1. MARKETING
WITHOUT
DESIGN IS
LIFELESS,
AND DESIGN
WITHOUT
MARKETING
IS MUTE.
- VON R. GLITSCHKA
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2. PRESENTS
2

3. HELLO
HIGH FIVER,
When we set out to create a new
conference in Raleigh, we wanted
to do something different. Our
mantra was to create a conference
unlike any other.
The High Five Conference is more
than an event to us—it’s a call to
action for marketers and creatives
to come together and harness
their shared talents to achieve the
extraordinary.
You might say this is a lofty goal.
And you’d be 100% correct. But
for our businesses and clients to
succeed, we have to collaborate.
The High Five is a universal symbol
of collaboration, teamwork and
success, which is exactly what our
conference celebrates.
We’re so happy you’re here and
can’t wait to see what unfolds next.
High Five!
EVAN CARROLL
CONFERENCE DIRECTOR
PROGRAM JOURNAL SPONSOR
WWW.CHANNELADVISOR.COM/ABOUT/CAREERS
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G OV ER NOR ’ S
G1
G OV ER NOR ’ S 1
HIGH FIVE
SCHEDULE
SPEAKER BIOS
GETTING CONNECTED / GETTING AROUND
SPONSORS
ABOUT TRIANGLE AMA
G2 G OV ER NOR ’ S 2
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5. SCHEDULE OVERVIEW
FEB/26
FEB27
M A IN CON F E RE N C E D AY 2
P R E -CO N F ER ENC E
WORKS HO P S
8:00 AM
8:00 AM REGISTRATION & BREAKFAST
C
BREAKFAST
9:00 AM
KEYNOTE
15 Non-Obvious Trends Changing
Marketing and Creative In 2014
Rohit Bhargava
O
9:00 AM
WORKSHOP /A
The Silver Bullet: The One Skill
Every Communicator Should Use
Alan Hoffler
WORKSHOP /B
Digital Marketing The Right Way
Mark Traphagen / Jon Parks /
David Mantica
G2
10:15 AM
BREAKOUT SESSION /A
Rethinking Entrepreneurship?
Christopher Butler / Matt Woolman /
Heather Hesketh
O
WORKSHOP /C
Creativity + Business
Jeni Herberger
G1
BREAKOUT SESSION /B
Building a Brand from the Inside Out
Chris Grams
C
BREAKOUT SESSION /C
Creating an Analytics-Driven
Marketing Culture
Adele Sweetwood / Dennis Massengill
G
10:00 AM BREAK / SPONSOR EXPERIENCE
12:00 PM LUNCH
M AIN CONFER ENCE D A Y 1
11:00 AM BREAK
12:00 PM REGISTRATION & SPONSOR
EXPERIENCE OPEN
11:15 AM
2:00 PM CONFERENCE WELCOME
Evan Carroll / Mihali Stavlas /
Emma Battle
O
12:15 PM LUNCH
3:15 PM
BREAK
3:30 PM
BREAKOUT SESSION /A
Earn It. Don’t Buy It. Social Media
Marketing in a Post Facebook
World / Jim Tobin
G
BREAKOUT SESSION /B
Big Pictures, Little Details.
Putting Content Marketing
Theories to Work
John Lane / Steve Pepe
C
BREAKOUT SESSION /C
CRITIQUED: An Iterative Design
Experiment / Christina Beard
O
4:15 PM
BREAK
4:30 PM
KEYNOTE
Make Your Own Luck: Planned
Serendipity in Life and Business
Lane Becker
5:30 PM
WELCOME RECEPTION
6:30 PM
DINNER IN GROUPS
O
LIGHTNING ROUND SESSION /A
10-minute sessions followed by joint
Q&A with speakers / Jake Finkelstein /
Jenny Halsaz / Megan Jones
C
BREAKOUT SESSION /B
Tall Tales from a Large Man
Aaron Draplin
O
BREAKOUT SESSION /C
Neuromarketing: The Art and
Science of Influence / Sheridan Orr
G
2:45 PM
BREAK
3:00 PM
OPENING KEYNOTE
Z.E.R.O. - Zero Paid Media as
the New Marketing Model
Joseph Jaffe
2:00 PM
O
2:15 PM
8:00 PM HIGH FIVE CONCERT
Matrimony
KEYNOTE
Word of Mouth: The Greatest
Creative Asset You’re Not Leveraging
Spike Jones
BREAKOUT SESSION /A
Retention vs. Acquisition: Little Things
Make a Big Difference / Stan Phelps
O
BREAKOUT SESSION /B
Understanding the Power of
Content Marketing / Chris Moody
G
BREAKOUT SESSION /C
The Lies Consumers Tell Us
Dan Carlton
C
3:45 PM
BREAK
4:00 PM
CLOSING KEYNOTE
Breaking Down Barriers and Bringing
Ideas to Life / Jeni Herberger
5:00 PM
CONFERENCE WRAP-UP
& CLOSING RECEPTION
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WORKSHOPS
THESE OPTIONAL SESSIONS PROVIDE IN-DEPTH TRAINING IN A
SMALL GROUP FORMAT. BREAKFAST AND LUNCH WILL BE PROVIDED
TO WORKSHOP ATTENDEES.
8:00 AM REGISTRATION / BREAKFAST
9:00 AM WORKSHOPS
WORKSHOP /A
C
The Silver Bullet: The One
Skill Every Communicator
Should Use
ALAN HOFFLER / EXECUTIVE DIRECTOR AND
PUBLIC SPEAKING COACH AT MILLSWYCK
COMMUNICATIONS
Since no human is born speaking, we can
conclude it is a skill, and not an inborn talent.
But some speakers are definitely better than
others. And most speakers have some sense
of dread or anxiety as they approach the craft.
Whether you’re a hesitant speaker or one
who wants to improve, please join us for an
interactive and educational session designed
to help you become a GREAT speaker through
the use of a valuable and easy-to-learn
technique – the Speakers’ Silver Bullet. In
addition to learning about the skill, you will
practice and apply it to your message, whether
it’s a technical work presentation, a networking
event or a sales/persuasion situation.
The Silver Bullet can apply to most any
situation, takes relatively little preparation,
and is used by the masters of the stage in
just about every forum imaginable. You’ll find
ways to immediately put this weapon in your
toolbox and WOW your audiences and have
them ready to listen to your pitch, platform or
presentation.
12:00 PM LUNCH
FEB 26 CONTINUED
6
WORKSHOP /B
G2
Digital Marketing
The Right Way
MARK TRAPHAGEN & JON PARKS /
INSTRUCTORS AT ASPE ROI
DAVID MANTICA / PRESIDENT OF ASPE, INC.
Digital marketers are constantly pulled in
numerous directions and around each turn
is a “guru” or “ninja” professing the next big
secret of digital marketing. But amongst
this chaos how do you find true north and
set a creative, yet effective digital marketing
strategy?
This three-hour workshop will take you on
a deep dive into digital marketing, helping
you move seamlessly from strategy to tactics
and weaving everything together into a
comprehensive campaign. Mark Traphagen,
Jon Parks and David Mantica will navigate
through the common elements of digital
marketing, including best practices, opinions
and case studies. In a popcorn-style discussion
and presentation, learn how content
marketing, Google Plus, social media, AdWords
and analytics all play a major role in every
digital marketing campaign, and why each
one is a critical element.
Not only are you sure to get a smile learning
from these expert digital marketers and
business leaders, you’ll take away actionable
ideas of how to improve your digital marketing
strategy.

