JUNE 3-4, 2011MORGANTOWN, WV

Learn more and register online:

www.integrate.wvu.edu

Twitter: #integrate2011

Find your focus. Find yourself. Get INTEGRATED. The best way to set and achieve professional goalsis to learn from dynamic people who share your vision. The INTEGRATE 2011 conference, hosted by the IMC program at West Virginia University, is the perfect opportunity to build your network and explore the latest in the field of integrated marketing communications.

At the WVU P.I. Reed School of Journalism, we’re experts in online education. For more than 10

years, we’ve been delivering cutting-edge programs at the graduate and undergraduate levels. Our

courses are hands-on, interactive and highly relevant for students and working professionals. The

Integrated Marketing Communications (IMC) master’s program at WVU’s P.I. Reed School of

Journalism is offered exclusively online with no on-campus classroom attendance required. This en-

ables a student to earn a valuable degree in this fast-growing field from anywhere in the world.

The School offers several programs for graduate study:

• Master’s Degree in Integrated Marketing Communications

• Graduate Certificate in Integrated Marketing Communications

• Graduate Certificate in Digital Marketing Communications

In addition, the School of Journalism offers four online minors for undergraduates. Students can use

the minors to complement their major course of study – with most minors being completed online

during the summer to allow flexibility for students pursuing internships. Minors offered include ad-

vertising, public relations, health promotion and sport communication.

WVU P.I. REED SCHOOL OF JOURNALISM

ONLINE EDUCATIONAT THE

Saturday, June 4, 2011The continental breakfast, lunch and breakout sessions will be held in Brooks Hall on WVU’s downtown campus.

1 p.m. – 1:30 p.m. Registration - Brooks Hall, 2nd floor

1:30 p.m. – 4:45 p.m. Concurrent Workshops - Brooks Hall on WVU’s downtown campus.Workshop 1 - Leveraging the Power of Social Media in IMCWorkshop 2 - Building Brands with IMC

5:30 p.m. – 8 p.m. Registration - Hilton Garden Inn, Morgantown

6 p.m. – 8 p.m. Attendee Networking Reception - Hilton Garden Inn - the headquarters hotel for INTEGRATE 2011.

Friday, June 3, 2011

7:30 a.m. – 4 p.m. Registration - Brooks Hall, 2nd floor

8 a.m. – 8:30 a.m. Continental breakfast

8:30 a.m. – 9:30 a.m. Breakout Session I

9:30 a.m. – 10 a.m. Morning Coffee Break

10 a.m. – 11 a.m. Breakout Session II

11 a.m. – 11:15 a.m. 15 Minute Transition Break

11:15 a.m. – 12:15 p.m. Breakout Session III

12:15 p.m. – 1:30 p.m. Lunch BreakActivity 1) Visual Presentation in 202 Brooks Hall 12:45-1:30Activity 2) 45-Minute Campus Walking Tour 12:45-1:30

1:30 p.m. – 1:45 p.m. 15 Minute Transition Break

1:45 p.m. – 2:45 p.m Breakout Session IV

2:45 p.m. – 3 p.m. Afternoon Refreshment Break

3 p.m. – 4 p.m. Breakout Session V

6 p.m. – 10 p.m. Keynote Dinner - Touchdown Terrace at WVU’s Milan Puskar Stadium.

SCHEDULEINTEGRATE 2011

WORKSHOP #1:

Schedule:1:30-2:15 — Larry Stultz (Mobile Marketing) 2:15-2:30 — Q&A2:30-3:15 — Poonam Kumar (Social Media) 3:15-3:30 — Q&A3:30-3:45 — BREAK3:45-4:30 — Rachael Post (Digital Production) 4:30-4:45 — Q&A

Description:Social media marketing is key in building brands, engaging with consumers and marketing products and services. This interactive three-part workshop will discuss and demonstrate the latest tools and tactics marketers are using to capitalize on the power of social media. The workshop begins with a discussion of exciting new trends in mobile marketing. In the second section, participants walk through the steps involved in building a social media roadmap. We’ll conclude with an exploration of the benefits and challenges of using digital integrated video for marketing purposes.

