JWM Workshops February 2018 - j-wmedia.com Pieces 2013/jwm... · Taking each delegate day (across...
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www.j-wmedia.com Page 1 Background There is a lack of training in the broadcast market that is tailored specifically to the unique challenges that marketing strategy of broadcast promotion and its implementation provides – both linear & non-linear. We plug this gap with training specifically tailored to staff in all roles and at all levels whose roles include on-air marketing whether from a strategic or an implementation perspective. We equip attendees with the necessary knowledge, understanding & tools to create strategic, highly effective promotional campaigns within their organization or to implement them as relevant. The workshops will cover best media planning practice & theory as well as practical examples that our attendees will work through & can bring back to the workplace. Delivered by experienced managers with both advertising & broadcast media planning backgrounds JWM are offering two workshops that should address all needs of the on- air/screen process. The intention is to run both within a short space of each other with the option for delegates to choose either one or both days suitable to their needs. Workshop 2 is constructed on the basis that delegates are ideally familiar with the ‘essentials’ of the media planning terminology covered in Workshop 1, although this is not a condition of attendance. Workshop Details Venue – The Dominion Theatre, 268-269 Tottenham Court Road London W1T 7AQ Date – The Essentials of On-Air Media Planning, terminology and its implementation – 27 th February 2018, 9:00 am to 5:00pm Date - Marketing and Media Planning Strategy Workshop, Achieving Effective Promotional Activities – 28 th February 2018, 9:00 am to 5:30pm Number of delegates: Maximum of 15/Workshop Lunch and refreshments provided
Transcript of JWM Workshops February 2018 - j-wmedia.com Pieces 2013/jwm... · Taking each delegate day (across...
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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: [email protected]/[email protected]: Jo+44(0)7804695033/Alan+44(0)7583826076
