A range of marketing training courses for for publishing sector

1. L aw so n M a rk e t i ng
Co n su lt a n c y Lt d
Tra in in g co u r s es fo r 2 0 1 0
marketing training
market research
l aw s o nm a r k e t i ng

2. Welcome to LMC
LMC is a leading supplier of marketing services and marketing
training to the publishing sector, and is based in Cambridge, UK;
we hope you find a course here that will be of benefit. Our
portfolio of courses is growing continually, so if there is any
specific need you have that you don’t see covered here, do
please contact us as we are happy to organise a bespoke
marketing course to suit your needs.
About the trainer
David Lawson MCIM has more than 20 years’ experience of
publishing and marketing. Prior to the establishment of Lawson
Marketing Consultancy his career has included roles such as
Strategic Marketing Manager at ProQuest, Journals Marketing
Manager at Cambridge University Press and team leader for
direct marketing to universities at NST, Europe’s leading
educational tour operator. David qualified as a proofreader in
1994 and has worked in editorial and marketing roles in
academic and professional publishing. An experienced trainer
with a broad and thorough understanding of marketing and
publishing, David offers a wealth of experience in the effective
communication of information to the academic market.
2 www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk

3. Contents
E-Marketing and the use of social media 4
Marketing planning 5
Copywriting 6
Proofreading for marketing professionals 7
Successful promotional campaigns 8
Global Strategic Marketing 9
Terms and conditions 10
Course fees and discounts 11
Booking form 12
www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk 3

4. E-Marketing and the use of social media
CPD hours You’ve heard of ‘social media’ and of websites like Facebook
and LinkedIn – maybe you use some of them, too. But can they
5.5
3.5 really do anything to help your business? The answer is yes!
Using social media can help you to:
• increase the traffic to your website
• generate worthwhile leads
• build partnerships and networks
• find investors
• gain new business
• promote your business to wide audiences.
This full-day training course will give you the knowledge and
skills to:
• use the right social media for your particular needs
• set appropriate objectives for measuring the success of social
media tools
• tie your use of social media into other marketing plans
• connect social media to your business plan
• communicate directly with your customers
• build useful contacts in your own industry or sector
• engage with users that reach your website
• structure emails and newsletters more effectively
• understand blogs, RSS feeds, podcasts and viral marketing.
Book by phone:
01223 441117
Course fee: £300 + VAT per delegate
Book by email
Date: 12 October, 10am to 4.30pm
Or post back 19 October, 10am to 4.30pm
the order form Venue: Cambridge
on page 12
4 www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk

5. Marketing planning
Planning is the most important stage of your marketing. Get this CPD hours
right and all your promotional work should fit together in a
planned campaign and match your business objectives. To be
able to plan effectively, you need to understand your own
5.5
business, its products and services and the factors that affect
your business.
This full-day course will show you how to plan your marketing to
suit your own needs and how to use tried and tested tools to
make marketing work for your organisation. The course covers:
• the four Ps – product, price, place, promotion
• SWOT – identifying and capitalising on your strengths and
weaknesses, opportunities and threats
• PESTLE – identifying and managing the environment in which
your organisation operates, looking at political, economic,
socio-cultural, technological, legal and environmental issues
• Writing a basic marketing plan – what to include, how to
schedule activities, how to manage the budget and how to
measure success.
Course fee: £300 + VAT per delegate
Date: 14 September, 10am to 4.30pm
23 November, 10am to 4.30pm
Venue: Cambridge
Book by phone:
01223 441117
Book by email
Or post back
the order form
on page 12
www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk 5

6. Copywriting
CPD hours This is just writing some text isn’t it? Wrong! It’s the right text for
the right audience in order to get your message across to the
3.5 right people. This hands-on course will show you how to write
effectively for your market, using case studies and exercises. In a
packed half-day, the course covers:
• how to write short, punchy copy
• choosing the right language for your market
• using direct, plain English
• getting your message across succinctly
• reeling the reader in and encourage them to take action
Whether you’re writing letters, flyers, catalogues, back covers for
books or copy for use on exhibition stands, advertising or
posters, this course will help you understand what’s needed for
your business.
Course fee: £175 + VAT per delegate
Dates: 21 September, 9am to 1pm
9 November, 9am to 1pm
Venue: Cambridge
Book by phone:
01223 441117
Book by email
Or post back
the order form
on page 12
6 www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk

7. Proofreading for marketing professionals
Have you ever noticed a mistake in your marketing literature after CPD hours
it was printed? I think everyone has experienced that! This
course will help you to prevent mistakes in your literature by
teaching you how to proofread text properly, using checklists and
5.5
3.5
tips from the publishing industry.
This one-day course uses case-studies and exercises to show
you how to:
• check for sense and eliminate errors
• check the literature helps the reader to take the next step
• find quick ways of marking corrections for DTP operators and
typesetters
• make suggestions for improvements in a diplomatic way
• use checklists to help get things right.
Course fee: £300 + VAT per delegate
Dates: 5 October, 10am to 4.30pm
26 October, 10am to 4.30pm
Venue: Cambridge
Book by phone:
01223 441117
Book by email
Or post back
the order form
on page 12
www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk 7

