Conference Day 1: Tuesday, June 9, 2009

8:50 Opening Remarks

9:00 Keynote: The National Football League Presents: Handing Off To The Next Generation Of Fans, Athletes And Gamers

As a well-established and powerful sports and entertainment brand, for decades the NFL has benefited from fans' passion for the game being organically passed down to the next generation. However, in a rapidly changing kids environment, the NFL has spent the last three years focused on creating kid-customized entry points into the NFL for young fans, athletes and gamers, as well as their parents.

This presentation will not only look inside the NFL's youth strategy and the partnerships that have been established in recent years, but will also look forward to the next stage of the NFL's youth platform. Among the areas that will be discussed include:

• NFL PLAY 60, the NFL's primary corporate social responsibility platform, which is committed to the health and fitness of the next generation
• NFLRUSH.com and NFLRUSH Zone, the first multi-player, role-playing game world from a sports property.
• The multiplier effect that the right media and sponsor partnerships in the youth space can create

Peter O'Reilly
Director of Marketing
THE NATIONAL FOOTBALL LEAGUE

9:45 Media, Marketing And The Economy

Given the current environment, what are the best practices for reaching the kid? Is it through the moms? Are partnerships the way forward?

• How to effectively compete and expand in the current economic environment
• Making the right investments today to grow your business tomorrow
• Partnership acquisition: How strategic partnerships with like-minded organizations can allow you both to thrive in tough economic times
• The latest on advertising and kids today: What's been effective lately with kids and parents?

Scott Hendrickson
Vice President, Sales and Marketing
SPORTS ILLUSTRATED FOR KIDS

10:45 Reintroducing, Reconnecting And Reestablishing A Brand While Reaching Out To A New Audience

As part of their 100th Anniversary Celebration, Boy Scouts of America is making bold new changes, moving ahead with a positive PR vision while staying true to their mission of instilling character in America's youth.

Hear how they are doing it through:

• Not just celebrating the BSA's first 100 years but sharing a vision for the next 100 years
• Reestablishing the brand with consistency and clarity: Better managing the use of logos brand positions and messages
• Hispanic Initiative to engage Hispanic youth and their families in Scouting
• Extending the brand through sponsorships and partnerships
• Reaching kids and moms where they are at the local level through schools, religious and social organizations
• Leverage digital media
• Protecting current relationships while building new ones
• Making that alumni connection

Stephen L. Medlicott
National Director, Marketing Group
BOY SCOUTS OF AMERICA

11:30 Marketing To Moms Or Kids? Case Study

• Significant research and business models that pointed to weighting the majority of kajeet marketing (75%) to kids
• Review of in-field experience after 1 year of operation - showed marketing to mom was much more effective for this product category
• Guidelines for dividing marketing investments toward moms and kids
• Profile of techniques for cost-effectively reaching today's moms and profile of experience in marketing to mom in this economic climate

Carol Politi
Senior Vice President, Corporate Development
KAJEET

1:00 15 Things You Need To Know About Kids, Media & Advertising

In today's information- and media-saturated world, knowing how best to reach young consumers is one of the most difficult tasks in our industry. In this presentation, Mediamark Research & Intelligence (MRI) will share key insights about kids and media from The American Kids Study™, including:

• How do kids use TV? Do they multimedia-task? Do they watch commercials? And, what types of TV rules do parent's typically put in place?
• How do Kids use the Internet?
• What creative elements in advertising most resonate with kids?
• What's new with kids and gaming?

Anne Marie Kelly
SVP Marketing & Strategic Planning
MEDIAMARK RESEARCH & INTELLIGENCE (MRI)

1:45 How We Reached Mom

Utilizing social networking and the power of word of mouth to deliver your message

• The importance of context, trust and engagement in marketing to moms
• Understanding where and how to reach them
• What does it mean to engage mothers online: Considering your objectives, rather than your tactics
• Enable moms to embrace and own your brand message, not just hear it

Ephraim Luft
CEO and Co-founder
CIRCLE OF MOMS

2:30 How To Reach Moms Where They Live

There are currently 32.2 million moms online, and 67% of them are there researching purchasing decisions. They are finding influential peers through online communities, mommy blogs, microblogs, and more. In this presentation, we will share:

• Case studies and trends
• Our experience with proprietary services such as Team Mom™, Web Mom Directory, and the Bloggers Brunch
• Tips on where to find the right moms for your message
• The dos and don'ts of communicating with them in virtual space

Stephanie Azzarone
President
CHILD'S PLAY COMMUNICATIONS

3:30 The Vireal World: Where The Virtual And Real Worlds Meet

• Combining innovative online design tools and a vibrant virtual world with real-world clothing and accessories
• Understanding your customer: What are their drivers? What are their constraints?
• Making the virtual and real worlds as seamless as they are in your customers' minds
• Keys to reaching your decision makers (girls) and the buyers (parents, grandparents)

David Cote
CEO and Founder
EST. TODAY

4:15 Keynote: The Future Of Social Networking

• Social media and where it fits in the marketing mix
• How best to utilize social networking: Best of case studies about how it is being used
• How do you find success with social media and measure the effectiveness of it?
• The different flavors of social media
• The rise of social entertainment networks
• The value proposition to marketers

Geoff Cook
Chief Executive Officer
MYYEARBOOK

5:00 Day One Closing General Session: Investment Challenges and Choices of Today's Kids Brands

Brands have limited investment dollars, a low tolerance for long development/deployment schedules and a need for immediate return.

• Who is doing it well and who isn't?
• What brands should prioritize and how they should measure
• What brands can do to maximize their investments
• What brands can do to create an agency relationship that leads to faster returns

Laurence Bricker
Co-Founder, Chief Experience Officer
POPULAR FRONT