Moderator: Laurel Egan Kenny Panelists: Michael …...Lynne Marlor, Managing Director Bank of New York Mellon Goal: Promotion, Job that she loves Presenter TEXPO, NEAFP, NYCE, AFP,

Presenters:

Laurel Egan Kenny, President, Turningpoint Communications

Ira Apfel, Director of Editorial Content, AFP

Raymond Vines, Director of Treasury, Dean Foods

Wednesday, September 17, 2014

What You Will Learn Today: What Thought Leadership IS… and what it is NOT

What TL Can Do for You

Strategic Approaches to Thought Leadership

Multimedia Opportunities and Exposure What Industry publications, AFP and regionals are looking for

How to pitch / propose your topic / session / article

Maximizing your ROI at Events

Success Stories

Tools to Get Started or Re-Energize Your Quest Thought Leadership Worksheet

Checklist to become a Thought Leader

Copyright 2014. Turningpoint Communications. Unauthorized use is strictly prohibited. 2

Our Thought Leadership Definition Your expertise, presented or written for a specific audience

Study and promotion of best practices

Presentation of original ideas – a basis for change

Credible and focused

Changes how your audience views the topic… and you

Can only be “granted” by those who you seek out

Articulating your experiences in treasury and finance as original, innovative insights to further your profession, your employer and your career – Ira Apfel, AFP


Thought Leadership is NOT! An advertorial or sales pitch

Brand specific information

Resigned for managers, executives

TL for the Right Reasons

Who: Audience

What: Message

When: Schedule

Where: Medium

Why: Strategy

How: Implementation

5 Copyright 2014 Turningpoint Communications. www.turningpointcommunications.com

What can it do for you? Self Promotion

Personal Brand Professional Reputation

Marketing or as an alternative to SALES! Positioning as a trusted advisor/ “Go to Expert” Opportunities to simultaneously promote clients/vendors Supplemental Revenue Create change and improvement Spotlight your topic Focus on what you are passionate about Get promoted Recognition from colleagues / managers Gain clients, market share

Do you have the support you need? Position TL as a win/win/win for your company/manager/you. Copyright 2014. Turningpoint Communications. Unauthorized use is strictly prohibited. 6

Take it to the NEXT level


Company Increase sales Brand Awareness Recognition Industry Standard Patents, Trademarks

Career Go into Business/Consult Advancement: Job, Company

Board Appointments Validation of knowledge Bonus / Perks Editorial Board

Personal Education / Academia

Thesis, Dissertation, Degree, Professorship, Certification

Name Recognition Awards, Honors Work-Life Balance

Multimedia Exposure

Print:

Newsletters

Newspapers

Periodicals

Industry Pubs

Alumni Magazines

Byline articles

Whitepapers

Books / Manuals

Events: Conferences: Big D Webinars Focus Groups

Communities:

Industry Organizations / Boards: DAFP

Editorial Advisory Board

Profnet

Speakers’ bureau


Electronic: eBooks Social Media

Social Media Opportunities Blogs

Google

Yahoo Experts

eHow

Wikipedia

FaceBook

Twitter

LinkedIn . . . .

SlideShare

Copyright 2014 Turningpoint Communications. www.turningpointcommunications.com

Improving ROI at Strategic Events Identify appropriate opportunities

Find your key constituents

Organizations, Venues, Events

Understand what ELSE you can get:

Free admission

Booth

Travel

Understand what the organizer is looking for

Create customized speaking proposals

Tweak your proposal to accommodate their needs

Wow your audience!

Communicate in a way that makes sense to them

Attract an audience ahead of time

Follow up with your audience / organization

Track your experiences / Measure your success

Lodging Attendee List Paid


Treasury Management Organizations

Sizing the Opportunity

AFP 145 Sessions

NEAFP 10 Tracks 90 Sessions

6 Bi-Monthly meetings x 2 sessions/each

Big D 5 timeslots

20 sessions Monthly Meetings

64 regional organizations

Lynne Marlor, Managing Director Bank of New York Mellon Goal: Promotion, Job that she loves

Presenter

TEXPO, NEAFP, NYCE, AFP, PAFP 2012 - 2014

Participation:

President New England AFP 2012-2013

Board of Directors 2008 to Present

Published

Achieving Straight Through Processing 6/2014

Promotion!

Managing Director 7/2014

Ray Vines, Director of Treasury, Dean Foods Goal: Treasurer, Large Co.

