February 27 - April 11, 2014

Direct Mail & Integrated Media: Best Practices for Implementation

IDEASonline Training / , http://ideasonline.webex.com

3-PART VIRTUAL TRAINING SERIES

Direct Mail & Integrated Media:
Best Practices for Implementation

Learn best practices for implementing an integrated direct mail marketing campaign using multiple media channels

This series is designed for marketer and content creators, and their direct mail service providers, offering a solid understanding of several key factors in successfully integrating multiple forms of media in direct mail marketing campaigns.

Each session is a 75-minute deep exploration of a topic from the points of view of marketing and workflow optimization and how it relates to identifying an optimization strategy and process to achieve objectives of both direct marketers and service providers.

A Three Part Online Series

PART I: Thursday – February 27, 2014
Stating the Challenge: Engaging Consumers with Multiple Channels
Learn the value and opportunities in combining print with mobile marketing.

  • Why taking an integrated approach to marketing makes sense
  • The role print can play in an integrated marketing strategy
  • The power of an integrated approach to engage and nurture the customer relationship
  • Embracing social business principles into every aspect of the campaign

PART II: Thursday – March 6, 2014
Putting it All Together: Defining Campaign Goals and Roles
Who needs to be involved and what is their role in tying media together to leverage the power of print, to compel consumer action.

  • Understanding the needs of today’s direct marketers
  • Today’s customers and their buying habits
  • Keys to executing integrated marketing campaigns
  • Tools and media for use across multiple channels

PART III: Thursday – April 11
Campaign Tracking, Measurement & Analytics: Interpreting the Data

Learn to track and measure campaign results and how to read the data to make informed decisions about future campaigns.

  • Developing a robust customer database for highly personalized campaigns
  • How to analyze customer data to execute strategies targeted to specific markets
  • How to evaluate campaign results as close to real time as possible
  • How to close the loop with a communications ecosystem that demonstrates ROI or payback

Speakers:

See the full description of topics

All sessions include 15 minute Q&A and are conducted live at:

  • 11:00 am – 12:30 pm Eastern Time
  • 10:00 am – 11:30 am Central Time
  • 8:00 am – 9:30 am Pacific Time
  • 4:00 pm – 5:30 pm London Time (United Kingdom)

Sessions are recorded and available 24/7 to review or share with colleagues

By completing this virtual seminar series you will learn valuable best practices and enhance your total understanding of Direct Mail & Integrated Media!

 

Member Type Complete Series
Member $195
Network Member $225
Non-Member $245

PRESENTERS

Jennifer Abernethy, America’s Premier Social Media Stylist

Andy Bear, Director Multichannel Marketing and Deployment, Quad/Graphics

Robert Bell, Director of Social Media, Marketing and Business Development, AccuZIP

Mike Gustin, Director of Interactive Print Quad Grapics

Kate O’Neill, CEO and Founder of KO Insights

Janice Reese, Chief Engagement Officer & Founder, Network PDF Cloud Solutions Inc.

Coakley Workman, Marketing Specialist, Direct Mail and Periodicals, United States Postal Service

Event Date

February 27 - April 11, 2014

IDEASonline Training

Address: 
http://ideasonline.webex.com

Your will receive log-in instructions by email at least 48 hours in advance of your IDEASonline event.

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Session Descriptions

Part I:
Stating the Challenge: Engaging Consumers with Multiple Channels

Direct Marketing is the ability to learn from what you have done to better understand how to engage with the customer. Rather than seeing an EITHER/OR situation between direct mail and new digital alternatives, embrace the opportunities to combine print with mobile marketing, qr codes, email, social media and website e-commerce as a whole new way to engage customers with a relevant message.  Solutions and technology are available today that allow marketers of every of size to develop highly focused, segmented, and integrated marketing campaigns.

Advertisers in the US spend $167 per person on direct mail, earning $2,095 worth of goods sold. That’s a 1,300% return on investment.

Non-profits gain 78% of their donations from direct mail.

Attend this webinar and discover…

How consumers are using media to make purchasing decisions

  • Why taking an integrated approach to marketing makes sense
  • The role print can play in an integrated marketing strategy
  • The power of an integrated approach to engage and nurture the customer relationship
  • Embracing social business principles into every aspect of the campaign
  • How an open mindset to social media can change the trajectory of your business
  • Tearing down the walls to their business and personal brand

Part II:
Putting it All Together: Defining Campaign Goals and Roles

Learn how to achieve great results at the end of a process through collaboration in planning and execution of an integrated campaign. Who needs to be involved and what is their role?  What is the workflow to accomplish our goals? How will you approach the ability to track and measure results? What media is appropriate for your audience and marketing goals, and how do you integrate?

