Breakout Sessions

Ryan Estis

Next Level Leadership: Managing for Breakthrough Performance

Thursday, April 10 ~ 2:00 - 3:00 p.m.

Ryan Estis

Leadership is all about helping others stretch to achieve their potential. This session offers a compelling crusade on corporate culture, communication, collaboration, brand ambassadorship, change and preparing leaders to thrive in the ultra-competitive, hyper connected business environment we now know as the new normal.

Ryan will challenge conventional thinking with emphasis on innovation and strategy that offer leaders 'actionable content' to accelerate breakthrough performance.


Dave Philpott

Measuring Social Media Marketing ROI

Thursday, April 10 ~ 2:00 - 3:00 p.m.
Thursday, April 10 ~ 4:00 - 5:00 p.m.

Dave Philpott, PICS International

As corporations think about social media marketing, they are wondering - are we putting in too much time for too little return? What should you be doing to measure social media marketing ROI correctly? Which social media metrics are going to matter the most in 2014? What metrics matter the least? What qualifications should you ask for in an employee (or outside vendor) tasked to measure your Social Media ROI?

Dave will show you which social media tools, trends, and opportunities will matter the most to your bottom line in 2014 and beyond. Learn to pose the right questions regarding social media marketing payoff and and set realistic strategic goals.

Dave Philpott is President & Founder of PICS International. He has 17+ years of experience in the field of SEO. Dave has been responsible for providing marketing guidance and technology for a number "zero to a million" online success stories such as,, and He is a also leader in the extremely popular Local Search Optimization service arena, with the establishment of a nation-leading local search optimization service.


Deron Johnson
Ann Camden
Heidi Nelson

Public Relations: The Evolution Continues

Thursday, April 10 ~ 2:00 - 3:00 p.m.

Join a panel of PR experts as we explore the rapid evolution of public relations. In an era where digital technologies are enabling more personalized and engaged conversations with target audiences, public relations has truly emerged as a central and irreplaceable component in every marketing mix. The panel will speak to this new "golden era" for PR and engage a spirited, collaborative discussion with the audience to explore questions and implications regarding the state of public relations in 2014. If you saw last year's panel at the 2013 Conference, you won't want to miss the new topics we'll examine in 2014.

Deron Johnson, Zoetis
Deron Johnson is Director of Communications and Marketing Operations for Zoetis. He leads a team of 10 in creating communication strategies and executions that drive awareness, belief and reputation for the brands and business overall. Before entering PR Deron was a business journalist for nearly 10 years.

Ann Camden, Gibbs & Soell
Ann Camden has 20 years of communications management and public relations experience, most of it in agriculture. As one of the owners of Gibbs & Soell, Ann works on clients such as LORD Corporation, Dow, Syngenta and Ply Gem. Ann is currently a member for the College of Agriculture and Life Sciences Agriculture Leadership Program though North Carolina State University.

Heidi Nelson, Harvest PR
Heidi Nelson is owner of Harvest PR & Marketing, Inc., a strategic communications firm specializing in building brands and reputations in food and farm industries. She represents clients along the entire food chain, including ag input and feed ingredient manufacturers, specialty crop commodity organizations, value-add food manufacturers and distributors, specialty grocers and premium food and beverage brands.


John January
Shawn Wood
Jennifer Holland

cre-a-tive (kre-a-tiv): Relating to or involving the imagination or original ideas

Thursday, April 10 ~ 2:00 - 3:00 p.m.

If only coming up with unique and creative ideas was as easy as citing the definition of the word! In this interactive session, you'll hear what's new from leading creatives in the industry and discuss examples of what makes for compelling successful creative in an evolving marketplace.

Come away with new insights from award-winning creative directors who will share what they know works and how to understand why distinctive creative is so important to the success of any brand. Delve into how offline creative translates to digital and how creative has changed with the advent of the digital era.

Moderator: John January, SHS
John's creative work has been featured in Communication Arts, Creativity, Archive, Print, U.S. Ad Review, the national Addy's and Best of NAMA.

His brand resume includes The Sci-Fi Channel, The Smithsonian Institution, Sonic Drive-Ins, Merial Limited, The Kansas City Chiefs, American Century Investments, Borden Cheese, H&R Block, Blue Bunny Ice Cream, Pizza Hut, Captain D's Seafood, Cargill, Cessna, Dairy Farmers of America, Midwest Dairy Association, The Shatto Milk Company, Helzberg Diamonds, GE, Sanofi-Aventis and

Shawn Wood, Creative Director, On Ideas
For the past 20+ years, Shawn has worked at agencies from New York to Huntington Beach, CA, including BBDO, Ogilvy&Mather and Crispin&Porter. Shawn is obsessed with baseball. At age seven, he was sitting down the third base line in Fulton County Stadium the night Hank Aaron hit 715.

