Annual Brand Plan

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Dates & Times

Start Date/Time:  Monday, May 24, 2010 at 8:00am
End Date/Time:  Monday, May 24, 2010 at 5:00pm

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Venue/Location

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Fees

Early-bird pricing is in effect for this event through 05/04/2010:

Course Description

The annual brand planning process is fraught with a variety of issues:

• Plans are revisited rather than reinvented.
• There's a lack of common templates to make the process consistent. Plans do not receive consistent input and are not adequately documented.
• There's inconsistent input.
• Plans are developed in a vacuum, get sold "up the line" and are endlessly revised.
• Plans aren't actionable and often end up being filed away rather than actualized in the marketplace.

The bottom line is that annual re-learning is required generating substantial rework, inconsistent output from one plan to the next or one division to another, and most importantly time is misspent on unneeded detail.

What Participants Can Expect
Learn an entirely new way to develop and implement a working, useable, powerful marketing planning process. The Marketing Plan in a Day method is a collaborative process that focuses on three key questions:

•·         Where are we now?

•·         Where are we going?

•·         How will we get there?

By addressing those questions and populating the answers with sound marketing principles and an energetic process, the team can build out a detailed, integrated working plan in less than a day.

Participants will learn all the skills required to run a successful Marketing Plan in a Day. The course provides templates and tools needed to facilitate an annual planning process; one that does not get in the way of the planning activities so that teams can concentrate on the strategic issues.

Key Takeaways

•·         Learn the power of collaboration and consensus toward building an effective annual plan.

•·         Develop key outlining skills to ensure all of the key elements for a strong marketing plan.

•·         Incorporate key consumer insights and marketing principles in the planning initiative.

•·         Focus long-term business objectives within the context of short-term priorities.

•·         Create a linkage between customer insights and rich, integrated campaigns.

•·         Understand where the best place is to consider and set budgets in the overall planning process.

•·         Be able to link each expenditure to a specific integrated marketing campaign initiative.

•·         Understand how to use marketing analytics and marketing optimization tools for resource allocation and plan evaluation.

Who is This Course For?
Any one who has to write a marketing plan but especially mid-to senior-level marketers, brand managers, directors, VPs and CMOs - leaders who are responsible for driving or overseeing developing and approving strategic plans.   Cross functional team members but specifically senior and mid-level executives who work in or direct marketing, consumer promotions, corporate planning, finance and sales.

Class Agenda

The agenda has not been published for this conference. ()

Class Instructors

Paul Kurnit is co-author of "The Little Blue Book of Marketing: Build A Killer Plan in Less Than A Day. He's a senior marketing, advertising, and entertainment executive, founder and president of PS Insights, Kurnit Communications and KidShop. Formerly, as president of Griffin Bacal, a DDB agency, Paul played a key role in Hasbro's dynamic growth into a leading international toy and entertainment company. Prior to Griffin Bacal, Paul ran numerous businesses for P&G, American Express and Kraft at Ogilvy and Benton & Bowles. Paul is a Professor of Marketing and Advertising at Pace University.

Steve Lance is co-author of "The Little Blue Book of Marketing" and "The Little Blue Book of Advertising." He was creative director of NBC and the entertainment division of Della Femina, Travisano & Partners. He's won numerous Emmy Awards for his work in network television promotion including Shark Week, The More You Know and the launches of TLC, Animal Planet, Travel Channel and Hallmark Channel. Steve serves on the Board of Directors of Sharethecare.org and is a principal of PS Insights.

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