Date:
December 2, 2010

Time:
9:00 – 4:30 p.m.

Pricing:
Member Rate: $545
Member Team Rate*: $495
Non-Member Rate: $745
Non-Member Team Rate*: $695

Toronto

GST not included
To take advantage of the Team Rate*, three or more members from the same company must register at the same time.

This one-day seminar is for all marketing professionals who want to understand the media planning process and get the most out of their media partners.

The course focuses on how a media plan is developed, from defining objectives through setting a strategy to identifying tactics. Get the skills you need to understand and effectively manage your media investments.

Participants Will Learn:

• Media terminology and definitions;
• To understand consumer media habits: what can and cannot be measured;
• How to think about the role of each medium in moving consumers along the purchase lifecycle;
• The role of both direct response and brand media in the marketing mix;
• The do's and don'ts of briefing your media partner;
• How to evaluate a media plan.

Seminar Features Include:

• Handout material which you can use for current and future reference;
• Interactive sessions that will allow you to put learning in action;
• Case studies that will bring theory to life in a variety of product categories;
• Networking with fellow marketing professionals and exchange of ideas.

You Should Attend If:

• You are a marketing professional in charge of briefing a media partner or approving media investments;
• You are a sales, public relations or advertising specialist who wants to work more effectively with media planning partners;
• You want to understand where all that money goes and why.

Attendees Will Benefit From:

• A process that will take you from jargon and numbers to knowing how to approach media strategically and drive your business forward;
• A set of guidelines that will ensure you get the most out of your media partners;
• A tool kit that will allow you to more effectively manage media investments.

Seminar Outline

• Defining reach, frequency and GRPs
• Media research resources
• Direct response and brand media defined

• Articulating objectives
• What information is required?

• Developing strategies
• The role of each medium: TV, radio, print, out of home, internet...
• Identifying tactics
• The search for impact and innovation

• The reality of supply and demand
• The role of negotiation
• Working effectively with suppliers
• Defining value

• What can be measured
• What should be measured
• How to set up effective tests

Seminar Instructor

Maura Hanley
President
BigReach Learning

Maura Hanley, President, BigReach Learning, is an advertising industry veteran with 20 years experience and a passion for learning. Maura has consistently kept pace with the latest in marketing innovation including everything from performance analytics to social media and mobile tactics. She has worked with advertisers in a variety of categories including telecommunication, financial, automotive, pharmaceutical, travel, retail and package goods. Her expertise includes both brand and direct marketing.

Maura started her career at a full service agency, planning and buying print, TV, and radio campaigns for a variety of advertisers in the media department of Ogilvy&Mather (now Mindshare). She then put her media knowledge to use at Unitel, joining the marketing department of the telecommunications company in the early days of long distance deregulation. She worked closely with the advertising agency and marketing operations, gaining experience in direct marketing and customer database segmentation. Maura executed her first online campaign at Unitel, sponsoring a bulleting board in 1994.

As an Account Director at HYPN (now PHD), Maura lead the media strategy for the launch of Sprint’s The Most for Business and the America Express AirMiles and Blue Cards. In 1998 she joined MBS (now MediaCom) to launch a Direct Response division. Two years later she launched the Digital division. Under Maura’s leadership, these divisions have grown to be among the largest and most successful in Canada. Maura has developed digital media strategies for a diverse group of clients including TD Canada Trust, Rogers, Canadian Tire, Expedia and P&G.

With the relaunch of BigReach Learning in 2010, Maura comes full circle back to sharing knowledge. Her first job out of university was teaching English in China at the Sichuan Institute of Foreign Languages in 1986.