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JUNE 3-4, 2011 • MORGANTOWN, WV

Presented by

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 enables 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 advertising, public relations, health promotion and sport communication.

WVU P.I. REED SCHOOL OF JOURNALISM

ONLINE EDUCATIONAT THE

Saturday, June 4, 2011

The 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 campusWorkshop 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 & Career Expo - Hilton Garden Inn, Morgantown - 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 — Mobile Marketing - Larry Stultz 2:15-2:30 — Q&A2:30-3:15 — Social Media - Poonam Kumar 3:15-3:30 — Q&A3:30-3:45 — BREAK3:45-4:30 — Digital Production - Rachael Post 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 — Foundations + Value of IMC - Patti Girardi2:15-2:30 — Q&A2:30-3:15 — IMC Tactics - Stacey Creely 3:15-3:30 — Q&A3:30-3:45 — BREAK3:45-4:30 — Measurement + Accountability - Drew Stevens 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 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 Patti Girardi Stacey Creely Drew Stevens

BUILDING BRANDS WITH IMCWORKSHOP #2:

1:30 p.m. to 4:45 p.m. - Brooks Hall, Room 202 1:30 p.m. to 4:45 p.m. - Brooks Hall, Room 225

WORKSHOPSCONCURRENT

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

INTEGRATE 2011 - Friday, June 3

ATTENDEE NETWORKING RECEPTION &

The attendee networking reception & career expo is an opportunity for Integrate conference attendees to make connections with other marketing communication professionals. Whether it’s discussing the latest trends in the industry, or getting a lead on a possible new job, this event has much to offer.

Companies such as Asayo Creative, Mind Merge Design, WELD Content Marketing, Wall-to-Wall Studios, Pikewood Creative, WVU alum-owned Key Staffing Solutions, PRSA’s JobCenter and many more will be represented at this great event.

Our attendee networking reception & career expo is open to INTEGRATE attendees with full conference or conference-only passes. Hors d’oeuvres and refreshments will be served.

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

CAREER EXPO

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

APR for PR and IMC ProfessionalsJoe Long

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 SESSIONSINTEGRATE 2011 - Saturday, June 4

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

*Session title, topics and speakers subject to change

KEYNOTE DINNERSaturday, 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.

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 WVU IMC professor as voted on by the students.

Registration for the keynote dinner is required and is not included in conference-only passes.Gerard Corbett, APR, Fellow PRSA and CEO of Redphlag LLC

AND RECEPTION

PREVIOUS WINNERS: ALEXIA VANIDES, 2009 AND

LARRY STULTZ, 2010.

WWW.INTEGRATE.WVU.EDUVisit our website in the coming months to see the videos of each session.

WVU IMC would like to thank: