This document outlines the agenda and objectives for the Think Inside the Box annual direct marketing conference held by Canada Post. The conference aimed to raise awareness of and consideration for Canada Post's services among senior marketing professionals, advertising professionals, and print/e-commerce/direct mail partners. The 2014 conference was a success, reaching the maximum registration of 550 people and hosting 450 attendees, making it the highest turnout to date. The agenda included speeches from Canada Post executives and breakout sessions on topics like the role of print in a digital world and insights from neuroscience on direct mail.

1. October 9, 2014
Toronto, Ontario

2. 2
Context, Objectives & Strategy
• Think Inside the Box is an annual direct marketing conference held by Canada Post in Toronto for its
clients and prospects.
- To date, seven events have been held by Canada Post.
• I was tasked with leading and defining this event.
• The objective is to positively stimulate Canada Post’s purchase funnel by raising awareness,
consideration and ultimately decision among the target audience.
• Target audience
•Senior marketing professionals
•Advertising professionals
• Print / E-commerce / Direct Mail partners
• Strategy
•Direct Mail invite, and yes, email invite to top customers
•Social media
•PR
•Sponsor / partner / sales support
• The event was a resounding the success. We closed registration at 550 and 450 people showed up. It was the
event was the highest turnout to date.
• www.canadapost.insidethebox.ca

3. 3
Master of Ceremonies
Sarah Simpson
Chief Client Officer
Squareknot

4. 4
AGENDA – Grand Ballroom
9:00 AM 9:15 AM 10:30 AM 11:00 AM
Jennifer Campbell
General Manager
Enterprise Marketing
Canada Post Corporation
Deepak Chopra
President and CEO
Canada Post Corporation Bonnie Brooks
Vice Chairman
Hudson’s Bay Company
Lori C. Bieda
Vice President
Client Insights, Analytics &
Decision Intelligence
TD Bank Group

5. 5
AGENDA – Breakout Sessions
Grand Ballroom Trinity Ballroom
Michael Chase
Chief Marketing Officer
St-Joseph Communication
“Print in a Digital World”
1:00 PM
1:30 PM
Kimberley Blease
VP Client Relationships
Donor Journey Champion
Blakely
“Marketing Things Not For
Sale: Lessons from the world
of the NFP”
Alyson Gausby
Consumer Insights Lead
Microsoft
“The Modern Canadian
Man”
Diana Lucaci
Founder
True Impact Marketing
“Direct Mail and the Brain:
New Insights from
Neuroscience”

6. 6
AGENDA – Grand Ballroom
2:15 PM 3:00 PM 3:45 PM
Stephen Brown
President
FUSE Marketing Group
Dan MacKenzie
Vice President & General
Manager
NBA Canada
Jennifer Campbell
General Manager
Enterprise Marketing
Canada Post Corporation

7. 7
#TITB14

8. 8
Registration

9. 9
Sponsor Tradeshow Area

10. Main Speaking Hall – Full House

14. 14
Bonnie Brooks
Vice Chairman
Hudson’s Bay Company
Jennifer Campbell
General Manager
Enterprise Marketing
Canada Post Corporation

15. 15
Bonnie Brooks
Vice Chairman
Hudson’s Bay Company
Deepak Chopra
President and CEO
Canada Post Corporation

16. 16
Event Sponsors

17. 17
PLATINUM SPONSOR

18. 18
PLATINUM SPONSOR

19. 19
GOLD SPONSOR

20. 20
GOLD SPONSOR

21. 21
GOLD SPONSOR

22. 22
SILVER SPONSOR

23. 23
SILVER SPONSOR

24. 24
SILVER SPONSOR

25. 25
SILVER SPONSOR

26. 26
SILVER SPONSOR

27. October 9, 2014
Toronto, Ontario