Conference Day 2: Wednesday, June 10, 2009

8:45 Opening Remarks

9:00 Key Note: Kids, The Economy And The Green Movement

• Economic shifts in marketing and how economics will play a part in kids lives at home and at school
• Teaching kids about money matters and raising fiscally responsible kids
• Economy and ecology: Impact of the Green Movement on kids' decision making
• What does it mean to go back to basics with your marketing initiatives and how can you do it successfully?
• Next generation workforce and financial literacy: LIFE, Inc. "The Ultimate Career Guide for Young People"

Neale S. Godfrey
Chairman
CHILDREN'S FINANCIAL NETWORK, INC.

9:45 Engagement Across Media Platforms: Reaching Kids And Their Parents Where They Live - In The Real World, The Virtual World And On Television

• Today's family is harder to reach as media habits change and economic pressures intensify
• In the digital world, kids can "find" product and other information easily; but parents are increasingly challenged to "learn and be involved" in the purchase
• Despite these challenges to "Mindful Living", important messages can be delivered effectively using the power of integrated media and offline family connections
• Learn how awareness, actions and purchases in the real world have been driven by television, simulations and video learning in the virtual world
• Hear how real world locations like The Field Museum of Chicago were brought into the virtual world of KidsCom.com to make things more "real"
• Hear how kids become "Idea Seekers" for learning and use video and virtual products to get their parents involvement

Jori Clarke Chief Executive Officer CIRCLE 1 NETWORK

Dr. Kathleen Hall Founder & Chief Executive Officer THE STRESS INSTITUTE & THE MINDFUL LIVING NETWORK

10:45 Fresh Research: Changing Demographics

• Research and studies on the keys to reaching the tricky demographic of 'Tween Girls ages 7 to 14
• How to market to the influencers: Engaging parents and the whole family
• Developing a real relationship with kids: Charting how different demographics respond to your message

Leslie Armour
President, Youth Marketing Group
Representing TWEEN BRANDS, INC. AGENCY

11:30 Creating Kids Trans-Media Properties

From Scholastic's Lab for Informal Learning, co-designer of The 39 Clues, comes a presentation and discussion on developing a kids' transmedia property from the ground up, including developing an engagement strategy based on audience, building an editorial strategy, technology approaches, and business model considerations.

Jesse Soleil,
Vice President, Emerging Media & Technology
SCHOLASTIC, INC.

12:15 A Growth Strategy for Kid-Focused Virtual Worlds

Cofounders of virtual world development agency Metaversatility will present information on 2d and 3d virtual worlds, proposing a strategy for growth that enables kids to stick with the same world and community as they mature.

• Immersion in 3d virtual worlds
• Easy to use 2d virtual worlds
• The future of integrated virtual environments.

1:30 Implementing And Evaluating Local Wellness Policies By Focusing On Changes In Schools

Keys to engaging diverse organizations, leaders, and volunteers in actions that foster sound nutrition and good physical activity in children, youth, and schools, including:

• Highlighting food groups to encourage (fruits, vegetables, dairy, whole grains) rather than focusing on foods to avoid
• Targeting parents as important decision makers to help children lead a healthier lifestyle
• Targeting students to affect changes at schools

Mary Haley
Director Partner Programs
ACTION FOR HEALTHY KIDS

2:15 Strategies To Use When Leveraging Your Kid Assets In Today's Changing Marketplace

In this uncertain economy, it's important to work smarter…not just harder. Today's changing environment presents a range of challenges for many kid brands and some real opportunities for others. In this presentation, Just Kid Inc. will highlight some of the strategies that other marketers are using to grow their business in a time change. We'll plan to discuss:

• How to evolve your brand to meet the changing market dynamics
• How to extend a successful All Family brand into the Kid space
• The opportunity to extend your brand into new categories
• The possibility to reposition your iconic, established kid brand for growth

Laurie Klein
Vice President
JUSTKID INC.

3:15 Advertisers And Marketers Have Honed In On The Latest Trends - Virtual Worlds And Kids Online - What's Next?

Explore the latest trends in kids online, including content, marketing, education, advertising, demographics, parent perceptions/issues, best practices, internet security, offline/online play patterns, and much more! Where we are today and where we are heading.

Izzy Neis
Blogger, Sr. Community Manager
SIX DEGREES GAMES

4:00 Evaluating The Future Of F&B Marketing To Children: Where Are We Headed?

Focusing on consumer insights and delivering products, recipes, and merchandising support to tap into the very heart of your customers' needs, wants, and taste preferences.

• Brand innovation and developing relevant brands for kids
• School nutrition: How to market healthy child nutrition to kids
• The keys to healthy food branding

Barbara Jirka Marketing Manager TYSON FOODS INC.

Tom Pellizzetti Partner PELAGIC MARKETING PARTNERS LLC