Political Advertising Workshop

Aug 6 - 7, 2015 / The Mayflower Renaissance Washington, DC Hotel

How to Find and Catch the Political Moneyball

Is your sales team prepared to find, win, and manage political advertising dollars in 2016? Reserve your seats now for this information-packed workshop!

$12 Billion is expected to be spent in 2016 across more than 30,000 local, state and national political contests. PACs, Super PACs, trade associations and industry organizations have set aside advertising war chests to promote their candidates and issues in what is destined to be a historical year of political battles and dollars spent to persuade and motivate voters.

Political campaigns are unlike any sort of commercial product or service. Candidates and causes have a window of time in which they operate and they MUST spend the money they have raised in their effort to win the vote. The cadence of spending comes in fits and starts. The execution of media plans require a different level of customer service and attention to meet the needs of a campaign. Special terms, conditions and regulations apply and differ by region and state.

There is a lot of money that will be spent this coming year, and digital will play a key role. There is lots of opportunity for digital sales teams to gain revenue in 2016 from the political races, IF they know where to find the money, manage the campaign and adhere to rules and regulations unique to political advertising.

Attendees will gain essential information that will not only lead them to the hottest races and biggest spenders in 2016, but help them understand the unique nuance of political advertisers and their goals and objectives.

Digital media spend is expected to grow by 500% over the 2012 election year. Is your team ready to capture a share of this spending? Register now for this workshop designed specifically for digital sellers intent on boosting performance in 2016 with Political Advertising revenue.

- The Venue -

8:00 am - 9:00 am Palm Court Ballroom

Registration & Breakfast

8:45 am - 9:00 am Palm Court Ballroom

Opening Remarks

9:00 am - 10:30 am

The Political Treasure Map

With over 30,000 political contests nationwide and over $12 billion in total spending, knowing where the most heated contests take place and the estimated budgets to wage them is critical for sellers. Borrell Associates is the leading tracker of political ad spending across regional, state and national contests. EVP Kip Cassino will provide a detailed look at the where, when, and how of money to be spent, equipping sellers with essential data and spending insights.

10:30 am - 12:00 pm

Meet the Campaign Buyers

Hear from a panel of campaign strategists and their agencies representing local, state and national candidates as they discuss their goals and objectives and share what it is they expect from digital media sellers.

12:00 pm - 1:15 pm

Luncheon with Guest Speaker

A Beltway View of the 2016 Campaign Year

1:15 pm - 2:15 pm

D.C. Bus Tour & Drive to Mt Vernon

Workshop participants will board a luxury coach for a guided tour of Washington D.C., pointing out the who and where of the beltway based political ad buyers. The tour will then continue to George Washington’s Mt. Vernon where we will be special guests for the balance of the days’ sessions on the grounds of the historic estate.

2:30 pm - 3:30 pm Mt Vernon

An Immersive Tour of the Political Advertising World

Successfully competing for political advertising spend requires a comprehensive understanding of how media supports several aspects of campaigns for candidates, trade associations, party organizations, and outside spending groups. This includes knowing the unique cadence of political media spending, the buying and execution process, and the sort of individual that runs a campaign and makes the spending decisions. This immersive tour will include:

2:30 pm - 2:45 pm

Understanding Political Advertising Goals and Objectives

Each campaign has unique goals and objectives – fund raising, persuasion, offensive and reactive advertising, getting out the vote – that require immediate turnaround and service. This stop on the tour will provide sellers with a clear view of how a campaign ticks and the role digital plays in the mix.

2:45 pm - 3:00 pm

Profile of the Political Advertising Buyer

Media sellers accustomed to calling on brand marketers and agencies find an entirely different type of individual directing campaign spending – from job titles to the different marketing backgrounds generated by the political industry. Knowing what to expect from these buyers, how to approach them, and how to fit into their plan are all keys to success this session will provide.

3:00 pm - 3:15 pm

Cats & Dogs

Political Campaigns are different beasts than typical advertisers. Campaigns have a limited window of time and they MUST spend during the campaign time. There is no tomorrow. Spending can come in flights, based on what the opposition is doing, requiring quick action and ability to service promptly. Understanding and preparing for the cadence of political spending is essential to keeping the business.