7. 2014
WORKSHOP /C
SCHEDULE
G1
Creativity + Business
JENI HERBERGER / FOUNDER OF THE
FULCRUM AGENCY / FEATURED SPEAKER
FOR AIGA, AMA, ADCLUB, RGD AND HOW
DESIGN CONFERENCE
Creativity is a key skill in addressing
today’s business challenges. This type of
thinking begins with having empathy for
your customers and team members, and
approaching the process with whole-brain
thinking. Rediscover creative confidence—
the natural ability to come up with new ideas
and the courage to try them out. Learn the
fundamentals of creative thinking and be
introduced to tools that will spark inspiration
and innovation.
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WEDNESDAY / DAY 1
12:00 PM REGISTRATION / SPONSOR EXPERIENCE OPENS
2:00 PM CONFERENCE WELCOME
O
EVAN CARROLL / DIRECTOR, HIGH FIVE CONFERENCE
MIHALI STAVLAS / PRESIDENT, TRIANGLE AMA
EMMA BATTLE / MASTER OF CEREMONIES
2:15 PM OPENING KEYNOTE
O
Z.E.R.O. - Zero Paid Media as the New Marketing Model
JOSEPH JAFFE / FOUNDER OF EVOL8TION, AUTHOR OF LIFE AFTER THE 30-SECOND SPOT
A perfect storm is coming…in fact it may already be here. A combination of forces that could very
well cause the bottom to fall out of the media model. To prepare for this scenario, consider a
new marketing model in which the optimal paid media budget would be zero. In this bold and
provocative keynote, four-time author and thought leader, Joseph Jaffe will outline the Z.E.R.O.
Manifesto of how brands can move from being tenants to landlords and successfully adopt and
activate the four-pronged approach of Zealots, Entrepreneurship, Retention and Owned Assets.
3:15 PM BREAK
3:30 PM BREAKOUT SESSIONS
BREAKOUT /A
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Earn It. Don’t Buy It. Social Media Marketing
in a Post Facebook World
JIM TOBIN / FOUNDER AND PRESIDENT AT IGNITE SOCIAL MEDIA
In his first book, Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media
Marketing, social media marketing pioneer Jim Tobin showed how normal social behaviors
are more important to online marketing than the dusty old rules of advertising. In his new
book, Earn It. Don’t Buy It. The CMO’s Guide to Social Media Marketing in a Post Facebook
World, Jim shows that now, you not only have to know the rules of organic engagement
and honest, meaningful, and truthful conversations with customers, but where to find
the audience. Facebook? Nobody goes there anymore, it’s too crowded. The first arrivals
are off to a better, more exclusive party. Tobin talks about where to find them and how
to implement a social media strategy to engage them and their friends, and he offers a
breakthrough system for measuring your social media marketing ROI. You can t buy your
way into the online conversation anymore, not with ads — you’ve got to earn your way in.
Remember, it’s their world, we just post in it.
4:15 PM BREAK
FEB 26 CONTINUED
8

