The Marketing Summit

While online registration is closed, tickets will sold be at the door at Harbison Theatre for $30 plus a $3.65 service fee per ticket. If you are interested in attending, please arrive to the venue at 8:30AM!

---

The Marketing Summit, presented by Capital City/Lake Murray Country and Experience Columbia SC, brings together marketers, communicators, and business leaders for a half-day of learning and collaboration. The event features expert-led sessions, panel discussions, and peer conversations focused on applying modern marketing strategies, understanding digital trends, and using emerging tools to make smarter, more informed decisions.

Sessions will cover key topics including AI application and choosing meaningful KPIs in the age of AI, generational marketing and how to effectively target specific audiences online, and a social media platform overview with guidance on navigating current internet trends. The program will also feature a panel discussion with community marketing leaders who will share real-world perspectives, best practices, and lessons learned.

---

Speakers:

Dan Hoover

VP, Director of Strategy | Cyberwoven

Dan brings together the human and technical sides of digital engagement to create solutions that drive meaningful results. As Vice President and Director of Strategy at Cyberwoven, he leads the development of impactful digital initiatives for both fast-growing startups and global organizations.

A graduate of Furman University and the International MBA (IMBA) program at the University of South Carolina, Dan has successfully guided a wide range of complex projects, consistently delivering solutions that create immediate and lasting value for clients.

Sam Hodges

Business Development Manager | Cyberwoven

Sam focuses on driving growth at Cyberwoven, working with organizations to identify digital opportunities that support long-term success. His background spans economic development, workforce development, and business growth, giving him a broad perspective on how organizations scale, adapt, and evolve.

A graduate of the University of South Carolina’s College of Information and Communications with a degree in Advertising, Sam is a connector and relationship builder who brings clarity, momentum, and trust to every engagement. He takes a long-term, partnership-driven approach, helping organizations move from initial conversations to lasting results.

Kelsey Farnham Caskey 

Founder & Digital Strategist | Spruce Strategies

Kelsey Caskey is an entrepreneur and the co-founder of Spruce Strategies, a digital-focused marketing agency specializing in helping business owners, marketing executives, and tourism leaders strengthen their digital strategy, increase engagement, and turn online attention into action, visitation, and economic impact.  

A graduate of Anderson University, she earned a Bachelor of Arts in Graphic Design and a minor in Marketing, Kelsey brings more than a decade of experience in marketing and business development. She is recognized for her strategic leadership, innovative thinking, and ability to deliver measurable results.

Merritt McNeely

Chief Executive Officer | Flock & Rally

Merritt (McHaffie) McNeely is an award-winning marketing and communications leader and serves as CEO of Flock and Rally, one of South Carolina’s leading full-service branding, strategy, advertising, and communications agencies. Since assuming the role in 2022, she has guided the firm’s growth and reputation through collaborative leadership, strategic vision, and a strong commitment to community impact.

A graduate of the University of South Carolina’s School of Journalism and Mass Communications, Merritt brings extensive experience leading high-profile campaigns for destinations, nonprofits, and institutions across the state. Her work has earned numerous state, national, and international honors, and she is widely recognized for her influence in marketing, communications, and civic leadership throughout South Carolina.

Featured Panelist:

Samie Worthington

Co-founder & Chief Marketing Officer | EMILY Revolutionary Marketing Group

Samie Worthington is the co-founder of EMILY Revolutionary Marketing Group, where she helps brands navigate the evolving landscape of AI, digital marketing, and SEO. She combines deep technical knowledge with a human-first approach, ensuring that technology enhances (not replaces) the customer experience.

A graduate of Newberry College with a Bachelor of Arts in Design and Visual Communications and a minor in Fine/Studio Arts, Samie guides businesses in leveraging AI and modern marketing tools while cutting through outdated tactics. She is recognized for her expertise in digital innovation, strategic thinking, and translating complex technology into actionable marketing solutions.

A keynote speaker at last year’s event, Samie returns to join this year’s panel lineup to share her insights on the human side of AI and modern marketing strategies.

---

Agenda:

Session 1: Smarter Metrics: How AI Is Changing What We Measure

Presenter - Dan Hoover & Sam Hodges, Cyberwoven

Learn how marketing measurement is evolving as discovery expands beyond traditional search to voice, chatbots, and answer engines like ChatGPT and Claude. This session goes beyond surface-level metrics to explore how customer journeys are changing—and what those shifts mean for attribution, performance tracking, and decision-making. Attendees will gain practical guidance on how to adapt measurement strategies, align teams, and build smarter frameworks to keep pace with modern discovery.

Session 2: The Modern Social Strategy: What Actually Works in 2026

Presenter - Kelsey Farnham Caskey, Spruce Strategies

Discover how destinations, districts, and local brands can use social media and digital platforms to drive real-world action—visits, bookings, foot traffic, and sales—while strengthening long-term brand value. This session goes beyond trends, offering practical strategies for what to post, where, and why, plus guidance on integrating AI to streamline content creation and focus on storytelling. Walk away with actionable frameworks, planning tools, and tips you can use immediately.

Session 3: Marketing Across Generations: Same Goals, Different Playbooks

Presenter - Merritt McNeely, Flock & Rally

Explore how audience behaviors, values, and media habits vary by generation, as well as what it means for marketing. This session goes beyond stereotypes to show how generational context shapes decision-making, brand trust, and engagement, plus practical strategies to connect with each group effectively.

Session 4: Industry Leaders Round Table and Q&A

Moderator - Kelly Barbrey, VP of Marketing & Communications at Experience Columbia SC.

Hear directly from some of the Midlands’ top marketing minds during this dynamic panel discussion. Industry leaders will dive into the strategies shaping modern marketing today, from digital presence and brand storytelling to audience engagement, collaboration, and standing out in a crowded marketplace. Attendees will walk away with practical, actionable insights, a deeper understanding of how strong individual brands drive collective impact, and the opportunity to engage directly with speakers during an audience Q&A.

• Kelsey Farnham Caskey - Founder & Digital Strategist, Spruce Strategies
• Merritt McNeely - Chief Executive Officer, Flock & Rally
• Samie Worthington - Chief Marketing Officer, Emily Revolutionary Marketing Group

---

Throughout the day, attendees will have multiple opportunities to ask questions, engage in discussion, and network with peers from across the region. Coffee donated by Sweetwaters Coffee & Tea and pastries will be available during check-in, and a boxed lunch from The Bistro is included with registration.Tickets are $30 plus a $3.65 service fee per ticket.For questions about the event, please email events@lakemurraycountry.com.