Connecting Communications: The Integration of Traditional Communications

April 26, 2018
12:00 PM - 1:30 PM
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Macaroni Grill
178 Jennifer Rd
Annapolis, MD 21401
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communication strategy trends with Martha boudreau, chief Communications & Marketing Officer at AARP

 

Martha Boudreau will discuss channel integration, message alignment and creating content for multiple platforms are imperatives for all communications and marketing professionals today.  When you add consumers’ demand for a top-notch brand experience, communications professionals need to work nimbly between business units and use data analytics to craft their communications strategy.  Martha Boudreau will discuss these trends and how they impact our work as communications professionals.

Channel integration, message alignment and creating content for multiple platforms are imperatives for all communications and marketing professionals today. When you add consumers’ demand for a top-notch brand experience, communications professionals need to work nimbly between business units and use data analytics to craft their communications strategy.

Creating content specific for each channel is only the first step to making your brand accessible and relevant. According to Gartner, consumers favor visual and voice search. Gartner predicts that by 2021 early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30 percent. For example, if you are creating content for a desktop, how does it translate into an accompanying video that can be accessed on both desktop and mobile devices? Taken a step further, according to Google, by 2020 30% of all searches will be done without a screen. As a result, optimizing content for voice devices starts now.

The world of communications and marketing is changing faster than ever but in the midst of this massive change, there are five key principles to carry communications forward. Martha Boudreau will discuss industry trends the key principles and how they impact our work as communications professionals.

 

 

Three Course Lunch Is Included:

Mozzarella Fritta:
parmesan-breaded mozzarella with arrabbiata

Rosa's Signature Side Caesar Salad:
fresh romaine, romano, creamy caesar dressing

Choose One:
Penne Arrabiata, Ravioli Alla Vodka, Fettuccine Gorgonzola, or Sausage + Peppers Rigatoni

 

About Martha 

Martha Boudreau is Chief Communications & Marketing Officer for AARP, the world’s largest social mission organization representing the interests of people 50+. As the CCMO, she is responsible for integrating the work of membership acquisition and renewals, digital, voice & mobile platforms, member call centers which handle a half million calls each month, brand advertising, social media, media relations, and a newly-created customer experience function.  In addition, she is responsible for the award-winning publications, AARP The Magazine and The Bulletin.  AARP The Magazine was named the most read magazine in the United States in 2017. Before joining AARP, Martha was Regional President for the Mid-Atlantic & Latin America at FleishmanHillard, a global communications firm.  Prior to becoming Regional President, she ran the firm’s Washington DC office.  Martha started her career on Capitol Hill as a legislative staff member. Martha is a member of the International Women’s Forum, The Seminar and the Arthur Page Society.  She serves on the Boards of the Center for International Private Enterprise and the American Bird Conservancy.  In 2016, Martha received Washington Women in PR’s Woman of the Year Award as well as the American Advertising Federation-DC Chapter Silver Medal for Excellence.  Martha lives in Annapolis and is a graduate of the University of Michigan where she received her B.A. in Political Science.

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Tickets

$25.00 PRSA Central Chesapeake Chapter Members

$30.00 Non-Member and Non-Member Guest

$25.00 Anne Arundel County Chamber of Commerce Members