Integrated Marketing Planning for Effective Brand Management (301) (Virtual)

Effective Brand Management Mastery Program 301
(Virtual Half Day Workshop)

Virtual Workshop Description
In a digitally enabled world, it has never been more important to take a 360 approach to marketing planning. We can no longer rely purely on communications to deliver our brand story. Marketers must now develop integrated plans across a broader range of touchpoints and work within their organizations to champion the customer perspective in order to ensure a holistic brand experience.

This interactive virtual session is focused on helping your team develop truly integrated marketing plans that provide a seamless customer experience across key touchpoints and achieve long term value. We will look at your customer decision journey, undertake a touchpoint mapping exercise and then work on strategies that will deliver your brand promise effectively.

This is the third installment in the ANA’s four-part series “Effective Brand Management Mastery Program”, where participants gain an understanding of branding principles and develop expertise in effectively managing brand identity, positioning, and communication.

In this installment, participants dive into the customer decision journey and learn to create a consistent brand voice across the various touchpoints – before diving into omnichannel marketing techniques in the final installment of the series.

Target Audience
This workshop is for marketers at all levels that want to improve the effectiveness of their marketing planning and get greater impact for their investment.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth:

This workshop helps attendees improve marketing effectiveness by teaching them:

How to champion the voice of the customer across the organization
A framework for thinking beyond marketing communication to all brand touchpoints

This workshop helps attendees increase marketing efficiency by teaching them:

Techniques for making marketing dollars go further
How to make the most of customer insights within the organization

This workshop helps attendees improve marketing ROI by teaching them:

How integrated marketing drives up your ROI
Techniques for ‘sweating the assets’ across multiple channels

This workshop helps attendees improve employee alignment and collaboration by teaching them:

How to be more productive as a marketing team
How to deploy the RACI model to drive greater collaboration and internal focus

Download the full agenda here

Simon Bradley

Founder, Simon Bradley Marketing

Simon is a senior marketing leader and founder of Simon Bradley Marketing, which provides hands-on expertise and practical support to marketing organizations through project sprints, consulting and training. He has extensive client-side experience with brands like Virgin Atlantic Airways, VisitBritain, the New York Knicks, The Radio City Rockettes and Madison Square Garden. At Virgin Atlantic, Simon led the airline’s U.S. marketing across twelve markets and was responsible for building the brand, e-commerce, B2B marketing and CRM. At The Madison Square Garden Company, he was responsible for marketing strategy and consumer engagement and worked across a broad portfolio of world class brands.

Simon has been based in the U.S. for the last 14 years and has also led marketing teams across the world including the U.K., Canada, Sweden, Denmark, Norway, Finland, Brazil and Mexico. In addition to working with a broad range of clients, he is also an Adjunct Professor at New York University and leads Master’s programs in Digital Marketing and Integrated Marketing.

Born and educated in the U.K., he graduated in History from Bristol University and followed this with Tourism Management and Chartered Institute of Marketing Graduate diplomas.

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