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Academy: Strategic Campaign Planning
29 November, 2017 @ 10:30 am - 5:00 pm
We develop an understanding of what “campaign” means in todays context, how do we plan, strategise and ensure commercial viability.
Host: Sarah Hatcher, Partner at White Marble and ex head of Marketing for Zurich Life.
An entire day focused on strategic campaign planning, from effectively segmenting your audience, reviewing relevant and complementary communication techniques and tools as well as hearing practitioner examples. The day will aim to give key take aways in strategic planning, internal communication and ROI, leveraging research and clearly articulating success stories to inform future marketing and business strategy.
Morning presentations & panel:
|10:30 – 11:00||Arrival and registration|
|11:00 – 11:10||Introduction||Sarah Hatcher|
|11:10 – 11:35||The power of your brand within campaign strategy.||Hans Arnoldi, Brand Consultant|
|11:35 – 12:00||How to approach segmentation for effective campaigns.||Duncan Muir, Standard Life|
|12:00 – 12:25||Showcasing the value of campaigns through clear KPIs within your business.||Courtney Waterman, Schroders|
|12:25 – 12:45||Main stage debate with previous speakers||Sarah Hatcher|
|12:45 – 1:30||Lunch|
|13:30 – 14:30||How to use research in informing effective campaign strategy.||Toby Finden-Croft, RiF|
|14:30 – 14:45||Break|
|14:45 – 15:45||The differing campaign tools available and when to use them + how to brief effectively.||Matt Ball, Ptarmigan|
|15:45 – 16:00||Break|
|16:00 – 17:00||Effective marketing campaign performance indicators.||Vincent Hooplot, Hooplot Associates|
|17:00 – 17:15||Close in main room|
|17:15 – 19:00||Networking|