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. 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. 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. day one Online Engagement Marketing
January 28, 2010
8:30 12:15
Conference Registration and Continental Breakfast Lunch Break
9:00 1:15
Keynote Address: Link Creativity with Your
What is Engagement? Engagement Strategies
In an interactive world, engagement is the new Understand how creativity contributes to the
overall quality of your brand
measure of success. In advertising, engagement
can be defined as an emotional connection to a Communicate the intangible affect of creativity in
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
Develop positive emotional connections with Siddall
consumers through engagement initiatives
Design measures to understand engagement’s
affect on customer acquisition and retention 2:15
Break & Refreshments
Karen Grimm
Chief Strategy Officer
Siddall 2:30
Understand Contextual Relevancy
10:00 Link context to advertising
Break and Refreshments Use control groups to measure the affect
of placement
10:15 Craft creative, interactive and contextually-
Utilize a Customer-Centric Approach to linked campaigns
Your Website Use cascading methods to incorporate measures
into daily operations and engage employees with
Develop options that put your customer in the
strategic systems
driver’s seat
Allow customers to interact with each other with John Rooks
user-generated content President
Prioritize a positive user experience The Soap Group
Paul Chaney
Internet Marketing Director 3:30
Bizzuka The ROI of Creativity
Understand the affect of design and creativity in
11:15 success and engagement
Connect and Communicate through Gain organizational buy-in for investments in
Social Media creativity
Measure the affect of good design
Open dialogue with current and potential
customers using social networking sites John Rooks
Use social media as a customer service or public President
relations strategy The Soap Group
Identify which social media channels will best reach
your target market 4:30
Day One Adjourns
Paul Chaney
Internet Marketing Director
Bizzuka
4 www.ASMIweb.com/Engagement

5. Online Engagement Marketing
day two
January 29, 2010
8:30 12:15
Continental Breakfast Lunch Break
9:00 1:15
Keynote Address: Improve and Align Your Brand through
The New Online Analytics Dashboard Different Media Channels
A new age of online interactivity means Align all marketing channels to brand initiatives
uncharted territory for measures of success. Create a cohesive brand through consistent
Websites are now so instrumental to marketing messaging and visuals
strategies that their measures of success have
Develop channel-specific approaches that conform
grown in complexity. In this Keynote Address,
to mediums
discuss the new online analytics dashboard, and
learn to: Perry Goldschein
Partner
Determine your true online and intermediate
S Dialogue
outcomes and what measures capture them
Develop a dashboard for your unique
2:15
organization Break & Refreshments
Utilize component metrics that constitute the
degree of consumer engagement 2:30
Customer Service and Engagement
10:00 Improve customer service to drive engagement
Break and Refreshments Use control groups to measure the affect
of placement
Include engagement in customer
10:15 service dashboards
Understand the Affect of Engagement Use social media as a customer service tool
on Brand Sentiment
John Moore
Develop baseline measures of brand sentiment,
Word-of-Mouth Evangilist
including online and offline audit
Word-of-Mouth Association
Establish connections between brand sentiment
and lead generation
3:30
Define brand sentiment for customers and
your market Garner Management and Stakeholder
Buy-In for Your Engagement
Laura Lee Dooley
Online Engagement Strategist
Marketing Initiatives
World Resources Institute Utilize dashboards to communicate information
across a wide group of stakeholders
11:15 Emphasize the importance of engagement
marketing to top decision makers
Link Purchase Intent with Consumer
Encourage company-wide commitment to creating
Engagement positive engagement opportunities
Understand the affect of engagement on behavior
and attitude
Develop baseline measures for engagement’s 4:30
affect on revenue generation
Day Two Adjourns
John Dranow
President and CEO
SmartRevenue
Candace Adams
President of Global Retail Strategy
SmartRevenue
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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.
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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, please contact
877-992-9522
Dave Yerks at 858-866-9381 or email him at
David.Yerks@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.
Meredith Mason at 202-739-9707 or email her Note: As speakers are confirmed six months before the event, some
speaker changes or topic changes may occur in the program. The
at Meredith.Mason@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. 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
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Please make checks payable to: The Performance Institute
Priority Code: M136-WEB
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