 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
|
|||||||
Print this page Detailed Schedule @ February 23, 2009 June 2: 09:00 – 16:30 Pre-Conference Workshop 1 The first of its kind in Canada, the Advanced Sponsorship Planning workshop is designed for sponsorship professionals from the association, non-profit and public sectors that have a minimum of two (2) years direct experience developing and implementing sponsorship programs. This interactive session will provide you with the strategies and tools to take your sponsorship program to the next level and build your capacity to generate revenue in a tough economic environment.
June 2: 09:00 – 16:30 Pre-Conference Workshop 2 Amateur Hour is over! During this tough economic period it is time to get serious about developing social marketing programs that do not just increase awareness and educate but actually change attitudes and behaviour. This unique workshop takes you through a proven process for developing and implementing a successful social marketing plan. The Course Workbook guides you through the process for creating your own Customized Social Marketing Action Plan. This workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours. By attending this workshop, you will save countless hours of planning time and learn proven techniques for launching a successful social marketing initiative. You will learn how to:
June 2: 09:00 – 16:30 Pre-Conference Workshop 3 This interactive workshop will be broken into two core parts: Presentation and Hands-On Working Session (using CEPSM’s exclusive Social Media Marketing Workbook]).
Workbook Overview The purpose of the working session in the afternoon is to work with participants to fill out the blanks and questions that need to be addressed before an effective social media engagement strategy can be written and implemented. The social media marketing workbook/presentation format has been designed to allow for maximum interaction and productivity. After each step is presented, participants will be given a few minutes to fill out the questions for that step (note: many steps are to be completed after the workshop). Each step will be followed by a short Q & A period to allow for further discussion. At the end of this process, workshop participants will have a basic social media strategy framework that will allow them to move forward with their initiative(s). A major advantage of using social media channels to engage with target audiences is the fact that most tools and applications are free (open source). As a result, tremendous cost-savings can be achieved. CEPSM’s own participation and engagement with the social media community provides us with access to all the latest social media monitoring tools and custom applications as they are released. All the tools used throughout our workbook and presentation are open-source and can be easily obtained by the client. June 3: 08:30 – 09:45 Opening Keynote Address How Can Not-for-Profit and Public Sector Marketing Get the Respect it Deserves? By Talking Business! Marketers today often find themselves without a clearly defined business mandate. This is particularly true for marketers inside government and not-for-profit organizations where marketing in the broadest sense is misunderstood and overlooked as a key input for strategic development of organizational goals. Marketers in these sectors must not only change their mindset, but their language so that management can understand and appreciate how marketing is a true strategic “business” enabler. A powerful business leader, Arlene Dickinson, CEO of Venture Communications, 20-year marketing veteran and the marketing expert on CBC’s hit series Dragons’ Den, will engage and enlighten MARCOM delegates in her Opening Keynote by conveying the distinct value that the marketing discipline delivers. She will outline the importance of why you as a marketer must understand and use the same “business” metrics and language as the rest of the organization to engage management support and funding, especially in bleak economic times, but most importantly to reap the many benefits of a strategic marketing approach. June 3: 10:30 – 11:45 Concurrent 1 Competing for Hearts, Minds and Wallets in a Crowded Marketplace With thousands of non-profit organizations competing for mind share and revenue, how do you stand out in a crowded marketplace?
June 3: 10:30 – 11:45 Concurrent 2 Moving Beyond Demographics to Psychographic Segmentation This session will delve further into why we need to move past demographic data to better understand the personality, attitudes, lifestyles and “life stage” of our target markets for ultimate impact and customer engagement in today’s cluttered world. Featured will be the results from Mississauga Recreation and Parks’ successful application of psychographic segmentation practices and related marketing tactics in core business areas.
