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BackgroundThereisalackoftraininginthebroadcastmarketthatistailoredspecificallytotheuniquechallengesthatmarketingstrategyofbroadcastpromotionanditsimplementationprovides–bothlinear&non-linear.Weplugthisgapwithtrainingspecificallytailoredtostaffinallrolesandatalllevelswhoserolesincludeon-airmarketingwhetherfromastrategicoranimplementationperspective.Weequipattendeeswiththenecessaryknowledge,understanding&toolstocreatestrategic,highlyeffectivepromotionalcampaignswithintheirorganizationortoimplementthemasrelevant.Theworkshopswillcoverbestmediaplanningpractice&theoryaswellaspracticalexamplesthatourattendeeswillworkthrough&canbringbacktotheworkplace.Deliveredbyexperiencedmanagerswithbothadvertising&broadcastmediaplanningbackgroundsJWMareofferingtwoworkshopsthatshouldaddressallneedsoftheon-air/screenprocess.Theintentionistorunbothwithinashortspaceofeachotherwiththeoptionfordelegatestochooseeitheroneorbothdayssuitabletotheirneeds.Workshop2isconstructedonthebasisthatdelegatesareideallyfamiliarwiththe‘essentials’ofthemediaplanningterminologycoveredinWorkshop1,althoughthisisnotaconditionofattendance.

WorkshopDetailsVenue–TheDominionTheatre,268-269TottenhamCourtRoadLondonW1T7AQ Date–TheEssentialsofOn-AirMediaPlanning,terminologyanditsimplementation–27thFebruary2018,9:00amto5:00pmDate-MarketingandMediaPlanningStrategyWorkshop,AchievingEffectivePromotionalActivities–28thFebruary2018,9:00amto5:30pmNumberofdelegates:Maximumof15/WorkshopLunchandrefreshmentsprovided

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WorkshopOne–February27th

TheEssentialsofOn-AirMediaPlanningTerminologyandImplementation

TheAimTheaimofthistrainingwillbetoequipyourteamwiththetools,knowledgeandunderstandingofMediaPlanningterminologyandanalysesthatareessentialforeffectivecampaignplanninganditsimplementationwhetherinthelinearornon-linearworld.Thetrainingwillfocusonhowthesecanbeusedintheireverydayrolesinorderforthemtobeabletomoreconfidently&effectivelymanagethepromotionacrossyourmediaportfolioandindealingwiththeirinternalstakeholders.Howdoweachievethis?Thisonedaypracticaltrainingworkshopwillincludethefollowing:

• Presentation&discussionofthemeaning,interpretationandcalculationofthecompleterangeofplanningandbroadcastterminologyandanalyses.

• Theworkingthroughofpracticalexamplesthattheyshoulduseintheireverydayplanning–bothindividuallyandtogetherasagroup.

• Thebuildingoftheirowndetailedmedialaydowntoutilisetheirworkshoplearning

• Arole-playwheredelegatespresenttheirmedialaydowntostakeholdersinordertogivethemconfidencewhenpublicallytalkingaboutcomplexterminology.

Weencouragedebateandquestionsthroughouttheday–theaimisforyourteamtocomeawaywitharobustunderstandingofhowtousethesetoolstosupporttheplanningandpromotionalactivitythattheyareresponsiblefor.WhoShouldAttend?Thisworkshopissuitableforeveryonewhowishestobetteracquaintthemselveswiththelanguageofmediaplanningandwhowishtoimprovetheirskillsindevelopingmediaplansandtheiroptimalimplementation.Whilstmediaplannersareakeygroup,PresentationPlannerswhowishtobebetterinformedofaudiencefocusedmediaplanningwouldalsobenefitfromattendingaswouldanymarketersunfamiliarwithmediaplanningterminologyanditsapplication.