9. 2014
SCHEDULE
Jaffe will introduce a 10-point action plan based on his
Marketing BowTie framework designed to help brands get
to a 50/50 split between “direct” investment and “indirect”
expenditure before 2020. Be a hero…commit to Z.E.R.O.
BREAKOUT /B
C
Big Pictures, Little Details.
Putting Content Marketing
Theories to Work
JOHN LANE / VP OF STRATEGY AND
CREATIVE AT CENTERLINE DIGITAL
_____________________________________________
STEVE PEPE / DIGITAL MARKETING LEADER
AT GE WATER & PROCESS TECHNOLOGIES
John helps companies craft content strategies
and guides their implementation and
optimization. Steve moves strategies into
action. In this session, they will take on
content marketing theories from both the
macro and micro level…exploring the theories
for why content marketing works and seeing
real world examples of those theories in
successful practice.
BREAKOUT /C
O
Critiqued: An Iterative
Design Experiment
CHRISTINE BEARD / AUTHOR AND DESIGN
CONSULTANT
The traditional design process of working
independently and unveiling your finished
design to your audience is gone. Today, the
design process is social and transparent.
Everyone in an organization has an opinion,
and they’re all valid.
Christina will guide you through an iterative
design experiment that shares what subjective design really is and why all perspectives
are important.
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4:30 PM KEYNOTE
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Make Your Own Luck:
Planned Serendipity in Life and Business
LANE BECKER / CO-FOUNDER OF GET SATISFACTION AND ADAPTIVE PATH / AUTHOR OF NEW
YORK TIMES BESTSELLER GET LUCKY
Do you ever wonder why some people always seem to have luck on their side? Imagine if you
could harness the power of luck to make good things happen in your life. Say you could identify
and plan for the next major market shift that is going to impact your business, and adapt your
strategies to control the outcome to your advantage. Instead of blindly reacting to unplanned
events, what if you could actually architect good luck into your business, hone your skills to
recognize the next big opportunity, and provide the space for things to go unexpectedly right?
According to Lane Becker, co-author of New York Times bestseller “Get Lucky,” polishing your
skills to harness luck is not only learnable, it is the key ingredient some of the world’s most
admired leaders cite for their success. Lane defines this type of luck as “planned serendipity“
— where individuals can influence the outcome of unplanned encounters simply by exercising
certain behaviors.
In this presentation, Lane will share his insights on the mechanics of luck — how it works, and
how to put it to work for you. He’ll explore how some of the world’s most successful business
leaders have developed the capacity to put themselves in the path of chance opportunities,
to identify the really great ones that come their way, and to take action on the ones that matter most.
5:30 PM WELCOME RECEPTION
6:30 PM DINNER IN GROUPS
8:00 PM CONFERENCE CONCERT
Matrimony
OPENING ACTS INCLUDE ADAM COHEN COMEDY AND RALEIGH BAND NEW REVEILLE
LINCOLN THEATRE / 126 E. CABARRUS ST. RALEIGH, NC
Fronted by the husband and wife duo of Ashlee Hardee Brown and Jimmy Brown, the Charlottebased band are accompanied by Ashlee’s talented brothers, Jordan and CJ, resulting in an intuitive
collaboration that is both immediately effective and utterly their own. “MONTIBELLO DRIVE,”
the band’s eagerly anticipated debut album, takes its title from the Hardee family abode, a
bucolic homestead where multiple generations of friends and family all sang and played together.
Fraught with collaborative chemistry and determined artlessness, songs like “Last Love” and
“Obey Your Guns” ring out with Matrimony’s astonishing communal spirit, their tight harmonies
and intuitive musical telepathy born of true love and a shared lifetime.
MATRIMONY’S DEBUT EP ON COLUMBIA RECORDS / MATRIMONYNC.COM
END DAY ONE
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11. 2014
SCHEDULE
W E D . / D AY 2
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THURSDAY / DAY 2
8:00 AM BREAKFAST
9:00 AM KEYNOTE
O
15 Non-Obvious Trends Changing
Marketing and Creative In 2014
ROHIT BHARGAVA / CEO AND FOUNDER OF THE INFLUENTIAL MARKETING GROUP
For the past four years, best selling author and longtime branding consultant Rohit has curated
an annual list of 15 trends changing business. His report has been viewed and shared more
than half a million times online — and the most recent edition was the #1 most downloaded
Marketing Research book on Amazon for eight weeks straight. At a time when meaningless
predictions such as “2014 will be the year of mobile” are often shared by so called gurus —
Rohit’s “Non-Obvious Trend Report” uses real life examples to spotlight unexpected trends in
media, technology, advertising, culture and entrepreneurship.
10:00 AM BREAK / SPONSOR EXPERIENCE OPENS
10:15 AM
BREAKOUT SESSION
BREAKOUT /A
O
Rethinking Entrepreneurship?
CHRISTOPHER BUTLER / COO AT NEWFANGLED / EDITOR AT SMASHING MAGAZINE
_____________________________________________ _____________________________________________
MATT WOOLMAN / DIRECTOR OF CREATIVE ENTREPRENEURSHIP, VCU
_____________________________________________ _____________________________________________
MODERATED BY HEATHER HESKETH / CEO AT HESKETH.COM
Entrepreneurship as an idea has won the hearts of creative and marketing professionals, but
we’re lacking a stable foundation upon which to practice it. In this session, Matt Woolman,
Director of Creative Entrepreneurship at Virginia Commonwealth University, and Chris
Butler, COO at Newfangled, will explore what entrepreneurship means, beginning with the
educational systems that introduce it and working their way through the working culture
we find ourselves in. Beyond the critique they will bring, they hope to spark a conversation
around how to practice entrepreneurship in the marketplace and even rethink your own
business models.
FEB 27 CONTINUED
12

