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Agenda

Day One – Monday, May 5

AIM 2014 DOUBLE SESSIONS

9:30 am — 11:30 am 

Pinterest and Instagram for Business, plus Social Media Stalking for Leads

Get your AIM social media fix early with a power panel of multifamily’s best social media marketers. Apply best practices to leverage Pinterest and Instagram for businesses, and find out how Facebook and Twitter can still be an untapped source for site-level demand and lead conversion.

Speakers:
Erica Campbell Byrum, Director of Social Media, ForRent Media Solutions
Holli Beckman (The Apartmentalist), Vice President of Leasing and Marketing Operations, WC Smith
Mark Juleen (The Apartment Nerd), Vice President of Marketing, J.C. Hart Company
Mike Whaling, CEO, 30Lines.com

Digital Body Posture and Native Advertising

Imagine tailoring all of your marketing not only based on device, but on virtually every data point available for a given customer: browsing history, search query, prior visit, guest card, and more. If you thought responsive design was hot, wait until you see how advertising experts use the digital body posture of consumers to customize offer delivery in real time. Plus, access exclusive research on mobile use-cases from Apartment List. If you thought apps and mobile search and operating systems were all alike, think again.

Speakers:
Douglas Davidoff, Management Consultant, Imagine Business Development
Chris Herndon, President and Co-founder, Apartment List

1:00pm – 1:15pm    Official AIM 2014 Kick-off & Welcome

Steve Lefkovits kicks off AIM 2014 with a look at this year’s theme: Conspire.  From collaborative learning to “co-opetition” to stealing the best ideas, we’ll get you primed for the next three days of programming and networking, update you on what’s new for 2014, and give you a sneak peek at some of the killer attendee gifts up for grabs.

Speaker:
Steve Lefkovits, Executive Producer, Joshua Tree Conference Group

1:15pm – 2:00pm    Sell It! Bringing AIM Ideas Back Home to Executives

It’s one thing to have a good idea, it is another to sell it up the chain of command in a multifamily real estate company. Said simply, if you can’t sell it, you don’t get the funding to execute it. This presentation, from a guy who signs the checks, will provide you with the specific tools to go back to the office and sell the strategies, campaigns and tactics acquired at AIM,. Please join us for a special presentation from Bell Partners chief administrative officer Robert Slater on pitching great marketing to the executive suite. Don’t leave the good ideas behind in Huntington Beach.

Speaker:
Robert Slater, Chief Administrative Officer, Bell Partners

2:00pm – 2:30pm    Networking Break

2:30pm – 3:30pm    Enamor Your Audience: Capturing Customer Heart & Soul

Human joy and happiness has been at the root of consumer marketing ever since Coca-Cola taught the world to sing (and way before that, too). Connecting with customers on an emotional level takes more than just a wink and a nod, though. It requires authenticity. From marketing kale and cuties to inspiring millions of viewers on YouTube to connecting soulfully with audiences across the web, AIM is pleased to present this exclusive line-up of inspirational, motivational TED-style talks from marketers who know how to spread joy, share the love, and also know a thing or two about multifamily marketing, as well.

Speakers:
Terry Feinberg, Principal, Moxxy Marketing
Shabnam Mogharabi, CEO, SoulPancake and former Editor in Chief, Multifamily Executive Magazine

3:30pm – 4:00pm    Networking Break

4:00pm – 5:00pm    Campaigns: The Unconscious Marketing Makeover

Superbowl ad guru and AIM 2013 keynote speaker Douglas Van Praet says multifamily marketers have one of the greatest opportunities to connect consumers with brand at an unconscious level. We’ve recruited Van Praet to apply his agency experience and neuroscience principles to communities at Weidner Apartment Homes for a marketing makeover reveal you won’t want to miss.

Speakers:
Douglas Van Praet, Founder, Unconscious Marketing
Laurel Zacher, Marketing Manager, Weidner Apartment Homes

5:00pm – 6:30pm    Networking Reception

 

Day Two – Tuesday, May 6

6:30am – 7:30am     Morning Yoga with Casey Van Zandt

7:30am – 8:30am     Networking Breakfast

Tuesday Networking Breakfast Roundtables Include:

The (un)Future of Craigslist
Ratings & Reviews
Empowering Your Employees to Empower Your Customers

8:30am – 9:30am     Presidential Power Panel: The AIM Executive Interview

Day two at AIM: Conspire gets right to it with an intimate conversation between top multifamily executives and AIM executive producer Steve Lefkovits. Reflecting on the power of brand, the opportunities and challenges of online apartment marketing in the 21st century, and the evolving importance of the marketing department to executives and owners, presidents from leading multifamily firms will share their vision of the future of marketing at their firms.