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ContentSession1:MediaPlanningterminology&toolsThissessionwillcoverthedefinition,calculationanduseofthefollowing:TVRs,Universe,share,reach,cover,uniquecover,frequency,effectivefrequency,OTS,day-parts,conversions(indices),naturaldelivery,30”equivalentTVRs,ConsolidatedvVOSDALvLive…includingshowinghowthesemaydifferwhenusingdifferenttargetaudiences.Wewillalsotranslatethesetermsintotheir‘digital’equivalentandshowhowthetwocanworktogetherSession2:Useoftheterminology&toolsThissessionwilllookindetailabouthowyouusethesedifferenttoolsineverydayplanning.Whatmeasurestouseindifferentsituations;forplanning,fortargetingandwhilstimplementingcampaigns.Thisworkwillbedonethroughbothgroup&individualexercisestoreinforcethetheoryfromthefirstsession–thecombinationoftheory,presentationstylesandactualpracticalworkingexamplesshouldensurethatthelearningismorethorough&effective.Session3:BringingthetoolstogetherinamedialaydownThisisaworkingsessionwherethedelegateswillbeaskedtousetheirlearningfromtheprevioussessionsinorderworkthroughandcreatetheirown‘live’mediaplan.Session4:RolePlayEachdelegatewillhavetheopportunitytopresenttheirplantothegroupwiththeaimofincorporatingtheterminologyfromthemorningtoshowtheirunderstandingofthehowthetoolsareusedinplanning&implementingpromotionalcampaigns.Session5:TheroleofbreaksTofinishtheday,wewilltaketimediscussingandreviewingtheroleofbreakswithinabroadcastportfolio,howaudiencesviewthesebreaksandthetoolsandtricksofthetradethatcanbeusedtoretainaudiencesintoday’sworldwherechannelzappingandtimeshiftedcontentisbecomingevermoredominant.

CostTheEssentialsofOn-airMediaPlanning-£595/delegate(excl.VAT)Takingeachdelegatedayasoneunit(acrossbothDay1andDay2),JWMwillapplyadiscountof25%forunitsbookedbeyond4fromthesamebroadcasteri.e.5thunitandsubsequentonesthereafter.

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WorkshopTwo–February28thMarketingandMediaPlanningStrategyWorkshop

AchievingEffectivePromotionalActivitiesTheAimManybroadcastteamsareoftenfocusedontheimplementationofmultipleon-aircampaignswithoutrecognisingtheroleforaportfoliofocused&integratedpromotionalstrategy&theimpacttheirdecisionshaveonthis.Thisworkshopaddressesstafffromawiderangeofareaswithinthebroadcastarena,whichinputintotheselectionormouldingofbroadcastmarketingactivitywithafocusonhowbesttousethecriticalbutoftenunder-valued‘owned’promotionalresource.Thisworkshopwillenablestafftostrategicallymakemoreeffectiveandefficientuseoftheirbiggestmarketingresourceinordertohelpbetterachievethebusinessobjectivesoftheirorganisationasawhole.Howwillweachievethis?Thisonedaypracticaltrainingworkshopwillincludethefollowing:

• Theformulationofmarketingobjectives,whichareuniqueandappropriatetobroadcastandimportantly,businessneeds.

• Howtobetterunderstandtherolethatthemarketingofeachofyourcontentandservicesplaysinshapingtheperceptionandsuccessofyourorganisation.

• Thecreationofaprioritisationprocessandmodelthatisbuiltuponrobustcriteriabycategorytoensureeffectivepromotionalusage.

• Adiscussionandviewofthechangingworldofbroadcastmedia,itschallenges,opportunitiesandwhatbroadcastersneedtodotoadapt.

Eachoftheabovewillbeachievedthroughbothpresentationalandpracticalworkingsessions.Weencouragedebateandquestionsthroughouttheday–theaimistoprovidestrategictoolsandmodelsthatcanbeusedbackintheofficetosetorshapeon-airpromotionalstrategy,resourceallocationandcampaignimplementation.WhoShouldAttend?Thisworkshopisaimedatanyonewhomaybeinvolvedinon-airmarketingprocessbutwithspecificfocustowardsmediaplannersandmanagerswhoarelookingtomove

