The Journey to More Relevant Marketing
Learn how segmentation data influences audience personas and then how those personas are translated into journey maps that create more relevant marketing communications.
Does it seem like everyone is talking about journey mapping? Do you have FOMO because maybe you don’t have a journey map — and you wonder if you should? Or maybe you have several journey maps and you wonder what to do with them next?
In this session, you'll see real examples of personas and journey maps that will help you learn more about the process and the outcome, determine if journey mapping is in your future or get ideas for how to improve or use journey maps you already have.
Join us to hear a panel of communicators discuss their experiences developing and working with personas and journey maps.
- How segmentation plays a role in determining your persona selection
- How personas inform relevant marketing messages and media decision making
- Integrating personas into a hard-working buyer journey
- Stages of the buyer journey
Our Event Speaker & Facilitator
Judy Jossi is a Marketing Strategist and Owner of Slice Consulting. Judy helps bring relevancy and personalization to marketing communications by understanding data, developing personas and building buyer journey maps. Slice also develops multi-channel marketing plans that integrate email, direct mail, and digital communications. Judy launched her business in 2001 and her career spans 20 years in advertising agencies such as Carmichael Lynch, Grey and Fallon.
Our Event Panelists
Katie Warren is the CMO of St. Olaf College, one of the nation’s leading liberal arts colleges. She is also an alumna and leads the marketing communication team who focus on driving admissions and alumni engagement. Katie’s background includes serving as the president and director of strategy for Gabriel deGrood Bendt (GdB) and the VP of Brand Marketing for Supervalu.
Michelle Fitzgerald is a Connection Planner and Principal of Brew: Creative Media. Michelle has collaborated with clients and agencies to create strategic media plans and break-through campaigns with measurable results. A connection planning pioneer in the U.S., Michelle launched this discipline in 1999 at Fallon Worldwide, where she was the Connection Planning Director. In 2006, she started Brew: Creative Media with the goal of providing clients with fully integrated, cross-media plans. Michelle has served as an adjunct professor at the University of St. Thomas, regularly teaching the course Social Media in Advertising and Public Relations. She is also a faculty member at the University of Minnesota, where she teaches the course Integrating Strategic Communications Across Media in the master’s program in strategic communication.
Thank You to Our Event Sponsor
The Art Farm Advertising is a full-service agency specializing in a “retail-style” marketing and advertising. We have a unique perspective and process for reaching end-users; whether that’s a product consumer or a company’s sales force. After 26 years, we’re very good at building brands and increasing our client’s sales.
March 15, 3/15/18 5:00 pm to 3/15/18 7:30 pm
Thank you to Our Location Sponsor
400 Van Buren Street NE
Minneapolis, MN 55413
COCO is a destination for growing businesses. Its mission is to inspire and enable entrepreneurs and small business owners to grow their ventures and bring prosperity to our community.
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Light refreshments will be served.
$20 Members/$30 Non-Members