B2B Marketers Apply Data Insights to

Connect with Prospects at Every Point in the Sales Cycle• Tech & Tools: Where Marketers Should Be Investing to Create a

Winning Data Strategy

Marketers today are blessed with numerous channels to talk with—and not just talk at—customers. But how do you determine what really moved the needle? Chief Marketer’s special reports will cover:

• Which metrics matter most to determine true marketing ROI• Why multi-touch attribution is essential• The tech and tools needed for accurate attribution• Real world case histories from brands doing it right• How to select the best attribution models for your size business

SPECIAL REPORTS: • Connecting With Consumers: How B2C/Promotional Marketers

are Gauging the Success of Audience Engagement Online and Offline• B2B Scorecard: Ways B2B Marketers Connect Marketing Initiatives

Throughout the Pipeline for Optimal ROI

In account based marketing, organizations communicate with customer accounts as markets of one. Chief Marketer will explore how ABM can help marketers create a better B2B marketing strategy to connect with the customers most important to their company’s bottom line throughout complex sales cycles. Readers will learn:

• Ways to create relevant conversations with accounts and align offers with content

• Ideas for creating ABM champions throughout lengthy B2B sales processes

• How to leverage technology to enable ABM• Tips for determining the right ABM metrics for your organization

SPECIAL REPORTS: • Is ABM For You? Defining Best Use Cases—and the Business

Case—For ABM• Bringing Sales & Marketing Together: Creating a Culture of ABM• Best Practices in Action: Real World Examples of B2B Marketers

Doing ABM Right

Content Marketing, Management & Delivery Video Marketing Lead Nurturing

and EngagementJust because you have content doesn’t mean you’re effectively executing content marketing. The number of moving pieces in an effective content marketing strategy can be overwhelming unless a clear process is in place. What metrics really matter when it comes to content, and how can you engage customers and prospects at every point in the buying journey? Readers will learn:

• Ideas for creating engaging content catering to specific audience needs

• Ways to manage content across multiple channels• How top B2B and B2C brands are optimizing user experiences

with their content• The best ways to evaluate content value and engagement

SPECIAL REPORTS: • Maximizing B2B Content Marketing For Better ROI• B2C Content Challenges & Opportunities• Powering Content: The Tech & Tools You Need Now

Video is one of the most engaging ways marketers can get a prospect’s attention. Video can bring a product or solution to life, illustrating benefits and uses. How can your brand optimize the impact of video in generating, nurturing and converting? In this Chief Marketer Special Report, discover:

• Ideas for crafting creative videos on a budget• Strategies for incorporating video into social and content

marketing plans• Ways for measuring video marketing ROI• Real world case studies showcasing successful video• The tech and tools you need to implement a winning video strategy

SPECIAL REPORTS: • The Channel of Now: Best Practices for Creating Ongoing

Consumer Engagement With Video

The top of the funnel is a delicate time: You want your brand to factor into prospects’ consideration process early enough to make an impact, but you don’t want to scare them off. How can you engage prospective buyers who might not even want to talk to you until they’re ready to purchase? Chief Marketer’s readers will learn:

• What content resonates with prospects at each point in the funnel• How to retain interest throughout a sales cycle• What technology and tools are essential to manage lead nurturing• The role of social in keeping the conversation going

SPECIAL REPORTS: • B2B Lead Gen Survey: Chief Marketer’s Annual Report on B2B

Lead Gen, Nurturing & Conversion Trends• Getting Along: Ideas for Better B2B Sales/Marketing Integration to

Boost Conversion

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2017 MEDIA KITSPECIAL REPORTS TOPICS | Selected Topics require a 4-week lead time—from receipt of signed contract to deployment

Offline Marketing Loyalty Demographics / Market Segmentation

Offline marketing and online marketing strategies are frequently used in collaboration with one another. The principle theme between the offline and online marketing partnership is to trigger an action- from driving the potential customer to the company’s website, store or to engage in some way with the brand. Each report will cover—

• How to make sure you are reaching the right audience• Creative techniques that are most successful• Determining reach and ROI• New techniques, tips & trends

