DAY 1 Wednesday, March 25 7:00 am Conference Registration Desk Opens

7:45 am

BEFORE THE BELL: Dallas Innovator Breakfast at the Addison TreeHouse

Sponsored by Speakeasy Come to the Addison Treehouse, powered by the Dallas Entreprenuer Center, just a few minutes from BIA/Kelsey NATIONAL, for a chance to meet some of the area’s best national-local startups. We’ll enjoy a Dallas breakfast, a tour and a great exchange of information and ideas. RSVP to ssteinmuller@biakelsey.com.

10:00 am

Welcome to BIA/Kelsey’s NATIONAL

BIA/Kelsey CEO Tom Buono and Conference Co-Chairmen Peter Krasilovsky and Gregg Stewart welcome attendees to BIA/Kelsey NATIONAL with data and insights supporting the new generation of locally targeted national marketing.

Tom Buono

BIA/Kelsey

Peter Krasilovsky

BIA/Kelsey

Gregg Stewart

3rd Act Marketing

10:30 am

The Hot Trends Driving Locally Targeted National Marketing

National marketers and franchisees are recommitting to local targeting, and are using multiple tools and channels to reach local consumers. What are the most important digital and mobile tools and channels, and what transformative

trends are emerging? We’ll provide strategic insights on sales strategies, location marketing, promotions and social media.

Mike Boland

BIA/Kelsey Rick Ducey

BIA/Kelsey Stacey Sedbrook

BIA/Kelsey

11:00 am

Opening Keynote: Brendon Kraham , Director of Global Mobile Sales and Product Strategy, Google

Google has emerged as a key online and mobile marketing partner for brands and services around the world. It has also taken a leading role in helping “localize” brands and services with search and display. What trends are driving this environment, and what is likely to change over the next several years? Brendon Kraham is a leader in developing Google’s national-local strategy, and will provide a roadmap for BIA/Kelsey NATIONAL attendees.

11:30 am

Agency-Client Summit: Leveraging Local

The adoption of local targeting tools and services by national agencies is rapidly accelerating. But will agencies remain front-and-center for national-local? Do their traditional, commission-based revenue models make sense in a performance-based age? We’ll discuss when and how agencies are most impactful for their clients locally; where they need help; and how agencies will likely evolve in local.

Andrew Beckman

Location3 Media Rob Crigler

Rooms to Go Ormando Gomez

All My Sons Moving & Storage Rod Ulrich

The Richards Group

12:15 pm

Networking Lunch in the Exhibit Hall – Open to all registered attendees. BIA/Kelsey Client Lunch Briefing – RSVP to ssteinmuller@biakelsey.com for our client-only lunch, which will feature exclusive research insights and special guest speaker Mitch Golub, Internet visionary and former president of Cars.com.

1:30 pm

Afternoon Keynote: Jon Czaja, Director, Small Business (North America), Facebook

With key accounts across the national spectrum, and over one million SMB advertisers, Facebook is a major force in local targeting. Where does it go from here, and how will it impact the national ecosystem? Facebook’s Jon Czaja – a longtime industry leader with Bonobos, Walmart, eBay and General Mills – will share insights into the social leader’s perspectives on national, and next steps.

2:00 pm

National Accounts: Key Verticals

With vertical marketing, there are many commonalities, but there are also unique elements among every vertical. We’ll talk with vertical leaders about the key factors that drive their success, and where they see industry trends taking their segments and companies/accounts.

Keith Dailey

UniGroup (United Van Lines) David Moody

Service Experts Mike Murphy

VCA Mike Walker

Brooks Brothers

2:40 pm

Localizing Franchises: The State of the Art

Franchisees are the absolute front line of the national-local revolution. What is the best way to drive new customers to them, and to engage customers? We’ll hear from some of the top industry visionaries during this session.

Mark Belanger

El Pollo Loco Elnora Cunningham

U-Haul International

3:00 pm

The Smart Numbers on Franchises

How do franchise customers use digital? Which categories are trending highest? Who does best within each category? During this session, Sales Development Services CEO C. Lee Smith will share insights from the company’s new AudienceSCAN study.

C. Lee Smith

Sales Development Services (AdMall)

3:15 pm

Networking Break

3:45 pm

Keynote: Ryan Davis, VP, Local Platform, The Weather Co.

Weather is a global brand that is specifically built on location. No one knows this better than The Weather Co., which uses hyperlocal weather data to drive new insight and creative new ways to help brands generate more sales based on weather patterns. Local vet Ryan Davis has been a key player in developing the National Local platform for Weather, and will provide details of what works.

4:05 pm

Media SuperForum: Winning (and Serving) National Accounts

Local media companies have traditionally served auto, travel and entertainment verticals, and in the digital age, see them as a major growth opportunity. Where are they today, and what strategies are industry leaders embracing? We will talk to leaders in the newspaper and broadcast space about their successes and best practices with national-local efforts.

