Monday, April 29
2:00 – 3:00 How to Win Friends and Influence People: Lessons from 1930 for 21st Century Ratings and Reviews
Engage with those discussing your business and customer service. Create brand advocates. Respond critically and proactively to complaints. Create platforms for customers to easily broadcast their pleasure with your products and services. Incentivize them behaviorally to do so. While these trending strategies for dealing with apartment ratings and reviews might seem new, in reality they’re rooted in precepts developed, refined, and put to practice by titans of industry like Andrew Carnegie. AIM is pleased to welcome Patrick Morin, Managing Partner of BrightHammer LLC and a Dale Carnegie certified speaker for a deep dive into applying proven relationship and sales-building techniques to modern digital marketing. Joining Patrick is Margette Hepfner, one of the most recognized and successful multifamily marketing and sales leaders. Together, they’ll examine the practical application of these time-proven methods to real-life situations in ratings and reviews, reputation management, brand advocacy and more. Don’t miss this one-of-a-kind, exciting and inspirational event.
Patrick Morin, Partner, The Cross Partnership Ltd.
3:00 – 4:00 Beauty, Does Multifamily Have It?
We’ve asked one of the nation’s foremost quantitative marketing experts to address the emotional question of beautiful, unique creative advertising. When is it worth it to invest in great advertising art? One leading global ad agency calls art the “secret weapon” of advertising. Gary Angel will help us understand quantitatively when to invest in it. He’ll take us past property beauty shots, floor plans, and stock photography, and help marketers quickly identify where and when to create a more artful and resonating customer experiences.
4:00 – 5:00 Deep Targets: Activating IP-Zones
Imagine if you could instantly target, verify, and market to all of the college students moving to Dallas next year, or all of the empty nesters within 50 miles of Denver, or rent prospects currently living in apartments 800 square feet or less? IP address zone marketing offers that promise with a purported reach to nearly 100 percent qualified prospects over 90 million plus demographic segments. This special presentation by pioneering IP-Zone practitioners will redefine target marketing, showing how prospect IP addresses can be accurately collected, curated, and commercialized for maximized Internet advertising investments. You’ll never look at a zip code the same way again.
Marty Agius, The Marketing Grid, Inc.
Mark Juleen, Vice President of Marketing, J. C. Hart Company
5:00 – 6:15 Cocktail Reception
DAY TWO Tuesday, April 30
7:30 – 8:30 Networking Breakfast
8:30 – 9:30 Cornering the Mobile Traffic Market
How much are prospects really searching for apartments on their mobile phone, and how can multifamily marketers be more definitive in accessing the available mobile traffic that could conceivable convert to a lease at their communities? Find out with exclusive AIM research from Greg Sterling on mobile rental-related and place-based local searches to discover which properties are garnering the bulk of search engine referral traffic. We’ll examine tactics for targeting specific search arenas and investigate whether there are incentive apps and Groupon-like push mechanisms that might be worthy of a big buy to lock in traffic and lock out the mobile competition.
Josh McDonald, Director of Marketing, Holland Residential
Lynette Hegeman, Vice President of Marketing, Berkshire Property Advisors
Greg Sterling, Founding Principal, Sterling Intelligence
9:30 – 10:45 Keynote: Douglas Van Praet and Unconscious Marketing
AIM 2013 – The Art of Creativity is proud to present our conference keynote, delivered by Douglas Van Praet, the author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing. As the executive vice president and group planning director for one of the country’s preeminent creative agencies at Deutsch LA, Van Praet has been the guiding force behind brand campaigns for Saturn, DIRECTV, Dr. Pepper, and Volkswagen, including the immensely successful and uber viral mini-Darth Vader super bowl commercials. His message on the power of emotive marketing, his vision of marketers as modern day poets, and the undeniable results of connecting to consumers on emotional, creative level couldn’t be more timely for multifamily marketers. Please join us for this exclusive look into the revolutionary application of inspiration and emotion to marketing advertising that respects people not as targets, but as humans, and how to ignite that sense of humanity to compel attention and exponentially increase the reach and return of your marketing efforts.
Douglas Van Praet, executive vice president and group planning director, Deutsch LA
10:45 – 11:15 Networking Break
11:15 — 12:15 The 2013 AIM Video Awards
All of the sudden, video isn’t just everywhere, it’s also remarkably less expensive to shoot and easier to broadcast to large audiences with an appetite for watching—and passing along—the most creative clips. With multifamily right in the midst of this compelling, creative, and let’s face it—addictive trend, AIM is proud to present the 2013 Apartment Marketing Video awards for the best in multifamily video. We’ll highlight the entries and choose the winners in categories including best community marketing, best vendor video, best training video, funniest video, and more. Please join us for this first-of-its-kind red carpet event awarding the most creative apartment videos to hit the net.
