2025 AMA ExperienceBuilding the Right ConnectionsIn today’s fast-changing marketing world, success comes from more than great ideas - it’s about making the right connections. Connecting your brand to your audience with meaningful content. Connecting your systems & applications for efficiency using tools like AI and automation. Connecting with peers who challenge, inspire, and support your growth. This year’s Experience conference is designed to help you strengthen every one of those connections. Join us as we explore the strategies, stories, and technologies that bring marketing to life and discover how building the right connections can take your marketing, your career, and your business further. Marketing Conference Details Friday, October 24, 2025 Pricing Schedule Speakers Parking Information Pricing
Register Today!Last day to register is Wednesday, October 15th!
Schedule7:45 A.M. – Breakfast Buffet & Check-In Begins 9:00 A.M. – Welcome & Conference Kick-off 9:10 A.M. – Opening Keynote Connecting for Growth: Building Brand Resonance in a Fragmented World
Amber Holms, SVP, Chief Marketing & Experience Officer, Winnebago Industries
In an era where consumer attention is fleeting and channels are multiplying, the most iconic brands don’t just communicate, they connect. Drawing from a career leading beloved brands like Cheerios, Firestone, Rubbermaid, and Winnebago, Ms. Holm will explore how marketers can forge meaningful connections with consumers that drive enduring business growth. With real-world lessons from legacy brands that have stayed relevant across generations, Ms. Holm will unpack the evolving nature of brand-consumer relationships, revealing how brand purpose, cultural relevance, and strategic storytelling can transform marketing from a cost-center into a growth engine.
Attendees will gain insights on:
Whether you're leading a startup or stewarding a heritage brand, this session will inspire you to rethink connection—not just as a campaign goal, but as a business imperative. 10:00 A.M. – 10 Minute Break 10:10 A.M. – Morning Breakout Sessions Part I Morning Breakout Session 1:
From Guesswork to Growth: Unlocking Smarter Campaigns with Data-Drive Marketing Marketers can’t afford to waste dollars chasing the wrong audiences - especially when today’s consumers see 4,000–10,000 ads daily across multiple channels. This session shows how targeted data-driven marketing transforms campaigns into smarter, more cost-efficient growth engines. We’ll cover practical frameworks for identifying your best prospects—starting with existing customer patterns, then scaling with tools like Anonymous Website Visitor analytics and online intent data. You’ll walk away with practical strategies to pinpoint high-propensity audiences, reduce wasted spend, and deliver personalized campaigns across multiple channels.
Key takeaways:
Morning Breakout Session 2:
The Must-Have Elements of an Effective Online Presence
Kiley Murphy, Creative Director, Creative Canvas Solutions, LLC The digital landscape is evolving rapidly, and even the most seasoned marketers must continually refine their approach to maintain an effective online presence. This session goes beyond the fundamentals, focusing on the strategic elements that can differentiate your brand in increasingly competitive markets. You’ll uncover advanced opportunities to improve website performance, fully leverage Google’s evolving ecosystem, and integrate AI tools to accelerate execution and insights. Whether you’re managing campaigns for a large organization or advising clients, you’ll leave with actionable strategies to enhance visibility, drive conversions, and streamline workflows—without unnecessary complexity or wasted spend. Key Takeaways:
11:00 A.M. – 10 Minute Break 11:10 A.M. – General Session Beyond the Algorithm: What You Need to Know About Social Media in 2025
Chris Snider, Professor in the School of Journalism and Mass Communications, Drake University
In this fast-paced social media update, Drake University professor Chris Snider will discuss what has changed in social this year and what to do about it. Topics will include the search-ification of social, the move to DM-first communities, AI-native creation and translation, the creator economy, and the regulatory currents shaping strategy. You’ll leave with a field-tested playbook: what to double down on, what to sunset, and how to plan for the next six months with confidence. 12:00 P.M. – Lunch 12:50 P.M. – General Session Talk with the AI Experts - Panel Discussion
Artificial intelligence is a present-day force shaping how marketers work, create, and connect. In this dynamic panel discussion, our panelists will share insights on how AI is transforming content creation, customer engagement, analytics, and personalization. Attendees will gain perspectives on what’s working now, where the technology could be headed, and how to incorporate themselves and their organizations into an AI-driven future. Whether you’re experimenting with AI tools or still wondering how they fit into your marketing toolbox, this session will spark ideas and provide actionable takeaways for navigating the next wave of innovation so bring your questions!