Speakers:
Steve Lefkovits (moderator), Executive Producer, Joshua Tree Conference Group
Jeff Brodsky, President, Related Management
Cindy Clare, President, Kettler Management
Brad Cribbins, COO, Alliance Residential

9:30am – 10:30am Keynote: Danny Sullivan on the Alleged Google Conspiracy

Is Google primed for a complete takeover of the online display of real estate for lease? In the four years since he first entertained the idea at AIM, noted search engine expert, author, journalist and Google-watcher par excellence Danny Sullivan returns for a command performance to address the Google conspiracy for capturing the entirety of online search traffic for apartments. From 360° walk-throughs to ratings and reviews to maps and video, Google is committed to providing a new and compelling experience directly on the SERP. Join us for this special examination on the motivations behind relevancy, results, and Google’s next move into entity search for understanding not just how important things are to human users, but what meanings those things have for us beyond the web.

Speaker:
Danny Sullivan, Founding Editor, Search Engine Land

10:30am – 11:00am            Networking Break

11:00am – 11:45am          YOU CAN DO IT! Empowering Consumers Via Integrated Marketing Campaigns

What do brands like GoPro and Disney have in common? The ability to inspire action. These companies have successfully leveraged their own consumers by way of integrated marketing campaigns. Empowering your customer and employee to not only participate in your brand, but publicly advocate on your behalf is a necessity most fear. But don’t be afraid!  The name of the game is to deliver cost-effective, measurable and interactive content that plays into the subconscious of today’s renter. These national brands have mastered the art of IMC, and now so will you. Learn how you can take these themes today and apply them to your multifamily portfolio tomorrow with reliable case studies and a proven formula for success.

Speakers:
Jolene Soplaski, Marketing Coordinator, Rentlytics (moderator)
Eric Clark, Director of Marketing, Altman Cos.
Sarah Milligan, Marketing Programs Manager, Preservation Management, Inc.
Dana Pate, Marketing Director, Matrix Residential

11:00am – 11:45am            Score! Assigning Lead Value and Motivating On-Site Conversions

What makes the perfect apartment prospect lead? One that converts into a perfect apartment resident lease is the obvious answer, but at what cost? Across all channels, any individual guest card has had personnel, budget, time, and pricing resources applied to it, often at multiple touch points and times. Fortunately for the industry, lead scoring models pinpointing specific values have already been created. Fortunately for you, one of those models will become public this year at AIM. Learn how to score and get your game on with a hands-on boot camp for motivating on-site staffs to convert on the leads that mean the most.

Speakers:
Lauren Curley (intro), Marketing Director, Landmark Property Services
Arthur Kosmider, Director of Property Marketing, TGM Communities
Steve Taraborelli, President and CEO, Acperion LLC

11:45am – 1:00pm  Networking Lunch

1:00pm – 1:45pm    Best New Multifamily Start-Up Competition

Root for your favorite company as new multifamily startups pitch their concepts to our board of industry entrepreneur judges. Our finalists have already made the first cut at the Multifamily Technology & Entrepreneurship Conference and are going for the gold in front of the entire AIM audience. Ever wonder how new companies and new apartment technologies get started?  We’ll put the business leaders of tomorrow into the hot seat, challenging them to answer how their value proposition can best improve the business of apartment marketing and operations.

Carie Powell (emcee), Founder and CEO, Aeris Properties
Josh McDonald (judge), Director of Marketing, Holland Residential
Dirk Wakeham (judge), Managing Director, Westlake Ventures

1:00pm – 1:45pm    The What, Why and How of Graphic Design and Branding

Even while the industry is rushing towards enhanced web and digital marketing strategies, traditional marketing collateral of banners, brochures, displays and signage are becoming more important than ever as “high touch” non-digital marketing media. Whether you employ outside agencies or develop creative internally, improve your graphic design acumen with our “What, Why and How” session focused on understanding basic design principles, practical use of graphic design elements (font, color, etc.), and highlights of brand expression. Regardless of your projects, from creating a coffee cup sleeve to a full building wrap, this is a primer that you will not want to miss.