Steve Lanzano

TVB Grant Moise

The Dallas Morning News Ethan Selzer

The Washington Post Pam Taylor

Meredith Corp.

5:00 pm

DAY 1 SOCIAL BREAKOUTS

NATIONAL Demos and Drinks

During this unique, fast-paced demos session, BIA/Kelsey NATIONAL sponsors will showcase top local marketing trends and features that impact brands, franchises and multi-location outlets. Attendees will see features ranging from location-based targeting to mobile search. Grab a local microbrew and be wowed.

Macy English

SocialCentiv

Gary Ritkes

SproutLoud

Women LEADING IN LOCAL

Networking Session for Women Attendees Women attendees of BIA/Kelsey NATIONAL are invited to wind down Day 1 with some quality networking time that’s all their own. During this session you will hear from Angela Giovine and Tina Paparone, founders of Happenings Media, a network of 23 local lifestyle outlets serving communities from Pennsylvania to Minnesota to California. Angela and Tina will share their story and discuss how they utilize native advertising to successfully connect brands within their local communities and their revenue success. This special event is a great warm-up to the Best-of-Dallas Cocktail Networking Reception that immediately follows.

Angela Giovine

Happenings Media Tina Paparone

Happenings Media

5:45 pm -

Best-of-Dallas Reception

DAY 2 Thursday, March 26 8:30 am Featured Interview: Mitch Golub, Internet Visionary and Former President, Cars.com

Founding Cars.com President Mitch Golub has had tremendous success integrating national brands and local marketing, working primarily with car makers and local dealers. Seen by one and all as an Internet marketing visionary, Golub makes his debut at BIA/Kelsey NATIONAL as an independent thought leader, following the sale of Cars.com to Gannett.

8:45 am

Keynote: Aaron Goldman, Author and CMO, Kenshoo

Bestselling author Aaron Goldman (“Everything I Know About Marketing I Learned from Google”) keeps a relentless focus on how search, social and mobile media impact national brands and services. Currently CMO at Kenshoo, Goldman is a veteran digital marketing and sales leader who has seen and done it all. Come ready to hear keen insights on what’s important and why, with more-than-a-little irreverence.

9:15 am

Keynote: Karen Traversi Kovaleski, President & CEO, Geary LSF

Agencies are playing a critical role in driving their brand clients to “localize” their marketing. What are some of the challenges? And where is the most success being found? Geary LSF CEO Karen Kovaleski has been a key figure in the national-local movement, working with brands such as Bumble Bee, WD-40, Brooks Brothers and Ashley Furniture. She’ll share key insights during this keynote presentation.

9:35 am

The New Platforms for Location Marketing and Services

The rise of mobile and social media has fostered the rise of new, comprehensive platforms for local brands and franchises that are proving critical to customer acquisition and loyalty. We’ll hear from top platform providers and several of their best customers during this illuminating session.

Brendan Morrissey

Netsertive Manish Patel

Where2GetIt Christian Ward

Yext Todd Webber

LocalBizNow.com

10:30 am

Networking Break

11:00 am

Selling National Accounts for Local Targeting

National accounts seem out of reach for many local channels. What are the best ways to reach into them, and sell services? What are they especially looking for from local channels? We’ll discuss best practices for selling – and satisfying – national accounts during this critical session.

Travis Arthur

ReachLocal Rick Hanna

Mspark Corey O'Donnell

Yodle Michael Vivio

Cox Target Media

11:45 am

Taking National Players Local (Via Data)

National advertisers are finding that they can drive better performance by moving from nation-wide audience segments to audiences that are customized to the dozens or hundreds of local markets that they serve. Simpli.fi CEO Frost Prioleau addresses the opportunities and challenges of localizing audiences for national advertisers.

Frost Prioleau

Simpli.fi

12:00 pm

Networking Lunch

1:15 pm

Maximizing Local Engagement via Social Media

For national brands and services, the emergence of social media has proven to be a godsend, as it allows them to effectively reach into local markets and engage with local customers. We’ll hear from some of the top practitioners during this cutting-edge session.

Afif Khoury

SOCi Mike Orren

Speakeasy Rob Reed

MomentFeed Philipp von Holtzendorff-Fehling

ServiceMaster/American Home Shield

2:00 pm

Case Studies: Maximizing Brands Locally with Search

National brands and retailers have gotten a major boost by relying on search engine marketing. But winning in search has become more complicated with the addition of mobile, social and video. We’ll talk with search expert Bernadette Coleman and several leading brands about how they have successfully implemented national-local search strategies.

Bernadette Coleman

Advice Interactive Group Ziad Dalal

Nestle TollHouse Cafe by Chip

– Crest Foods, Inc.

