JWM Workshops Spring 2016 - j-wmedia.com Pieces 2013/jwm... · JWM is a company that is unique in...

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BackgroundThereisalackoftraininginthebroadcastmarketthatistailoredspecificallytotheuniquechallengesthatmarketingstrategyofbroadcastpromotionanditsimplementationprovides.Weintendtoplugthisgapwithtrainingspecificallytailoredtostaffinallrolesandatalllevelswhoserolesincludeon-airmarketingwhetherfromastrategicoranimplementationperspective.Weintendtoequipattendeeswiththenecessaryknowledge,understanding&toolstocreatestrategic,highlyeffectivepromotionalcampaignswithintheirorganizationortoimplementthemasrelevant.Theworkshopswillcoverbestmediaplanningpractice&theoryaswellaspracticalexamplesthatourattendeeswillworkthrough&canbringbacktotheworkplace.Deliveredbyexperiencedmanagerswithbothadvertising&broadcastmediaplanningbackgroundsJWMareofferingtwoworkshopsthatshouldaddressallneedsoftheon-airprocess.Theintentionistorunbothwithinashortspaceofeachotherwiththeoptionfordelegatestochooseeitherorbothdayssuitabletotheirneeds.Workshop2howeverisconstructedonthebasisthatdelegatesarefamiliarwiththefundamentalsofthemediaplanningterminologycoveredinWorkshop1andactsatmoreadvancedlevelthanthefirstworkshop.WorkshopDetailsVenue–TheDominionTheatre,268-269TottenhamCourtRoadLondonW1T7AQ Date–TheFundamentalsofOn-AirMediaPlanning,terminologyandimplementation–6thApril2016,9:00amto5:00pmDate-MarketingandMediaPlanningStrategyWorkshop,AchievingEffectivePromotionalActivities–7thApril2016,9:30amto5:30pmNumberofdelegates:Maximumof14/WorkshopLunchandrefreshmentsprovided

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WorkshopOne–April6th

TheFundamentalsofOn-AirMediaPlanningTerminologyandImplementation

TheAimTheaimofthistrainingwillbetoequipyourteamwiththetools,knowledgeandunderstandingofMediaPlanningterminologyandanalysesthatareessentialforeffectivecampaignplanninganditsimplementation.Thetrainingwillfocusonhowthesecanbeusedintheireverydayrolesinorderforthemtobeabletomoreconfidently&effectivelymanagethepromotionacrossyourmediaportfolioandindealingwiththeirinternalstakeholders.Howdoweachievethis?Thisonedaypracticaltrainingworkshopwillincludethefollowing:

• Presentation&discussionofthemeaning,interpretationandcalculationofthecompleterangeofplanningandbroadcastterminologyandanalyses.

• Theworkingthroughofpracticalexamplesthattheyshoulduseintheireverydayplanning–bothindividuallyandtogetherasagroup.

• Thebuildingoftheirowndetailedmedialaydowntoutilisetheirworkshoplearning

• Arole-playwheredelegatespresenttheirmedialaydowntostakeholdersinordertogivethemconfidencewhenpublicallytalkingaboutcomplexterminology.

Weencouragedebateandquestionsthroughouttheday–theaimisforyourteamtocomeawaywitharobustunderstandingofhowtousethesetoolstosupporttheplanningandpromotionalactivitythattheyareresponsiblefor.WhoShouldAttend?Thisworkshopisaimedatjuniororassistantmediaplannerswhowishtobetteracquaintthemselveswiththelanguageofmediaplanningandwhowishtoimprovetheirskillsindevelopingmediaplansandtheiroptimalimplementation.Presentationplannerswhowishtobebetterinformedofaudiencefocusedmediaplanningwouldalsobenefitfromattendingaswouldjuniormarketersunfamiliarwithmediaplanningterminologyanditsapplication.

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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.Session2:Useoftheterminology&toolsThissessionwilllookindetailabouthowyouusethesedifferenttoolsineverydayplanning.Whatmeasurestouseindifferentsituations;forplanning,fortargetingandwhilstimplementingcampaigns.Thisworkwillbedonethroughbothgroup&individualexercisestoreinforcethetheoryfromthefirstsession–thecombinationoftheory,presentationstylesandactualpracticalworkingexamplesshouldensurethatthelearningismorethorough&effective.Session3:BringingthetoolstogetherinamedialaydownThisisaworkingsessionwherethedelegateswillbeaskedtousetheirlearningfromtheprevioussessionsinorderworkthroughandcreatetheirown‘live’mediaplan.Session4:RolePlayEachdelegatewillhavetheopportunitytopresenttheirplantothegroupwiththeaimofincorporatingtheterminologyfromthemorningtoshowtheirunderstandingofthehowthetoolsareusedinplanning&implementingpromotionalcampaigns.Session5:TheroleofjunctionsTofinishtheday,wewilltaketimediscussingandreviewingtheroleofbreakswithinabroadcastportfolio,howaudiencesviewthesebreaksandthetoolsandtricksofthetradethatcanbeusedtoretainaudiencesintoday’sworldwherechannelzappingandtimeshiftedcontentisbecomingevermoredominant.CostFundamentalsofOn-airMediaPlanning-£575/delegate(excl.VAT)Takingeachdelegatedayasoneunit,JWMwillapplyadiscountof20%forunitsbookedbeyond4fromthesamebroadcasteri.e.5thunitandsubsequentonesthereafter.

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WorkshopTwo–April7thMarketingandMediaPlanningStrategyWorkshop

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-airmarketingprocessbutwithspecificfocustowardsmediaplannersandmanagerswhoarelookingtomoveawayfromthemoreimplementationelementsoftheon-airrole.Thedayisalsohighlyrelevanttostafffromthemarketing,creativecommunityaswellaschannelmanagement.

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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’.CostMarketingandMediaPlanningStrategyWorkshop-£695/delegate(excl.VAT)Takingeachdelegatedayasoneunit,JWMwillapplyadiscountof20%forunitsbookedbeyond4fromthesamebroadcasteri.e.5thunitandsubsequentonesthereafter.

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AboutJames&WilkinsonMedia(JWM)JWMisacompanythatisuniqueinthebroadcastarena,providingspecificon-airmarketingandmediaplanningconsultancy,breakmanagementandtrainingforbroadcastersglobally,helpingthemtomaximisetheiron-screencommunicationwiththeirviewers.BusinesspartnersAlanJamesandJoWilkinsonsetupthecompanyin2011.Togethertheyhaveinexcessoffortyyearsofexperienceinmediaplanningstrategyandimplementation,twentyofwhichhavebeenspecificallywithinbroadcasters.AlanwasformerlytheHeadofBBCMediaPlanning,withresponsibilityfortheplanningofallmarketingmessagesacrossallBBCplatforms.JoalsoworkedattheBBCandadditionallyatBSkyB.In2011theyformedJWMandhavesinceoperatedwithbroadcastersinoverthirtydifferentcountriesacrosssixcontinents.In2013JoeGoddardaChildren’sspecialistjoinedasMediaPlanningandStrategyManagerfromViacom.EmailContact: Jo@j-wmedia.com/alan@j-wmedia.comTelContact: Jo+44(0)7804695033/Alan+44(0)7583826076