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  1. 1. Online Engagement Marketing Create Sustainable Customer Engagement Programs to Build Long-Term, Dynamic Customer Relationships Online Engagement Marketing January 27–29, 2010 Washington, DC You Will Learn To: Generate Increase Consumer Engagement Company-Wide Create customer experiences that boost positive brand sentiment Buy-In for Your Develop a Customer Centric Marketing Approach Explore different media channels to best attract and interact with Engagement targeted consumers Marketing Utilize Analytics to Evaluate Engagement Identify measures and metrics used to gauge the effectiveness of your Approach marketing campaign Connect Creativity with Engagement Understand design and creativity as it relates to consumer engagement In Association with: www.ASMIweb.com/Engagement 1 www.ASMIweb.com/Engagement
  2. 2. Dear Marketing Professional, It seems that every year, the field of marketing reinvents itself. The impact of technology on the practice has changed our understanding of audiences and options for successful outreach. Yet, the same question remains: How do we measure the effectiveness of our advertising and justify budgets? The field of engagement opens the door for new ways of looking at audiences and advertising efficacy. Engagement in the marketing world lacks a universal definition, but the American Strategic Management Institute (ASMI) defines it as an emotional connection to advertising, often precipitated by its context, that yields a measurable positive impact on brand sentiment and purchase intent. ASMI designed this Online Marketing Engagement Training as the first step in identifying, designing and promoting engagement programs and, most importantly, measuring their affect on revenue. The old idea of reach as a primary measure of audience value is not longer adequate as marketers prove that fragmentation in marketing audiences elevates segmentation as a key strategy—and now we have a way to measure and manage this concept. Measuring Impacts on Attitude and Behavior Certainly, the role of marketing is to positively impact the bottom line of an organization. Yet, most marketing includes several intermediate outcomes that can predict the future performance of brands. Use this training to design dashboards that measure affects on both attitude and behavior to better understand the campaign elements that lead to success. Understanding the Role of Creative Testing and Measurement gives us the information we need to make decisions as marketers, but one area of marketing remains elusive in replication: creativity. While it is not impossible to quantify the impact of design, the role of creativity is a recognized, but unpredictable, part of marketing. Learn to embrace and communicate the value of creativity in your marketing efforts, and foster a culture that seeks innovation. Communicating Engagement as a Primary Strategy Marketing and Communication Strategy must align with and inform organizational strategic planning, just as other functions contribute to future success. Developing senior stakeholder buy-in at your organization for engagement efforts helps your management centralize the role of the customer, a shift necessary for success in the highly- customized marketplace. We hope you will join us in January for Online Engagement Marketing, where we will share insights and give you tools to develop your own innovative engagement programs. Our experts will lead you through the latest developments in this emerging field and make you a true marketing leader. Best Regards, Nicole Cathcart Vice President of Marketing & Branding The American Strategic Management Institute who should attend: CMOs, VPs, Directors, Managers and Analysts involved in: Marketing Advertising Promotions Brand /Product Management & Media Integrated Marketing Development 2 www.ASMIweb.com/Engagement
  3. 3. Online Engagement Marketing workshop January 27, 2010 Workshops are designed to be an interactive way for participants to learn the latest techniques in order to implement them in their workplace. This workshop provides a platform to learn practical applications of current best practices. Space in this comprehensive workshop is limited, so be sure to reserve your seat today. 11:30 Workshop Registration and Continental Breakfast 12:00 Marketing ROI 101 A key element to any marketing strategy is determining measures of success. The best way to assess your marketing campaign is by calculating ROI and utilizing key measures and metrics to track and report the performance of your marketing efforts. During this workshop, you will learn to: Integrate ROI measurements to your marketing efforts Effectively evaluate, analyze and assess your marketing ROI Incorporate your marketing measures and metrics into organizational strategies 4:00 Workshop Adjourns “The reality is that a new age in marketing has arrived, one in which consumers are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships -- knowledge- based, product-based and community-based -- with the companies they choose to do business with.” Bill Nussey, The Rules of Engagement Marketing top five reasons to attend: Understand how Create a more Utilize Evaluate Identify engagement customer-friendly social media engagement with opportunities marketing boosts online experience channels to reach an online analytics to improve revenue a larger audience dashboard positive consumer sentiment www.ASMIweb.com/Engagement 3