13. 2014
SCHEDULE
In this unique new keynote talk, Rohit will share some
of the insights from his recently released 2014 Trend
Report, and break down how these trends will change
your business and industry. Most importantly, you’ll
leave with concrete ideas for how to take advantage
of these trends in 2014 and beyond.
BREAKOUT /B
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BREAKOUT /C
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Building a Brand
from the Inside Out
Creating an AnalyticsDriven Marketing Culture
CHRIS GRAMS / PRESIDENT AND FOUNDER
AT NEW KIND
ADELE SWEETWOOD / VICE PRESIDENT,
AMERICAS MARKETING AND SUPPORT
AT SAS
Chris Grams is President and Partner of
New Kind, a firm that describes itself as
“community catalysts.” In this session, Chris
will teach you how to build a brand from the
inside out, using the energy and passion of
the community of people who care about it
most, inside and around the organization.
Drawing lessons from his book The Ad-Free
Brand, his work building communities of
passion at New Kind, and his decade of
experience helping build Red Hat into one
of the most successful brand communities in
the technology world, Chris will discuss how
to move beyond dated advertising-centric
models and embrace an open, collaborative
way of engaging communities in the process
of brand building, creating stronger, more
sustainable brands along the way.
_____________________________________________
DENNIS MASSENGILL / EXECUTIVE
DIRECTOR, CORPORATE CREATIVE
AND EXECUTIVE OPERATIONS AT SAS
Catchy copy, clever promotions and gut
instinct used to get the job done when trying
to reach prospects and customers. But
applying analytics enables marketing to now
combine fact-based decision making with
creativity. Accountability through analytics
helps drive ever changing creative options
to better reach your target audience. Adele
and Dennis will share ideas on how you can
become a catalyst for analytical creativity in
your organization, driving a whole new level
of communication that spreads innovation,
based on fact, throughout your marketing
department.
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11:00 PM BREAK
11:15 PM KEYNOTE
O
Word of Mouth: The Greatest
Creative Asset You’re Not Leveraging
SPIKE JONES / CO-AUTHOR OF BRAINS ON FIRE / SVP & MANAGING DIRECTOR,
SOUTHWEST AT EDELMAN DIGITAL
Word of mouth is the grandfather of all things social media. Yet, in this age of “shiny object
syndrome” we’ve quickly become mesmerized by social and forgotten about the basics of
human behavior and interaction. After all, 90% of word of mouth recommendations still happen
offline. In this talk, we’ll dig into the power of your brand connection points, empowering those
that already love you and even talk about some counter-intuitive, actionable ways to harness
that positive WOM out there.
12:15 PM LUNCH
2:00 PM BREAKOUT SESSION
BREAKOUT /A
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Lightning Round Sessions
A COLLECTION OF 10-MINUTE SESSIONS FOLLOWED
BY JOINT Q&A WITH ALL THREE SPEAKERS
Making An Impact: It’s
Not What, But When
The "New" Rule of
SEO: Common Sense
JAKE FINKELSTEIN / FOUNDER
& CEO AT METHOD SAVVY
JENNY HALSAZ / PRESIDENT
AT JLH MARKETING
There are no lack of ways
to invest in marketing and
advertising. We’ve all heard
smart speakers talk about
how to design the perfect
email, craft just the right print
advertisement or optimize
your website for search. But
what they don’t tell you is
that timing the deployment
of marketing executions is
equally important as doing
them in the first place. This
lightning session won’t focus
on the HOW, but on the WHEN.
Join Jake as he explores how
to time your communications
and advertising activities to
maximize marketplace impact.
If you've been watching the
changes in Google lately, it's
tempting to worry about what's
next. Is link building dead? Is
content marketing the future?
What about authorship? Is
Schema the next frontier, or
the next penalty?
2:45 PM BREAK
FEB 27 CONTINUED
14
Join SEO expert, Jenny Halasz,
as she explains why great SEO
is mostly just the application of
common sense, and teaches
you the single question you
should ask yourself when
deciding whether an SEO tactic
is the right move.
The “Big Idea”
Needs “Big Data” —
Using Data as the
Foundation for Your
Marketing Campaigns
MEGAN JONES / DIRECTOR
OF ANALYTICS AT CAPSTRAT
Delivering one standard
message to your customers
is no longer an effective
marketing strategy. Today,
it’s all about determining the
right message for the right
audience, and the right channel
for delivery — and using data
as the foundation for it all. Join
Megan in this lightning session
to learn how data can help you
make smarter and more costefficient marketing decisions,
by segmenting your audience
and developing hyper-targeted
campaigns that deliver results.