Kate Good, partner, Apartment All Stars and director of multifamily development and operations, Huntington Residential
Israel Carunungan, Director of Property Marketing, Greystar
Sarah Greenough, Senior Vice President and Chief Marketing Officer, Princeton Properties Management Inc.
Sarah Milligan, Marketing Coordinator, Preservation Management
12:15 – 1:30 Networking Lunch
1:30 – 2:30 The New Social
We’re not going to tell you to forget about Facebook and Twitter, but the evolving world of social media commands a broader understanding and fluency in creative new platforms that make use of photography, video, and games to connect and collaborate. We’ll examine the 2013 opportunities with platforms such as Pinterest, Foursquare, and Instagram to reach new customers, extend brand advocacy, and create a coolness factor that makes people want to connect and share your content. Plus, we’ll feature a hands-on workshop for leveraging analytics and measuring your social media ROI. Learn how to target and cultivate brand-receptive demographics to build the social network you’ve been dreaming of.
Kim Boland, Interactive Marketing Manager, Morgan Properties
Erica Campbell Byrum, Director of Social Media, Dominion Homes Media
Jamie Gorski, Vice President, Corporate Marketing, Bozzuto
Charity Zierten, Chief Engagement Officer, Socially Engaged Marketing (moderator)
1:30 – 2:30 Student Housing Campaigns
Marketing to the student housing demographic these days requires a coolness factor in both your messaging and the technologies and channels you choose to deliver it. While social media remains hot among the student set, its not necessarily the end-all-be-all to students who are much more conscious of apartment design, location, and whether or not they’ll be living at the most popular community according to their friends. Learn how to market to your customers of tomorrow by diving into campaigns that are already resonating with students as they make housing decisions today. Free pizza? Nice. Free pizza and gas coupons unlocked by a Foursquare contest requiring residents to bring a prospect to the leasing office? Totally awesome.
Claire Murphy, National Director of Marketing, Grand Campus Living
Katy Smerko, National Director, Leasing and Marketing, Campus Advantage
Casey Van Zandt, Industry Consultant (moderator)
2:30 – 3:30 Order From Chaos
For anyone, communicating effectively in a crisis across different technologies can be daunting at best. Our panel of been-there, done that marketing professionals will share strategies and best practices from some of our most recent crises, and have you better prepared for the things you can’t always prepare for. Super storms, hurricanes, tornadoes, earthquakes, and building fires put property managers on the front lines of public relations and crisis communication where people increasingly tune in to Twitter and Facebook for local information and to punish poor performance from the brands they trust.
Lauren Neuvel, Director of Corporate Communications, Bozzuto
Bill Szczytko, Director of IT, Maryland Management
Alan Pentico, Executive Director, San Diego Apartment Association
Peggy Hale, Vice President of Sales, Marketing and Training, Morgan Properties (moderator)
2:30 – 3:30 SEO for Creatives
One area where smaller companies have an advantage over the giants is their ability to create great and unique content for their entire portfolio. Search engine optimization is a great equalizer that allows the passionate marketer to punch above their weight. We’ll discuss advanced tactics for editing and enhancing video, photography and graphics and how to use rich media and original content creation as successful cornerstones to an SEO strategy. Don’t just post it and hope they come—learn from case study examples of how manipulating the metadata of your media sends higher volumes of conversions to your website.
Virginia Love, Vice President Leasing & Marketing, Waterton Residential
Monique Pouget, Director of Content Marketing, Thunder SEO
Steve Taraborelli, Vice President, Director of Sales and Marketing, UDR
Dirk Wakeham (moderator)
3:30 – 4:00 Networking Break
4:00 – 5:00 Ratings and Reviews the Year One Update
In the year since Google, Yelp and ApartmentRatings.com faced the multifamily industry at AIM 2012, the buzz has turned into experience and results. We’ll ask presenters to focus on their experiential data – what’s driving the most traffic, how they maximize the impact of their time spent managing reviews, and if the reviewers that matter can be identified before they write their first post. Featuring a dive into authenticity versus fake and fraudulent reviews and including real world examples of how three progressive apartment marketers are taking reviews and ratings to the next level (and getting tons of great leads), you won’t want to miss our comprehensive update on this compelling new online marketing arena.
Stephanie Haefner, Vice President, Interactive Marketing, Madison Apartment Group
Kristy Simonette, CIO and Senior Vice President of Strategic Services, Camden Property Trust
Laurel Zacher, Marketing Manager, Weidner
Dennis Smillie, President, Multifamily Solutions (moderator)
4:00 – 5:00 Storytelling With Original Content
Get beyond the blog with this session highlighting successful content marketing campaigns. Learn how to create and curate the content that resonates with rental prospects and residents by imbuing your customer experience with great storytelling. Our content marketing expert panel will show-off hyper local and unique digital marketing campaigns that have succeeded for communities in the REIT, fee-management, and regional owner/manager arenas. Discover how to measure the success of creating a uniquely local experience and how to leverage a suite of customer-engaging content to tell the story that your prospects and residents will never forget.