June 3: 10:30 – 11:45 Concurrent 3 Building Organizational Commitment around the Brand Promise Brands become great because everyone in the organization understands the promised value and how to deliver it. In this session, Don will explore the nature of “brand” and the importance of engaging employees to deliver that brand value through internal policies, programs and actions. June 3: 13:00 – 14:15 Concurrent 1 Email & Social Media: Natural Allies Are you interested in leveraging social networks to optimize your email marketing results? And, are you trying to find the best direction to do so? In this session, Jim Jeang, Interactive Marketing Manager at Canadian Blood Services (CBS) will share a case study of their early initiatives in social media. Since email works hand-in-hand with many of the new media, Chris Carder, President of ThinData, will focus on what makes a successful email campaign. Together, they will discuss the interplay between email and social media tools and strategies. By drawing on internationally-proven e-marketing best practices, delegates will take away key ideas about how to approach and combine email marketing and social networking.
June 3: 13:00 – 14:15 Concurrent 2 The Rules of PR Engagement Discover how the power of PR and media relations can engage the public, media, influencers and stakeholders. Judy Lewis, co-founder and Executive Vice President of Strategic Objectives, will share valuable insights into how to create proactive, effective strategies that engage audiences and help achieve and advance communications objectives. Through a series of award-winning case studies, you will learn valuable best-practices in building positive media awareness and public support for important issue-oriented campaigns. June 3: 13:00 – 14:15 Concurrent 3 What’s Really Important to Corporate Sponsors? – Best Practices in Sponsorship Marketing Presented in cooperation with the Sponsorship Marketing Council of Canada, this session will review the winning entries of the 2009 Sponsorship Awards Program and examine what makes a successful sponsorship from an industry perspective. Participants will gain a better understanding of the core elements of a “winning” sponsorship program that they can adapt to their own environment. Highlighted will be “Unibroue” and Quebec City’s 400th Anniversary: A presentation of an award winning sponsorship marketing case which outlines the strategy and tactics that led to it’s acknowledgement as the Best in Show at this year’s Sponsorship Marketing Awards. It is an excellent example of how an effective and innovative sponsorship marketing program can successfully achieve measurable communication objectives and drive business results. June 3: 14:45 – 16:00 Concurrent 1 Marketing to Immigrants: Myths, Misconceptions and Realities of the fastest growing consumer demographic In the last five years, two thirds of Canada’s population growth has come from immigrants making this a very lucrative consumer demographic. According to StatsCan, by 2010 immigration will account for 100% of Canada’s labour growth and could become the sole source of growth by 2030. Launched in 2004, The Canadian Immigrant Magazine successfully created a new format in addressing the information needs of immigrant communities. In this session, Nick Noorani will talk about the lessons learned from persuading advertisers to look beyond the traditional “two insertions in Chinese and one in Punjabi” type of ethnic advertising. Nick will also address responses like “but immigrants don’t speak English.” June 3: 14:45 – 16:00 Concurrent 2 Marketing that Makes A Difference! June 3: 14:45 – 16:00 Concurrent 3 Sleeping with the Enemy – Implementing Effective Corporate Engagement Strategies in a Risk-Adverse Environment Increasingly, government and non-for-profit organizations are turning to the private sector as a means of leveraging resources and making meaningful impact with target audiences. At the same time, companies are recognizing the benefits of being associated with initiatives that position them positively in the eyes of their customers. These dynamics have narrowed the chasm that previously existed between public and private sector organizations. This session will use several case studies to explore how strategic corporate partnering initiatives were developed from the ground level to achieve various marketing objectives. It will demonstrate how a strong sense of strategic direction can help you select the right partners and negotiate agreements that directly contribute to organizational objectives. Finally, it will share best practices on how you can move your corporate engagement strategy through an often "risk adverse" system and demonstrate the value that corporate partnering arrangements bring to a publicly-driven organization. June 3: 16:15 – 17:15 Peer-2-Peer Roundtables Always a favourite element of the MARCOM experience, Peer-2-Peer Roundtables allow a more intimate setting to share and discuss topics of relevance to you. Please stay tuned for an update on Roundtable Sessions. If you are attending MARCOM and want to share successes and lessons learned from your marketing campaign through a Poster Presentation as one of our Roundtable sessions, please email Claire Mills at clairem@coltermangroup.com with the subject line “Poster Roundtable at MARCOM 2009”.