Attend this webinar and discover…

  • Understanding the needs of today’s direct marketers
  • Today’s customers and their buying habits
  • Keys to executing integrated marketing campaigns
  • Tools and media for use across multiple channels

Part III:
Campaign Tracking, Measurement & Analytics: Interpreting the Data

Learn how an integrated marketing communication strategy is more than just the coordination of a company's outbound message between different media and the consistency of the message across them. Ideally, it is an effort to aggressively capture the wealth of available customer information that can be segmented, tracked or reported upon in real time to make strategy changes based upon the dynamics of the marketplace.  The fundamentals of a highly effective integrated marketing ecosystem are based upon the five (5) following activities:

  • The development of a highly robust customer database that is segmented by customer buying habits, so that highly personalized campaigns and messaging can be developed.
  • Thecontinued analysis of customer data to develop highly effective and focused marketing, sales, and service communications strategies.
  • The quick execution of strategies in the form of appropriate marketing tactics that can be targeted to specific markets.
  • The evaluation of campaign results as close to real time as possible to learn about changing customer – buying habits and evaluate the effectiveness of your current marketing strategy and tactics.
  • How all integrated marketing campaigns must have a closed loop component within the communications ecosystem that demonstrates ROI or payback.

Speaker Bios

Jennifer Abernethy, America’s Premier Social Media Stylist

Jennifer Abernethy is known as America’s Premier Social Media Stylist for business through her companies, www.thesalelounge.com & www.sociallydelivered.com. Having sold nearly $40 million in products and services during her 20+ award – winning sales career, she is now on a mission to help small business America “go social”.

Jennifer has trained and mentored thousands of entrepreneurs, CEO’s and corporate audiences, but most know her teachings through her ever-popular books, The Complete Idiot’s Guide to Social Media Marketing. (Penguin). She writes, speaks and advises on Social Media marketing, Social Business and Social Selling whenever she can. In 2012, Jennifer launched her second business Socially Delivered, an ultra-hip social media concierge firm where she and her concierge team manage social media for clients.

Jennifer is the first in the USA to develop, launch and license her hugely successful social media management business model. Her first round of licensees are due to roll out across America & Canada in 2014. She can be found on Twitter @SalesLounge and @WeDeliverSocial. She is thrilled to speak to this group!

 

Andy Bear, Director Multichannel Marketing and Deployment, Quad/Graphics

Andy has over 30 years of experience and knowledge in graphic communications, technical implementation and product development. His experiences include client-focused solution development, marketing, automated composition, logistics, database publishing and web portal delivery. His solid understanding of print manufacturing, distribution and multi-channel solutions is a powerful combination for Quad Graphic’s clients. Within the Media Solutions group, he focuses on client collaboration and providing innovative insights on how Quad can support customer-centric business needs incorporating cross media solutions.

 

Robert W. Bell, Director of Social Media, Marketing and Business Development, AccuZIP

Since joining AccuZIP six years ago Robert Bell has served many roles.  Under the umbrella of being the Director of Social Media, Marketing and Business Development he wears many “hats” for the organization.  To sum up all of his contributions it is difficult, but the best way to say it is that Robert is our “Solutions Provider”.

The journey into the Social Media and Networking world at AccuZIP has been very successful under Robert.  He began by building up to over 10,000 followers on Twitter and then added LinkedIn and Facebook to the mix.  It was far from easy for him to do this while heading up the Print Marketing and Social Networking operations at AccuZIP during this same period.  He has done an amazing job of merging all of these duties to provide a multi-faceted solution based on measurable and accountable ROI measurements (Budgets) from the organization.

AccuZIP has chosen to venture away from the traditional “Pay per Click” marketing done by so many organizations through these years.  To Robert this path seemed very volatile, unstable, difficult to trace, lacked accountability and left AccuZIP vulnerable to uncontrollable costs.  Much like when AccuZIP designed and built its own IMb and QR Code tracking and reporting solution (AccuTrace) the path Robert uses is similarly unique.  AccuZIP uses its AccuTrace solution to track mail pieces and then Robert takes the data and analyzes it through processes he has put in place.  He measures and reports on analytics related to effectiveness which ultimately result in offer differentiation and lead generation.

Robert believes that marketing is a mandatory part of any business.  He understands how very expensive it can be but believes it does not have to be.  Robert has built a solution which incorporates a great many of the free tools available today and builds from there with services that AccuZIP must pay for when justified.  Many of the tools he uses relate to the data generated by the IMb through its activity at the USPS.

All of this is built on Robert’s belief that his system must build client relationships by being forward-looking and customer centric.  Service to the customer is the primary goal at AccuZIP.  Robert travels several times each year representing AccuZIP at industry shows and exhibits across the country.  In the last six months he has travelled to Print ’13, the 2014 National Postal Forum and two other events to represent AccuZIP.   Robert is also very active in industry trade associations like AMSP, PostCom, PCC, MSMA and IDEAlliance.