SPECIAL REPORTS: • The B2C Data View: How Consumer and Promotional Marketers are

Using Data to Reach Customers In-store, Online and Beyond• B2B or B2C: Branded Merchandise & Incentives• Programmatic Direct Mail: Using Tech to Connect With the

Right B2B/B2C Audiences in the Mailbox• B2B Direct Mail Tips & Trends (Sold/June)• B2C: Living the Experience—Building Brand with Experiential

Marketing

Loyalty programs are meant to change the way consumers interact with companies and their brands that they purchase products or services from and how much they spend. Many consumers have become accustomed to the rewards and incentives. This applies to both B2C and B2B- from airlines, hotels, restaurants, car rental or credit card programs- all focused on growing and retaining existing customers through incentives. Chief Marketer’s reports will cover:

• Current trends in loyalty programs• Calculating the ROI • Examples of current loyalty programs • Tips & Pitfalls to Avoid

SPECIAL REPORTS: • B2B: ABM & Beyond—Creating Loyalty in Key Target Accounts• B2C: What Loyal Consumers Really Value Now in the Brand

Experience

Targeting your company’s products and services to a particular segment of the population is one thing, speaking to them in a meaningful way—and through marketing channel/s that will reach them—is another.

SPECIAL REPORTS: • New Prescription: Navigating the Complex Waters of B2B

Healthcare Marketing• Back to School: Targeting the Education Market from K Through

College

MarTech in Motion Creative The Editorial Content Sponsorship Package includes:

Marketers are overwhelmed by the number and variety of software available and look to Chief Marketer to provide guidance on how to 1) identify technology solutions that will simplify complex marketing campaign execution; 2) allow the marketer to be agile—testing copy, offers, channels—to achieve the best results for their investment of time & money; 3) improve conversion; and 4) calculate ROI on the investment. And they want case studies that show them how to use within their workflow.

SPECIAL REPORTS: • Getting Involved: What You Need to Implement Truly Interactive

Online Content• Putting On A Show: The Tech Needed to Create Engaging Virtual

Events & Webinars• Account Based Marketing: The ABCs of ABM Solutions• Keeping Track: The Latest Campaign Management Tools You Need

Now• Fan Service: Leveraging Customer Referral and Advocacy Solutions

Creative marketers dream up and execute campaigns for their companies or clients. These individuals primarily coordinate and create the copy and the artwork for a wide range of media- web, email, video, social, print/direct mail, television, radio. It takes a clear understanding of the brand, the product & their value to the targeted audience. Covered in these reports—

• Copy Tips, Trends & Examples• Design Concepts—developed with unique target audience in mind• What’s worked, What didn’t—and why.

SPECIAL REPORTS: • B2C & B2B: The Science Behind Creative• B2C: Creative & Social Media Marketing • B2B: Targeted Digital Advertising Creative• The Art of B2B Creative

• Chief Marketer Special Report PDF, averages 4-6 pages• Chief Marketer Website Registration Download Page with

sponsor logo recognition for 90 Days

• One-Solo Epromotion to 55,000 active Chief Marketer readers• Four-Chief Marketer Co-op Epromotions to 30,000 active

Chief Marketer readers• Four-Chief Marketer Enewsletter promotions• One Week-Introstitial on the Chief Marketer Website• All materials promote the download of the Special Report and

are created by Chief MarketerMaterials required:• Sponsor Logo (eps file) & url for linkage• Sponsor Representative—Name, Title, Email address to

receive registration data

2017 MEDIA KITSPECIAL REPORTS TOPICS | Selected Topics require a 4-week lead time—from receipt of signed contract to deployment

Chief Marketer’s 2018 SuperBook: What You Need NOW to Boost Your Marketing Mojo Case Files

The editors of Chief Marketer compile the intel you need to differentiate yourself from the competition and climb to the top of the marketing mountain. Brands and agencies will discover:

• The Brand Leaders: The top 10 B2B and B2C brands, and the campaigns that put them on top

• 2018 Tech Watch: Where should you invest your tech dollars? Here’s the scoop on what you need.

