C L A R I D E N January 2014 Knowledge for the world business leaders

Transcription

1 C L A R I D E N January 2014 Knowledge for the world business leaders Shangri-La Hotel, Singapore Faculty Director Ron Vining Group Marketing Director at Aspire Lifestyles, an International SOS company and Adjunct Professor at The University of Massachusetts Worked and consulted for many renowned organizations including Google, Apple, Cisco, Disney Lucasfilm, HP, Intel, Levi s, LG, Microsoft, Nokia, Samsung, Sony, Standard Chartered Bank, Swarovski, Timberland, Verizon, The White House, Six Flags and more across the Americas, Asia and Europe Highly sought after speaker at conferences by SES, Marketing-Interactive.com and many more Ron Vining has spent more than 25 years working and consulting with the world s leading brands like Apple, the rock band Journey, The White House, Blackberry, Cisco, Disney, Google, HP, Intel, Levi s, LG, Lucasfilm, Microsoft, Nokia, Samsung, Sony, Standard Chartered Bank, Swarovski, Timberland, Verizon and more. He specializes in brand experience, focusing on redefining consumer engagement through the integration of a brand s compelling content with overall marketing and business strategy in an omni-channel world. In his current role as the Group Marketing Director at Aspire Lifestyles, an International SOS company, he develops innovative value-added concierge services to high net worth, luxury, financial services, insurance, airline and hospitality industries to deliver VIP experiences to 60 million users on behalf of 70% of Fortune 500 firms. He is also an Adjunct Professor at The University of Massachusetts in Boston where he. instructs fully online courses to MBA students. His experience spans across the Americas, Asia and Europe Ron has in-depth experience in developing and executing content across all media to create truly unique consumer experiences, acquisition and loyalty programs via immersive advertising, out-of-home displays, shopping environments, themed attractions & resorts, hardware/software, elearning, product & sales enablement tools, literature, feature films, music, video games, mobile apps, social media and websites. Blurring the lines between the physical and the digital, Ron develops innovative experiences across the Internet Services, Consumer Electronics, Retail and Entertainment industries.

2 FACULTY DIRECTOR Ron Vining Group Marketing Director at Aspire Lifestyles, an International SOS company and Adjunct Professor at The University of Massachusetts Worked and consulted for many renowned organizations including Google, Apple, Cisco, Disney Lu, cas film, HP, Intel, Levi s, LG, Microsoft, Nokia, Samsung, Sony, Standard Chartered Bank Swarovski, Timberland, Verizon, The White House, Six Flags and more across the Americas, Asia and Europe Highly sought after speaker at conferences by SES, Marketing-Interactive.com and many more Ron Vining has spent more than 25 years working and consulting with the world s leading brands like Apple, the rock band Journey, The White House, Blackberry, Cisco, Disney, Google, HP, Intel, Levi s, LG, Lucasfilm, Microsoft, Nokia, Samsung, Sony, Standard Chartered Bank, Swarovski, Timberland, Verizon and more. He specializes in brand experience, focusing on redefining consumer engagement through the integration of a brand s compelling content with overall marketing and business strategy in an omni-channel world. In his current role as the Group Marketing Director at Aspire Lifestyles, an International SOS company, he develops innovative value-added concierge services to high net worth, luxury, financial services, insurance, airline and hospitality industries to deliver VIP experiences to 60 million users on behalf of 70% of Fortune 500 firms. He is also an Adjunct Professor at The University of Massachusetts in Boston where he instructs fully online courses to MBA students. His experience spans across the Americas, Asia and Europe. Ron has in-depth experience in developing and executing content across all media to create truly unique consumer experiences, acquisition and loyalty programs via immersive advertising, out-of-home displays, shopping environments, themed attractions & resorts, hardware/software, elearning, product & sales enablement tools, literature, feature films, music, video games, mobile apps, social media and websites. Blurring the lines between the physical and the digital, Ron develops innovative experiences across the Internet Services, Consumer Electronics, Retail and Entertainment industries. Prior to relocating to Singapore, Ron served as VP of Strategy & Communication to an innovative homeland security manufacturer, was the Deputy GM of the USA s 4th largest transit system, founded a political PR agency and an entertainment management group. As CMO of a Singapore-based social network, he developed and launched a revolutionary, omni-channel lifestyle shopping platform and served as a Partner at dffrnt LLP, a brand-inspired marketing - design - learning consultancy. 2