What you will take away from this workshop:

• Recommend mobile marketing as a “pull” strategy.• Predict “Opt In” versus “Do Not Disturb” market reactions.• Utilize location-based and keyword-based exact marketing.• Incorporate eCouponing, eLoyalty promotions, in-app ads,

advergaming and QR code promotions.• Promote UX (user interface) best practices.• Leverage social media tools and channels to engage

customers and build brands.• Develop an effective social media strategy.• Measure the impact of social media strategies.• Recognize how digital video integrates with the Web and

mobile phones.• Learn what makes digital videos go viral.• Find out how to make digital video profitable for marketers.• Discover current and future trends in digital video.

Schedule:1:30-2:15 — Patti Girardi (Foundations + Value of IMC) 2:15-2:30 — Q&A2:30-3:15 — Stacey Creely (IMC Tactics) 3:15-3:30 — Q&A3:30-3:45 — BREAK3:45-4:30 — Drew Stevens (Measurement + Accountability in IMC) 4:30-4:45 — Q&A

Description:There’s a tremendous amount of noise and competition in today’s marketplace creating consumer confusion and — to a certain extent — brand dilution. With this in mind, organizations must work harder and smarter than ever to reach their target markets. How can this be done — especially when traditional marketing alone is no longer persuasive? In this highly interactive workshop, three industry leaders will provide participants with insight as to how companies can develop real integrated solutions focused on gaining consumer attention, increasing sales and building brands.

What you will take away from this workshop:

• Recognize how marketers can use IMC to build brand equity.• Segment an audience in a way that ensures the most

effective marketing communications.• Bridge the gap between strategy and creativity in planning an

IMC campaign.• Seamlessly integrate traditional and digital media messages.• Identify the roles of public relations and publicity in IMC.• Understand how research, segmentation and marketing

objectives work together to form the foundation of an IMC campaign.

• Recognize the wide variety of IMC tools available to marketers.

• Determine the best measurement methods for gauging return on marketing investments.

• Develop a series of best practices for a sample marketing campaign.

LEVERAGING THE POWER OF SOCIAL MEDIA IN IMC

Poonam Kumar Larry Stultz Rachael Post Drew Stevens Stacey Creely Patti Girardi

BUILDING BRANDS WITH IMCWORKSHOP #2:

1:30 p.m. to 4:45 p.m. - Brooks Hall 1:30 p.m. to 4:45 p.m. - Brooks Hall

WORKSHOPSCONCURRENT

Friday, June 3 - 1:30 p.m. to 4:45 p.m. - Brooks Hall

INTEGRATE 2011 - Friday, June 3

ATTENDEE NETWORKING

The attendee networking reception is an oppor-tunity for INTEGRATE conference attendees to make connections with other marketing com-munication professionals. Whether it’s discuss-ing the latest trends in the industry, or getting a lead on a possible new job, this event has much to offer. Our attendee networking reception will be held on Friday, June 3, from 6 p.m. to 8 p.m. at the Hilton Garden Inn in Morgantown, West Virginia. Hors d’oeuvres and refreshments will be served.

Friday, June 3 - 6 p.m. to 8 p.m. - Hilton Garden Inn

RECEPTION

IMC PROFESSIONALSWITHNETWORK

Select any one topic per breakout session to customize the schedule to your own professional needs. A continental breakfast and boxed lunch will be provided for all attendees.

Room 1:202 Brooks Hall

Room 4:G25 Brooks Hall

Room 3:125 Brooks Hall

Room 2:225 Brooks Hall

Breakout Session #1:8:30 a.m. - 9:30 a.m.

Breakout Session #2:10:00 a.m. - 11:00 a.m.

Breakout Session #3:11:15 a.m. - 12:15 p.m.

Breakout Session #4:1:45 p.m. - 2:45 p.m.

Breakout Session #5:3:00 p.m. - 4:00 p.m.