• By the Numbers: The latest research you need at your fingertips on lead gen, promotions, loyalty, digital marketing and more

• AgencyNext: Highlighting Chief Marketer’s 2018 PROMO and B2B Top Shops, featuring the country’s premier promotional and B2B agencies, and the winners of the PRO Awards.

• Who You Need: Chief Marketer’s Source Directory, an insider’s list of leading products, technologies and services.

Want to know what your peers are doing—and find ideas to steal so you can do it better? Launching in late fall 2016, Chief Marketer’s Case Files is a searchable database.

• B2B vs B2C• By Vertical Markets, including CPG, Financial, Retail, Medical/

Pharma, Manufacturing, High Tech & more• By Channels Used• By Budget, Tech Used & Agency

Enewsletters Top Shops

Chief Promo Marketer: Offering the latest trends and tips from the world of promotional and B2C marketing, including case histories and expert commentary on experiential marketing, sweepstakes, social media, digital marketing, loyalty, retail, cross-channel and more. (published bimonthly on Tuesday)

Chief Business Marketer: Featuring commentary specifically geared to the needs of B2B marketers, including analysis, campaign coverage of leading B2B brands and best practices. Topics featured include lead gen, nurturing and conversion; account based marketing; marketing automation; digital marketing; SEO; social media; live events and more. (published bimonthly on Thursday)

Chief Marketer Tech Talk: Focused on the technology needs and concerns of marketers, with an eye on acquiring and implementing the tech that helps marketers streamline their processes and boost the bottom line. Tech covered includes marketing automation, CRM, content marketing systems, data & analytics tools and more. (published bimonthly on Tuesday)

Chief Marketer This Week: Curated by the editors of Chief Marketer, this weekly news digest recaps the top marketing and advertising stories of the week from around the Internet. (published every Friday)

Chief Direct Marketer: Spotlighting ideas, tips and trends to help measurable marketers do their jobs better. Featuring B2B and B2C case studies, commentary from industry experts and the latest in data & analytics ideas to maximize customer interactions (published bimonthly on Wednesday)

B2B and PROMO Top Shops are Chief Marketer’s annual listings of the leading B2B and promotional marketing agencies in North America.

Compiled by the editors of Chief Marketer from industry submissions, Top Shops gives marketers looking for new partners a snapshot look at each chosen agency’s specialties and client base.

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COREY SAENZSVP CLIENT ENGAGEMENT COREY.SAENZ@ALCONE.COM 949-595-5333

CAMPAIGN: AMERICA’S PROTEINCLIENT: OBERTO BRANDSAGENCY: ALCONE

Oberto Brands came to Alcone for help repositioning their products as a better-for-you snack. Recognizing Oberto as a rich source of all-natural lean protein, Alcone established the brand as America’s PROtein, a snack to fuel active lifestyles.

As part of its marketing goals, Oberto wanted to create a buzz-worthy PR and social media rollout to garner national media attention and broaden consumer awareness. Oberto also want-ed a substantial, dramatic in-store impact to support the new positioning and packaging.

Bringing this to life, Alcone targeted “weekend warrior” con-sumers by enlisting professional athletes to participate in dynamic quarterly promotions that tied into a variety of different sports.

To launch the America’s PROtein platform, Alcone secured snowboarding champion and “protein man” Louie Vito to tap into the excitement of the upcoming ESPN X Games and the Sochi Winter Olympics. Rather than roll out Louie Vito as a traditional spokesperson, we played off Louie’s love of the word “stoked!” and named him Ober-to’s new “Stokesperson.” A video featuring Louie premiered on Facebook promising a free bag of Oberto each time the snow-boarder used the word “stoked.” After a planned technical glitch and 643 uses of the word, fans were eager to get one of the free bags, plus a chance to win the Grand Prize: a Louie-signed snowboard.

To continue building on the momentum established by the first promotion, Alcone followed up with the “Kick It With Our Pros” promotion in Q2 featuring the addition of Clint Dempsey, US Soccer Men’s National Team captain for the 2014 World Cup in Brazil, NFL great Brian Urlacher, and Louie Vito. Winners of this retail and digitally acti-vated sweepstakes get the opportunity to train, play, and kick it for a full weekend with the pros.