1:40 P.M. – 10 Minute Break 1:50 P.M. – Afternoon Breakout Sessions Afternoon Breakout Session 1:
Elevating Audience Targeting Quality in Paid Media Plans
Shannon Hughes, Director of Digital and Media Strategy, Lessing-Flynn In today’s saturated digital advertising landscape, success isn’t just about reaching more people — it’s about reaching the right people. This session will explore how strategic audience targeting transforms paid media plans from impression-heavy to insight-driven, aligning media investment with real business outcomes. Afternoon Breakout Session 2:
Words that Work: Why Content Still Matters and How to Craft Human-Centered Content in the Age of AI
Kasey Riley, Founder, The Fat Plant Society
2:40 – 15 Minute Break & Snacks 3:00 – Closing Keynote Pink Goldfish: Unleash Your Brand's Uniqueness to Stand Out
Stan Phelps, Certified Speaking Professional, Stan Phelps Speaks
In a crowded marketplace, blending in means losing out. This keynote introduces the F.L.A.W.S.O.M.E. framework, an eight-part approach that embraces authenticity and turns perceived flaws into competitive strengths. By amplifying your brand’s unique “weirdness” and embracing authenticity, this program guides you in crafting a memorable brand identity that truly stands out.
4:00 P.M. - The Conference Ends so Time to Make Your Connections! 6:00 P.M. - Social Event Drake University Women's Volleyball Game
Come network and watch Drake University women's volleyball team play against Indiana State starting at 6:00 PM at the Knapp Center. All Experience attendees will receive a free ticket to the game. This event is also open to members and non-members.
Amber Holms Amber serves on the board of directors of the Minnesota Chamber of Commerce and the RV Industry Association’s Go RVing initiative and has previously served on the board for the Nashville Ballet. She holds a BA from Yale University and an MBA from Harvard Business School. Amber resides in the Twin Cities with her husband Mark and their three children.
Stephanie Buckingham Stephanie Buckingham is a Data Scientist at B2E Data Marketing, where she partners with clients across the country to design and implement data-driven marketing strategies that deliver measurable growth. With a Master’s in Data Science from Lewis University, she brings both technical expertise and practical experience to solving complex challenges. Stephanie is passionate about transforming data into actionable insights and enjoys helping organizations use analytics to achieve meaningful business outcomes.
Kiley Murphy Kiley Murphy is the Creative Director and founder of Creative Canvas Solutions, a nationally trusted web design and digital marketing agency serving clients for over a decade. His team has built results-driven websites for nearly every industry, working with notable local names such as Olympic wrestling legend Dan Gable, Milltown Coffee Co, Smith Filter, JMF Company, and Koehler Electric. An ADDY Award winner and recognized as a Top Web Design Agency by DesignRush, Kiley combines creative vision with a data-driven approach to help businesses grow their online presence. His work has earned nationwide recognition for delivering professional, high-converting websites and marketing strategies that get measurable results.
Chris Snider is a professor in the Drake University School of Journalism and Mass Communication and co-owner of the AI education company Innovation Profs. He teaches social media and digital media strategy courses at Drake and keeps Iowans up-to-date on the latest generative AI tools through Innovation Profs. Prior to joining Drake, Chris was a journalist in Baltimore, St. Louis and Des Moines. You can find him on TikTok and Instagram at @profsnider.
Since joining Lessing-Flynn in 2015, Shannon has built a strong foundation in digital and media strategy. She launched and expanded the agency’s performance department, bringing advanced paid media capabilities, streamlining social media, and integrating website and CRM strategies to deliver cohesive, data-driven solutions. Committed to innovation, Shannon helps clients stay ahead in an ever-evolving digital landscape. Her team drives measurable results through strategic recommendations across websites, CRM, email automation, paid media, social media, and sales channel marketing
 Kasey L. Riley is an expert in content creation and digital strategy with a career that bridges academia, corporate communications, and entrepreneurship. She has served as a professor of communications and later as director of communications, before founding The Fat Plant Society, a Kansas City–based biophilic design studio. Having built her business on the foundation of strong SEO and thoughtful content creation, Kasey brings a unique perspective on how purposeful writing and storytelling drive visibility, brand trust, and growth. Her work demonstrates how strategic content not only fuels marketing success but can also support the broader missions of your organization.
You can find her writing and work on the news page of her company site, The Fat Plant Society (www.thefatplantsociety.com).
Stan Phelps
Stan Phelps, CSP is a best-selling author and keynote speaker who inspires leaders to stand out in business through differentiation, customer experience, and employee engagement. He has written 20 books in the Goldfish Series, including Purple Goldfish and Pink Goldfish, which explore how brands can grow by doing more of what makes them unique. Stan has delivered over 850 presentations in 24 countries for clients such as IBM, Microsoft, Bank of America, and Target. His work has been featured by Forbes and Inc. Magazine, and he has contributed articles to Forbes.com. A Certified Speaking Professional, Virtual Master Presenter, and Global Speaking Fellow, Stan brings a dynamic blend of research, storytelling,
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