8. Successful promotional campaigns
CPD hours Sometimes a great promotional idea just doesn’t work. Why is
that? Probably because it was aimed the wrong market, was in
5.5 the wrong place or went live at the wrong time.
This full-day course will help you plan promotional campaigns
that suit your products/services and appeal to your target
market(s). The course covers:
• promotion for print – flyers, leaflets, brochures, catalogues, etc.
• e-marketing
• effective use of your website
• direct marketing
• conferences and events
• point of sale material.
Get it right. Learn what’s right for your market and how to
incorporate the most appropriate tools into your marketing
strategy.
Course fee: £300 + VAT per delegate
Dates: 7 September, 10am to 4.30pm
2 November, 10am to 4.30pm
Venue: Cambridge
Book by phone:
01223 441117
Book by email
Or post back
the order form
on page 12
8 www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk

9. Global Strategic Marketing
This is a more advanced course aimed at experienced and senior CPD hours
strategic marketing staff. This course will show you, using
examples, how to maximise information at your disposal to make
solid judgement calls and forward planning recommendations for
5.5
3.5
strategic directional changes that can be passed to your
executive board or used to help govern corporate strategic
decisions.
• How to analyse industry trends
• How to use pivot tables to analyse territorial sales figure
• How to monitor competitors on a global stage
• Global product/service strategies
• Benefits of concentration over spreading strategies within new
markets
This is a hands-on course utilising case study material and
delegates will be required to bring laptops with them to the
course, having previously downloaded course materials that will
be used during the session.
Course fee: £300 + VAT per delegate
Date: 28 September, 10am to 4.30pm
16 November, 10am to 4.30pm
Venue: Cambridge
Book by phone:
01223 441117
Book by email
Or post back
the order form
on page 12
www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk 9

10. Terms and conditions
Payment
• Payment with booking is required to hold places on a course.
• Where our trainer has to travel to a client site, reasonable travel costs will be
paid by the client.
• Cheques should be made payable to Lawson Marketing Consultancy Ltd.
• To pay by BACS, please contact accounts@lawsonmarketing.co.uk
Cancellations
• Cancellation by LMC: In the event insufficient numbers sign up for a particular
course, an alternative arrangement will be offered (different location, different
date or full refund at client’s preference).
• Cancellation by delegate: 50% refund will be granted for cancellations notified
in writing 4 weeks or more before the commencement of a course;
notifications made after this time will attract the full fee (though a substitute
attendee or transfer to another course will also be permissible, once only).
• LMC is not liable for any loss, damage, theft, injury, or personal expense
incurred as a result of attending a course.
Copyright
• LMC retain copyright on all course materials and no element of course
materials may be reproduced, stored in a retrieval system, or transmitted in
any form or by any means (electronic, mechanical, photocopying or
otherwise), without the written consent of LMC.
• Any audio or video recording or photography of our courses is prohibited
unless permission has been received in writing in advance. We reserve the
right to eject offenders and to confiscate recording or photographic material
without liability of any kind whatsoever to the company, its employees or
agents, and without refund of fees paid.
What’s included in the courses?
• All courses carry a pre-course questionnaire, which delegates will be required to
complete at least one week prior to attending.
• Delegates will be welcomed by a drinks reception at the start of each course.
Should you have
• Courses are all interactive and contain exercises/break-out sessions.
any query
relating to any • Each delegate will receive full course handouts bound in a folder.
aspect of our • Lunch is provided for full-day courses.
training courses, • Upon completion of each course, delegates will each receive a certificate of
please email us attendance.
10 www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk

11. Where do the courses take place?
All our courses run regularly in Cambridge and we have access to facilities to
enable us to meet most date requirements. Courses take place both on our site at
St John’s Innovation Centre and close to us at the Cambridge Football Association.
We are also delighted to offer training on client sites anywhere within the UK
(conditional upon a minimum of 4 attendees).
Course fees and discounts
Fees Cambridge Client’s site
One-day courses £300 + VAT £290 + VAT
Half-day courses £175 + VAT £150 + VAT
* Minimum of three attendees on each course to qualify
Discounts available (discounts cannot be used in combination)
Group discount Book 4 or more delegates 10%
Charity discount For registered charities only 10%
Bulk order discount* Book a place on two or more courses 10%
Other special offers** Please state source code Variable
** To ensure you hear about the latest offers available, email: training@lawsonmarketing.co.uk
NB The maximum recommended number of attendees is 10 given the nature of one-to-one
attention during exercise sessions.
Registration and payment
By post
Lawson Marketing Consultancy
St John’s Innovation Centre
Cowley Road
Cambridge CB4 0WS
By phone
(01223) 441117
By email
training@lawsonmarketing.co.uk
UPDATES!
From time to time we would like to inform you about new training courses, special For the latest
promotions and other events and activities that might be of interest. Communications would updates on all
typically made be email once every six months; if you would like this type of update please courses please
let us know by ticking this box visit our website
www.lawsonmarketing.co.uk | 01223 441117 | training@lawsonmarketing.co.uk 11

12. Course Date Delegates Course fee Total
1. E-Marketing and the use of 12 October
social media 19 October
2. Marketing planning 14 September
23 November
3. Copywriting 21 September
9 November
4. Proofreading for marketing 05 October
professionals 26 October
5. Successful promotional 7 September
campaigns 2 November
6. Global Strategic Marketing 28 September
16 November
Subtotal
Discounts applied: VAT @ 17.5%
Group Charity Bulk Promotional code Discount applied
Total payable £
Delegate Information
Name of Delegate Job title Course # Date
Dietary requirements/other special needs
Authorisation details (if different from delegate)
Your company name
Your name and position
Your Email
Address
If you require a proforma invoice please indicate: Yes No
Your purchase order number (if appropriate):
l a w s on marke ti ng
www.lawsonmarketing.co.uk
01223 441117
info@lawsonmarketing.co.uk 2010TB01