From E-Commerce to V-CommerceSusan Jones

Information Session for Prospective IMC StudentsRick Bebout/Shelly Stump

Use of Social Media in Marketing ResearchRobin Cobbey

Finding a Data-Based Edge in Institutional IMCStephen Ward

Current Trends in Mobile Marketing Barbara Ciaramitaro

Graduate Panel: ROI of Your IMC DegreeRebecca Andersen

Google Analytics 101 for MarketersAhmed Gomaa

Audience Segmentation Using CHAIDMoya Alfonso

PR 3.0Chris Martin

Marketing Above the Fray Linda Popky

CRM in the Social Media AgeMelvin Landry

Hispanic & Multicultural MarketingHilda Velasquez

Building Brands by Embracing the BasicsBill Oechsler

Marketing YOU!Dawn Edmiston

How to Add Social Media to Your Crisis Communication PlanKaren Freberg

Role of IMC in the New Healthcare SystemBryan Bennett

Designing CRAPWilliam Pitzer

Using the Internet for the Introductory Statistics CourseGrace Gao

Avoiding Distrust in a Mobile Marketing RelationshipBarry Dickinson

Crisis CommunicationsAlex Horwitz

Continental Breakfast in Brooks Hall Atrium - 2nd Floor8:00 a.m. - 8:30 a.m.

Morning Coffee Break in Brooks Hall Atrium – 2nd Floor9:30 a.m. - 10:00 a.m.

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

12:15 p.m. - 1:30 p.m.

2:45 p.m. - 3:00 p.m.

1:30 p.m. - 1:45 p.m.

15 Minute Transition Break

Lunch BreakActivity 1) Visual Presentation in 202 Brooks Hall from 12:45 - 1:30Activity 2) 45-Minute Walking Tour of Downtown WVU Campus from 12:45 - 1:30

15 Minute Transition Break

Afternoon Refreshment Break in Brooks Hall Atrium – 2nd Floor

BREAKOUT SESSION QUICK REFERENCE CHART

BREAKOUT SESSIONSEnhance your career with innovative breakout sessions lead by industry leaders and WVU IMC program faculty.

INTEGRATE 2011 - Saturday, June 4

Saturday, June 4 - 8:30 a.m. to 4:00 p.m. - Brooks Hall, WVU Downtown Campus

Session DescriptionHow can institutional “data gurus” and “spin doctors” collaborate when their tradi-tional opinions of one another aren’t quite

Finding a Data-Based Edge in Institutional IMCPresented by Stephen Ward

Session #1 - 8:30-9:30 a.m. - G25 Brooks Hall

Session DescriptionMobile technologies have dramatically changed the world’s ability to communi-cate. In recent years, the number of mobile phones used worldwide has exceeded 4.6 billion with continued growth expected in the future. In fact, in the United States alone, mobile phone users are soon expected to comprise over 80% of the population. This session will discuss cur-rent trends in the exciting world of mobile marketing and the attendee will leave with an understanding of how the following technologies are currently being used in mobile marketing campaigns.

Current Trends in Mobile Marketing Presented by Barbara Ciaramitaro

Session #2 - 10:00-11:00 a.m. - 202 Brooks Hall

Session DescriptionA graduate degree is an investment both in time and money. Learn from graduates of the IMC program how their careers have benefited from completing the IMC pro-gram. Walk away with talking points to use with your employer, friends and family who ask – what is IMC?

Graduate Panel: ROI of Your IMC DegreePresented by Rebecca Andersen

Session #2 - 10:00-11:00 a.m. - 225 Brooks Hall

Session DescriptionThis session is designed for those who are new to Google Analytics and are interested in learning how to use it to better under-stand and improve their digital presence. Attendees will learn how to set up an account and understand basic terminology, as well as how to segment visitors and how to measure whether a site has achieved its goals.

Google Analytics 101 for MarketersPresented by Ahmed Gomaa

Session #2 - 10:00-11:00 a.m. - 125 Brooks Hall

Session DescriptionCHAID (Chi squared Automatic Interaction Detection) is an audience segmentation tool used in marketing and public health re-search. The results of CHAID are displayed in a user friendly format, a decision tree that displays the most significant interac-tions among variables in a data set. CHAID offers numerous benefits including the ability to handle large numbers of indepen-dent variables. Session attendees will learn to use CHAID to analyze market research data. Dr. Alfonso will use data from her work in social marketing to demonstrate this powerful multivariate approach.

Audience Segmentation Using CHAIDPresented by Moya Alfonso

Session #2 - 10:00-11:00 a.m. - G25 Brooks Hall

Session DescriptionOur relationship to news and information has become portable, personalized and participatory. Instead of searching for news, we now often expect the news to come to us. In this presentation, attendees will learn more about the public relationship involved in PR – and the two-way conversation that must exist for a brand to thrive. Attendees will discuss how to utilize social media to draw a buzz, and how to use “back channeling” to amplify brand experience.

