2023 Conference Schedule

2023 Digital Marketing Program

Over the last year, there have been a wide variety of changes in the digital marketing landscape. We’re here to help you stay up to date on trends, build useful skills, and employ digital strategies that achieve your goals.
The *** indicates classes specifically designed to help destination marketers AND local businesses, attractions, and experiences.

8:00 am Networking

9:00 am Concurrent Breakout Sessions

1. Microsoft Advertising Best Practices
   with Peter Frisa, JB Media Group
   Google Ads has been the most dominant platform for Search Engine Marketing for quite some time, however, as of recent, Microsoft has been making major power moves to improve their platform, Microsoft Ads, providing serious competition now.  There are some really big opportunities that you will be able to gain using Microsoft Ads instead of Google Ads. If you wish to learn more about the differences between the platforms, and how some of the new advanced features could help your advertising efforts, then you don’t want to miss this presentation.
2. The Ethics and Uses of AI – Learning Lab
   Justin Belleme, JB Media Group
   In this session and learning lab, we will begin with a brief discussion of the recent developments and ethical concerns related to AI related to content marketing and digital advertising. We will then shift to a practical and tactical review of some of the most common ways that AI tools and tactics are already being used in the marketing world including how AI will impact:
   – Content strategy, research, and planning
   – Content development and optimization
   – Digital advertising – Advertising copy and headlines
   – Digital advertising – Optimization
   – Graphic design and video production
3. Tourism Product Development as a Marketing Strategy
   Chris Cavanaugh, Magellan Strategy Group
   For many communities, the creation of new experiences that drive visitation, spending, and satisfaction have become a critical focus of destination leadership organizations. But these new experiences can also serve as storytelling platforms and as opportunities to generate viral content. This session will present different forms of tourism product development (no matter the size of your community) and address ways to use these investments as enhancements to your marketing plans.

10:15 am Break

10:30 am Presentations

1. Make Your Local Events Memorable, Shareable, and Impactful
   John Hornsby, Hornsby Creative and Peak Promo
   If you’ve been navigating the event world without a clear roadmap, join this session as we explore how to create remarkable local event experiences that resonate, captivate, and leave a lasting mark. Led by seasoned event branding and strategy expert, John Hornsby of Hornsby Creative, this session is designed to give you a compass in the chaotic event landscape. Gain clarity on crafting events that matter and magnify your region’s allure.
   – Learn to develop events that amplify your town’s charm, aspirations, and mission.
   – Learn to allocate resources wisely to achieve harmony in your event calendar.
        – Understand how metrics can be your guiding light.
   – Infuse your strategies that resonate with your community.
        – Explore targeted attendee engagement through device IDs, paid digital ads, QR codes, and more.
   Leave this session with renewed clarity to help you elevate your town’s eventscape. 
2. Video Storytelling for Small Towns & Local Businesses
   Bob Peck, Mountainwater Films
   Video can be used in a wide variety of ways when it comes to marketing, communications, and sales. There are so many options it can feel daunting to focus on specific stories, topics, attractions, or businesses. Join Bob from Mountainwater Films and discover actionable strategies and insights to create unique video content that will effectively promote your small town as a must-visit gem. Attract travelers seeking authenticity, unique charm, and off-the-beaten-path adventures.
   
3. TBD

11:45 am Lunch

12:00 pm DEI Panel with Equity Over Everything

1:30 pm Concurrent Breakout Sessions

1. TBD
2. How to Talk about Tourism in Your Community
   Chris Cavanaugh, Magellan Strategy Group
   To paraphrase the great late comedian, Rodney Dangerfield, too many tourism leaders get no respect within their own hometowns or are even neglected entirely. Indeed, this often extends to the entire visitor economy.  We’ll discuss how to talk the talk and walk the walk in your community, and share what works, what doesn’t, and what messages people are most receptive to. This session will be an opportunity to learn from each other and make sure you have a seat at the table as opposed to being on the menu.
3. Ask an Expert Q & A
   Justin Belleme and Sarah Benoit, JB Media Institute
   Digital marketing, communications, and advertising require that creatives and professionals accept the challenge of an ever-changing, always-evolving industry where everyone uses the same tools, but we never use them exactly the same way. Join digital strategists Justin and Sarah and get the opportunity to ask them anything. Need a new, results-oriented approach to your social media ads? Feeling behind on the changes happening in SEO? Not sure how to increase conversions from your email marketing? Planning a website redesign but unsure of the checklist you need to make sure you communicate properly with your design team? The JB Media team is here for you.

3:00 pm Closing Remarks and Adjourn 

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