Speakers:
Jules Epstein, President and CEO, Primary Design, Inc.
Jamie Ange, Sr. Marketing Manager, Bell Partners
Steven Ozbun, Vice President & Managing Partner, DZAP

1:45pm – 2:15pm    Networking Break

2:15pm – 3:00pm    Investor Marketing

Whether your firm is developing new apartments, acquiring or rehabbing existing assets, or trying to expand an ownership or fee management portfolio, there’s an entire B2B universe that apartment marketers increasingly need to appeal to. Marketing to the multifamily owner and investor community is anything but cut and paste from the site-level. From video to email to the latest in rich media, learn the nuanced tactics of perfecting your pitch from a panel of private equity, fee management, and apartment owner experts who consistently succeed at building resonating brand delivery in the investor board room.

Speakers:
Lori Torres (moderator), CEO, Parcel Pending
Lisa Trapp, Director of Marketing, Sequoia Equities
Mike Clow, Senior Managing Director, Greystar Real Estate Partners

2:15pm – 3:00pm    Graduation Day: Nurturing Student Housing Residents into Apartments

1.6 million college students are expected to graduate this year and begin their transition into the “real world,” a life change that for many will include renting their first market rate multifamily apartment. Learn the digital marketing strategies proven to attract today’s savvy collegiate renters from a power panel of top marketers in the student housing industry. The expectations from your next wave of renters are high. Capture the attention (and the leases) of this compelling prospect pool with results-driven marketing ideas for making your communities the first choice of the next generation.

Speakers:
Casey Van Zandt (moderator), Consultant
Kim Cory, Director of Student Media, ForRent Media Solutions
Katy Smerko, National Director of Leasing and Marketing, Campus Advantage

3:00pm – 3:30pm    Networking Break

3:30pm – 4:15pm    Customer Cartography: Mapping the Prospect to Resident Journey

Providing remarkable experiences to customers can be laborious, exhausting and frustrating when blind spots in an organization obstruct vision into what customers actually experience. Engaging and informative as team-building events, customer journey mapping helps staff at all levels play a direct role in designing and delivering extraordinary customer experiences. Dive into the collaboration used to make service better and learn how a walk through the seemingly familiar customer journey within your organization helps to understand key touch points, moments of truth, branding opportunities and areas to seek out for new insight, innovation and opportunity.

Speakers:
CJ Edmonds (moderator), Vice President of Sales, G5
Tracy Bowers, Managing Director, Matrix Residential
Melanie Gersper, Executive Vice President of Property Management, CFLane
Lynette Hegeman, Vice President of Marketing, Berkshire Property Advisors

3:30pm – 4:15pm    Little Data: The Simple KPIs You Should Be Following

For apartment marketers caught up in the world of big data, the trend of applying analytics and business intelligence to seemingly everything can often make BI feel more like BS. In fact, analysts are already finding that “big data” tends to work best on “big industries” with gazillions of transactions (think Target, Nordstrom, Coca Cola) while smaller companies (that’s us) benefit more from leveraging simple data sets already available to them — including the data inside their employees’ heads. Learn how to make evidence-based decisions from easily discoverable KPIs with killer results and check out the real world examples of how progressive multifamily firms are discovering a marketing math that’s 1+1 = 2 simple. You’ll be looking at number crunching in a whole new light.

Speakers:
Donald Davidoff (moderator), president, D2 Demand Solutions
Jessica Mills, Director of Revenue Management, Carmel Partners
Scott Wesson, Chief Information Officer, UDR

4:30pm – 5:30pm    The 2014 AIM Video Awards

AIM is proud to present the 2014 Apartment Internet Marketing Video Awards for the best in multifamily video marketing. We’ll shine the spotlight on achievements in community marketing, training, and multifamily vendor video in our second annual red carpet awards event for the most creative apartment videos to hit the net.

Emcee:
Pete Regules (emcee and The Doctor of Fun), National Manager Multifamily Housing Products and Services, CORT

Judges:
Israel Carunungan, Director of Property Marketing, Greystar
Sarah Greenough, Senior Vice President and Chief Marketing Officer, Princeton Properties
Sarah Milligan, Marketing Programs Manager, Preservation Management, Inc.

