Educational
Schedule

Success rarely follows a straight line. In this keynote, Jessica Marshall shares the unexpected moments, mentors, and risks that shaped her journey into leadership. Through honest stories and practical insight, she challenges the next generation of industry leaders to take control of their careers, build confidence through action, and design a future that reflects their ambition and values.

• The bidding strategies that results in the lowest LinkedIn Ads costs
• Which objectives deliver the best results currently
• The account organization method that will cut your reporting/analysis time in half

In today’s noisy digital landscape, audiences don’t just want content; they want clarity, credibility, and connection. This session bridges the art of journalism and the strategy of modern marketing to show how authentic, story-driven video can become your brand’s most powerful trust-building tool. Drawing on real-world experience in insurance media and multimedia production, this session reveals how to uncover meaningful narratives within complex industry topics, translate them into compelling on-camera moments, and distribute them for lasting impact.

Through a mix of case studies, storytelling frameworks, and on-camera insights, attendees will learn how to spotlight expertise without sounding promotional, transforming executives, underwriters, and analysts into credible thought leaders whose voices resonate across platforms. This session is equal parts creative inspiration and practical execution guide, designed to help insurance brands cut through the clutter and connect authentically.

Most insurance leaders recognise their brand matters. What’s harder is showing them what it’s actually doing for the business. Without evidence, money put behind brand is often dismissed as fluff rather than understood as an investment in future growth. The problem is the yardsticks we use. Annual brand tracking is slow, expensive and difficult to act on. Campaign-level metrics are easy to access but say little about brand strength. Neither reflects the realities of an industry with long sales cycles, complex buying groups and intense competition for talent.

This session introduces a different way to think about brand measurement in insurance. Instead of chasing short-term ROI or awareness scores, it focuses on observing whether brand is making growth easier over time by reducing friction in sales, hiring and decision-making. Grounded in evidence on how brands reduce perceived risk and build preference, the session shares a practical framework designed for real-world insurance marketers. It introduces five brand signals, shows how to interpret them together, and explains what to do when the signals don’t move as expected. Attendees will leave with a more practical way to discuss brand with leadership, helping them set realistic expectations and move the conversation from defending spend to building confidence in the future.

Consumers are increasingly asking AI tools which insurer to choose, what coverage they need, and how policies compare. In many cases, AI-generated answers are shaping consideration before a prospect ever visits your website.

That means your brand is being summarized, compared, and recommended — or excluded — without your input.

In this session, we’ll explore how AI-powered answer engines are influencing insurance discovery and what marketers can do about it. We’ll examine the signals that shape AI-generated responses, including website clarity, third-party references, structured content, reviews, and consistency across digital properties.

You’ll learn how to audit how AI currently represents your organization, identify gaps or inaccuracies, and prioritize practical improvements that strengthen visibility and accuracy. We’ll also discuss how to measure AI-driven influence when traditional referral traffic may not tell the full story.

This session will provide a clear, actionable framework for insurance marketers who want to ensure discovery starts with clarity and trust — not misinterpretation. If AI is now part of the consideration journey, it’s time to manage it intentionally.

LinkedIn Ads seem simple, but there are 5 major pitfalls that marketers fall for in their campaign structuring and setup. LinkedIn Ads pro, AJ Wilcox, will walk you through the perfect campaign setup that leads to doubling your performance, with no extra budget.

You’ll get a chance to review your own targeting, bidding, and strategy with AJ, and you’ll walk away with loads of optimizations that will make you the LinkedIn Ads hero!

In the fast-paced insurance industry, visual inconsistency does more than just look unpolished. It creates Brand Debt. This session explores the hidden costs of this debt, including the drain on resources caused by using outdated materials and the time wasted manually updating inconsistent assets. When a brand feels sub-par or fragmented across touchpoints, it creates a subtle loss of trust. It signals a lack of professionalism that can alienate both team members and clients who may feel they are dealing with a secondary organization. To combat this, we move beyond dated aesthetics to the implementation of modern Visual Credibility Systems.

This is a systematic approach to identity alignment that ensures every touchpoint is an intentional extension of the brand story. By creating a solid and scalable framework, organizations can ensure they always look sharp and sound crisp. A truly engineered brand system must also incorporate core messaging along with voice and tone. These elements ensure that the brand doesn’t just look the part but speaks with a consistent personality that reinforces its authority. Attendees will learn how to transition from a reactive design mentality to a proactive system of consistency. We will discuss how a unified visual and verbal language empowers teams to produce high-quality work efficiently. By the end of this session, you will understand how to minimize Brand Debt and build lasting credibility by ensuring every brand experience furthers your mission in a clear and intentional direction.

In an era where insurance products are increasingly commoditized, a brand’s true impact isn’t found in its pixels, but in the gut feeling it leaves behind. This session challenges the notion that branding is a marketing-only endeavor, asserting instead that a logo is merely a placeholder for the trust and reputation an organization builds over time. Designed for leaders, strategists, and creatives alike, this presentation explores how to move beyond surface-level aesthetics to cultivate a brand that is felt at every touchpoint. We will examine the transition from a legacy mindset where the brand is a static asset to a leading mindset where the brand is a living experience.

You will learn how the most successful organizations use their invisible foundation (voice, tone, and behavioral standards) to guide decision-making and humanize their presence in a digital-first world. The session pivots from external promotion to internal activation, emphasizing that once a strategic foundation is set, it is the responsibility of leadership to ensure that the brand is lived in a capacity far deeper than marketing materials. We will discuss how to bridge the gap between what we say and how we act, turning employees into brand ambassadors who deliver on a promise consistently. Attendees will walk away with a fresh perspective on how to lead their teams in elevating the brand experience, ensuring that their organization’s impact is felt long after the initial interaction.

Moments that Matter: Finding Leadership Opportunities Every Day is a 45-minute breakout session designed to inspire marketing professionals at every stage of their leadership journey. This session explores how everyday opportunities can shape your leadership style, build your personal brand, and define the type of leader you aspire to become. Through actionable insights and real-world examples, you’ll learn how to recognize and seize these pivotal moments to grow as a confident and impactful leader. Whether you’re just starting out or a seasoned professional, this session will empower you to lead with purpose and authenticity.

Did you know that 92% of business referrals come from word of mouth, and strategic PR is the engine that drives it? You will learn how to create a yearly PR plan using the proven Reputation Matrix™ method to increase visibility, build credibility, and generate positive word of mouth all year long. You will leave with the clarity and tools to transform your reputation into your greatest competitive advantage.

Laptops – please be prepared to bring your own device for presenting. We will not be providing laptops. (I have an Air- Mac – do you have a projector? If the connection doesn’t work, how many people will be in the class, I can have the Matrix printed out for them.

Wi-Fi will be available throughout the conference space – though we suggest you plan on having your presentation downloaded to your laptop as Wi-Fi can be unstable.