15. 2014
SCHEDULE
T H URS . / D AY 2
You’ll walk away with a better understanding of how to use
social as the tool that it is and be able to immediately put
offline word of mouth to work for you.
BREAKOUT /B
O
BREAKOUT /C
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Tall Tales from
a Large Man
Neuromarketing: The Art
and Science of Influence
AARON DRAPLIN / DRAPLIN DESIGN CO.
SHERIDAN ORR / HEAD OF GLOBAL PRODUCT
MARKETING AT CHANNELADVISOR
Using scientific proof and state-of-the-art
multimedia techniques, Aaron will deliver
a suckerpunch of a talk that aims to provide
bona fide proof of work, the highs and lows
of a ferociously independent existence and
a couple tall tales from his so-called career
in the cutthroat world of contemporary
graphic design. Just a regular guy with a
trajectory a little dirtier than yours, his
talk is open to all oncomers brave enough
to show up. If you are a youngster, you
may find yourself inspired to attack your
design future in a different way. If you are
established, you may just leave feeling
grateful you don’t have anything to do with
him. Hard to say. Be there!
Emotion is the Holy Grail of effective, creative
marketing. To win with customers, we have to
appeal to their emotions. We’ve known that for
years. But short of guessing, how can we be sure
our messages are conveying the right emotions?
Until recently, we’ve relied upon focus groups
to measure emotion, but they’re flawed. Focus
group feedback is always filtered by our audience’s
rational brains and too often, they tell us what
they think we want to hear. With advances in
neuroscience, we can now understand more
about what really connects with our audiences.
While not every brand can afford to use fMRI’s to
test responses, research has uncovered patterns
that everyday marketers can use to ensure their
message is creating the desired response. In
this session, we’ll cover what marketers need
to know about the brain and human emotions
as well as some best practices for incorporating
neuromarketing into your branding and
campaigns.
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BREAKOUT /A
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Retention vs. Acquisition:
Little Things Make
a Big Difference
STAN PHELPS / FOUNDER AND CHIEF
MEASUREMENT OFFICER AT 9 INCH
MARKETING
C
The Lies Consumers
Tell Us
DAN CARLTON / FOUNDER AT THE
PARAGRAPH PROJECT
The consumer is finally king. But are we
prepared to tell him he’s wearing no clothes?
Traditional tell and sell marketing is dead.
Marketer’s can no longer afford to spray and
pray. Today’s unsung hero is the empowered
customer. The challenge is to leverage their
advocacy by selling less and giving more.
The little things that give existing customers a
reason to buy more, to come back more often,
and to tell more of their friends. Retention
pays. According to Gartner, a 5% increase in
retention can boost profits by
25% to 125%.
Today’s most successful brands are finally
listening to consumers and bringing them
into the marketing process. However, before
abdicating your brand to consumer opinion
it’s important to realize that the consumer
is often lying to us. They are lying to us in
regards to what they really want or what
they need. This is not intentional deception,
rather it’s a result of consumers’ inability
to understand their true motivations or
articulate their desires.
In his talk, Stan will make the business case
for retention and referral based marketing
strategies. Attendees will hear about customercentric marketing lessons from leading brands
such as Apple, Disney, Southwest and Zappos.
Phelps will offer practical advice and tips on
how you can leverage signature added value
to drive differentiation, increase retention and
generate word of mouth.
This session will call attention to the various
ways consumers mislead marketers, as well as
provide research approaches and techniques
that can identify what really drives consumer
behavior and how that can lead to more
powerful connections with consumers.
2:45 PM BREAK
4:00 PM CLOSING KEYNOTE
O
Breaking Down Barriers and Bringing Ideas to Life
JENI HERBERGER / FOUNDER OF THE FULCRUM AGENCY
There is no denying that great brands require strategic design AND marketing. Brands must be
made visible to the masses and authentically transform them into customers. Defined as “the
action of working with someone to produce or create something,” collaboration is at the heart of
creating a unified vision. When brand communicators across the greater organization approach
the brand promise from a common space, the ultimate result is consumer loyalty, expanded
customer base and increased sales.
5:00 PM CONFERENCE WRAP-UP / CLOSING RECEPTION
END CONFERENCE
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17. 2014
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Understanding the Power
of Content Marketing
CHRIS MOODY / DIRECTOR OF PRODUCT
MARKETING ORACLE ELOQUA
You’re still relying on whitepapers to drive all
your leads. Lots of people are. Unfortunately,
you’re probably missing the boat on the easiest
types of content for converting customers. In
this breakout session, Chris will explain the
importance of content marketing broken down
into three sections — low, medium and high
effort content. You’ll see real examples, real
conversion data and walk away knowing that you
need to harness the power of user-generated
content when you’re back in the office. You may
even laugh along the way.
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18. /
KEYNOTE
SPEAKERS
A hallmark of ^5 is five world-class
keynote speakers.
At some conferences attendees
might hear from one or two great
speakers. At ^5, naturally, we have
five inspiring keynotes.
ROHIT BHARGAVA
JOSEPH JAFFE
Author of Likeonomics. CEO & Founder
of the Influential Marketing Group.
Professor of Global Marketing at
Georgetown University. Led digital
strategy at Ogilvy and Leo Burnett.
Clients have included Intel, American
Express, Novartis, Pfizer, IBM, Unilever,
Pepsi and Heineken.
Founder & Partner of Evol8tion, LLC.
Alum of TBWA/Chiat/Day and OMD
USA, Author of Life After The 30-Second
Spot, Join the Conversation and Flip
the Funnel. Current and past clients
include The Coca-Cola Company,
Target, Anheuser-Busch, Kraft Foods,
Verisign, General Motors/Onstar
and Kmart.
LANE BECKER
Co-founder of Get Satisfaction and
Adaptive Path. Author of New York
Times bestseller Get Lucky: How to Put
Planned Serendipity to Work for You and
Your Business.
JENI HERBERGER
Principal, The Fulcrum Agency.
Contributor to HOW Design magazine
and Communication Arts. Featured
speaker for AIGA, AdClub, RGD and
HOW Design conference.
18
SPIKE JONES
SVP and Managing Director, Southwest
at Edelman Digital. Alum of FleishmanHillard and WCG. Co-author of Brains
on Fire: Igniting Powerful, Sustainable
Word of Mouth Movements. Has
led word-of-mouth programs for
BMW, USAA, AT&T, General Motors,
Chevrolet,Dagger Kayaks, Fiskars
Brands, Gatorade and Best Buy.

