The Balancing Effect Seminar & Case Competition Brochure
1. THE
BALANCING
EFFECT
SEMINAR & CASE COMPETITION
LEARN. CONNECT. EXPLORE,
QUEEN’S MBA
MARKETING CLUB
JUNE 2016
w w w . t h e b a l a n c g i n e f f e c t . n e t . c o m w w w . s m i t h . q u e e n s u . c a
2. contents
W e l c o m e t o
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A Few Words
Meet the Speakers
Schedule at a Glance
Words of welcome from Dean Saunders and the QMARC executives.
Our Speakers are here to share their diverse experiences. Learn from their collective experience in strategy, brand
management, digital marketing, retail and entrepreneurship.
We have a full schedule ahead, make sure you don’t miss the presentation on New Media, Traditional Media and The
Balancing Effect. The highlight of the evening is The Balancing Effect Case Competition.
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Case Competition
Casey Krebs is a small business owner with a great product: Urban Hippie Granola. How can she use digital media to
reach her target audience? Watch as teams from top Canadian MBA programs present their strategies.
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Meet the Judges
Our Judges are here to share their diverse experiences. Learn from their collective experience in strategy, brand
management, digital marketing, retail and entrepreneurship.
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Dean Saunders
A f e w w o r d s
E T H A N H O L L O W A Y
It is my pleasure to welcome all participants, judges and guest
speakers to the Balancing Effect Seminar & Case Competi-
tion hosted by Queen’s MBA students at the Smith School of
Business Toronto facility. It is exciting to have participants from
among the top MBA programs in the country, as well as pro-
fessionals offering their time and expertise to support these
emerging leaders.
Congratulations to the Queen’s MBA Marketing Club for or-
ganizing this unique event. Opportunities like this bring the
best and brightest minds together in the spirit of learning and
friendly competition. While high achievement is the goal of
every team, I hope the outcome for all participants will be an
exceptional learning experience, taking advantage of the abil-
ity to network, hear from industry leaders, and gain exposure
to the latest trends and technologies.
Best wishes for a rewarding day that prompts new insights
and ideas.
Sincerely,
Opportunities like this
bring the best and
brightest minds
together
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David M. Saunders, PhD
Dean
Smith School of Business at
Queen’s University
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QMARC
A f e w w o r d s
Greetings!
Welcome to The Balancing Effect! What was simply an idea 5 months
ago has culminated into this evening’s event attended by classmates,
alumni and administration. A special welcome goes out to MBA stu-
dents joining us today from other business school.
To achieve The Balancing Effect, a marketer must find the right mix
between traditional and new media. This evening we are pleased
to present speakers that confront this challenge every day. They will
share how they help their firms or clients accomplish this fine balanc-
ing act between media sources.
A special highlight of the evening will be the digital strategy case
competition. Watch as teams from top MBA school pitch their solu-
tions to a panel of esteemed judges.
We would like to thank our guest speakers, distinguished guests,
sponsors and all participants.
A special thanks to the Business Career Centre and MBA Office for
supporting this initiative from Day 1.
Enjoy,
QMARC Executive Team
An excellent example
of MBA students, past
and present, learning
from one another.
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Daniela Herrera
President
Scott Miranda
VP of Operations
Anchi Lao
VP of Program Development
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S e m i n a r & C a s e C o m p e t i t i o n
The Balancing Effect
Marketing and media are two of the most important things businesses need to
take into account when thinking about their goals and objectives. Having a fantastic
marketing campaign with the right use of media can have a multiplier effect on the
good work organizations are doing.
Traditional media encompasses advertising in the form of newspaper, television, ra-
dio and magazines. They tend to be more costly, but they also help you reach a
broader and bigger audience. New media, on the other hand, encompasses adver-
tisement in streaming services, social media and online advertisement. This form of
advertisement lets you connect quickly and target consumers in a more customized
way.
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Nobody can deny the use of media can help organizations establish themselves
as “legitimate,” and its activities as significant or notable. The problem arises when
businesses start relying more heavily on one type of media and forget to find the
balancing effect.
By analyzing the effects of traditional and new media in this seminar, we hope to
enlighten the audience and motivate them to find the equilibrium between these
two very important forms of marketing that together will target the right business
audience.
It’s time to find the
balance between tradi-
tional and digital me-
dia
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TIM
M e e t O u r
Speakers
Tim Ray is a serial entrepreneur focused in e-commerce and technology with
a passion for creating cool brands and innovative business models. He is the
Founder and CEO of Carnivore Club, the premium subscription service for food-
ies who love charcuterie, and Broquet.co, a site with awesome curated gift crates
for men.
