A one-day immersion into digital marketing best practices and trends, presented by national experts. Matt Targett, Google Strategic Partner Manager, will kick off the day with a dive into top trends and what’s on the marketing horizon. Breakout sessions will be in two tracks – one for those new to digital marketing – another for those who need a more advanced program. Sessions topics include: SEM 101 and 201, Video Strategy, SEO basic and advanced sessions, Using Data to Tell a Story, Email Marketing, Social Media and Digital Audience Targeting.

March 24, 2016 @ Sheraton Syracuse University Hotel & Conference Center  (8:30 a.m. – 3:30 p.m.)

$129 pp

 Digital Marketing Boot Camp, includes lunch and parking


This year’s agenda:

8:30 to 9 a.m.: Registration Session

9 to 9:45 a.m.: Google Keynote presentation: Matt Targett, Strategic Partner Manager, Google

9:45 to 10:30 a.m.: Breakout sessions

  • Search Engine Marketing 101: What is SEM and Why Do I Need it? Dan Rensel, Director of Training & Revenue Strategy Communications – Advance Digital. Paid Search lets a business of any size compete for a very active consumer. This session covers the basics of a paid search campaign including choosing keywords, writing compelling ad copy, A/B testing, and tracking the results.
  • Video Strategy In This Crowded World of 2016Adam Katz, Senior Director of Sales – Sightly. Wondering if you should jump into video marketing? According to Forbes Magazine, using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribe rates by 26%.  Let’s talk.

  • Advanced SEO Practices John Carcutt, Director of SEO & Social Media – Advance Digital. This session will cover online and offline tips and techniques; the art of SEO in your DMA in the USA and beyond.

10:45 to 11:30 a.m.: Breakout sessions

  • Google Analytics 101 – What you can Learn About your Website for Free  Lily Kirov, Director of Digital Strategy – NJ Advance Media. A session for people looking to become more familiar with Google Analytics. You have so much information about your website at your fingertips. At no cost, you can research all this and more:
    • Which of your marketing initiatives are most effective
    • Learn about your website traffic patterns/trends,
    • Know where your website visitors  come from and what do they do on your site,
    • Find where people leave your site
    • Discover what search terms people use to find your site
  • SEM 201: Jeff Morton, Vice President, Search, Social, Content Marketing – Advance Local. This session picks up where SEM 101 leaves off.  We’ll dive in to the search engine marketing “weeds,” discussing next-level tactics, the critical importance of negative keywords, establishing a robust remarketing strategy, and take a close look at what makes a profitable search strategy.
  • Using Data to Tell a Story: George Kuhn, Business Development & Market Research Manager – Syracuse Media Group. It’s easy to get overwhelmed in this world of big data that’s only getting bigger by the minute. Being a successful data-driven company is challenging, as many businesses fall into a trap of being data heavy and insight light. Learn why storytelling has become popular in business settings and how to translate complex sets of data into meaningful and unforgettable stories that impact your audiences. You’ll walk away with tips and tricks you can utilize for your next data presentation.

11:30 a.m. to 1 p.m.: Lunch

1 to 1:45 p.m.: Breakout sessions

  • Harnessing the Power of Email Marketing, Jeff Illes, Senior Training Manager – Advance Digital. This session will provide an overview of advances in technology that have made it possible to use Email to target recipients across devices and social media. Smartphone users access their emails nearly 24 hours a day wherever they happen to be making it easier than ever for savvy Email Marketers to reach them at any given moment. Email design best practices for and other tips about lists will be also be shared.
  • Making Social Media Work for You.  Dan Rensel, Director of Training & Revenue Strategy Communications – Advance Digital. Does social media marketing really pay off? The session focuses on the media you can’t ignore, and touch on choosing the right platform(s) for your business, measuring what’s really important, the art of writing for a social media audience and more.
  • Audience Targeting – Finding Your Best Audience: Kelley Hazel, Sr. Manager Mobile, Video and Display – Advance Local. Once you’ve created your perfect marketing message or ad creative, how can you be sure it will reach the right audience?  Join us to learn how to use cutting-edge audience targeting to reach your best audience across desktop, mobile and tablet devices using a combination of first and third party data.  We’ll reveal how audience targeting data is created, how it’s gathered, how it’s stored, and most importantly, how it’s made actionable for marketers.   We’ll also discuss applied audience targeting tactics including behavioral, contextual, and interest and intent-based targeting to ensure that your content is being presented to those with an interest in your topic and a bias for action.