3 PROGRAM SUMMARY Program: Dates: Location: Program Essence: Implementing an Engaging Content Driven January 2014 (2-day program) Shangri-La Hotel, Singapore Early Bird 1 (Register & pay by 25 Nov 2013): Early Bird 2 (Register & pay by 23 Dec 2013): Regular Tuition Fee: For limited period only: S$2,590 S$2,790 S$2,890 Registration for 2 participants, 10% on 2nd participant For limited time only by 23 December 2013, registration for 3 participants, the 4th participant will receive a complimentary seat (one discount scheme will apply) Note: GST is applicable only to participants from Singapore registered companies. Check your eligibility for 60% Cash Back at IRAS website. This hands-on and highly practical executive education program is designed to equip senior to middle level marketing professionals with skills in creating, maximizing and planning a compelling user-centric content strategy to enhance their omni-channel marketing. Led by Ron Vining, an internationally renowned speaker and trainer, participants will be engaged in leading concepts, simulations, exercises and case studies including Disney, Lego and Scoot to be able to uncover content development, strategy and omni-channel integration best practices. Ron has over 25 years of experience working with iconic brands like Google, Apple, Cisco, Disney Lucasfilm, HP, Intel, Levi s, LG, Microsoft, Nokia, Samsung, Sony, Standard Chartered Bank, Swarovski, Timberland, Verizon, The White House, Six Flags and more across the Americas, Asia and Europe. In this interactive and intensive executive education program, you will learn how to activate a strategic and captivating content driven marketing strategy. You will run through successful case studies and exercises on how to consistently generate fresh content, engage consumers on their own terms, establish best practices in story telling, maximize the value of content for each type of media by understanding its place in the marketing mix, translate brand across all channels with consistency, manage limited resources, measure content marketing and link results to business objectives across omni channels including traditional, out-ofhome, Internet and mobile. LEARNING OBJECTIVES Learn from successful case studies including Disney, Lego, Scoot and more Understand the role of content marketing in an omni-channel world and in the context of the overall marketing mix Engage consumers: Generate fresh ideas, design compelling customer centric content and attract useful user generated content Employ the best marketing channels for your campaign, from social media, mobile, out-of-home, online PR, , display advertising, SEO and many more Discover how mobile offers unique opportunities to connect with consumers and integrate mobile into the marketing mix Translate your brand and key messages across multiple channels Resource optimization: What s the best channel mix, when to do-it-yourself or outsource Best practices in terms of metrics and measurement tools for content 3

4 PROGRAM OVERVIEW In order to win the war for consumers attention, brands are now turning to content driven marketing strategies. According to a 2013 survey by Ogilvy PR, 53% of brands in Asia Pacific have a content strategy, while 41% see a need for it but do not have one in place yet. But putting aside the hype surrounding content marketing, there are real challenges to overcome before marketers can see a positive impact from their content driven marketing efforts. Among the top issues are how content driven marketing fits with the overall marketing strategy, how to consistently generate engaging content, how to operationalize social media, how it can drive sales results, how to effectively implement it given talent and budget constraints and more. This highly interactive and practical executive education program on Marketing Strategy is designed to equip senior to middle level marketing professionals with skills in creating, maximizing and planning a compelling user-centric content strategy to enhance their omni-channel marketing strategy. Led by Ron Vining, an internationally renowned speaker and trainer who has over 25 years of experience working with iconic brands like Google, Apple, Cisco, Disney Lucasfilm, HP, Intel, Levi s, LG, Microsoft, Nokia, Samsung, Sony, Standard Chartered Bank, Swarovski, Timberland, Verizon, The White House, Six Flags and more, participants will be engaged in successful case studies and exercises on how to consistently generate content, engage consumers on their own terms, establish best practices in story telling, maximize the value of content for each type of media by understanding its place in the marketing mix, translate brand across all channels with consistency, manage limited resources, measure content marketing and link results to business objectives and more. WHO WILL BENEFIT MOST This highly interactive program is designed for all senior to middle level executives, SVP, VP, MD, Director, Head, Manager in roles including, but not limited to, marketing, content marketing, communications, public relations, online/digital/social media/multi-channel/web/internet marketing, corporate/external communications and more. 4