PR 3.0Presented by Chris Martin

Session #3 - 11:15 a.m.-12:15 p.m. - 202 Brooks Hall

Session DescriptionA few years back, all the buzz about virtual worlds centered on Second Life -- which has never really fulfilled its promise. But in its place all types of virtual worlds and applications have made their debuts in business. This talk will provide an overview of virtuality and virtual worlds in marketing, with some ideas on how to introduce business students to virtual worlds.

From E-Commerce to V-CommercePresented by Susan Jones

Session #1 - 8:30-9:30 a.m. - 202 Brooks Hall

Session DescriptionLearn everything a prospective student needs to know about the application and admissions process during this presentation. Attendees will also gain a deeper understanding of the curriculum and online instructional delivery methods of the program.

Information Session for Prospective IMC StudentsPresented by Bebout/Stump

Session #1 - 8:30-9:30 a.m. - 225 Brooks Hall

Session DescriptionNew technologies have provided a number of new ways to engage with customers and prospective customers. The internet has opened a wide array of social media such as Facebook, Twitter, blogs, and online communities. These sites and capabilities provide a method of col-lecting data as well as a source of information. What are the opportunities and how can we best integrate them into a comprehensive marketing research program?

Use of Social Media in Marketing ResearchPresented by Robin Cobbey

Session #1 - 8:30-9:30 a.m. - 125 Brooks Hall

as enlightened as they ought to be? In public higher education, increasing demand for institutional assessment and accountability coupled with the rise of professional marketing communications practices has created opportunities for integration that are also common within other kinds of institutions and organizations. This presentation looks at some success from higher education that likely parallels potential experiences within other organizations, both public and private sector. The discussion also includes results of a six-state study of how higher education policy analysts and marketing communications professionals view each other’s role in telling their institution’s story.

Session DescriptionPromoting your individual brand and protecting your brand equity has become more important than ever in a virtual environment. This presentation explores the intersection of your personal and professional brands and various social media tools available to manage your brand presence online to include Facebook, LinkedIn, Twitter and WordPress.

Marketing YOU!Presented by Dawn Edmiston

Session #5 - 3:00-4:00 p.m. - 225 Brooks Hall

Session DescriptionAlex plans to explore the art of crisis communications, and how large organizations deal with unexpected news. His professional background, particularly as Director of Communications at Freddie Mac during the height of the financial crisis, has positioned him well to handle challenging situations from a media relations and employee communications perspective.

Crisis CommunicationsPresented by Alex Horwitz

Session #4 - 1:45-2:45 p.m. - G25 Brooks Hall

Session DescriptionHow did big brands get to be SO big? How are brands able to remain fresh, relevant, and compelling despite aggressive competition, unpredictable consumers, and hostile market forces? What does it take to build, grow, or revive a brand? This session will show how integrated marketing communications principles are both the bricks and mortar behind powerful brands that have been built to last.

Building Brands Begins by Embracing the BasicsPresented by Bill Oechsler

Session #5 - 3:00-4:00 p.m. - 202 Brooks Hall

Session DescriptionWe’re in the midst of a sea change in how marketing is done, but we have not yet seen the shore. With all the attention on new ways to reach and engage customers, how do marketers keep sight of the big picture—to create and grow profitable, sustainable, successful businesses? In the breakout session Marketing Above the Fray, Linda will be discussing strategies for navigating today’s crowded marketing landscape to build suc-cessful businesses.

Marketing Above the Fray Presented by Linda Popky

Session #3 - 11:15 a.m.-12:15 p.m. - 225 Brooks Hall

Session DescriptionIn an age where social media is continually mastering the airwaves, businesses are continually exploring ways to stay ahead of the curve. For many business organizations, integrating CRM & social media awareness techniques means greater access to new and innovative channels that were not present as early as ten years ago. This in return have garner new opportunities to expand the customer base for business organizations while providing awareness and exposure for consumers.

CRM in the Social Media AgePresented by Melvin Landry

Session #3 - 11:15 a.m.-12:15 p.m. - 125 Brooks Hall

Session DescriptionThe objective of this class is to analyze multicultural marketing strategies used by marketers, especially into the Hispanic market, to distinguish its effectiveness and its inefficiency. To reach this objective we will study real cases, in which we will explore the iconic and textual message to distinguish what’s wrong and what’s not into the multicultural marketing tools used by some companies.