  4. 4. day one Online Engagement Marketing January 28, 2010 8:30 Lunch Break Conference Registration and Continental Breakfast 1:15 9:00 Link Creativity with Your Keynote Address: Engagement Strategies What is Engagement? Understand how creativity contributes to the In an interactive world, engagement is the new overall quality of your brand measure of success. In advertising, engagement Communicate the intangible affect of creativity in can be defined as an emotional connection to a advertising success brand, one that yields positive brand sentiment Develop a culture that respects and relies and an increase in purchase intent. During this on creativity Keynote Address, you will learn to: Karen Grimm Define and understand engagement Chief Strategy Officer Siddall, Inc Develop positive emotional connections with consumers through engagement initiatives Design measures to understand engagement’s 2:15 affect on customer acquisition and retention Break & Refreshments Karen Grimm Chief Strategy Officer 2:30 Siddall, Inc Understand Contextual Relevancy Link context to advertising 10:00 Use control groups to measure the affect Break and Refreshments of placement Craft creative, interactive and contextually- 10:15 linked campaigns Utilize a Customer-Centric Approach to Use cascading methods to incorporate measures Your Website into daily operations and engage employees with strategic systems Develop options that put your customer in the driver’s seat John Rooks Allow customers to interact with each other with President user-generated content The Soap Group Prioritize a positive user experience Paul Chaney 3:30 Internet Marketing Director Improve and Align Your Brand through Bizzuka Different Media Channels Align all marketing channels to brand initiatives 11:15 Create a cohesive brand through consistent Connect and Communicate through messaging and visuals Social Media Develop channel-specific approaches that conform Open dialogue with current and potential to mediums customers using social networking sites Use social media as a customer service or public 4:30 relations strategy Day One Adjourns Identify which social media channels will best reach your target market Paul Chaney Internet Marketing Director Bizzuka 12:15 4 www.ASMIweb.com/Engagement
  5. 5. Online Engagement Marketing day two January 29, 2010 8:30 1:15 Continental Breakfast The ROI of Creativity Understand the affect of design and creativity in 9:00 success and engagement Keynote Address: Gain organizational buy-in for investments The New Online Analytics Dashboard in creativity A new age of online interactivity means Measure the affect of good design uncharted territory for measures of success. John Rooks Websites are now so instrumental to marketing President strategies that their measures of success have The Soap Group grown in complexity. In this Keynote Address, discuss the new online analytics dashboard, and 2:15 learn to: Break & Refreshments Determine your true online and intermediate outcomes and what measures capture them 2:30 Develop a dashboard for your unique Customer Service and Engagement organization Improve customer service to drive engagement Utilize component metrics that constitute the Use control groups to measure the affect degree of consumer engagement of placement Include engagement in customer service dashboards 10:00 Use social media as a customer service tool Break and Refreshments 10:15 3:30 Understand the Affect of Engagement Garner Management and Stakeholder on Brand Sentiment Buy-In for Your Engagement Develop baseline measures of brand sentiment, Marketing Initiatives including online and offline audit Utilize dashboards to communicate information Establish connections between brand sentiment across a wide group of stakeholders and lead generation Emphasize the importance of engagement Define brand sentiment for customers and marketing to top decision makers your market Encourage company-wide commitment to creating positive engagement opportunities 11:15 Link Purchase Intent with Consumer 4:30 Engagement Day Two Adjourns Understand the affect of engagement on behavior and attitude Develop baseline measures for engagement’s affect on revenue generation 12:15 Lunch Break www.ASMIweb.com/Engagement 5
  6. 6. Online Engagement Marketing In House Training One of the more popular vehicles for accessing the Institute’s educational offerings is the delivery of on-site trainings and management facilitations. Bringing a training or facilitation in-house gives you the opportunity to customize a program that addresses your exact challenges and provides a more personal learning experience, while virtually eliminating travel expenses. Whether you require training for a small group or for an organizational-wide initiative, the advanced learning methods employed by the Institute will create an intimate training atmosphere that maximizes knowledge transfer to enhance the talent within your organization. CUSTOMIZATION We realize that not all obstacles can be overcome by applying an “off-the-shelf solution”. While many training providers will offer you some variation of their standard training, the Institute’s subject matter experts will work with you and your team to examine your programs and determine your exact areas of need. The identification of real life examples will create a learning atmosphere that resonates with participants while at the same time providing immediate return on your training investment. Using interactive exercises that employ actual projects or scenarios from your organization, instructors can address specific challenges and align the