Mike Gustin, Director of Interactive Print Quad Grapics

As Director of Interactive, Mike leads the efforts of many interactive applications across Quad/Graphics. As a 15 year veteran of creating and implementing internet systems and applications, Mike and his team work closely with clients to find online solutions to meet Multichannel needs such as Image Recognition/Augmented Reality, Print on Demand, email marketing, mobile, website development and personalized URL micro sites that are fully integrated to work with single data sources to drive variable personal marketing strategies. Mike attended Lakeland College and has been a leader in the interactive industry since 1995. Mike joined Quad/Graphics in 2009.

 

 

 

Kate O’Neill, CEO and Founder of KO Insights

Kate O'Neillis a passionate advocate for the idea that better interactive experiences for the customer lead to greater profitability for the business.  With this in mind, in 2009 Kate launched [meta]marketer, a forward-thinking consulting agency that helps clients develop more effective marketing by better use of data, insights, and strategy – leading to more relevant customer relationships and stronger returns on the marketing investment.  [meta]marketer works primarily with companies with large reach such as Symantec, XO Communications, Ingram Book Company, and the Grand Ole Opry, as well as with many smaller and fast-growing companies.  Prior to [meta]marketer, Kate's experience included creating the first content management role at Netflix, leading cutting-edge online optimization work at Magazines.com, developing Toshiba America's first intranet, building the first website at the University of Illinois at Chicago, and holding leadership positions in a variety of digital content and technology start-ups. She speaks regularly at national conferences on analytics and optimization as well as the role of empathy in driving profitable marketing, and is a contributor to online marketing publications such as CMO.com.  Kate is a vocal and visible advocate for Nashville as a growing tech center, serves on a dizzying number of boards and committees, provides mentorship and marketing advice to dozens of local startups and founders, and has been named "Technology Entrepreneur of the Year,"  "Social Media Strategist of the Year," a “Power Leader in Technology” and a “Woman of Influence” by the Nashville Business Journal, along with numerous awards and recognitions. She can be found on twitter @Kateo

Janice Reese, Chief Engagement Officer & Founder, Network PDF Cloud Solutions Inc.

Janice knows high-growth organizations and serves as a global content marketing expert. She intuitively understands the effective use of "content" as a critical initiative across direct mail, print, digital, broadcast and social media in order to build brand, market share and achieve return on investment. An International marketing thought leader and speaker Janice is passionate about managing teams to achieve business growth objectives.

In her role at Network PDF Cloud Solutions she assists in identifying opportunities to leverage technology and implement efficient, compelling marketing solutions.

Janice is a past executive at Adobe Systems and has successfully integrated world-class business solutions to create new revenue streams and save companies millions of dollars through innovation. She is expert in delivering leading-edge digital media solutions and interactive technologies that transform companies by maximizing ROI and establishing market leaders. Janice has provided multiple Fortune 1000 companies and entrepreneurs with strategic guidance across diverse content implementation to achieve measurable results.

Janice is active in industry associations and standards groups including IdeAllianceCIP4, PODi and CGATS. Her past work includes Business Development with Adobe Systems for the development of Acrobat and PDF as a standard in print and publishing, healthcare, government and education.

Network PDF Cloud Solutions provides training and consulting services on connecting companies with technology and solutions. We support the implementation of standards for the design and print industry through the development of software tools, educational publications and media. She can be found on twitter @networkpdf.

 

Coakley Workman, Marketing Specialist, Direct Mail and Periodicals, United States Postal Service

Coakley has been with the U.S. Postal Service for over 27 years and has held a variety of managerial positions.  He has held positions as the Program Manager for Sales Operations and Employee Engagement Programs, Team Lead/Package Mail Specialist for Sales Strategy Development and Deployment, Sales Specialist for USPS Sales, (a)Manager Maintenance Operations Support as well as numerous management assignments at various levels throughout his postal career.  He is currently assigned to the Direct Mail Promotions and Incentives Team and is currently a Team Lead for the Mail and Digital Personalization Promotion and the Emerging Technology Promotion.  He has been a member of the Postal Speakers Bureau and has presented at the National Postal Forum, USPS Sales Conference, USC Marshall School of Business, McDaniel College, Parcel Forum, The DoD Postal Symposium, APLUS National Convention, PODi Apps Forum, Association of Marketing Service Providers (AMSP) and several PCC and Chamber of Commerce events.  Coakley has a B.S. degree in Management and is a 32 year military veteran with service in the U.S. Army and the Maryland Army National Guard.    

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