The third promotion of the America’s PROtein platform is “The Ultimate Training Experience” sweep-stakes in Q3. The grand prizewinner of this sweepstakes is flown

to LA to train for a Tough Mudder competition with the help of Urlacher and celebrity fitness trainer Harley Pasternak.

Each of these promotions were activated at retail with on-pack calls to action to enter the sweepstakes, and thousands of pre-packed floorstands and displays highlighting the featured athlete and celebrating Oberto as America’s PROtein. With Alcone’s help, the Oberto F ie ld marketing team was able to leverage the

athletes’ likenesses to drive brand love and generate local sales. Alcone redesigned Field Marketing tookits, allowing Oberto to stand out with their bold new campaign.

Complementing the retail components is a digital activation across social media platforms. Louie Vito starred in a series of humorous YouTube videos touting Oberto/America’s PROtein and it’s role in fueling his success. Picked up by both the sports and mainstream press, his story resulted in millions of impressions—from SI.com to sports talk radio. Additionally, social media

posts, particularly the Oberto-themed tweets between the brand’s spokespersons, keep

OBERTO TEAMS UP WITH PROFESSIONAL ATHLETES FOR ITS AMERICA’S PROTEIN ACTIVATION

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JULIE BRODSKYBRODSKY@DESANTISBREINDEL.COM917 212 0242DESANTISBREINDEL.COM

CAMPAIGN: PORTMANTEAUXCLIENT: CITAGENCY: DESANTIS BREINDEL

THE SET UPCIT is a leading provider of commercial lending, leasing and advisory services. The firm’s services span across numerous vertical markets, including aerospace, equipment finance, healthcare, retail. DeSantis Breindel has worked with CIT for several years to help the company grow its core businesses through a vertically-aligned advertising campaign.

The underlying concept for the most recent campaign involves portmanteaux — made-up words formed by combining two or more actual words. Using port-manteaux enables CIT to express the dual nature of its value proposition: the industry knowledge of its people, and their exper-tise in structuring and executing complex lending and leasing programs.

NEW DEFINITIONSThe multidimensional nature of their o f fe r ing requ i red an ent i re ly new vocabulary: nonstopportuni ty and flynancing (for aerospace), healthpertise (for healthcare) and communicapital (for telecommunications). Used in headlines, each portmanteau was supported by a “definition” and a visual that reflected both of the root words.

In 2013, the campaign was extend-ed to new vertical markets and, for the first time, featured cross-industry ads to showcase how the company’s expertise and experience spanned multiple markets. In addition, a new visual approach was adopted in that year; it uses distinctive illustrations to highlight the company’s deep industry knowledge.

A new tagline created by DeSantis Breindel was also debuted in 2013, to capture the company’s commitment to delivering hands-on, roll-up-your-sleeves

expertise to clients: “Put Knowledge to Work.” A Washington, DC-focused media campaign, using the portmanteau “grow-merica,” appeared in such publications as Politico and The Hill; the goal was to demonstrate the contribution of CIT to the growth of the US economy.

THE CAMPAIGNAn internal and external communications program was deployed featuring advertising, social media and an employee engagement campaign. The advertising campaign initially included over 25 corporate and industry-specific print advertisements, as well as a wide array of targeted online and mobile banner advertisements.

CIT employees were encouraged to actively participate in the campaign and become brand ambassadors through a portmanteau creation contest. In the first few months, the contest resulted in over 350 word entries from employees in 17 offices from 9 countries. The portman-teaux concept has also extended through CIT social media channels, playing promi-nently on LinkedIn, Twitter and Facebook.

Employee support for the campaign continued to build in 2013, with portman-teaux used to represent CIT corporate social responsibility initiatives and various HR functions. Since the new campaign launched in Q1 2013, market share in key verticals has shown growth. In the com-pany’s most recent brand tracking survey, recognition of CIT among target decision makers showed improvement.

2017 SuperBook