5 Program Outline PROGRAM OUTLINE Creation, Maximization & Planned Use of Compelling, User-Centric Content to Enhance Omni-Channel Marketing DAY 1 - MORNING Module 1: Introduction The role of content marketing in an omni-channel world Uncovering content development, strategy and omni-channel integration best practices What do we mean when we say Content Marketing? Cross-channel, multi-channel and omni-channel marketing defined Module 2: Landscape Content Across Omni-Channel Shapes, Sizes and Devices How to effectively market across different channels: Traditional, out-of-home, Internet and mobile Essential channel considerations including: Screen size, format, platform What channel(s) is/are your business focused on? Module 3: We ve All Got a Role to Play: Content s Place in the Marketing Mix Content marketing 360 : Market trends, success stories Designing compelling customer-centric content Attracting useful user generated content Content in context of the marketing mix: Product, promotion, price, place, physical environment, people, process Exercise: Planning a content marketing strategy for your business DAY 1 - AFTERNOON Module 4: A Good Story Should Be Shared Across All Media Best practices in story telling across omni-channel content Content marketing starts with a great story Case study: Disney Exercise: Effectively setting and broadcasting your company s mission statement via different channels Module 5: Engaging Consumers on their Own Terms: Any Time, Location, Device Discover how mobile enables 24/7/365 Engagement Understanding mobile marketing and it s nuances over other channels Best practices in mobile technology development and integration Developing content for mobile Exercise: Customizing content for mobile and integrating into the marketing mix 5

6 Program Outline DAY 2 - MORNING Module 6: An Iconic Brand is a Terrible Thing to Waste The role of branding Tips on how to make a brand iconic and maximize it s value across multiple channels Case study: Lego Exercise: Translating brand across all channels with consistency as part of the content marketing strategy Module 7: Effective Allocation and Usage of Limited Resources Best practices in coordination of in-house and outsourced resources as well as among different departments (corporate communications, marketing & sales, PR & advertising, IT) Discover which channels are best for your business Case study: Scoot Airlines Bucking the trend on social media Exercise: Determining which media and budget is right for your organization, brand, product, campaign and consumers DAY 2 - AFTERNOON Module 8: Content is King, Treat it that Way Maximize the value of omni-channel content for each type of media: Clear purpose, compelling copy, visual impact The role of content, specific to each omni channel and audience Practical tips in consistently generating fresh content Exercise: Developing compelling messaging/copy and strategy that is right for your organization, brand, product, campaign and consumers Module 9: Measurement: Why ROI, when Content is About ROE The role of both ROI and ROE metrics, and knowing what to measure Best practice in terms of metrics and measurement tools Discover how content can be used to foster engagement Linking results to business objectives and using data to refine future campaigns Exercise: Using compelling content to tell the story of your brand through immersive, fully themed and seamless ecosystems across both physical and virtual media via environments and devices Module 10: Conclusion and Recap of Overall Competencies Learned Building and implementing an effective content marketing strategy Understanding omni marketing channels, strategic content planning process as well as branding, messaging and content development 6