Jonathan Kaufman

DentalOne Partners Tracy Mueller

Susan G. Komen Foundation

2:30 pm Networking Break

3:00 pm

Keynote: Dave Walker, Chairman, BizHive

What are the people/organizational challenges and “truths” of taking a national brand to the local level? No one knows better than Dave Walker, who has localized efforts at key brands throughout his career, spending $20 billion-plus on local media for the likes of Carmax, Musicland and Toys R Us. He’ll share his insights into national efficiency/local effectiveness, acquisition inflation and other key subjects.

3:30 pm

Local Search: Working with National Brands

Local search, as the successor channel to directories, has embraced a wide range of features and capabilities in their work with national brands. The most successful strategies are a complex hybrid. YP search expert Melissa Burkhardt and DAC head Norm Hagerty lead this session.

Melissa Burghardt

YP Norm Hagerty

DAC Group

4:00 pm

SuperForum: Programmatic Ad Buying Goes National-to-Local

Advertising isn’t always sold by CPM or other curated methods because it is seen as inefficient. Marketing automation has led to programmatic sales. This is especially true for national-to-local channels. During this SuperForum, led by BIA/Kelsey Managing Director Rick Ducey, we’ll dive into one of the biggest revolutions we’ve seen in advertising. Segment 1: Programmatic Media: The New Automation of Media and Its Impact on Local Markets

Lorne Brown

Operative David Carberry

Enradius David Oliveira

Balihoo

Segment 2: Unlocking Programmatic's Potential

Sandy Lohr

Advance Digital John McIntyre

Sightly Matt Prohaska

Prohaska Consulting

Segment 3: Future State: What Is Local in a Programmatic World?

Jason Dailey

Mediavest Randa Minkarah

Transform Inc. David Staas

NinthDecimal

5:15 pm

Best-of-Dallas Reception

7:00 pm

DAY 2 AFTER HOURS: Country Casino

Co-Hosted by Local Site Submit and Moon Valley Software Immediately following the Best-of-Dallas Networking Reception at the end of Day 2, head upstairs to the San Antonio Ballroom (level 4), to try your luck at the Country Casino, co-hosted by Local Site Submit and Moon Valley Software. Enjoy a taste of the Texas nightlife with Ransom Rhodes performing while you play Texas Hold'em, Craps, Roulette and Blackjack. Make sure you pack your cowboy boots and hat for this Texas-style, toe-tapping fun.

DAY 3 Friday, March 27 8:30 am GOLOCAL Awards: Demonstrations and Competition

BIA/Kelsey celebrates the best of the best in local marketing programs of national brands with the GOLOCAL Awards. Independently judged by 7 industry experts, we’ll go deep with our 10 finalists in three key areas:

• Sales/ Revenue • Innovation • Strategic use of digital marketing

9:15 am

Keynote: Daniel Eckert, Managing Director, Emerging Technologies, PricewaterhouseCoopers

The emergence of mobile (and geolocation) has energized the efforts of national brands and stores to localize. How should brands, stores and their digital channels work to maximize their mobile opportunities? What unforeseen opportunities will arise? PricewaterhouseCoopers expert Dan Eckert shares his insights with BIA/Kelsey mobile leader Mike Boland.

9:45 am

Location-Targeted Advertising: What’s Working?

Location-targeted mobile advertising has given rise to several strategies such as geofencing, calls to action and offline attribution. These have become critical areas of development for brands and multi-location businesses, which compete for customers on a hyperlocal level—where conversions actually happen. We’ll hear from industry leaders about what works, and how to extend location strategies into the national advertising mix.

Dan Hight

xAd Ari Kaufman

Placeable Hilary Maitland

Thinknear

10:15 am

Networking Break

10:30 am

Featured Interview: Kristin Wnuk, Director, Local Sales-Eastern Region, Hulu

Hulu sits on top of the omnichannel, on-demand world. It has been increasingly focusing on building out its local capabilities, using a combination of digital and traditional TV teams to increase its local billing by 325 percent from 2011 to 2013. Kristin Wnuk, a local TV vet, is set to share key insights with BIA/Kelsey NATIONAL.

10:45 am

Search Leaders: Gaining an Edge at the Local Level

National brands are using a wide range of leading edge search techniques and tools to be found locally. What works best? How can your brand really stand out? BIA/Kelsey search expert Abid Chaudhry talks to several SEO/SEM leaders to gain their insights and best practices. We’ll zero in on key segments.

Bernadette Coleman

Advice Interactive Group Sherry Thomas-Zon

Retail Expert Dema Zlotin

Rio SEO

11:30 am

Chairman’s Session: The State of National Advertising, Local Targeting

Industry leaders have been assessing the value of local targeting. How important is it really? What are the best channels to pursue? Where is it going? We’ll get the lowdown on what’s worth doing—and what to skip. And lots and lots of conference takeaways.

Warren Kay

Digital Media Adviser and Board Member Robyn Rose

Marketplace Consulting Group, LLC Gregg Stewart

3rd Act Marketing

END OF CONFERENCE