2 to 2:45 p.m.: Breakout sessions

  • SEO for Beginners, John Carcutt, Director of SEO & Social Media – Advance Digital. New to Search Engine Marketing? Here’s an overview that will take you through the basics of how search engines work, why SEM is necessary, best practices, and how to measure your success.
  • Google 201 – Use Data to Determine What Marketing Initiatives at Working Best for You, Lily Kirov, Director of Digital Strategy – NJ Advance Media. A session for people familiar with Google Analytics and want to take it to the next level.  You will learn:
    • The four goals available in Google Analytics: Destination, Duration, Pages/Screens and Event
    • What those goals are and how – and why – you should use them:
    • How to set up and access those goals
    • Multi-channel and assisted channel conversions
    • Conversion goal reporting
    • All this analysis leads to one thing: Determining which of your marketing initiatives are the most effective to build your business.
  • Content Marketing: Why It’s One of the Hottest Marketing Trends Today: Jeff Morton, Vice President, Search, Social, Content Marketing – Advance Local. More than just a marketing buzzword, Content Marketing has become a critical element of a winning marketing strategy.  In fact, it should be at the center of a winning strategy, and can help differentiate almost any business, large or small.  We’ll cover the basics of Content Marketing strategy and tactics and how you can begin with your business immediately.

Our Speakers:

TargettMatt Targett – Strategic Partner Manager – Google

Matt oversees Google’s relationships with Traditional Media Premier SMB Partners. Matt previously held roles in New York City startups and worked at Swisse Wellness in Australia. He was a member of the Australian National Swimming team where he medaled at the Beijing and London Olympics and won a World Championship. Matt graduated from Auburn’s Raymond J. Harbert College of Business. He is currently based in New York City. “

RenselDan Rensel – Director of Training & Revenue Strategy Communications – Advance Digital

Dan has been helping businesses put together successful internet advertising campaigns for over 15 years.  This experience includes working with smaller start-up businesses, marketing firms, educational institutions, and healthcare clients.   Dan has helped these businesses put together strategies including online display advertising, search engine marketing, social media, mobile and more.  Dan is certified by both Google and Microsoft in search engine marketing and is certified in Google Analytics

CarcuttJohn Carcutt – Director of SEO & Social Media – Advance Digital

John is a recognized industry thought leader with 15+ years of expertise in search engine optimization.  He is a regular speaker and teacher at the top national SEO and Social Media marketing conferences including SES, SMX, PubCon, and is a published author on the topic of SEO in iMedia, Search Engine Journal, and WebProNews.

KirovLily Kirov – Director of Digital Strategy – NJ Advance Media

Lily is a “digital evangelist” who has worked in the digital marketing arena more than eight years. Her passion for digital comes from her belief that, with the variety of digital solutions, this is the one marketing channel that can serve well any client, no matter their size; help accomplish any business goals; and connect business and customers, near and far. What Lily enjoys most is applying her expertise in designing comprehensive all-around digital marketing strategies centered on her clients’ business KPIs (Key Performance Indicators) that provide measureable results and meaningful insights. Lily has received a certification as Google Analytics Qualified Individual.

MortonJeff Morton – Vice President, Search, Social, Content Marketing – Advance Local

A 28 year media and marketing veteran, Jeff created the Enterprise Search team at Advance Digital, responsible for the management of our largest search engine marketing campaigns.  Jeff also lead the creation of Advance Digital’s Content Marketing division, including the development of the Sponsor Content (Native) and Branded Content products.  He was recently named Vice President of Search, Social, and Content Marketing for Advance Local, the parent company of Syracuse Media Group.

KuhnGeorge Kuhn – Business Development & Market Research Manager – Syracuse Media Group

 George has over 10 years of experience working with both primary and secondary market research and data. His research has helped fuel strategies for clients both nationally and locally. His data stories have been told to IMAX, Procter & Gamble, FedEx, and HBO nationally, as well as regional clients including local healthcare, higher education, financial, and retail organizations. In 2013, George was recognized as a 40 Under 40 award recipient in CNY.

IllesJeff Illes – Senior Training Manager – Advance Digital

 With a diverse media background working with marketers and writers, Jeff was one of the pioneers in creating the use of exclusive content to attract consumer audiences in the Philadelphia area. As Advance Digital’s lead trainer for online Targeted Email Opportunities, Business Directories, Mobile Marketing, Video, Content Marketing and other topics he travels extensively working with media consultants and managers to help businesses reach their target audiences and achieve their marketing objectives.

HazelKelley Hazel – Sr. Manager Mobile, Video and Display – Advance Local

Kelley is an ambassador for audience targeting with 19+ years of experience in digital  marketing. Kelley plays a key role in mobile, video and display revenue strategy across 12 Advance Local media groups. By combining leading-edge digital marketing strategy with first-party data and the power of our Data Management Platform, she is able to help businesses of all sizes reach their best customers and accomplished their marketing goals.

KatzAdam Katz – Senior Director of Sales – Sightly

Adam Katz is the Senior Director of Sales at Sightly. He opened the New York office for the company. Prior to coming on board full-time, he spent his first year on the advisory board helping with go-to market strategy. Adam was also the first-to-market Enterprise Executive at Nomi where he helped the company break into the QSR/Retail verticals before they were acquired by Brickstream. Adam has spent time on the business development teams at Pubmatic(a leading Sell Side Platform) and Yahoo! for three years. He is a graduate of the University Of Maryland.

March 24, 2016 @ Sheraton Syracuse University Hotel & Conference Center  (8:30 a.m. – 3:30 p.m.)

$129 pp

 Digital Marketing Boot Camp, includes lunch and parking


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