Tim previously founded Foodscrooge.com after completing his Queen’s AMBA
in 2011 which was acquired 10 months after incorporation by Torstar Media. Tim
has successfully pitched Carnivore Club and Foodscrooge on Dragon’s Den with
Foodsrooge being accredited as the quickest exit in Dragon’s Den’s history.
Carnivore Club is the world’s first curated cured meat of the month club featur-
ing artisans from around the world. Each month members receive an impressive
faux-wood box filled with 4-6 handcrafted cured meats from top artisans. Like
wine, the laborious craft of cured meats is an art form that requires the diligent
pursuit of perfection through endless hours of trial and error. Carnivore Club cel-
ebrates the individual recipes of each cured meat savant, no two meats are alike
even when similar in name.RAY
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MELISSA
M e e t O u r
Speakers
Melissa is a passionate marketer with knowledge and experience in the areas of sales,
public relations, promotions and advertising. Over the past five years, Melissa has been
working at Pattison Outdoor Advertising, Canada’s largest Out-of-Home advertising
company, holding more than 55% of the national market share in horizontal posters
and a 43% market share of all traditional Out-of-Home media.
By combining media history, current research and upcoming trends, Melissa creates
and presents compelling, insightful and visually stunning presentations in support of
Out-of-Home media.
PATTISON Outdoor Advertising, a division of The Jim Pattison Group, is Canada’s
largest Outdoor, Digital and Transit advertising company. With roots reaching back to
1908, PATTISON has been providing innovative solutions for Out-of-Home (OOH) ad-
vertising opportunities with products ranging from traditional billboards and posters
to transit, digital, airports, mall, residential, office, and street furniture.
NARWANI
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BLAKE
M e e t O u r
Speakers
After rapidly climbing the advertising ranks, Blake caught the entrepreneur-
ial bug in late 2009 and spent five years as a Partner and President at Salt &
Pepper – a digital marketing and advertising agency – before exiting through
the successful sale of Salt & Pepper in May 2014.
Over the years, he has built an impressive portfolio working with some of
the biggest brands in the world, including Disney, L’Oreal, BlackBerry, Nis-
san, Unilever, Pepsi, Toys R’ Us, evian, Nickelodeon, and the National Hockey
League to name a few.
While at Salt & Pepper, Blake was able to mix business with pleasure and
began following his passions in Sports & Entertainment. In 2010, he became
a Partner in TFP Media Inc (a hockey media company featuring a popular
website, bi-monthly hockey lifestyle magazine, and an events division) and
over the years he has worked with some of Canada’s biggest stars including
PK Subban, Jonathan Toews, Our Lady Peace, Paul Brandt, [Sebell], Treble
Charger and Donovan Bailey.
In 2015, Blake became a Partner in NGAGE Sports & Entertainment – a
management agency founded to transform the management landscape.
With divisions that include a hockey agency, an elite hockey training com-
pany, an apparel company, a record label, and a music publishing company,
ARMSTRONG
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Schedule at a Glance
Watch as Canada’s top MBA Students pitch their digital marketing strategies
for Urban Hippie Granola.
Case Competition
New Media
Traditional Media
5:00
pm
6:10
pm
6:40
pm
7:10
pm
7:50
pm
8:00
pm
Award Ceremony
Listen to Blake Armstrong, Partner at Ngage, as he share us on his experience
using both digital and traditional media to help us find the right balance
between these two important marketing mediums.
The Balancing Effect
Networking Event
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Listen to Tim Ray, CEO of Carnivore Club, as he takes us through how digital
marketing has played a crucial role in the creation and development of his
businesses and its marketing strategy.
Hear Melissa Narwani from Pattinson Outdoor share her experiences and how
her clients are using traditional media.
At this time, the QMARC executive team will announce the winners of the case comepit-
tion.
The Queen’s MBA clubs will be holding a networking event in Finn McCool’s. Come
and join us for some drinks, food and a great company.
11. - McKinsey & Company
“ D I G I T A L C A N
R E S H A P E E V E R Y
A S P E C T O F T H E
E N T E R P R I S E .
C A P T U R I N G T H E
V A L U E O F D I G I T A L
T R A N S F O R M A T I O N
W I L L B E
I M P O R T A N T I N
M O S T I N D U S T R I E S
A N D C R I T I C A L
F O R S U R V I V A L
I N S O M E ”
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M e e t O u r
Judges
Over the last 10 years Sandra Daniel has worked in business marketing for a variety
of clients including Loblaw and Bell Canada. Describe as as “a brilliant, talented and
incredibly energetic leader”, Sandra is currently the Senior Director of Brand and Mar-
keting at Loblaw.
