MARCOM Professional Development Annual Forum

Get Volunteering: An Integrated National Communications Case Study

Jeronimo De Miguel | Assistant Vice-President, External Relations, Manulife Financial
and
Graham Machacek | Director, Marketing, Communications and Business Development, Volunteer Canada

Volunteer Canada and Manulife Financial released the results of a pan-Canadian research study in December 2010 that provided insights on Bridging the Gap between what Canadians look for when they consider volunteering today and how organizations engage volunteers. We then implemented two complementary, parallel campaigns titled “Get Volunteering” and “Building the Bridge” – the former to inspire and motivate Canadians to volunteer, the latter to enhance the ability of the voluntary sector to engage Canadian volunteers – all as part of a two-year social marketing campaign spanning 2011-2012 and coinciding with the 10th anniversary of the International Year of the Volunteer.

• How to leverage multi-partner cross-sectoral relationships to advance a shared passion and priority objectives;
• Identify important strategic considerations for large-scale marketing campaigns;
• Executive effective marketing plans with tactics that get results (i.e., Get Volunteering Facebook app, Manulife Matching Tool, Volunteer Quiz, etc.).

Join us at MARCOM 2012, May 16, 1:30 – 2:45 p.m. and walk away with valuable lessons learned.

Marketing Reframed:  An Unforgettable Tour of Digital Marketing

Christopher Penn | Director of Inbound Marketing, WhatCounts

In this session, join author, speaker, and veteran martial artist Christopher S. Penn as he takes you through digital marketing in a completely different way. Rather than focus on the shiny object of the moment, Mr. Penn will take you on a tour through a variety disciplines to help you become a better marketer. Learn how influence and persuasion can be combined with social media platforms, how behaviour and psychology can inform your campaigns, and how centuries-old strategies and ideas from Mr. Penn’s Togakure Ryu ninja martial arts can transform how you see and do marketing. You’ll even be guided through a one-of-its-kind mental exercise that can help you reframe your most serious marketing problems so that you can see them in a whole new light.

Past Audience Feedback

“Christopher Penn was a speaker at MARCOM Annual Forum 2011 in Ottawa. He is a solid expert in the field of email marketing. His session was extremely well received and most wanted much more of his time. He has a keen sense of humour and is generous with the information he shares. It’s a pleasure to highly recommend him as a speaker and educator and good luck getting his time! He’s one of the most responsive professionals I’ve ever met and is distinctly humble – what a rare combination. So many could learn from his example. Bravo!” – Claire Mills, PMP, CEPSM

“I thought your presentation was truly one of the best sessions I’ve ever attended in my 15 years as an educator. I thought that every moment of your session was well planned out, fun and impactful and you motivated us to feel empowered to implement solutions for our programs and students.” – Robert Dais, Massachusetts Department of Higher Education

“Chris will melt your brain. It’s just that simple. He understands how online marketing works but more importantly he knows how to make it work for you. Smart, clear and insightful.” – Mitch Joel, President, Twist Image

“I am consistently impressed with Christopher’s grasp of online marketing trends… he has a very solid grasp on effective interactive marketing techniques and is able to bring the uber-techie talk right down to the ground level.” – Scott Monty, Global Digital Communications Manager, Ford Motor Company

“If you wanted top quality delivery, professional production, and something that would sell FOR you, I’d hire Chris in an instant. He’s professional, reliable, a leader, and very personable.” – Chris Brogan, President, New Marketing Labs

Learn more and connect with Christopher!

Join me at MARCOM 2012, May 15 from 1:45 – 3:00 p.m. and we’ll take the tour together.

Strategic Marketing Planning: Rewiring your Organization for Today’s Challenges

Bernie Colterman | Managing Partner, Centre of Excellence for Public Sector Marketing

“We think we need to go somewhere, but we just don’t know how to get there” Anonymous

This workshop aimed at senior-level staff from the not-for-profit and public sectors who want to take a strategic look at their organization or operation to re-focus efforts, increase relevance, create efficiencies and/or improve revenue. The session facilitator will take participants through a proven marketing model that has been used to “re-wire” a wide range of organizations from the association, non-profit and public sectors.

What you will learn:

• how to take a critical, systematic look at your current operation from a marketing perspective
• how to identify your strategic “sweet spot” for the 3 R’s – Recognition, Relevance, Revenue
• how to develop a strategic framework that will help you shift from your current position to your desired position
• how to build a culture that supports the shift
• how to build an Action Plan that moves the process forward
• how to measure progress

At the end of the workshop participants will have a blueprint for implementing a strategic plan for their organization.

Join me at MARCOM 2012, May 14, 9:00 a.m. – 4:30 p.m. for an intensive day that will fundamentally change your organization.

Results Map Marketing and Communications Strategy Lab

Caroline Kealey | Principal and Founder, Ingenium Communications and Developer of the Results Map

There has never been a more compelling time for communicators and marketers to deliver and measure value.  This workshop introduces a breakthrough methodology to do just that.

The Results Map is an innovative program that helps communicators and marketers build capacity in strategic planning and evaluation.  This hands-on workshop provides participants with the opportunity to work on their own case studies and work through a powerful process to design a strategic plan focused on measurable outcomes.

The session’s learning outcomes include:

• Proven methodology for developing successful communications and marketing strategies that deliver results
• Techniques for adding value at a strategic level through a results‐based approach to communications and marketing planning
• Practical tools and templates for audience segmentation and stakeholder mapping
  Step‐by‐step guidelines on developing an evaluation framework and reporting plan
• Tips, tools and templates covering the full spectrum of strategic planning (objectives, situational analysis, audience definition, development of a message architecture, tactical planning, evaluation)

You’ll gain access to a binder full of Results Map tools, templates, worksheets and best practices that can immediately be implemented in your day-to-day work.

Join me at MARCOM 2012 for an intensive workshop on May 14, 9:00 am – 4:30 pm.