Jennifer Holland, President, Holland
With a communications and consulting career spanning two decades, Jennifer has fine-tuned the process of brand development into a methodology that is unlike any other-fast, efficient and cost-effective for her clients. Her vision, the Holland Helix(TM), integrates a business+brand+people strategy to enhance a company's brand persona and engage its employees. Her clientele ranges from businesses in healthcare, education and professional sports to those in retail, real estate, finance, non-profit and B2B.


Susan Nardizzi

Food for Thought: An In-Depth Ag-Marketing Case Study

Thursday, April 10 ~ 4:00 - 5:00 p.m.

Susan Nardizzi

Join Susan Nardizzi, Division Director of Marketing and Development at The Florida Department of Agriculture and Consumer Services, for a Marketing session that will take you through the steps of:

-Determining a target market
-Writing a creative strategy that forms the basis of advertising direction
-Producing commercials and digital advertising
-Connecting with bloggers who will help feature your products in the world of social media

Susan will present a case study of the "Fresh from Florida Recipes" campaign.

This Department of Agriculture & Consumer Services program promotes Florida grown and raised food. Her presentation also includes research showing accomplishments through promotion and outreach.


Connie Podesta

How to Get What You Want...The Right Way
The Power of Persuasion and Purpose

Thursday, April 10 ~ 4:00 - 5:00 p.m.

Connie Podesta

We all want what we want-right? No problem! But let's go about it the right way...without sacrificing relationships, self-respect, integrity, trust or stepping on toes. Bottom line: Getting what you want isn't about being selfish or controlling. It's about your ability to influence people in such an incredibly powerful, positive way that they choose to: Follow your lead. Cooperate with you. Learn from you. Buy from you. Mentor you. Hire you. Work with you. Support you. And...respect you.

With a blend of laugh-out-loud humor and amazing strategies, human relations expert Connie Podesta, will teach you how to negotiate differences, handle a crisis, move through change, initiate critical conversations, persuade others to get on board, close the deal, influence behavior, and communicate assertively so you can create an amazing network of people who have one common goal: to help each other become more successful. Now that's powerful!


Dr. John Izzo

Branding from the Inside Out: Engaged Associates Drive Your Brand

Friday, April 11 ~ 9:00 - 10:00 a.m.

Dr. John Izzo

Engaged associates are your best brand strategy. A great logo, a savvy tagline and advertising campaigns are necessary, but none of it matters unless you deliver impeccable and memorable customer service. The intrinsic value that makes your company shine heads above your competition relies on one thing-relationships. Who you hire, how they are treated, whether they are engaged or not, and whether they believe in the services and products they sell, has everything to do with how the world sees your brand!

Dr. Izzo shares the secrets of getting your people highly engaged-how to get them aligned with your values, more focused on the customer, and how to create a climate where they act like owners.

- Discover why brand power is more than a company logo or corporate colors
- Learn the key values of the new workforce, the emerging values of consumers and how leaders and companies must respond
- Gain impactful ideas about how leaders can get their people to believe passionately in their brand, live the values in daily interactions, while creating a brand that customers will connect to emotionally.


Rick Patton

Marketing to Multiple Generations at the Same Time, From the Same Budget: Producer Panel

Friday, April 11 ~ 9:00 - 10:00 a.m.

How do you talk to different generations of customers when you have limited dollars, channels and resources to do it effectively?

Get your questions answered by the real deal - the producers themselves. You will hear from two different generations running a multi-generational specialty crop business: a livestock producer from Gen Y and a row crop owner from the Boomer generation. Come find out how they receive marketing messages, how they make decisions and how your messaging may need to change with different generations stepping into leading roles. Discuss the impact this transition will have as new decision makers appear on the scene in the next 5-10 years.

Moderator: Rick Patton, Vance Publishing
Rick has spent 20 plus years in the crop side of agriculture and marketing communications. As Business Development Lead - Production Agriculture, he oversees Drovers CattleNetwork, PORK Network, Dairy Herd Management and Bovine Veterinarian and Ag Professional.


Randy Krotz

The Power of Consumers to Shape a Business Model

Friday, April 11 ~ 9:00 - 10:00 a.m.

Randy Krotz, USFRA

Since 2011, U.S. Farmers and Ranchers Alliance (USFRA) has been connecting with influential consumers to earn their trust in our American food production industry. Early USFRA research showed that the message of "safe, affordable and abundant food production" fell flat with consumers who had more questions about the long term safety of the food they feed their own families, rather than "feeding the growing world's population." The latest USFRA research shows that transparency is a hot topic for many American consumers.

In the summer of 2013, the organization surveyed consumers and food connectors on what transparency means to them. In this session, Randy Krotz, Executive Director of USFRA, will share how USFRA has taken findings from this most recent research to create issues management campaigns that address the heart of consumer concerns to increase confidence and trust in today's agriculture.


Introducing your 2014 Agri-Marketing Conference Keynote Speakers:

Ryan Estis
The Brand Experience

Connie Podesta
How to Be #1 and Stay There!

Dr. John Izzo
Stepping Up Your Game in Work & Life

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John Deere Financial