5:30pm – 7:00pm    Networking Reception

 

Day Three – Wednesday May 7 

6:30am – 7:30am     Morning Yoga with Casey Van Zandt

7:30am – 8:30am     Networking Breakfast

Wednesday Networking Breakfast Roundtables Include:

Email Marketing
Lease-up Marketing
Google Glass and the Internet of Things

8:30am – 9:15am     I Stole This Idea! Adopting and Adapting Great Marketing

Good artists imitate; great artists steal. Not for the timid, our annual survey of incredible marketing ideas takes dead aim on where we “find” some of our most compelling concepts: from each other. Learn how companies succeed by improving on competitor’s original ideas, see how top flight brands borrow from peer success stories, and learn how two multifamily marketing shops have co-opted from colleagues and big business at large to execute new, successful, in-house spins on street proven innovations.

Speakers:
Charity Hisle Zierten (moderator), Chief Engagement Officer, Socially Engaged Marketing
Sarah Greenough, Senior Vice President and Chief Marketing Officer, Princeton Properties
Amanda Zinsmeyer, Director of Marketing, Behringer Harvard Residential

8:30am – 9:15am     11 Agencies & 14 Communities: Building a Brandbook

If storytelling equates to great community marketing, executives charged with marketing large apartment portfolios have a lot of plot narratives to learn. Go inside the brandbook creative effort at Carmel Partners, where marketers teamed up with in-the-know on-site associates and local agency expertise to develop the brand image and channel storytelling messages for communities in New York, Denver, Los Angeles and Hawaii. Learn how to develop the localized, boutique themes that resonate with both investors and customers, putting your team (and your assets) in the center of attention.

Speakers:
Melanie Flaherty, Vice President of Marketing, Carmel Partners
Debi Zumtobel, Principal, sixwasnine

9:15am – 9:45am     Networking Break

9:45am – 10:30am  Think Like a Technologist

In the last 5 years, marketing has become a more technology-driven, data-oriented career path. The rise of technologies specifically focused on creating, disseminating and tracking marketing campaigns has created a cross-functional job description, wherein marketers must become technologists. But, where do we start? Learn from self-described computer geek and multifamily marketing director Lauren Curley how to find the new delta in the digital divide between marketing and tech. Because if you don’t know the technology, you can’t own the technology, which means most of us are probably only skimming the surface of what our resources can do to create a better customer experience.

Speaker:
Lauren Curley, Marketing Director, Landmark Property Services

9:45am – 10:30am  Digital Doomsday Scenarios: Marketing Out of Your Control

Net neutrality. Hackers and trolls. Anonymous ratings and reviews. Just beyond our bandwidth are legions of malware-infecting miscreants out to do our best marketing efforts in. Sometimes it’s just for the fun of it, sometimes it’s a deliberate attack on our business model, or on the technology platforms we’ve come to rely on. Get your brand back and safeguard your marketing spend with an education on the biggest online threats facing multifamily today, and the precautions available to defend your digital neighborhood. You might be surprised at who’s out to get you next.

Speakers:
Heather Blume, Property Management Consultant, Behind the Leasing Desk
Jill McNeish, Social Media and Reputation Manager, FPI Management
Bill Szczytko, Director of IT, Maryland Management

10:30am – 10:45am            Networking Break 

10:45am – 12:00pm            The Great Debate: An AIM 2014: Conspire Wrap-Up

Is Craigslist destroying online apartment advertising as we know it? Are the ILSs primed for a digital golden era or is their value being eroded by fragmentation and new competition? Has social media finally dried up and died for multifamily, or are there still compelling platforms and strategies beyond the noise of updates and foodie pics? We’ve invited industry thought leaders on the pro and con side of the fence to debate each other on the AIM stage to settle the score on what’s trending up and what’s trending out in the apartment marketing of today and tomorrow. Points will find counterpoints, reactions will face rebuttals, and victors will be crowned. Because AIM’s not over until the final bell rings.

Terry Danner (moderator), CEO, Riverstone Residential Group
Dave Bateman, CEO, Property Solutions International (Craigslist)
John Kobs, CEO, Apartment List (Craigslist)
Marcia Bollinger, President, Apartment Finder (ILSs)
Todd Callow, Category Manager for Rentals and Senior Housing, Realtor.com Rentals (ILSs)
Mark Juleen, Vice President of Marketing, The J.C. Hart Company (Social Media)
Bill Szczytko, Director of IT, Maryland Management (Social Media)

12:00pm        Conference Concludes