John Ghio, First Vice President, Marketing, Essex Property Trust
Steve Gilbert, Marketing Manager, Greystar
Billy Pettit, Vice President, Pillar Properties
Christina Royster, Director of Engagement, Merrick Towle Communications (moderator)
5:00 – 6:00 Cocktail Reception
DAY THREE Wednesday, May 1
7:30 – 8:30 Networking Breakfast
8:30 – 9:15 Maps: The Gateway to Mobile
Map-based search is perhaps the most perfect form of local intent to buy every discovered. The mobile map generates leads, communicates local amenities, shows walkability, highlights competition, and sells prospects on the residential value proposition. It’s also a unique advertising opportunity that most of the industry currently ignores at their peril. Take your mapping to new levels with a session covering map integration, interactivity, graphic layering, and the critical use of locality and neighborhood for great online apartment marketing. From map-based advertising, SEO and how to get your brand into map-based directories, we’ll provide the keys to plotting success with the most creative mapping technologies powering the customer experience.
Josh Herst, CEO Walk Score
Wesley Gillis, Systems Engineer, Urban Mapping and DENSO Navigation Labs
Mike Whaling, CEO, 30Lines (moderator)
8:30 – 9:15 Casting Call: Video Workshop on Human Models and Fair-Housing
With the growing video and multimedia demands of online marketing, the return to using real people (aka models and actors) in apartment advertising is upon us. But what are the fair housing implications of using (or not using) specific demographics in your advertising? We’ll revisit the safe harbors as defined by HUD and look at where multiculturalism and multifamily intersect with our session on best practices for marketing with human models. Then we’ll head inside the actor’s studio for an exclusive talk with actors, agents, and producers currently shooting groundbreaking multifamily video. Fair housing implications might be the bad news, but the good news is that people still like to buy from attractive people, and working with professional, photogenic talent isn’t nearly as Linda Evangelista-expensive as it used to be.
Doug Chasick, The Apartment Doctor
Tony Sousa, The Most Interesting Man in Multifamily Management
Anton Seim, Writer, Filmmaker, Deliberate Industries
Lisa Trapp, Director of Marketing, Sequoia Equities
Amanda Zinsmeyer, Director of Marketing and Training, Behringer Harvard (moderator)
9:15 – 10:00 WTF? Technology
Environmental and biometric sensing technologies. Three dimensional printers. Robots and drones. If you thought call centers were an awesome advancement in applied technology for apartment marketing, you’ll love our annual future-casting session on the technologies being developed today that could very well have marketing and operations applications tomorrow. Get inspired, engage your creative thinking, and be ready to press the WOW button as AIM reviews the latest in robotics, 3D printing, and sensing technologies and showcases how progressive marketers are already leveraging far out technologies for demonstrable success.
Heesoo Lee, Founder, Worklab CC
David Record, President and CEO, Advanced Unmanned
Lori Torres, President, Package Concierge LLC (moderator)
9:15 – 10:00 Changing Terms of Service
Craigslist, Facebook, and Google have emerged as mission-critical platforms for most apartment marketers. From social outreach, impressions, and advertising to SEO, ratings, reviews and referrals, these digital marketing titans command attention, particularly when they’re constantly changing the rules of the game. From modifications in how the social graph can be searched and accessed, to shutting off third party apps and otherwise incorporating new functions, features, and policies, changing terms of service can have immediate impact to your online marketing. Fine tune your digital results and gain back ROI with a real-time update on the terms of service at the industry’s go-to marketing, advertising, and social media platforms.
Dan Hobin, CEO, G5 Marketing
Cindy Park, Principal, MOAmore
Carly White, Founder, BakeExtraCookies.com
Donald Davidoff, CEO, D2 Demand Solutions (moderator)
10:00 – 11:00 Career Aspirations of the Multifamily Digital Marketer
How do you get to the next level in your multifamily marketing career and what are the must successful paths to get there? With the confluence of marketing, advertising, IT, revenue management, and operations, how can apartment marketers adroitly position themselves for enhanced and advanced career trailblazing? Get proven advice from CEOs, CMOs, CIOs and top multifamily marketing mavens on specific paths to career success and how to identify the resources and collaborators. If you’re wondering where you go next and how you can add better value to your enterprise and your resume, this session is for you.
Dwight Dunton, President and Founder, Bonaventure Realty Group
Tiffany Walters, Marketing Manager, Greystar
Mike Dow, Chief Client Services Officer, Riverstone Residential Group (moderator)
11:00 – 11:45 The AIM Creativity Bonus Session
Stay tuned for information on this special AIM wrap-up event.