7 IMPLEMENTING AN ENGAGING CONTENT DRIVEN MARKETING STRATEGY January 2014 Shangri-La Hotel, Singapore REGISTRATION PAGE C L A R I D E N Knowledge for the world business leaders Booking Contact (Approving Ma nager) Mr/Mrs/Ms: Job Title: Department: Telephone: Fax: Organization: Address: Postal Code: I would like to receive more information on hotel accommodation using Clariden Global Pte Ltd corporate rate. Please register the following participant(s) for this Program: 1st Participant Name (Mr/Mrs/Ms): 2nd Participant Name (Mr/Mrs/Ms): 3rd Participant Name (Mr/Mrs/Ms): 4th Participant Name (Mr/Mrs/Ms): PROGRAM FEES 1 ST EARLY BIRD FEE: S$2,590 (Registration and payment must be received by 25 Nov 2013) 2 ND EARLY BIRD FEE: S$2,790 (Registration and payment must be received by 23 Dec 2013) REGULAR FEE: S$2,890 GROUP DISCOUNT: For 2 registrations from the same company and billing source, the 2nd participant enjoys a 10% discount. For registrations of 3 from the same company and billing source, the 4th participant receives a complimentary seat. One discount scheme applies per company. Note: GST is applicable only to participants from Singapore registered companies. Important Notice: Payments are required with registration and must be received prior to the Course to guarantee your place. PAYMENT METHODS BY CHEQUE / BANK DRAFT: Made payable to Clariden Global Pte Ltd and mail to: 3 International Business Park, #04-29, Nordic European Centre, Singapore BY TELEGRAPHIC TRANSFER TO: Bank Name: DBS BANK Bank Branch Code: 027 Bank Address: 6 Shenton Way, DBS Building, Singapore Bank Account No: Bank Account name: Clariden Global Pte Ltd Bank SWIFT Code: DBSSSGSG Please note that all bank charges are to be borne by participants. Please ensure Clariden Global Pte Ltd receives the full invoiced amount. Note: Please include invoice number on all payment types and your company s name in your payment instructions for our reference. 4 WAYS TO REGISTER admissions@claridenglobal.com Fax: Call: Website: DATE AND LOCATION This executive program will be held at: Shangri-La Hotel, Singapore January Orange Grove Road, Singapore Tel : Fax : Website : The fee for this two-day executive program includes all written materials, lunch and refreshments. HOW TO REGISTER AND PAY An invoice and registration confirmation will be sent within 7 days, please contact us if you have not heard from us within 7 days. Payment can be made by credit card, by bank transfer or by cheque made payable to Clariden Global Pte Ltd. ALL PAYMENTS MUST BE RECEIVED IN ADVANCE OF THE EVENT. ACCOMMODATION Accommodation is not included in the conference fee but you will be entitled to use our corporate rate for your accommodation. Information will be sent with the registration confirmation. ENJOY 60% CASHBACK Productivity and Innovation Credit (PIC) scheme allows registered Singaporean businesses to claim 60% cash back or enjoy 400% tax deduction for training. For more information, please visit: CANCELLATIONS AND SUBSTITUTIONS Once we have received your booking, the place(s) are confirmed. No refunds will be made for any cancellations, however, program credits of equivalent value only applicable for Clariden Global Pte Ltd events will be provided. Credits can only be redeemed for 1 program and is valid for only one (1) year from date of issue. Substitution with a qualified candidate is allowed by providing at least 5 working days of advance notice to Clariden Global Pte Ltd. One time substitution is allowed with no charges. Subsequent substitutions will be charged 10% admin fee. ALL CANCELLATIONS MUST BE RECEIVED IN WRITTEN FORM PLEASE NOTE: Clariden Global Pte Ltd reserves the right to change the content and timing of the programme, the speakers and the date and venue due to reasons beyond their control. If in the unlikely event that the course is cancelled, Clariden Global PteLtd will refund the full amount and disclaim any further liability. ENQUIRIES: If you have any queries about registration or payment please do not hesitate to contact our client services department on PRIVATE DISCLOSURE STATEMENT: Any information provided by you in relation to this event is being collected by Clariden Global Pte Ltd and will be held in the strictest confidence. It will be added to our database for the primary purpose of providing you with information about future events and services. Visit us at for upcoming events FOR OFFICIAL USE CREDIT CARD: To make payment by credit card, please call our client services hotline at FEE RECEIVED REFERENCE L4002/HX/JN