Hispanic & Multicultural MarketingPresented by Hilda Velasquez

Session #3 - 11:15a.m.-12:15p.m. - G25 Brooks Hall

Session DescriptionIf your visual displays lack power and impact, if they are cluttered and confusing, then you need some C.R.A.P. to take your designs from so-so to super! This breakout session is a fun-filled hour of tools and techniques for creating and producing effective visual displays ‚ from simple charts and graphs to detailed presentations. Using four basic design principles: Contrast, Repetition, Alignment and Proximity, attendees will learn how to analyze, revise and critique several kinds of visual displays.

Designing CRAPPresented by William Pitzer

Session #4 - 1:45-2:45 p.m. - 202 Brooks Hall

Session DescriptionGao will discuss the teaching of a ten-week introductory statistics course that is delivered entirely online and the manner in which it promotes a combination of student-centered learning and teacher-centered evaluation. Attendees will have a window into this course intended to equip students with the skills enabling them to read and understand statistical information in research literature relevant to research problems and issues.

Using the Internet for the Introductory Statistics CoursePresented by Grace Gao

Session #4 - 1:45-2:45 p.m. - 225 Brooks Hall

Session DescriptionMarketers know that trust and privacy issues weigh heavily on the minds of customers. In relationship marketing, the concept of trust plays a central role in the cultivation of an effective, long-term, and mutually-rewarding relationship. In this session, the concept of trust will be explored in depth. Moreover, the concept of distrust will also be examined. This session will examine the

Avoiding Distrust in a Mobile Marketing RelationshipPresented by Barry Dickinson

Session #4 - 1:45-2:45 p.m. - 125 Brooks Hall

INTEGRATE 2011 - Saturday, June 4concepts of trust and distrust, grounded in a process-orientated model. Examples of trust building strategies, as well as distrust minimizing strategies, will be discussed for consideration.

KEYNOTE DINNER

This year, attendees will enjoy meeting an esteemed guest and leader in the integrated marketing communications industry. Gerard Corbett, APR, Fellow PRSA and CEO of Redphlag LLC, will deliver the keynote address at this event.

Following the Keynote will be the presentation of the Alexia Vanides IMC Teaching Award that goes to the outstanding proffesor in the WVU IMC program as voted on by the students.

Session DescriptionFor the last few years, Bryan has been working with healthcare organizations to help them transition to electronic health records. This transition not only represents a dramatic change in how physicians practice medicine, but will have a profound impact on how we as patients receive medical care. In this session, Bryan will discuss what the changes to healthcare (affectionately called Healthcare 2.0) will be and how healthcare organizations will be incorporating integrated marketing communications throughout their patient management as well as the unique requirements for serving this market as healthcare organizations move from a paper based business model to a “patient-centric” provider network.

Role of IMC in the New Healthcare SystemPresented by Bryan Bennett

Session #5 - 3:00-4:00 p.m. - G25 Brooks Hall

Session DescriptionPut social media to work in your crisis communication plan. In this session, you’ll learn how to determine where your constituents get their information online, assess their influence during a crisis, identify potential issues and risks and integrate social media into your traditional crisis communication plan.

How to Add Social Media to Your Crisis Communication PlanPresented by Karen Freberg

Session #5 - 3:00-4:00 p.m. - 125 Brooks Hall Saturday, June 4 - 6 p.m. to 10 p.m.Touchdown Terrace, Milan Puskar Stadium

Concluding INTEGRATE 2011, the IMC program will host a reception and dinner in Touchdown Terrace at West Virginia University’s Milan Puskar Stadium. This popular event provides an opportunity to network with the growing community of IMC professionals that are involved with this program and to enjoy time with colleagues and new friends attendees have made during INTEGRATE 2011.

INTEGRATE 2011 - Saturday, June 4

Gerard Corbett, APR, Fellow PRSA and CEO of Redphlag LLC

AND RECEPTION

Explore the latest trends in IMC involving:

• Social Media • Public Relations • Web Analytics & SEO • Mobile Marketing • Crisis Communications • Branding

And Much More!

