SOURCE: fluent


September 16, 2013 09:30 ET

Fluent to Take Share.Like.Buy. Attendees Behind the Scenes of Macy's College Millennial Strategy: VP Giovino and Student Leader Share Program Details

BOSTON, MA--(Marketwired - Sep 16, 2013) - Brands must meet multiple expectations -- simultaneously and instantly -- when marketing to College Millennial Consumers (CMCs), as proven by top retailer Macy's successful outreach to that market. VP Mark Giovino of Fluent, Macy's college marketing agency, will discuss for the first time the details of Macy's campus-based programming at millennial marketing conference Share.Like.Buy. 2013 in Kansas City next week. Giovino will be joined on-stage by University of Maryland senior Taylor Gibbons, the top student promoter involved in last year's efforts.

In brief, the program was built upon insights gathered from Fluent student surveys and focus groups conducted for Macy's, which will be outlined for the Share.Like.Buy. audience. Twenty campuses received sustained outreach; ten of those also were supported with an even more robust Macy's presence. Students had opportunities to see the quality and style of merchandise first-hand, engage in fashion industry-styled activities, and were offered savings and other incentives to visit and experience Macy's across its multiple channels.

Mark Giovino
is Vice President of Business Development at Fluent, leading new brand partnerships and managing growth for existing relationships like Macy's, Microsoft and L'Oreal. A former college basketball coach, Mark has more than ten years' experience in integrated marketing campaigns. Taylor Gibbons is a senior majoring in Business Marketing at the Smith School of Business at the University of Maryland and a top promoter in the Fluent network made possible by its exclusive partnership with the National Association for Campus Activities and its nearly 1000 member campuses. 

Share.Like.Buy. Presentation on "Millennials 401: How to Talk with, and Motivate, College Millennials" using Macy's campus outreach as a case study
, led by Mark Giovino, VP at Fluent. Share.Like.Buy. is the world's biggest and best Millennials marketing conference. Attendees meet and learn from up to 175 top brand- and agency marketers who market to, and with, the enigmatic generation of Millennials (ages 16-34). Millennial "digital natives" create, consume and share media and brand passions ahead of the marketing curve. More information is available at

Share.Like.Buy will take place September 25 - 26 in Kansas City. Mark and Taylor will present "Millennials 401: How to Talk with, and Motivate, College Millennials" at 11:45 a.m. on the 26th.

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home.

Specializing in "translating brands for the college world," Fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. Formerly known as Campus Entertainment, the firm's exclusive affiliation with the National Association for Campus Activities (NACA) allows clients insider access to nearly 1,000 colleges and universities allowing unparalleled access and insights to help sharpen brand relevance through integrated marketing solutions that create brand loyalties. Fluent capabilities include: campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Microsoft, Macy's, PacSun, Zipcar, Sun Drop, Kotex, Dove and L'Oreal. Fluent is a subsidiary of TRP Sports and Entertainment.

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