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Sunday,
July 14
Limited Attendance ~ Separate Registration Required
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Courses
include:
Brand Soup - Integrating Your Branding and Product Marketing
12:30 - 4:00 pm
Produced by Michele H. Edelman, VP of Marketing VOD
& PPV, Warner Home Video
Instructors: Rick Jacobs, Principal, Monigle Associates and Patty Miller, Creative Services Director, Comcast Cable, Inc.
With mergers, consolidations and the launching of new products and services, corporate and product branding becomes an essential ingredient in staying competitive and differentiating your company. This course features real-life examples of companies uniting a variety of different products under one brand umbrella. It will provide valuable “how to’s” on brand building and insight into brand hierarchy, brand relationship structure, criteria for an effective brand strategy and the key strategic considerations in developing an effective brand architecture. You’ll obtain practical tactics on how to cement the bond between your branding and product marketing and learn how a well-managed brand plays a key role in enhancing customer loyalty.
Breakthrough Plans for Multiple Products - Advanced Marketing Planning for Operators & Network Executives
1:00
- 4:30 pm
Produced
by Joe Rooney, SVP Marketing, Cox Communications
Instructor: John Zamoiski, President, GEM Entertainment, The GEM Group
Broadband, VOD, digital upgrade, retention, CSR training, community relations, ancillary product sales, PPV, churn reduction.....Every year you are faced with more priorities and the prospect of less budget, less staff and less time with which to get the job done. How do you make intelligent choices? This in-depth session in marketing plan development and executional option assessment has been developed to respond to the pressure on budgets to work harder. This advanced course has been created to meet the needs of senior system and network marketing management to formulate, delegate and assess the relative value of choices made in advertising, direct marketing, promotion and public relations.
Digital 201:
Understanding Advanced Technologies for a Competitive
Edge
12:30 - 4:00
pm
Instructor: Alan Babcock, VP, Learning & Development,
National Cable Television Institute
Explore how digital technologies make exciting new services and products possible and learn how those new products provide cable with a competitive advantage. Look at how decisions regarding deployment of technology can affect the services you want to market to consumers. This course, designed for participants with a basic understanding of cable products, focuses on aspects of technology that relate to marketing decision making and provides a vocabulary to enhance your communications with corporate technologists. You’ll examine key product development issues relating to digital products such as high-definition television,
VOD, Internet access, digital video, digital set-top boxes, and telephony. You’ll also discuss aspects of carriage of broadcast digital signals including formats, modulation and set-top box considerations. And, you’ll gain a better understanding of key strategic considerations in planning for the next wave of digital services with emphasis on how the strengths of digital products offered by cable operators set us apart from our competition. Cost, time and facility limitations preclude demonstrations of the technology.
The Dirty Details of Creating Advertising Campaigns
12:00
- 3:30 pm
Instructor: Jane Maas, Chairman Emeritus, Earle
Palmer Brown Advertising & Public Relations
Legendary ad agency creative director Jane Maas (the woman behind “I Love New York,”) shares insider tips on how to motivate creatives to get more memorable and effective advertising. She will outline the process and steps in developing a successful advertising campaign, taking you from first blush to fruition. Examine the difference between successful campaigns and horror stories. Learn how to measure success. And more. This fun, interactive course is packed with examples and anecdotes, exercises and guidelines for what works, what doesn’t and why in television, print, radio and out-of-home.
Grow Your Cash Flow Through Proven Multicultural Marketing
1:00 - 4:30
pm
Produced by the CTAM Multicultural Marketing
Committee
Instructors: Clyde
C. Allen, President, Allen & Partners, Inc., Max
I. Herbas, Director New Products, Time Warner Cable,
Jack Jackson, President & CEO, Jack Jackson &
Associates and Tony Maldonado, Vice President Marketing, Cox Communications
Untap the revenue potential of your ethnic market segments! Designed to help marketers develop and implement profitable campaigns targeting multicultural audiences, this course will outline national trends and opportunities to grow your business. It will focus on the common principles of multicultural marketing and provide specific guidelines on how to determine what segments to target. In addition to examining key demographic, cultural and motivational factors to consider when marketing to African-Americans, Asians and Hispanics, you will gain valuable tips and "lessons learned" from cable operators who have successfully expanded their outreach and bottom line through targeting different ethnic consumer segments. In small groups, you will work through a "real-life" case study and identify specific action steps to implement a targeted campaign.
iTV Technology
12:00
- 3:30 pm
Instructor: Walt Ciciora, CTAM Chief Technology Instructor
Understanding the technology is key to successfully developing, deploying and marketing the exciting new services that Broadband platforms will enable. Yet most of us don't really know how iTV works and what the key issues and product management decisions are. Walt Ciciora explains the technology in plain English, defines key terms, and reviews the major decisions that must be made before launching iTV services. He will also outline issues surrounding high-definition television (HDTV). If you have a basic knowledge of digital cable technology and would like to learn more about what marketers need to know to successfully launch iTV services, this is the course for you.
Launching On-Demand Services
1:00 - 4:30
pm
Instructors:
Sherita Ceasar, Vice President and General Manager, Subscriber Network Services, Scientific-Atlanta;
Mitchell Miller,
Senior Director - Video On Demand, Charter Communications
and Kathe O'Connor, Director PPV & VOD Marketing,
Charter Communications
This timely course will cover the operational and product development planning required to successfully launch VOD and
SVOD. From understanding the key challenges from a marketing perspective, to setting milestones and training staff, this course is essential for operators and program networks planning to launch on demand services or place products on them. Additional topics may include: on-demand mechanics and integration; how to develop content; scalability modeling and the user interface; what the marketer needs to know about the technology to successfully deploy; managing consumer expectations; and an examination of early trials from an operational perspective.
Relevant Innovations in Customer Care
12:30 - 4:00 pm
Instructors: Catherine Ammann, Associate Partner,
Accenture; J. Patrick O'Halloran, Partner, Customer
Relationship, Accenture and Marianne Seiler, CRM
Global Service Line Senior Manager, Accenture
Looking for novel cost-effective tools to recharge your retention and customer care efforts? Rethinking how to utilize your database to better serve subscribers and gain more near-term value? Then this course is for you. It offers concrete steps to mining profits now while building towards a long-term, strategic customer care solution. You'll learn how to use new and existing data to roll-out profitable customer service programs. You'll find out how to get more from your data mining efforts, better manage the customer relationship, increase loyalty, and gain organization-wide buy-in through training and internal marketing strategies. In addition, you'll learn how leading-edge companies such as Bouygues Telecom and a major wireless company are moving towards their desired position on the customer-centricity continuum by gaining increased customer insight and improving product lifecycle/time-to-market management processes.
subject
to change.
CTAM
- Cable & Telecommunications Association for
Marketing
201 N. Union Street - Suite 440 - Alexandria, VA 22314
Phn. 703.549.4200 - Fax 703.684.1167 - ctam@ctam.com
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