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awayfromthemoreimplementationelementsoftheon-airrole.Thedayisalsohighlyrelevanttostafffromthemarketing,creativecommunityaswellaschannelmanagement.ContentSession1:Objectives&ValueofPromotionThisoftenoverlookedelementofthemarketing/promotionalprocessiscentraltoeffectivemanagementofyourportfolio’spromotion.Thissessionwillexplorehowobjectivesshouldshapeyourpromotion&howtoarriveatapromotionalstrategy,usingaselectionofdifferentpromotionalmodels.Session2:StrategicPrioritisationofMarketingContent.InthissessionweconcentrateontheprocessofformulatingamodelthatproducesahierarchyofpromotionalactivitybaseduponrobustcriteriathathavetobefulfilledtoaddressnotjustMarketing’sneedsbutalsothewiderbusinessobjectives.Session3:HowtoCreatethePerfectPlan&AchieveOptimaluseofResourceWewilllookatwhythecreationofplansisessentialtosoundon-airmarketing,thecontent,considerations,timingsandstructureofaplan.Itwillalsocovertheroleofothermediainthecampaignmixandtheroleof‘earnedandpaidfor’mediatocomplementyour‘owned’media.Thissessionwillalsodelveintothetheoryofeffectivefrequency&theimportanceofcampaignreachandtheimpactthattheyhaveoncampaignshapeselectionSession4:PuttingLearningintoPracticeThissessionisagroupexercisewhere,delegatesinsmallteamsaregivenanupcomingscheduleofproposedmarketingactivityandareaskedtoapplytheirlearningsfromearlierinthedaytocreateanoptimumrobustlyprioritizedmarketinglaydownSession5:CampaignEvaluationThissessioncoversthevariousoptionsusedforevaluatingcampaigns.Wewilllookatwhatcouldbetherightmethodofapproachforyouranalysis,theirstrengthsandweaknesses.Quantitativeandqualitativeapproachedwillbereviewedtogetherwitheconometricmodelingandsocialmonitoring.Session6:AdaptingfortheFuture–StickyBreaks&DrivetoLiveThisisamorediscursivesessionaboutkeytrends&issuesaffectingthebroadcastmarketincludingnon-linearviewingandthegrowthinsecondscreenusage.WewillpresentindustryresearchandshowexamplesfromtheUKandfurtherafieldinhowbroadcastersaretryingtoaddressthedeclinein‘live’viewingandhowtheirattemptsatretainingaudiencesthroughoutabreakbymakingthem‘stickier’.

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CostMarketingandMediaPlanningStrategyWorkshop-£695/delegate(excl.VAT)Takingeachdelegateday(acrossbothDay1andDay2)asoneunit,JWMwillapplyadiscountof25%forunitsbookedbeyond4fromthesamebroadcasteri.e.5thunitandsubsequentonesthereafter.AboutJames&WilkinsonMedia(JWM)James&WilkinsonMediaisacompanythatisuniqueinthebroadcastarena,providingspecificon-airmarketingandmediaplanningconsultancy,breakmanagementandtrainingforbroadcastersglobally,helpingthemtomaximisetheiron-screencommunicationwiththeirviewers.ItiscomprisedofbusinesspartnersAlanJames&JoWilkinson,andtheirMediaPlanningHeadJoeGoddard.Togethertheyhaveacombined50yearsofexperienceinmediaandmarketingplanning,25ofwhichhavebeenspecificallywithinbroadcasting,mainlywiththeBBC,Sky&ViacomintheUK.AlanwasformerlytheHeadofBBCMediaPlanning,withresponsibilityfortheplanningofallmarketingmessagesacrossallBBCplatforms.BothAlan&Johaveextensiveexperienceinon–airmarketingstrategyandpromotionsplanning,thisincludestheproductionofcampaignmarketingmodels,channellaunchstrategy,personnelrecruitmentandbusinesstransformation.SincethelaunchofJWMinApril2011thecompanycanboastofbothcommercialandpubliclyfundedmarketleadingbroadcastclientsthroughoutEuropeandbeyondworkinginoverthirtycountriesacrossfivecontinents.EmailContact: Jo@j-wmedia.com/alan@j-wmedia.comTelContact: Jo+44(0)7804695033/Alan+44(0)7583826076