2013 NLC-RISC Marketing Communications Workshop

  • Date: May 15, 2013 - May 16, 2013
  • Location: Denver, CO
  • Category: RISC Conference

Overview

In today's dynamic economic climate, pools are frequently viewed as a price-based commodity making brand loyalty an often-elusive goal.  However, brand loyalty is of paramount importance in our customer/member-driven economy.  This day and a half workshop will offer many tools you can use to rediscover your competitive advantage, reevaluate your marketing strategy execution and effectiveness, and reengage your current and prospective members in innovative ways.  Join us for this marketing-centric workshop and learn how to:
  • Build Brand Loyalty in an Ever-Changing Market,
  • Effectively Use Qualitative Research to Supplement Your Quantitative Data,
  • Develop Integrated Messaging Campaigns,
  • Use Mobile Marketing and Social Media to Engage Your Membership Effectively,
  • Go Beyond Customer Service and Discover How Do You Sell Your Product Successfully,
  • and Shape the Long-Term Execution of Developed Marketing & Brand Strategies

Session details can be found under the Schedule to the left. View the great speaker line up here.  Deadline to register is April 15, 2013.

Schedule

Wednesday, May 15, 2013

  • 8:00 am
    Registration

  • 9:00 am
    Welcome & Overview

  • 9:15 am
    Keynote: Building Brand Loyalty in an Ever-Changing Market (Show details)

    Sandra Zoratti - Global Marketing, Ricoh

    In today's dynamic economic climate, pools are frequently viewed as a price-based commodity making brand loyalty an often-elusive goal. Paradoxically, brand loyalty is of paramount importance in our customer/member-driven economy. This session will look at how data-driven approaches can drive better member and prospect engagement and improve brand loyalty through relevant, value-added content and stand-out relationship marketing. Real-world examples with real-world results will be used to illustrate the power of leveraging data to understand and build your membership loyalty and speak more directly to your members and their needs. Topics include how to use data to:

    • select the right "targets" for recruitment, retention or reactivation
    • create relevant, engaging, compelling content to those targets
    • measure the effectiveness of your marketing
    Business case studies will be shared to show the proven power of a prescriptive approach to building brand loyalty.

  • 10:45 am
    Concepting and Ideation for New Service Success: Effective Use of Qualitative Research to Supplement Your Quantitative Data from Member Satisfaction Surveys (Show details)

    Maura Fallon Schmitz - KeyStat Marketing, Inc.

    Many pools have done and continue to conduct member satisfaction surveys: now what? This session will discuss next generation market research which can guide future strategy regarding new coverage and service implementation. Topics include: using qualitative research techniques to build upon your quantitative insights; exploring the latest methodologies available today (e.g. online focus groups, bulletin boards and panels); and tapping your membership to develop and test coverage and service concepts before you launch.

  • 12:00 pm
    Lunch On Your Own

  • 1:30 pm
    Developing Integrated Messaging Campaigns (Show details)

    Ken Giffin - GutCheck

    Communication preferences among our membership are many, which creates the need for effective integrated messaging platforms. This session will discuss the principles of integrated messaging campaigns and the critical pieces needed for their success, including:

    • Creating effective content
    • Speaking with one voice
    • Determining the best communication vehicles that match audience needs
    • Maintaining graphic standards to strengthen your brand
    • Evaluating the need for social media
    We will also discuss what can be done creatively within budget; maximizing your Marketing/Communications dollar.

  • 3:00 pm
    Long-Term Execution of Developed Marketing & Brand Strategies (Show details)

    Many still view marketing & branding as a one-time project. This session will discuss the importance of yearly planning and effective execution to see results. Topics include developing a comprehensive marketing strategy, annual project management, and how to select useful metrics to measure success.Many still view marketing & branding as a one-time project. This session will discuss the importance of yearly planning and effective execution to see results. Topics include developing a comprehensive marketing strategy, annual project management, and how to select useful metrics to measure success.

  • 5:00 pm
    Cocktail Reception (Show details)

    Marketing Workshop attendees are invited to join us for a cocktail reception at Bistro Vendome (less than a mile walk from the Sheraton).

Thursday, May 16, 2013

  • 9:00 am
    Mobile Marketing and Social Media as Components of an integrated Marketing Strategy (Show details)

    Greg Olson - GROWL Agency & Digital Strategist at Condit.com

    This session will discuss current conventions in mobile marketing and social media and their appropriate applications for pooling. Topics include: how to capitalize on the intersection of local (web), mobile and social tools; what customers really want when they engage on the small screen; how companies are leveraging mobile marketing to bridge the gap between digital and traditional advertising; and an in-depth discussion on developing digital marketing tools.

  • 10:30 am
    You Are Great at Customer Service But How Do You Sell Your Product (Show details)

    Michael Kilfoyle - The Kilfoyle Group, LLC

    Many pools use agents/brokers to market membership but there are several that do not. This session empowers internal staff with current sales techniques used in B2B marketing and insurance. Topics include: retention marketing techniques, using thought leadership as a meaningful selling tool, and ways in which to create effective brand ambassadors internally, as well as externally, if agents/brokers are used. Also discussed will be effective sales techniques to use when competing with commercial carriers.

  • 11:45 am
    Thank You & Wrap-Up

Hotel/Travel

Sheraton Denver Downtown
Denver, CO
(303)893-3333

The Sheraton Denver Downtown Hotel is centrally located in Denver's financial and business districts. Our dynamic 1,231-room and 82-suite hotel offers conference attendees and city visitors exceptional convenience and comfort. Situated along a mile-long tree-lined promenade featuring outdoor bistros, microbreweries, shopping, and entertainment our property puts you in the center of fantastic shopping and other activities.

The NLC-RISC group rate starts at $149 per night for single or double occupancy plus applicable fees and taxes. The group rate will be available until April 14, 2013. Reservations made after this deadline are based on availability.

Check-in is 3:00 pm and check-out is 12:00 pm. You may cancel up to 48 hours prior to your scheduled arrival without penalty. There is also an early departure fee of $50.00 if a guest checks out priort to the confirmed checkout date.

Please Note: The Sheraton is sold out for Saturday night, May 18th.  We are looking into overflow options for that evening, or you may want to check out Visit Denver's Come Early Stay Late program offering deals on mountain resort destinations for an extended stay after the conference.

Book your room

Presenters

  1. GutCheck
  2. The Kilfoyle Group, LLC
  3. GROWL Agency & Digital Strategist at Condit.com
  4. KeyStat Marketing, Inc.
  5. Global Marketing, Ricoh