June 3: 17:15 – 18:30 MARCOM ’09 Meetup Cocktail Happening in the foyer and piano lounge of the Pearson Convention Center, this annual Meetup Cocktail is a once-a-year prime opportunity to re-connect with peers from across Canada and mix and mingle with new marketing contacts in an informal setting. This is a favourite of MARCOM alumni and this year will be accompanied by the jazz piano stylings of Jim Cummings. June 3: 19:00 Dining at Doubletree by Hilton – Toronto Airport Guests and fellow delegates alike may sign-up at Registration on site for this great opportunity to continue the networking as you enjoy a meal at one of the Doubletree by Hilton’s great restaurants. Choose from Alfredo's, Orchid Cafe and Wine Bar, Grand Chinese Cuisine or Ginko Japanese Restaurant. MARCOM will make reservations mid-day, so sign-up when you arrive! Delegates are responsible for their own dinner expenses. June 4: 08:30 – 09:45 Keynote Address Yes We Did: Strategic Insights and Social Media from the Campaign that Changed History Hope. Change. Action. In this talk, Rahaf Harfoush provides an insider's look at Barack Obama's all-encompassing -- and, yes, historic -- social media campaign. In terms of strategy, how do you plan, roll out, and grow a campaign that gets noticed, that goes viral, that people make their own, but which always comes back, time and again, to your message? Jam-packed with ideas, anecdotes, and the hopeful spirit that animated Obama's campaign, Harfoush tells us what she and other members on the team did. "Everything that we did was to connect people, because it was a movement that was fundamentally about people." With brilliant use of everything from YouTube to Facebook to text messages to the iPhone to the billion emails they sent out, they covered every base, and more, in an unprecedented effort to move millions to action. From this, Harfoush unveils six lessons that any organization can take away, and apply to their own needs. Both emotional and pragmatic, and informed by a fresh sweep of history, this is an absolutely inspiring talk. June 4: 10:15 – 11:30 Concurrent 1 Going Green: From Research to Program Implementation Case Study 1: Aggressive Listening: The Key to Successful Social Marketing Pollution Probe with its partners conducted primary and secondary research on the barriers and opportunities that exist to promoting the purchase of highly fuel efficient vehicles. The target group for the research were members of CAA-South Central Ontario. The objectives of the research were to determine the decision making process when purchasing a new vehicle; determine what barriers or benefits consumers experience when purchasing a highly fuel-efficient vehicle and determine which barriers or opportunities would be the most effective to target through a social marketing program. The presentation will discuss the results of the research and its implications for community based social marketing to tackle environment issues in the transportation sector. Case Study 2: From Professional to Personal: Social Marketing’s Intrinsic Value Strategic social marketing has helped Smart Commute - North Toronto, Vaughan (NTV) continually grow its business while staying true to its core grassroots values. Learn how this membership driven, non-profit organization has been successful in reducing traffic congestion and improving air quality in the Greater Toronto Area. In 2007-08, Smart Commute NTV was able to reduce more than 14 million vehicle kilometres travelled, the equivalent of nearly 1,300 round-trips between Vancouver and Halifax, and all on a fixed budget. Smart Commute has expanded into a provincially supported, award winning showcase program and continues to collaborate with government, private business, and community groups to tackle top environmental and social issues. Brian Shifman, Executive Director of Smart Commute NTV, discusses the achievements, challenges, and future direction of a small organization with a very large reach. June 4: 10:15 – 11:30 Concurrent 2 How do you tell an entire country to F—Off and get away with it? Two years ago, with so much lethargy surrounding the climate change crisis, Key Gordon Communications took it upon themselves to create a global warming activism campaign. Adults, it seemed, were a write-off. So they decided to target young people and go from there. How do you get young people to fight against climate change? How do you get young people to care about