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Mobile Marketing – Adapting to New Platforms to Get Audience Engagement PLUS Gold Key Winners Workshop

Evening Keynote

Get answers to the questions everybody’s asking!

The two things most B2B professionals know about mobile marketing are that they need to learn more, and they can’t afford to be left behind this rapidly advancing technology.

That’s why you should join us for our Keynote Dinner on Wednesday, October 12, 2011.

During this information-rich presentation you’ll learn how CenturyLink (formerly Qwest) has successfully used mobile platforms to engage their audience and achieve a strong ROI. In addition, you’ll get answers to pivotal questions, such as:

  • Why should I care about mobile marketing?
  • Should I focus on tablets, smartphones or both?
  • How do I engage a target that is pressed for time, cynical of advertising, and not sure why they should even care about my brand??

CenturyLink Business has worked through these questions and more. Along with their advertising agency, McKinney, they are ready to share their success secrets—many of which they learned from their BMA “Best of Show” Digital Marketing/Mobile Marketing Campaign: Innovative Touch Points.

While one size doesn’t fit all, the knowledge you’ll gain from CenturyLink Business and McKinney could be the spark to polish your current mobile marketing strategies or jump start new ones.

Attendees will learn:

  • How CenturyLink used target insights to inform the creative strategy
  • How CenturyLink adapted its campaign to mobile platforms


Afternoon Workshop

Gold Key’s “Best of Winners” Workshop featuring winners of Best Creative, Best Production and Best Strategy

Learn How To Get Award-Winning, Measureable Results!

What does it really mean to be the best? You’ll find out in this highly interactive workshop from an elite panel of Gold Key “Best Of” winners. They’ll reveal the inside stories and strategies behind their winning campaigns for “Best” creative, production and strategy. Each panelist will:

  • Provide specific, detailed insights into their campaign
  • Reveal bottom-line results their campaign achieved – and how they were measured
  • Answer audience questions

This moderated, information-packed workshop is intended to facilitate a lively discussion between panel members and attendees—so you can turn up the volume and apply what you learn to your next campaign.

Participating Companies & Panelists

Moderator: Cindy Jennings, President, Volition Strategies & BMA Colorado Gold Key Co-Chair

Best Strategy: CenturyLink
Category: Digital Marketing – Integrated Online Campaign
Entry: Integrated Lifecycle Program
Panelist: Bob Uphoff, Campaign Manager
Best Production: Carbon8 for Level 3
Category: Digital Marketing – Websites $25K - $50K
Entry: Media Delivery for Level 3 Delivers
Panelist: Mark Mitton, President, Carbon8
Best Creative: Cohn Marketing
Category: B2B Self Promotion – Campaign
Entry: Cohn Gives Back To “The Power of 10”
Panelist: Lisa Wieting, Senior PR and Social Media Strategist

Note: The material covered during the keynote address will be completely separate from the topics covered by CenturyLink during our Afternoon Workshop, so we encourage you to sign up for both events.


Joanne Kernie (Keynote)
Marketing Director, CenturyLink Business

Joanne Kernie, Director of CenturyLink’s Business Markets Group marketing organization, oversees all advertising, lead generation and customer lifecycle marketing activities for large businesses as well as local, state and federal government, and education customers.

Mirko Mueller-Goolsbey (Keynote)
Account Manager, McKinney

Mirko Mueller-Goolsbey joined McKinney, a full-service advertising agency, in 2009. He is responsible for CenturyLink Business Markets Group brand strategy and advertising. McKinney’s services include strategy, persona development, media planning/buying, social media and creative that spans print, digital, website development and tablet and mobile executions.

Mark Mitton (Workshop)
President, Carbon8

Mark Mitton is President of Carbon8, an Interactive Digital Agency based in the Highlands. At Carbon8, Mark oversees the company’s creative work and client strategy. Prior to co-founding Carbon8, Mark held various positions included leading branding, public relations, advertising, demand generation, market research and e-marketing programs at both large and start-up technology companies, such as Level 3 Communications, SpectraLink, BTI, iWorlds and Diveo. Mark has an MBA in international business from the University of South Carolina. He also speaks Spanish and Portuguese, is a father of four, writes fiction on the side, enjoys climbing 14ers, loves to sing karaoke and has an unfulfilled dream to be a TV weatherman.

Lisa Weiting (Workshop)
Senior PR and Social Media Strategist, Cohn Marketing

Lisa is responsible for managing and implementing media relations and social/digital media strategies on behalf of her clients, including traditional public relations tactics as well as new media initiatives. Since coming to Cohn Marketing in 2006, Lisa has specialized in retail, restaurant, real estate and business-to-business clients. Her background includes sports marketing and production for college and professional athletic programs as well as for NBC Sports in New York, where she developed everything from story scripts for live shows to producing highlight reels. Lisa received a bachelor’s degree in journalism from the University of Nebraska-Lincoln.

Bob Uphoff (Workshop)
Campaign Manager, Qwest

The bulk of Bob’s career has been spent in marketing research, strategy and direct marketing. Bob has been with Qwest (now CenturyLink) for over 2-years. He has held two positions during this time. His current position is within the Regional Markets Group (small and midsized business) guiding a team of 5 product and segment managers. Prior to this he held a similar position in Qwest’s Enterprise Marketing (Large Business) group. Before Qwest, Bob spent 5-years with Pulte Homes the largest US homebuilder. There he was a Vice President of Strategy for the Rocky Mountain Area and Western Region. Early in his career Bob worked as an account executive for several large marketing research and advertising agencies.

Cindy Jennings (Workshop)
President, Volition Strategies

Believing that companies can be more profitable by looking at their business using tools expanded beyond traditional balance sheet items, Cindy Jennings founded Volition Strategies to show that sustainability is an improved way of doing business. She has been helping companies determine their position in the marketplace and using that distinction to gain market share for nearly 20 years using a combination of common sense, challenging the status quo, and experience using both ingenuity and the school of hard knocks.

Cindy was the 2011 BMA Gold Key Awards co-chair overseeing the entry judging process and looks forward to discussing with last year's winners their processes in creating award-winning, results-oriented work.

Wednesday, October 12, 2011 3:30 PM - 5:00 PM; 5:30 PM - 7:00 PM


Renaissance Hotel, 3801 Quebec St., Denver, CO 80207

3:30 p.m. - 5:00 p.m. Workshop

5:30 p.m. - 6:30 p.m. New & Prospective Member Orientation

5:30 p.m. Cocktails & Networking
6:30 p.m. Dinner & Keynote

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  • Keynote - BMA Member: $45
  • Keynote - Not Yet Member: $59
  • Attend both events - BMA Member: $60
  • Attend both events - Not Yet Member: $89
  • Workshop - Not Yet Member: $40
  • Workshop - BMA Member: $25
  • Workshop - Full-time Student: $20
  • Keynote - Full-time Student: $35
  • Attend both events - Full-time Student: $45


Deadline: 10/11/2011
Maximum Attendees: 150