19. LANE
BECKER
SPIKE
JONES
JOSEPH
JAFFE
ROHIT
B H A R G AVA
JENI
HERBERGER
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WORKSHOP
SPEAKERS
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JENI HERBERGER
ALAN HOFFLER
Jeni is a contributor to HOW Design magazine
and Communication Arts and has been a
featured speaker for AIGA, AdClub, RGD and
HOW Design conference. Internationallyrecognized as a powerful force in changing
the way people approach the business of
design, Jeni works tirelessly with creative
professionals and corporate leaders teaching
them to connect and communicate. Known for
her uncanny ability to break down the walls
between business policy and design strategy,
Jeni has spent the past 20-something years
working with creative and corporate leaders
to identify practical strategies on “doing
business better.”
Alan Hoffler is Executive Director and Principal
Trainer at MillsWyck Communications. Raised
around America’s Space Program, Alan Hoffler
has earned degrees in aerospace engineering
and applied mathematics and never bothered
to pursue a living in either field. At some point
in his 20 years of training technical corporate
audiences, instructing in the college classroom,
teaching public high school, and speaking
nationally to pilots about flying safety, he
became passionate about helping others
communicate more effectively.
JON PARKS
Jon Parks is the Founder and Lead Dijital
Strategist at Dijital Farm, a digital marketing
consulting agency based in Raleigh, NC. Jon is
a digital marketing veteran with more than 15
years of experience working with companies
such as Fike Corporation, Epstein Global
Architects, MarketVue Partners, Tough Mudder,
NICOR Energy, Endurance Works and a variety
of governmental organizations with their digital
needs. Jon’s areas of expertise include digital
marketing and digital media strategy, social
media strategy, Web analytics, search engine
optimization, email marketing and pay-per-click
advertising. Jon is an outspoken advocate for
Google Plus, a regular contributor to the tech
blog MarketingPilgrim.com and is a national
speaker and instructor, teaching Google
Marketing Boot Camp and Social Media Boot
Camp classes through ASPE-ROI.
20

21. 2014
SPEAKERS
DAVID MANTICA
MARK TRAPHAGEN
David Mantica is President of ASPE, a
professional training company with several
divisions. As a specialist in business-tobusiness continuing education, David brings
deep experience to roles in executive
leadership, product management, marketing
and operations capacities.
Mark is Senior Director of Online Marketing
at Stone Temple Consulting. He helps
businesses build strategies to increase brand
influence and attract natural links and social
signals. Mark has a special reputation as an
expert on Google+ and Google Authorship.
A former teacher, he has worked directly
in Internet marketing since 2005, but has
been involved in social media and online
community formation since the mid-1990s.
He also teaches a Google+ Workshop
for ASPE-ROI. Mark has spoken at major
conferences such as SMX, ConvergeSouth
and Search Exchange, as well as at numerous
local SEO meetings. His chapter “Google+
and SEO” appears in best-selling author Neal
Schaffer’s book qaximize Your Social. He is
also working on the first comprehensive book
covering Google Authorship and Author Rank.
When not helping Virante clients improve
their online presence, Mark participates in
competitive storytelling, plays with a Dixieland
street band and (surprise) spends more time
on the web.
As a firm believer in the possibilities and
advancement of SEO, content marketing
and other digital marketing avenues, David
has seen ASPE grow at a time when many
businesses in the training industry stagnated
facing hard economic times. He has sat
on numerous certification committees
and supported the work of many certifying
bodies including the Scrum Alliance, PMI,
IIBA, TruSecure and CompTIA. He regularly
speaks at professional organization chapter
meetings, presents web seminars of a
broad spectrum of educational topics, is a
contributor to the ASPE-SDLC and ASPE-ROI
blogs, and has authored several salary surveys.
21

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SESSION
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CHRISTINA BEARD
over-intellectualized. Quickly recognized as a
leader in infusing research with creativity and
developing fresh marketing approaches for
clients mired in fiercely competitive industries,
the services of The PARAGRAPH Project have
been enlisted by clients such as Best Buy,
Starbucks, Lowe’s, Coca-Cola, Target, Pabst
Brewing and American Airlines.
Christina Beard is a designer and writer. She
brings design thinking to a range of companies
as a design consultant in San Francisco. She
believes in inviting others into her process
and allowing influences to help shape her
work. Author of Critiqued: Inside the Minds of 23
Leaders in Design.
AARON DRAPLIN
CHRIS BUTLER
Chris Butler is the COO of Newfangled, where
he directs strategy, design and personnel, as
well as consults on a wide variety of topics
surrounding design and technology. Chris is
a prolific writer and speaker. His articles have
been published in PRINT, HOW, Smashing
Magazine, Salon and elsewhere, and he is the
author of The Strategic Web Designer: How to
Confidently Navigate the Web Design Process.
Most recently, he has presented at the HOW
Interactive Design Conference, HOW Design
Live, the UCDA Design Summit, the American
Marketing Association and the AIGA.
Located in the mighty Pacific Northwest,
the Draplin Design Co. proudly rolls up its
sleeves on a number of projects related to
the Print, Identity, Illustration and Gocco
Muscle categories. We make stuff for Coal
Headwear, Union Binding Co., Richmond
Fontaine, Field Notes, Esquire, Nike, Wired,
Timberline, Chunklet, Incase, Giro, Cobra Dogs,
Burton Snowboards, Dawes, Patagonia, Target,
Megafaun, Danava, Ford Motor Company,
Woolrich and even the Obama Administration,
if you can believe that. We pride ourselves on
a high level of craftsmanship and quality that
keeps us up late into the wet Portland night.
JAKE FINKELSTEIN
DAN CARLTON
Dan Carlton founded The PARAGRAPH Project
in 2005 to provide marketers an alternative
to brand strategy that is either uninspired or
22
Jake Finkelstein is the Founder & CEO of
Method Savvy, a data-driven marketing
agency located in downtown Durham, NC. An
accomplished brand marketer and demand
generation specialist, Jake and his team at
Method Savvy work with growth-stage and
enterprise-class brands such as Toyota,
Bandwidth, Jerry’s Artarama, Clinipace and SAS
to efficiently acquire and retain customers.

23. 2014
SPEAKERS
CHRIS GRAMS
HEATHER HESKETH
Chris Grams builds sustainable brands,
cultures and communities in and around
companies and organizations. The open
source way — including themes like
openness, collaboration, transparency,
community and meritocracy — is a key
influence in his work. He is the author
of The Ad-Free Brand: Secrets to Building
Successful Brands in a Digital World and
is the Community Guide at Gary Hamel’s
Management Innovation Exchange. Chris
blogs on brand, community and culture at
Dark Matter Matters. He has more than 15
years of experience in the communications
field, including 10 years at Red Hat, where
he played a key role in building the brand
and culture, recently in the role of Senior
Director, Brand Communications + Design.
Heather is the founder and CEO of hesketh.
com. She started the company in 1995 as
one of the world’s first web design agencies.
Her intent was to build a better Internet and
incubate her own products and she does
just that. Her firm’s methods have been
adopted by Microsoft, Yahoo! and AOL, to
name a few. She’s a trusted advisor, a user
experience maven, and an angel investor
for the innovative ideas that flow from the
energy at her firm. hesketh.com’s most recent
success is Enemieslist, anti-spam software
that protects over 1 billion users from spam
and online abuse. Heather loves the Internet
and is always looking for the next opportunity
to help make it better.
MEGAN JONES
JENNY HALSAZ
Jenny Halasz is President and Founder
of JLH Marketing, a marketing consulting
firm focused on developing scalable
acquisition strategies for clients through
PPC, implementing technical website
improvements and content marketing
through SEO, and giving clients the tools to
measure success through analytics. Jenny
has worked with SAP, Four Seasons Resorts,
Humana, Priceline, Motorola, Saint Laurent
Paris (YSL), CitiFinancial, HP, NBC Stores and
Lions Gate Films. Jenny writes a column
(All Things SEO) for Search Engine Land, is a
regular instructor for ASPE, and has spoken
at SMX, SES, Conversion Conference, Internet
Summit, DMFB, Triangle AMA Bootcamp and
other conferences.
Megan Jones is the Director of Analytics
at Capstrat, a full-service communications
agency located in Raleigh, NC. With a deep
understanding of both the science and
business of digital marketing and web
analytics, Megan leads the Analytics team
in providing customer behavior analysis,
campaign performance tracking and
measurement strategies to Capstrat clients
like Blue Cross Blue Shield of North Carolina,
Deloitte, Quintiles and the AICPA.
23

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JOHN LANE
CHRIS MOODY
John Lane is Vice President of Creative and
Strategy at Centerline Digital. John crafts
con­ ent strate­ ies that help clients like IBM, GE
t
g
and Quintiles reach their target audi­ nces in
e
the ever-evolving dig­­ al world. He guides the
it
cre­ tion of the deliv­ r­ bles (web­ ites, videos,
a
ea
s
etc.) and pro­ rams (social media,
g
con­ ext plan­ ing, etc.) that acti­ ate those
t
n
v
strate­ ies. He also manages the ­­­ lyt­cs
g
ana­ i
for and opti­ iza­ ion of that content to
m t
con­ in­ ally improve pro­ rams.
t u­
g
Chris Moody is Director of Product Marketing
at Oracle Eloqua after Compendium was
acquired — where he was VP of Marketing.
Chris is focused on effectively integrating
content marketing with marketing automation
to allow any marketer to be successful in their
increasingly difficult role. He works closely
with the Oracle Marketing Cloud team to help
provide the most comprehensive marketing
suite for today’s modern marketer.
DENNIS MASSENGILL
SHERIDAN ORR
Dennis Massengill spearheads brand
development and vision at SAS, the world’s
largest privately held software company.
Massengill leads strategic project management, creative writing, design, video
communications and new media for SAS
worldwide. Driving an open communications
network across departments, he builds a
unified market strategy. His role on SAS’
executive team is to develop and promote
both short- and long-term strategies to
increase SAS’ customer base, market share
and overall company brand awareness.
Sheridan Orr leads global product marketing
for ChannelAdvisor. Prior to joining
ChannelAdvisor she led a consulting firm
focused on the retail customer experience
for leading brands such as Starbucks, Costco,
T-Mobile and Macy’s. Sheridan holds an
MBA from Tulane in marketing with a focus
consumer psychology.
STEVE PEPE
Steve leads the strategy and execution of
digital marketing for GE’s Water business. This
includes managing web content, social media
and digital advertising. This role also includes a
24