Sandra is a creative problem solver, strong team builder and developer of people who
is motivated by challenges and driving change. A dynamic and accomplished se-
nior marketing leader with experience in marketing, strategic planning, sales and P&L
management. She has a proven track record for building positive customer experienc-
es; creating and implementing marketing programs that deliver profitable revenue
growth and increased share.
SANDRA DANIEL
Casey is the founder and CEO of Urban Hippie Granola. Her path in life has always
involved good food and farm to table practices. In the early 2000s, after being of-
fered an opportunity she couldn’t refuse, Casey moved to the Malibu mountains of
California where she was the development director for a Non-Profit. It was during
this time she was introduced to innovative fresh food concepts like Farm-to-Table
restaurants and local farmers markets. After completing a Master Gardeners certi-
fication from UCLA, she sought an outdoor position as garden director where she
managed a 2 acre farm and garden.
An entrepreneur at heart, Casey soon started her first website reviewing top organic
restaurants throughout Southern California. She is a published author on nutrition
and sought after expert on healthy eating. She has been a guest speaker at Whole
Foods and her work can be found on multiple food sites and publications. From
humble beginnings selling her wares at various farmers markets, to the grocery store
shelves today; her passion is to bring clean, nutrient dense, chemical free food to
the world.
Casey holds a Masters in Education and a Bachelor in Psychology from McMaster
University. She enjoys spending her free time growing weeds and seeds. She is an
artisan granola maker; food lover; cook; farmer; gardener; nature lover; writer; and
photographer.
CASEY KREBS
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Over the past 10 years Tiffany daSilva has worked in all facets of online marketing
including email marketing, SEO, PPC, social media and conversion rate optimization.
Tiffany has experience working on over 400 websites, while managing multi-million
dollar budgets. Prior to consulting, Tiffany has worked at various startups including
Geosign, Achievers and Shopify as Head of CRO. She has also worked as a Director of
Strategy at the digital marketing agency Powered by Search. Tiffany holds an MBA
with a focus in Project Management & E-commerce from Norwich University.
In 2012, Tiffany was named Techwomen Canada of 2012 by the Government of Can-
ada and Canadian Consulate General of San Francisco/Silicon Valley and her work
has won a Stevie Business Award. Tiffany spends her time teaching and mentoring
startups, and has lectured in various places such as PPC Hero London, Unbounce’s
CTA Conference, 500Startups’ “Weapons of Mass Distribution”, as well as for University
of Toronto’s Digital Marketing Program.
TIFFANY DA SILVA
Kiran Manjunath is a Manager in PricewaterhouseCoopers Advisory Practice. He has a
unique blend of strategy and implementation based consulting (7+ years) experience
in Financial Services and Manufacturing. Kiran has proven leadership skills and project
management expertise in delivering and implementing strategies, operating models
and organization designs.
KIRAN MANUJNATH
Christina is a senior marketer and strategist with over fifteen years of experience on
all sides of the business. Having worked as a senior brand and sponsorship manager
for global brands like Nike, Wrigley, Bell and Kraft, Christina knows what her clients
are looking for,
Christina also knows the agency world, having led advertising accounts for Ogilvy &
Mather. Over her career, Christina has specialized in sponsorship, sports marketing,
digital/social media, promotions and retail. She has an incredible knack for forming
partnerships and developing strategic, innovative activations for clients and agen-
cies through interactive technology.
CHRISTINA RAHEJA
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S c o t t C o o k
“ A B R A N D I S N O
L O N G E R W H A T
W E T E L L T H E
C O N S U M E R I T
I S - I T I S W H A T
C O N S U M E R S T E L L
E A C H O T H E R I T I S . ”
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Urban
Hippie Granola
C a s e C o m p e t i t i o n
The Challenge
Digital strategies are changing the way companies do business around the world.
To some, having a digital strategy means incorporating email, websites and social
networks into their marketing and communications efforts. Others say, it has to do
with accepting electronic payments online, connecting digital services or creating
mobile applications. Depending on your sector, industry, and business, the perception
and role of digital changes radically.
The opportunities of going digital may vary widely by industry, but the overall
advantages are mysterious to none. Finding your digital sweet spot is the challenge.
How do you move beyond the benefits of your digital strategy, and look for an impact
across the whole value chain?
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16. T h a n k s t o o u r S p o n s o r s
w w w . t h e b a l a n c i n g e f f e c t . c o m
