Generational Communications 2008

1:30 p.m. - 1:45 p.m.	Registration
1:45 p.m. - 2:00 p.m.	Welcome Remarks Steve Etzler, Founder and CEO, Business Development Institute Adrienne Garland, Vice President Marketing, PR Newswire
2:00 p.m. - 2:35 p.m.	Case Study: NBC's Insights into Generational Segmentation Alan Wurtzel, President, Research and Media Development, NBC Universal Research NBC Universal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. Alan will share a behind the scenes perspective on how and why NBC segments its strategy according to age.
2:35 p.m. - 3:10 p.m.	Case Study: Dove Campaign For Real Beauty: Creating Communication Programs Tailored to Specific Generations of Women Stacie Bright, Senior Communications Marketing Manager, Unilever's Dove, Vaseline, Ponds, Caress, Q-tips, Wisk, All and Snuggle brands Stacie has received multiple industry awards including the PRSA "Best of Show" Silver Anvil and the PR Week Award for the Consumer Launch Campaign of the Year, among others. Stacie will share her experiences on how generational segmentation played a key role in the highly successful campaign.
3:10 p.m. - 3:45 p.m.	Case Study: Engaging Consumer 2.0 Brandon Evans, Managing Partner, Strategy and Services, Mr. Youth Consumer 2.0 provides a radical dive into new consumer behavior that has penetrated the teen and college markets. Brandon Evans discusses how marketers can thrive in the midst of these changes by understanding the five rules to engaging this new breed of consumer.
3:45 p.m. - 4:00 p.m.	Break
4:00 p.m. - 4:15 p.m.	Panel Opening Presentation Dana Markow, Vice President, Senior Consultant of Youth & Education Research, Harris Interactive
4:15 p.m. - 5:00 p.m.	Panel Discussion Moderator: Dana Markow, Vice President, Youth & Education Research, Harris Interactive Deirdre Bigley, VP, Marketing, IBM Software, Americas Emily Kanders Goldfischer, Vice President, Public Relations, Loews Hotels Bill Kircos, Director, Technology Public Relations Group, Intel Corporation Kirsten Paragona, Director, External Communications, HCL America, Inc.
5:00 p.m. - 6:00 p.m.	Networking Reception in Exhibit Hall