Participation:

President DAFP, Board

Presenter:

TEXPO, Big D, NEAFP, AFP

Laurel’s Suggestions

Apply skills/experience to design TL opportunities A bit reactive!

Volunteer Treasurer/ CFO

LinkedIn Profile: Build it out

Get published.

Report Card Sorry Ray!

Good Job, but you can do

better!

Meet Ira Apfel, Director of Editorial Content, AFP

Ira can get you published!

By the Numbers AFP Publications:

AFP Exchange magazine 4 newsletters

Outside contributors to monthly articles: 13 for AFP Exchange 24 for newsletters

Content needed each year: 418 articles

1,024 pages 500,000+ words

Total reach: 40,000 worldwide 50 states 100+ countries CFOs, treasurers, VPs


The Editorial Process Building the editorial calendar

Setting deadlines

Working with advertisers, sponsors, exhibitors

Working with writers, ghost writers

Assigning topics, sessions

Where I get ideas from

Editing, copyediting, design and final layout


What we’re looking for Ideas!

Insights – your experience counts

Questions answered

“Why should I care?”

Tell me a story – case study or timeline

Give me advice – checklist

What worked, what didn’t

Evidence (chart, bio, photos)


What we’re NOT looking for Product pitches

Super Vendorman

This doesn’t FLY!

Clichés

Wandering focus

Get to the point!


Working with Writers / Speakers Don’t be afraid

To try something new

Be unique! Unique is GOOD!

Don’t be sensitive

Meet the deadline

“Spellchek”, “proofred”

Read about an issue – ask me for one!

Don’t give up


Where to Begin: Tell A Story. A Success Story

• Situation

• Opportunity

• Achievement

• Result

20 Copyright 2011 Turningpoint Communications. Not for Unauthorized Use, Duplication or Distribution.

Recap: How to Pitch / Propose Understand exactly what the publication is looking for

Understand the stylistic/ topical / nuances of the various publications / outlets / organizations

Meet the Deadline

Find an advocate from within

Follow Up!

Submit your best

Lead with their client base

Success Stories / Case Studies / Unbiased ALWAYS!

If at first you don’t succeed, try, try again!


Recap: Give Them What They Want What publications are looking for

Relevant

Timely: Fit with their Editorial Calendar and DEADLINES!

Big Names / Brands

Advertisements / Big Spenders

Treasurers only?

Each publication / media type / organization / event has different requirements, preferences, styles


Getting Started or Re-energized


Your Questions?

Ideas?

Discussion.

24 Copyright 2014 Turningpoint Communications. www.turningpointcommunications.com

Laurel Egan Kenny, MBA, MCM Laurel Egan Kenny, MBA, MCM, is founder, owner and president of Turningpoint Communications, a marketing communications and training firm focused exclusively on promoting the thought leadership and best practices of its treasury management focused clients — in communications, at strategic events, in the media and in the communities they serve. Among her clients are 4 of the 10 largest banking institutions in the United States. Before founding Turningpoint Communications, Laurel spent 15 years building and leading marketing teams for treasury, wealth management and foreign exchange divisions at two of the largest, Fortune 100 financial services firms, directly aligned with executive, business development and relationship managers, from whom she learned the best practices, strategy, and the trusted advisor approach she brings to bear for her clients today. In addition to running her business, Laurel presents nationally on a variety of strategic and industry topics and serves as Treasurer and Communications and Membership Chair of the Treasury Management Association of New England (TMANE), Advisor to the Association of Financial Professionals (AFP) and President of the Marshfield Massachusetts Chamber of Commerce. Together with her family, she is also an active volunteer at Sowing Seeds and the Eames Way Elementary School, in her hometown of Marshfield, Massachusetts. Laurel holds an M.B.A., an M.S. in Communications Management, and a B.A. in English and Communications, all from Simmons College, in Boston.

Laurel can be reached at: [email protected], www.turningpointcommunications.com, 781-834-3308 (office), 339-793-3485 (mobile)

25

Contact Information Laurel Egan Kenny

[email protected]

339.793.3485

Ira Apfel

[email protected]

310.961.8881

Documents

Moderator: Laurel Egan Kenny Panelists: Michael …...Lynne Marlor, Managing Director Bank of New York Mellon Goal: Promotion, Job that she loves Presenter TEXPO, NEAFP, NYCE, AFP,