curriculum of each session to your objectives. While the majority of on-site trainings are focused on smaller groups, the Institute also has the ability to accommodate |organizational-wide training initiatives. Utilizing multiple instructors, the Institute has the capacity to deliver courses to groups of up to 300 participants per day. AREAS OF EXPERTISE On-site delivery of single courses, certification programs and entire packages of specialized courses are available in the following areas: Strategic Planning Contracting Performance Measurement Performance Reporting Project Management Program Evaluation Lean Six Sigma Administrative Management Workforce Management Change Management Budgeting and Forecasting Balanced Scorecard For more information about in-house training options available to you, please contact Blake Zach at 202-739-9548 or email him at Blake.Zach@ASMIweb.com. 6 www.ASMIweb.com/Engagement
  7. 7. Online Engagement Marketing Logistics & Registration Venue and Hotel: Tuition & Group Discounts: Online Engagement Marketing will be held at The tuition rate for attending the Online The Performance Institute Conference Center Engagement Marketing is as follows: in Arlington, VA, just one block east of the Offerings Early Bird Rate* Regular Rate Courthouse Metro stop on the Orange Line. A public parking garage is located just inside of the Conference $1099 $1199 building for $10/day. Workshop -- $299 The Performance Institute Conference Center *For the Early Bird Rate, register by 1515 N. Courthouse Road, Sixth Floor December 1, 2009. Arlington, VA 22201 For information on group discounts, contact 877-992-9522 Blake Humble at 858-866-9352 or email him at Blake.Humble@ASMIweb.com A limited number of rooms have been reserved at the Arlington Rosslyn Courtyard by Marriott at the prevailing rate of $209 until December 27, Cancellation Policy For live events: ASMI will provide a full refund less $399 administration 2010. Please call the hotel directly and reference fee for cancellations four weeks before the event. If cancellation occurs code “Engagement Marketing” when making within two weeks prior to conference start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event will be reservations to get the discounted rate. The hotel charged the entire registration fee. is conveniently located three blocks from the All the cancellation requests need to be made online. Your confirmation Rosslyn Metro station. Please ask the hotel about email contains links to modify or cancel registrations. Please note that the a complimentary shuttle that is also available for cancellation is not final until you receive a written confirmation. your convenience. Payment must be secured prior to the conference. If payment is not received by the conference start date, a method of payment must Arlington Rosslyn Courtyard by Marriott be presented at the time of registration in order to guarantee your 1533 Clarendon Blvd. participation at the event. Arlington, VA 22209 Quality Assurance 703-528-2222 or 1-800-321-2211 The American Strategic Management Institute strives to provide you with the most productive and effective educational experience possible. If www.courtyardarlingtonrosslyn.com after completing the course you feel there is some way we can improve, please write your comments on the evaluation form provided upon your arrival. Should you feel dissatisfied with your learning experience and wish to request a credit or refund, please submit it in writing no later than 10 business days after the end of the training to: Exhibiting & Sponsorship The American Strategic Management Institute Corporate Headquarters: Quality Assurance 805 15th Street, NW, 3rd Floor To learn more about exhibiting and sponsorships Washington, DC 20005 We will evaluate individual complaints in a context of collective comments at Online Engagement Marketing please contact from the event. Blake Humble at 858-866-9352 or email him Note: As speakers are confirmed six months before the event, some speaker changes or topic changes may occur in the program. The at Blake.Humble@ASMIweb.com American Strategic Management Institute is not responsible for speaker changes, but will work to ensure a comparable speaker is located to participate in the program. If for any reason The American Strategic Management Institute decides to cancel this conference The American Strategic Management accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors and guests. Discounts All ‘Early Bird’ Discounts must require payment at time of registration and before the cut-off date in order to receive any discount. Any discounts offered whether by ASMI (including team discounts) must also require payment at the time of registration. All discount offers cannot be combined with any other offer. Discounts cannot be applied retroactively www.ASMIweb.com/Engagement 7
  8. 8. Online Engagement Marketing Logistics & Registration to register Call Fax this Form to Visit 877-992-9522 866-234-0680 www.ASMIweb.com/Engagement Registration Form Yes! Register me for Online Engagement Marketing Yes! Register me for the Pre-Conference Workshop Please call me. I am interested in a special Group Discount for my team Delegate Information Name Title Organization Dept. Address City State Zip Telephone Fax Email Payment Information Check Purchase Order / Training Form Credit Card Credit Card Number Expiration Date Verification no. Name on Card Billing Zip Please make checks payable to: The Performance Institute Priority Code: M136-WEB 8 www.ASMIweb.com/Engagement