3:15 pm - 3:30 pm

Buying Process and Execution

Ad buying in politics can be quite different than the world of commercial brands. Money flows are very sporadic so ad budgets change on the fly. This has a profound effect on the ad buying process, creative and execution. Failure to understand and adapt can be the difference between a winning or losing a piece of business.

3:30 pm - 4:30 pm Mt Vernon

The Data Driven Political Ad Machine: What Every Seller Must Know

Everyone likes to throw around phrases like “Big Data” and claim they make full use of technology to drive their campaign. Not all campaigns and organizations view data and technology the same. and failure to understand the different data/technology philosophies involved will spell disaster when you try and sell advertising. This session will review the current state of data and campaign technology understanding and implementation heading into 2016 and how that translates to each channel.

4:30 pm - 4:45 pm Mt Vernon

Break

4:45 pm - 6:00 pm Mt Vernon

The Tactics of Selling Campaign Advertising

The deck you use and edit for tomorrow’s traditional presentation is likely not relevant for your political client. The materials and solutions you deploy must address the unique aspects of political marketing, and demonstrate your organization’s category understanding. Just as a movie’s opening weekend strategy is not a car dealer group promotion, your recommendation for political rapid response must be crafted with the same thoughtful precision. This session will get you thinking about how your collateral and products can better meet the needs of political. It will also cover the dos and don’ts of political client presentations.

6:00 pm - 6:45 pm Mt Vernon

Cocktail Reception and Presentation by Mt. Vernon CEO, Curt Viebranz

The workshop sessions will conclude with a networking cocktail reception in the Mt. Vernon Inn. The CEO of Mt. Vernon, Curt Viebranz, will welcome workshop participants and provide a brief presentation touching on the history of the estate, the life and times of George Washington and the founding of America.

6:45 pm - 7:45 pm Mt Vernon

Private Tour of Mt. Vernon Mansion and Grounds

Workshop participants will be treated to an after-public-hours private tour of George Washington’s famous estate and surrounding grounds. As guest of Mt. Vernon’s CEO, this tour will take us into the most private areas of the estate, led by Mt. Vernon historians that will make this a VERY special experience not to be forgotten.

8:00 pm - 9:00 pm Mt Vernon

Dinner at Mt. Vernon Inn

We will toast the day over dinner at the Mt. Vernon Inn on the grounds of the estate. The estate chefs will prepare authentic cuisine from early-America, setting the table with the same fare offered up in the days of George Washington. The entire Mt. Vernon experience will provide a fitting historical perspective that will cap an intense day of workshop presentations and discussions on the current American political system and how candidates and issues are promoted today. Truly a special opportunity to experience the history of how our nation came to be while learning how it functions today. For media sellers with a focus on political advertising, this will be a day not to be missed or forgotten!

9:00 am - 10:00 am

Stay Out of Jail: Laws & Regulations

The political advertising industry is regulated by all levels of government and disproportionately scrutinized by a variety of watchdog groups. While digital advertising is not required to comply with the rules for traditional broadcast ads, state and local governments often enact their own and you need to understand them. This session will also ensure you understand the Why and How behind Political Ad Disclaimers, what equal time means, what lowest-available-rate windows are, and why your organization should develop and publish a comprehensive political advertising acceptance policy.

10:00 am - 11:00 am

Conversation with a Digital Political Strategist

Shannon Chatlos will join the workshop for an open conversation about digital media and its role in campaign advertising. As Vice President, Digital at Strategic Partners and Media, a major DC-based political agency, Shannon is working daily with various Republican campaigns to integrate digital strategies into the media mix. This will be a highly valuable hour with a digital media political operative that will share her perspective and answer your questions.

The Mayflower Renaissance Washington, DC Hotel

1127 Connecticut Avenue NW
Washington, District Of Columbia

Where Luxury and History Come Together

Proudly listed on the National Register of Historic Places, and showcasing an incredible location in the heart of the city's downtown district, the Mayflower Renaissance Washington, DC Hotel sets the stage for remarkable visits here in the Nation's Capital. Everything within the hotel is infused with a sense of refined luxury - from lovingly preserved decorative building elements to gorgeously designed rooms and suites. Thoughtful perks, like plush bedding and high-end products in every bathroom, help you to feel at home in Washington. Enjoy a meal at their brasserie, EDGAR, or step outside and explore Dupont Circle and other nearby attractions. Historic luxury and modern style combine for a uniquely wonderful experience at the Mayflower Renaissance Washington, DC Hotel.