Thursday, April 8, 2010 / 8 a.m. - noon
REGISTER
In this tough economy, the marketing budget and marketing staff are often the first point of reduction for a company. But how do you meet the budget and still ensure that your sales team has the tools and the leads they need to get the business? How do you prioritize spending and activities so that the business and internal resources are strategically positioned when the economy recovers?
Through lecture, discussion and hands-on exercises, executives who are faced with an ever-shrinking budget can learn to develop a marketing communications plan that is focused, streamlined, effective and measurable, and includes the right activities, based on the goals of the business. Class exercises will help students create a custom, high-level marketing communications strategy document to meet a smaller budget, and will also develop their own short- and long-range marketing or business strategies and tactical plans.
WHO SHOULD ATTEND
All managers who want to learn more about the best practices associated with developing a plan for marketing communications. In particular, marketing, sales and general executives or managers who are responsible for maintaining market awareness, generating leads, and supporting the sales channel while demonstrating results on a tight budget will benefit.
WHAT YOU WILL GAIN
- The ability to determine the critical goals of your marketing communications plan
- A process to establish key initiatives and priorities to develop a tactical plan
- Strategies for selecting and integrating multiple media (web, public relations, advertising, direct marketing) for maximum impact
- Strategies for working with sales to target tactics and build internal support
- The ability to develop dashboards and measures that provide insight into effectiveness
- Understand the myths of marketing communications and how to avoid hidden traps
INSTRUCTOR
MARY RAPAPORT is an award-winning marketing leader who has been hired repeatedly by growth-oriented business-to-business organizations wanting to start up a marketing function, or hoping to become more market-focused. She develops and turns around marketing organizations, transforming them into high-performance units that set work plans, budgets, and priorities that are based on the goals of the company and the voice of the customer. Her work has won the 2001 Business Marketing Association (BMA) National Award for Best Dimensional Campaign and the 2008 Midwest Direct Marketing Association ARC (Art – Response – Copy) Award. She has been quoted and her work has been featured in key industry publications such as Nano Science and Technology Institute, Medical Device & Diagnostic Industry Magazine, and Marketing Profs. She is a member of the Business Marketing Association and is part of their International Speakers Bureau. She has also served as an instructor for the Brainco: Minneapolis School of Advertising, Design, & Interactive Studies, and is a regular guest lecturer for Carlson Executive Education. Rapaport received her BA from Chatham College, Pittsburgh, Pennsylvania, and an MBA in Marketing from Baker College of Graduate Studies, Flint, Michigan.
Listen to Mary Rapaport describe the program (MP3)
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