PREVIOUS WINNERS, ALEXIA VANIDES, 2009 AND LARRY STULTZ, 2010.

Early Bird RateUntil May 1, 2011

Regular RateMay 2 - May 27

Onsite RateMay 28 - June 4

Full INTEGRATE Pass – Combined Conference & Keynote DinnerAttendance at all INTEGRATE 2011 events for one discounted rate.

Conference OnlyIncludes the workshops, attendee networking reception, all breakout sessions, breakfast and lunch, and campus walking tour.

Keynote Dinner OnlyIncludes the event at Milan Puskar Stadium’s Touch-down Terrace with the keynote speaker Gerard Corbett.

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Registration Rates Per Person:

Complete your registration three ways:

1. Online: Register through WVU’s secure eCommerce storefront. Visit the INTEGRATE website at www.integrate.wvu.edu for details.

2. Mail: Complete the INTEGRATE Registration PDF, found at www.integrate.wvu.edu, and mail with check payable to “WVU Foundation” to:

IMC Program (Integrate 2011 Reservation) WVU Perley Isaac Reed School of Journalism P.O. Box 6529 Morgantown, WV 26506-6529

Mailed registrations must include a check for the complete amount and be received by the last day of each rate period to secure each rate (Early Bird by May 1; Regular by May 27). You will receive confirmation via e-mail of your registration. For questions about mailing in your registration, please contact Judy Clovis at 304-293-6783 or send an e-mail to imcprogram@mail.wvu.edu.

3. Onsite: Complete the INTEGRATE Registration PDF and bring a check payable to “WVU Foundation” for the full onsite rate to the registration table at the event.

Attending INTEGRATE 2011

REGISTRATIONRegister early for a discounted rate!

Registration Includes:

• Your choice of either of two concurrent workshops on 1) leveraging social media or 2) brand building in IMC. Workshops will be conducted on Friday, June 3, from 1:30 p.m. to 4:45 p.m.

• Attendee networking reception on Friday evening from 6 p.m. to 8 p.m.

• Your choice from 20 breakout sessions covering the hottest topics in IMC and digital marketing held from 8:30 a.m. to 4 p.m. on Saturday, June 4.

• Continental breakfast, lunch and refreshments throughout the breakout sessions.

• With purchase of the full conference or keynote dinner pass, you can attend the keynote dinner on Saturday evening from 6 p.m. to 10 p.m. at Touchdown Terrace in WVU’s Milan Puskar Stadium. Keynote address delivered by Gerard Corbett, APR, Fellow PRSA and CEO of Redphlag LLC.

Attending INTEGRATE 2011

Hotel InformationBlocks of rooms have been reserved at a conference rate at the Hilton Garden Inn - the INTEGRATE 2011 headquarter hotel - as well as at the Hampton Inn and Residence Inn by Marriott, both in Morgantown. All rooms are reserved under the group name, INTEGRATE Conference.

For more details visit our website at www.integrate.wvu.edu, contact Judy Clovis at 304-293-6783 or send an e-mail to imcprogram@mail.wvu.edu.

Venue InformationBrooks HallLocated on WVU’s downtown campus, Brooks Hall is the location of Friday’s concurrent workshops and Saturday’s breakout sessions.

Milan Puskar Stadium’s Touchdown TerraceLocated in the north endzone of Milan Puskar Stadium, Touchdown Terrace is the location of the Integrate 2011 Keynote Dinner and address on Saturday evening.

Hilton Garden InnThe Hilton Garden Inn is the headquarter hotel for INTEGRATE 2011 and is located at 150 Suncrest Towne Center in Morgantown. The Attendee Networking Reception will be hosted in the Hotel on Friday evening.

INTEGRATE 2011!EXPERIENCE

Don’t miss out on our early bird rate through May 1, 2011.

Enhance your career with innovative breakout sessions lead by industry leaders and WVU IMC program faculty.

Attend interactive workshops on leveraging social media and building brands with IMC.

Hear from keynote speaker Gerard Corbett on the future of our industry and how to stay ahead of the curve.

Network with professionals in an environment designed to stimulate discussion.

Experience the campus of West Virginia University in Mor-gantown, WV (recently recognized as one of the best small cities in America).

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TOP 5 REASONS TO ATTEND

WWW.INTEGRATE.WVU.EDU

INTEGRATE 2011: