The Learning Economy Summit

Date(s) - 05/03/17
8:00 am - 4:00 pm

Hosted by
The Big Know

The Learning Economy Summit

Wed, May 3, 2017  8:00 AM – 4:00 PM


At the Learning Economy Summit, you’ll spend the day connecting with world-class marketers and digital leaders. You’ll learn proven content marketing strategies that put education to work for your business.

This exclusive one-day event will teach you how top content marketers produce and market branded education to generate engagement, leads, loyalty and sales while creating real impact on people’s lives.

Want to use educational content to forge and deepen relationships? The Learning Economy Summit is for you!




  • How to Design Content That Truly Educates
  • 9 CMO-Approved Educational Content Marketing Strategies
  • Emerging Trends Driving the $91B Learning Marketplace
  • How to Create Societal Impact with Education
  • Why Learning Experiences Are Data Goldmines
  • How to Repurpose Learning Content Across Channels and Campaigns
  • Why Education is Perfect for Leveraging Influencers to Drive Credibility and Reach







  • Brand Marketing
  • Content Marketing
  • Digital Strategy and Innovation
  • Influencer and Partner Marketing
  • Member Loyalty or Engagement
  • Talent Development or Engagement Directors



Your ticket includes a full day of speaker presentations, networking, interactive discussion with other leaders, breakfast, lunch, snacks, swag, and a follow up with recordings of each session.

8:00-9:00 Breakfast + Networking

9:00-9:10 Welcome to the Summit

Mark Addicks – Former CMO, General Mills


9:10-9:45 Session One: Winning in the Learning Economy

Don Smithmier – CEO & Founder, The Big Know

As consumers find more ways to block ads, that same audience is flocking to online learning and driving a ton of economic activity. The new Learning Economy is creating an attractive white space for forward-thinking brands and marketers to forge and deepen relationships through branded education. In this presentation, Don Smithmier will share consumer insights from his career at the forefront of online education, including the last two years building The Big Know to help leading brands create, market and win with educational content.


9:45-11:00 Session Two: 9 Strategies for Branded Education

Mark Addicks – Former CMO, General Mills

How can brands win with education? In this talk, Mark Addicks delivers 9 CMO-approved strategies for leveraging educational content to achieve ROI and foster deeper relationships. Mark will highlight ways to use branded education to power better member programs, enter new categories, extend credibility and reach with influencers and partnerships, underscore your product’s value, and modernize market research with always-on insights.

Interactive: Pick Strategies & Co-invent Ideas for Your Business


11:00-11:15 Coffee & Snack Break


11:15-12:15 Session Three: How to Design Unforgettable Learning: Captivate. Educate. Activate.

Tom Godfrey – Director of Instructional Strategy, The Big Know

The truth is, brand marketers are great at captivating. Grabbing attention ISN’T the problem. Every brand can drive views and clicks. But then what? What if you need minutes or hours of your customer’s time? In this session, Tom will teach you a proven learning model called Captivate. Educate. Activate. You will learn how to identify opportunities for what to teach (that your audience will want to binge), then you will learn how a learning expert designs branded learning experiences to effectively balance learning outcomes with business outcomes.

Interactive: Mapping Learner Need States to Your Business


12:15-1:15 Lunch Provided

1:15-2:00 Session Four: The Evolution of Marketing: Brand as Educator

Terry Clark – CMO, UnitedHealth Group

UnitedHealth Group is a distinctively diversified health and well-being company, and a leader worldwide in helping people live healthier lives. So what role does education play in helping them reach and engage consumers? As a pioneer in branded education, Terry Clark will discuss the evolving role it plays in UnitedHealth Group’s marketing mix.


2:00-3:00 Session Five: Return on Audience: Rebooting Content Marketing into a Business Strategy

Robert Rose – Chief Strategy Officer, Content Marketing Institute

In this thought-provoking session, Robert Rose will tackle the Content Marketing ROI question and examine how modern companies balance near-term profits while investing for longer-term content marketing success. Through specific stories from leading companies, he’ll highlight ways to organize the marketing function to deliver business value through educational content.


3:00-3:15 Break & Snack

3:15-3:50 Session Six: The Evolving Role of Brands

Panel discussion

Hosted by Tony Bangert – VP of Partnerships, The Big Know

Our panel of experts will further examine the evolving role of brand in today’s consumer landscape. From the changing face of campaigns to new branded content forms like online courses, podcasts and films, who is succeeding and why? How should brands decide when to invest in or avoid new channels? And how should brands think about partnerships to create and market truly effective educational experiences?


Katy Kay – Senior Director of Partnerships, AARP

Mark Hines – Partner, GoKart Labs

Robert Rose – Chief Strategy Officer, Content Marketing Institute


350-4pm Closing Thoughts

Mark Addicks – Former CMO, General Mills


Map Unavailable