little things like turning off the lights, or shutting down their computers, or washing their clothes in cold water? How do you get them to lean on their friends and family to do the same? How do you get them to become politically engaged and start stirring things up? A lame name won't do it. Predictable design won't do it. A mamby pamby voice won't do it either. For the FLICK OFF movement, it all started with provocative design and grew from there. How do you tell an entire country to F—Off and get away with it? Grant Gordon, creative director of Key Gordon, tells the story. June 4: 10:15 – 11:30 Concurrent 3 Modern Market Research: Learn how to leverage free social media tools to make your job a breeze! At any given time, potentially millions of worldwide users could be creating or uploading content related to your industry or organizational brand. You now have access to filter through this immense, rapidly growing collection of user-generated content and shared research right at your fingertips! So where do you start? By effectively using a new generation of free social media filtering/search tools and aggregators, each one aiming to reduce noise and help you break through the clutter to find useful information. Mike Kujawski will provide live demonstrations of how to use some of these “must-have” tools for the modern public sector and non-profit workplace and will show real-life examples of their applications. This session is not to be missed, as it will guarantee to save you time when you get back to the office!
Facing Facebook Today: How to Use Facebook to Stay Ahead of the Game As one of the most popular sites in Canada, Facebook is the obvious destination for marketers, businesses, and organizations trying to reach Canadians. Come hear about how to use Facebook effectively as a user, a marketer, and a professional. From privacy settings to advertising campaigns, this session will teach you how to use Facebook to communicate and engage Canadians. Stop listening to the conversation and join in! June 4: 13:00 – 14:15 Concurrent 2 When the Going Gets Tough, the Tough Get Marketing! We’re operating in unprecedented times. Research indicates that many of the non-profit organizations here today will not be with us tomorrow. To survive, non-profits need to work in smarter ways and be more responsive to the environment around them. This session will examine how the marketing process can be applied at both the strategic and tactical levels to help non-profit organizations operate more efficiently, generate more revenue, and drive better bottom line results. June 4: 13:00 – 14:15 Concurrent 3 Smart Consumerism -- Ontario's Integrated Communications Approach Participants will hear from the Director of Ontario's Consumer Protection Branch about low-cost, high-impact strategies for reaching target audiences with key messages. Ontario's Smart Consumer Calendar will be used as the starting point for a discussion on:
June 4: 14:30 – 15:30 Peer-2-Peer Roundtables Roundtables allow a more intimate setting to share and discuss details about topics of relevance to you. Please stay tuned for an update on Roundtable Sessions. If you are attending MARCOM and want to share successes and lessons learned from your marketing campaign through a Poster Presentation as one of our Roundtable sessions, please email Claire Mills at clairem@coltermangroup.com with the subject line “Poster Roundtable at MARCOM 2009”.
June 4: 15:45 – 16:45 Closing Keynote Engage Your Brain! This provocative and enlightening presentation will give that three-pound organ inside your head an adjustment that you’ll never forget. It’s a memorable and entertaining take on the latest information from the disciplines of brain research, learning theory and the communication field. June 4: 16:45 – 17:00 Closing Remarks and Prize Draw June 4: 18:30 Dining at Doubletree by Hilton – Toronto Airport Sign-up at Registration for this great opportunity to wind-down, reflect and share ideas about what you learned at MARCOM 2009. Enjoy a meal at one of the Doubletree by Hilton – Toronto Airport’s four great restaurants. Choose from Alfredo's, Orchid Cafe and Wine Bar, Grand Chinese Cuisine or Ginko Japanese Restaurant. MARCOM will make reservations mid-day, so sign-up when you arrive! Delegates are responsible for their own dinner expenses.
|
|||||||
 |
© MARCOM 2009 / About Us / Contact Us / Privacy Policy Site designed and maintained by HBS Marketing |