25. 2014
SPEAKERS
great deal of cooperation with the GE global
direct/indirect sales teams — helping them
with lead generation, e-commerce, Salesforce.
com adoption and more.
STAN PHELPS
JIM TOBIN
Stan Phelps is a leading expert on experiential
marketing. Phelps is the Founder and Chief
Measurement Officer of 9 INCH marketing, a
North Carolina-based consultancy that works
with senior leaders to win customers.
Phelps has more than 20 years of marketing
leadership experience with brands such as
Adidas and PGA Worldwide Golf Exhibitions.
Prior to founding 9 INCH, he spent seven
years as Chief Solutions Officer with the
award-winning agency Synergy, creating
programs for brands such as KFC, M&M’s,
Pampers, Starbucks and Walmart. He has a
Certificate in Achieving Breakthrough Strategy
from Harvard Business School and a JD/MBA
from Villanova University.
Jim Tobin is the Founder and President of
Ignite Social Media, one of the world’s leading
social media marketing agencies. With Jim
at the helm, Ignite Social Media has designed
and executed social media programs for
many of the world’s largest brands, including
Microsoft, Samsung, Chrysler, Nike, Disney,
E&J Gallo and Carlson-Rezidor Hotel Group.
Jim’s latest book Earn It. Don’t Buy It. The CMO’s
Guide to Social Media Marketing in a Post Facebook World, hit the shelves in November, 2013.
MATT WOOLMAN
ADELE SWEETWOOD
Adele Sweetwood leads Americas Marketing
and Support at SAS, the largest independent
vendor in the business analytics market.
She fosters the exploration of customerengagement strategies, directing efforts
across field and interactive marketing,
analytical marketing services, customer
experience marketing, and media
investments across digital, search and
social channels. Sweetwood is a leader in
innovation, overseeing SAS’ award-winning,
state-of-the-art Executive Briefing Center,
where customers, prospects and partners
meet and network to bring new insights to
their businesses.
Matt has a comprehensive understanding
of entrepreneurship and enterprise across
a range of disciplines. Currently, Matt is the
Director of Entrepreneurship in the Virginia
Commonwealth University School of the Arts,
where he operates the Creative Disruption
Lab, a transformative model for higher
education that prepares art and design
students to lead their own careers and lives
in innovative, entrepreneurial ways. As an
independent producer, Matt has authored
and co-authored 10 books on such defining
topics as motion design, music and the visual
arts/design, and information visualization,
including the internationally best-selling Type
in Motion: Innovations in Digital Graphics. Matt
also is a partner in CrossThink, LLC, a catalyst
for cross-disciplinary thinking to boost a
company’s innovation performance.
25

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GETTING CONNECTED / WIFI
7546 C
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ChannelAdvisor is
pleased to provide
Wi-Fi for High Five
Conference attendees.
See our staff at the show to find
out what other exciting things
ChannelAdvisor has to offer!
HOW TO CONNECT:
NETWORK: Meeting Access
USERNAME: meeting4
PASSWORD: d5237s6e
If you are not immediately
directed to a Sheraton Hotel
splash page, please open
your internet browser and
load www.Sheraton.com to
access the splash page.
26
W
WAREHOUSE DISTRICT
Restaurants & Pubs

27. GETTING AROUND / DOWNTOWN RALEIGH
STATE CAPITOL
SH SHERATON
421 South Salisbury St.
800.325.3535
LT
LINCOLN THEATRE
126 East Cabarrus St.
919.821.4111
Z
ZINDA
301 Fayetteville St. #120
919.825.0995
O
THE OXFORD
319 Fayetteville St.
919.832.6622
S
SONO
319 Fayetteville St. #101
Z
919.521.5328
O
S
SH
LT
27

28. 7417 C
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CONFERENCE SPONSORS
7546 C
COOL GRAY 10 C
A DOUBLE HIGH
FIVE GOES OUT
TO OUR SPONSORS
THANK YOU FOR MAKING THE HIGH FIVE CONFERENCE POSSIBLE!
28

29. ID-13M/MSD/MSD_2013.PDF
NEW LOGO
PMS 1795
BLACK
29

30. BUILDING YOUR CAREER.
ADVANCING OUR COMMUNITY.
For more than 20 years the Triangle Chapter
of the American Marketing Association has
offered marketing professionals the opportunity
to learn and grow through professional
development and networking. Now 500 members
strong, Triangle AMA is the premier marketing
association in the Triangle and Eastern North Carolina.
AMA MEMBERSHIP
TRIANGLE AMA MEMBERS ENJOY THE FOLLOWING BENEFITS:
/ Discounts on Triangle AMA monthly luncheons featuring regional & national experts
/ Monthly copy of Marketing News magazine
/ Marketing resources and tools available at marketingpower.com
/ Free access to Triangle AMA Special Interest Groups (SIGs)
/ Free AMA webcasts hosted by national experts
/ Networking and volunteer opportunities to make connections
/ Discounted pricing for national meetings with renowned speakers
VISIT TRIANGLEAMA.ORG TO LEARN MORE ABOUT BECOMING A MEMBER.
30