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Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
Andrew Topliffe Portfolio August 2010
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Andrew Topliffe Portfolio August 2010

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Professional portfolio of Andrew Topliffe

Professional portfolio of Andrew Topliffe

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  • 1. Andy Topliffe DipM Cert DigM MCIM August 2010 http://uk.linkedin.com/in/andytopliffe
  • 2. Index About Andy Topliffe Advertising  Ad ti i Employee  E l Branding communications Customer  Media relations M di l i communications Product introductions Customer events Sales literature Digital Sponsorship Contact details 2
  • 3. About Andy Topliffe y p Experience Professional Qualifications 15 years professional B2C and B2B brand  The Institute of Direct Marketing  marketing in global blue chip and small and  marketing in global blue chip and small and Certificate in Digital Marketing (Results  Certificate in Digital Marketing (Results medium sized businesses with UK, EMEA  due August 2010) and Pacific experience (Full CV) University of Greenwich Master’s Degree  in Marketing Part completed [1998‐2000] Core skills Core skills Chartered Institute of Marketing  Chartered Institute of Marketing Postgraduate Diploma in Marketing [1996]  Development and implementation of  marketing strategies, plans and campaigns BTEC Higher National Certificate 'Business  & Finance‘ [1994] Integrated marketing communications BTEC Ordinary National Certificate BTEC Ordinary National Certificate  Brand, product and account management 'Business & Finance‘ [1992] Digital marketing development &  implementation Professional writing, PR and media liaison Professional writing, PR and media liaison Awards People, time and event management Max Power magazine Best Brand  Business development Advertisement Award (1997) Hands‐on attitude, determined and goal  Johnson Controls Corporate Merit Award  driven ( (2009) nominated again in 2010 ) g About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 3
  • 4. Advertising  g Advertising strategy development Agency selection ge cy se ec o Agency briefing & partnership Creative testing Media evaluation & selection Media buying Metric selection & measurement Metric selection & measurement Post‐campaign evaluation and  KPI/ROI analysis About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 4
  • 5. Branding g Brand evaluation & analysis Brand positioning &  Brand positioning & development of values,  messages and attributes g Creative development Brand communications &   Brand communications & guidelines Implementation and policing p p g Brand metrics &  measurement About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 5
  • 6. Digital g Digital strategy development Website development &  Website development & maintenance Email marketing Email marketing Display advertising Search marketing Search marketing Web analytics, data & insight Online PR & social media Online PR & social media Integrating on‐ and off‐line  communications About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 6
  • 7. Events ‐ publicity p y Planning – objectives, key messages, budget,  theme, location, KPI setting and  measurement Invitations & guest management, Sourcing &  selecting providers, Communications &  coordination, Media relations & on site  management Case study – April 2010 Johnson Controls ‘Road to energy efficiency’ 1,200km  cycle ride by a team of 8 employees from Brussels to  Monaco to generate awareness and employee  engagement for inaugural Euro‐Mediterranean Energy  Efficiency Forum.  5 organised events en route, daily riders blog, photo  calls, employee communications, press event at finish.  Cost €40k and generated publicity valued at €200k  including local and national news print and TV coverage.  including local and national news print and TV coverage About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 7
  • 8. Events ‐ employee p y Planned and delivered  numerous employee  numerous employee events and conferences  from 20 to 250 people in  from 20 to 250 people in various locations across  Europe and Australia p At my last event 43% of  delegates rated it Good,  g , 57% rated it Excellent About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 8
  • 9. Events ‐ exhibitions Developed, delivered and  measured impact of high quality  measured impact of high quality exhibitions at major consumer and  trade events across Europe  including:‐ Live (Consumer, electronics, UK) The Hi‐Fi Show (Consumer, electronics, UK) The Hi Fi Show (C l t i UK) The British Motor Show (Consumer, automotive, UK) Autosport International (Consumer, automotive, UK) Max Power Live (Consumer, automotive, UK) Mostra Convegno (Trade, HVAC, Italy) Buildings of Belgium(Trade, HVAC, Belgium) DSEi (Trade, Military, UK) About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 9
  • 10. Events ‐ customer Organised numerous  corporate hospitality  corporate hospitality events (Participative and non‐ participative) including 2  years of FIA GT2  sponsorship and  associated hospitality at  associated hospitality at all rounds. In total  entertained over 1,000  clients and media across 8 countries About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 10
  • 11. Employee communications p y Highly experienced in  developing, delivering and  developing delivering and measuring employee  engagement through   engagement through communications Print , email, web  Print email web (intranet), direct mail, text  messaging, posters,  g g, p , meetings, conferences  and webinars About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 11
  • 12. Media relations Media & stakeholder analysis  Media & stakeholder relationship  development d l Development & issuing of media  information(100+ press releases issued and all have  been published) p ) Development of media tools (media packs,  case studies, image libraries, etc.) Identification and development of thought  leadership articles and interviews Media training for company spokespeople PR agency/network selection &  management Crisis communications Online reputation monitoring & response Coverage & buzz monitoring & reporting About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 12
  • 13. Product introductions Successfully launched over 50  B2C and B2B products and  B2C and B2B products and services using an integrated  marketing approach marketing approach Case study – June 2007 Johnson Controls introduced a professional air  p conditioning range into its European distribution  channel  with first year sales target of $6m.  I developed  all the sales support materials including print  advertisements, sales brochures, technical literature,  , , , point of sale, press release, sales presentation,  dedicated employee portal, distributor CD‐ROM, press  articles, price lists and sales team training all in 6  languages, on‐time and on‐budget. g g , g About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 13
  • 14. Customer communications Experienced in delivering  effective multi channel  effective multi‐channel communications Developed numerous  p distributor and end‐user  communications Developed trade sales  scheme for YORK Parts Organised distributor  O i d di t ib t events and product  training About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 14
  • 15. Sales literature Developed 100+ pieces of sales  literature including product  and company brochures, case  and compan broch res case studies, white papers, etc. Ability to develop, write and  design literature myself or use  d i lit t lf external agency Objective and key message  development d l t Agency briefing Subject matter expert liaison j p Knowledgeable about design  and print process and web  adaptation p About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 15
  • 16. Sponsorship p p Researching, negotiating  and extracting maximum  and extracting maximum value out of corporate  sponsorship including:‐ Mid‐tier sponsor of  Volkswagen F2 rally team  1995/6 FIA GT2 sponsorship of  Bert Longin of CarSport g p 2007/8 The Cooling Industry  Awards 2007‐9 A d 2007 9 About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 16
  • 17. Contact details Andrew Topliffe Email:  topliffe@hotmail.com topliffe@hotmail com LinkedIn:  http://uk.linkedin.com/in/an http://uk linkedin com/in/an dytopliffe Tel: +44 (0)1245 327324 Tel: +44 (0)1245 327324 About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact Comms launches Comms 17

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