2018 PROGRAM UNVEILED FEB 1. 2017 WORKSHOPS BELOW.

EMS starts with optional afternoon first-day workshops that kick-start the EMS experience where attendees chose from a variety of topics. Check back in February for 2018 workshops. (Workshop admission requires a Master Pass or All Access registration.)

Wednesday | May 3

2:30 PM – 4:30 PM

WORKSHOP: EVENT MEASUREMENT AND DATA UNIVERSITY

Learn how to create and build a stronger measurement practice within your company. Get up to speed on current measurement strategies, trends and best practices, and walk away with actionable tips and insights on how to measure events, what to measure at events and what modern tools and infrastructure changes you’ll need to make to track it all efficiently. Then, learn how to manage and break down the silos between the multiple data channels feeding into your organization, how to better unify your data in a way that makes sense and how to interpret your data in real time to create more personalized and impactful experiences.
Presented By:
  • Steve Boyce, Sr. Director, Digital Strategy, George P. Johnson
  • Ben Grossman, SVP, Group Strategy Director, Jack Morton Worldwide
2:30 PM – 4:30 PM

WORKSHOP: SPONSORSHIP UNIVERSITY

From music to sports, from entertainment to the red-hot fair and festival activation trend, the rules of sponsorships are getting rewritten as brand enhance what they sponsor, why they sponsor and how they activate. Come get a two-hour tune-up on sponsorship activation trends, best practices and case studies. Get a look at what’s changing. Hear tips for connecting with the right properties. And learn tangible ideas for making sure your current and future activations are integrated, engaging, amplified and effective.
Presented By:
2:30 PM – 4:30 PM

WORKSHOP: EXPERIENTIAL MARKETING 101

Back by popular demand, our “intro” class on experiential marketing. For up-and-coming event marketers, or those who might be seasoned in other areas but brand new to this industry, we offer a rapid-fire class on “the basics.” We’ll deliver an overview focused on what you need to know to thrive and survive. Topics to be covered include an overview of experiential marketing, top trends, rundowns of the top types of experiential programs, plus case studies. We’ll also touch on measurement, best practices and keywords. You’ll get a real feeling for what experiential is, why it’s growing and what’s next. (Admission requires Wednesday, Wednesday/Thursday or Three-Day All Access Registration.)
Presented By:
2:30 PM – 4:30 PM

WORKSHOP: B-TO-B EVENTS FIELD TRIP: MCDONALD’S UNIVERSITY

Immerse yourself in a once-in-a-lifetime trip to the home of Chicago’s most iconic hometown brand—McDonald’s. We’ll head to McDonald’s downtown digital offices (roundtrip shuttle transport in our EMS bus is provided) for a dynamic master class on how this 62-year-old brand is reinventing itself through live and digital experiences. You’ll be among the only outsiders to get the candid story on how, and why, McDonald’s restructured its internal creative organization. And get an exclusive strategic overview of a limited-time-only live experience designed for investors, owner/operators and company employees. Learn how McDonald’s is bringing its new vision for the future to life through events and how its strategic, design and engagement teams are working together in a new way to set the pace for the McDonald’s brand of the future. Craving fries already? Not to worry. This field trip makes stops at the drive-thru. Shuttle to McDonald’s office leaves Hyatt McCormick at 1:45 and returns around 4:45. This workshop is limited to the first 60 to register. (Admission requires Wednesday/Thursday or Three-Day All Access Registration.)
Presented By:

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