DIRECT MAILWE’RE RETHINKING
www.canadapost.ca/DirectMailWorks
EDUCATION, AWARENESS & HANDS-ON TRAINING
FOR AGENCY PROFESSIONALSŹ FundamentalsŹ StrategyŹ CreativeŹ MediaŹ Production and deployment
CROSS-MEDIA CAMPUS
Canada Post
EDUCATION, AWARENESS & HANDS-ON TRAINING
FOR AGENCY PROFESSIONALSIncrease campaign effectiveness
and ROI with cross-media marketing Ź StrategyŹ CreativeŹ MediaŹ Production and deployment
Training Guide2013
2 Canada Post | Cross-media Campus DIRECT MAILWE’RE RETHINKING
The Cross-Media Campus is an industry initiative, championed by Canada Post and sponsored by industry leaders who have pledged their !nancial support, their in"uence and their expertise to expand the relationship marketing and cross-media skill-sets of marketing, advertising, digital and social agencies in Canada.
THANKS TO OUR INDUSTRY
SponsorsWelcome to the
Cross-Media Campus
OUR SPECIAL THANKS TO OUR TITLE SPONSORS:
Supporting sponsors:
DIRECT MAILWE’RE RETHINKING
Today, more than ever, companies the world over are rethinking the way they do business, how they engage with their customers and prospects, and how they build lasting relationships.
That’s why at Canada Post, we’re rethinking direct mail, its role in the marketing mix and how it supports the broader vision of integrated marketing.
In order to share our insights into how direct mail works in today’s digital world, Canada Post has created the Cross-Media Campus: a strategic education and training resource for agencies and their clients.
The Cross-Media Campus provides training that focuses on creating powerful synergies between physical, digital, social and
traditional media. Learn how to combine direct mail, email, web and other media to increase marketing ROI and effectiveness.
The best part is that all training can be provided to you in-house, so your team can share real-life situations and challenges, making it relevant to your agency and your clients.
I look forward to sharing our Direct Mail and Cross-Media insights with your agency team.
Mary Traversy
Contact usCross-Media Campus Canada Post 500-1 Dundas St. W. Toronto ON M5G 2L5www.canadapost.ca/[email protected]
Mary TraversySENIOR VICE-PRESIDENT, MAIL CANADA POST CORPORATION
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CROSS-MEDIA CAMPUS
Executive Forums
UPCOMING DATES AND LOCATIONS
Location Date
Winnipeg Wednesday, April 3 8 am - 10 am
Vancouver Friday, April 5 8 am - 10 am
Edmonton Wednesday, April 10 8 am - 10 am
Calgary Friday, April 12 8 am - 10 am
Toronto Wednesday, April 24 8 am - 10 am
Ottawa Tuesday, April 30 8 am - 10 am
Quebec City Wednesday, May 1 8 am - 10 am
Montreal Thursday, May 2 8 am - 10 am
For the most up-to-date listing of sessions, visit our website.
Register online today Registration
is FREE
www.canadapost.ca/DirectMailWorks
IN-HOUSE DM & CROSS-MEDIA
workshops In-house training is provided free of charge for groups of ten or more participants. Sessions can take place at your of!ces during a lunch & learn session (we like to call it Power Pizza) or a morning, afternoon or end-of-day workshop.
The workshops detailed on the next few pages are designed to provide relevant cross-media training to the various functional groups in your agency.
There are workshops for strategy, creative, production and media teams. There’s something for everyone, from your latest recruits to your senior account and creative team leaders.
We invite you to register your agency and discuss your training requirements with your dedicated Canada Post Agency Advisor.
Register your agency team today!
Industry best practices are just one click away!Visit the Canada Post We’re Rethinking Direct Mail website for the latest trends in relationship marketing, creative samples and case studies from around the world, innovation, inspiration and more.
Visit www.canadapost.ca/DirectMailWorks
Our Executive Forum series provides marketing executives and agency leaders with the opportunity to discuss and learn about the power, impact and ROI of a customer-centric cross-media approach.
Throughout the second quarter of 2013, we will be traveling across the country to promote industry awareness in key cities and major markets.
Available Workshops
CMW-2000 - Cross-media & DM Creative
CMW-2001 - Cross-media & DM Strategy
CMW-2002 - Cross-media & DM Production
CMW-2003 - DM Targeting & Media
Who should attend?Senior marketing executives Senior Brand, Direct and Digital agency professionals
6 Canada Post | Cross-media Campus DIRECT MAILWE’RE RETHINKING
DM & CROSS-MEDIA
CreativeDM & CROSS-MEDIA
StrategyHow to create high-impact DM and cross-media campaigns that drive results for your clients and build the brand experience.
Understand the WHY and HOW behind customer-centric relationship-focused marketing, it’s key drivers and success factors.
LEARNING OBJECTIVESProvide agency creative teams with the best-in-class principles for high-impact direct mail and integrated cross-media creative
FORMAT90 minute Power Pizza lunch session or half day power workshop
WHO SHOULD ATTEND
LEARNING OBJECTIVESProvide agency account teams with the fundamentals of relationship marketing and how to create a high-impact strategy that drives results for your clients.
FORMAT90 minute Power Pizza lunch session or half day power workshop
WHO SHOULD ATTEND
PRICEFREE to quali!ed agencies*
PRICEFREE to quali!ed agencies*
KEY CONTENT
campaigns build the brand while they produce results
the world
building process
increase relevance
customer journey
creative (copy and design)
KEY CONTENT
and the customer journey
and analytics
To arrange for your on-site training, contact your Canada Post
Agency Advisor or visitwww.canadapost.ca/DirectMailWorks
To arrange for your on-site training, contact your Canada Post Agency Advisor or visit www.canadapost.ca/DirectMailWorks
Course number: CMW-2001
Course number: CMW-2000
* Please contact your Canada Post Agency Advisor for details.
* Please contact your Canada Post Agency Advisor for details.
8 Canada Post | Cross-media Campus DIRECT MAILWE’RE RETHINKING
DM & CROSS-MEDIA
ProductionDM TARGETING &
MediaUnderstand how to effectively produce high-impact direct mail and cross-media marketing campaigns to maximize ef!ciencies, speed deployment and avoid common traps, pitfalls and blunders.
Understand how a relationship perspective changes the way you select media shifting your priority from reach to quality and conversion.
LEARNING OBJECTIVESProvide production and deployment teams with the practical hands-on knowledge they need to cost, produce and deploy integrated cross-media campaigns that grow marketing ROI
FORMAT90 minute Power Pizza lunch session or half day power workshop
WHO SHOULD ATTEND
LEARNING OBJECTIVESProvide media planning teams with insights, tips and key learning on how to plan and buy media to generate a response.
FORMAT90 minute Power Pizza lunch session or half day power workshop
WHO SHOULD ATTEND
PRICEFREE to quali!ed agencies*
PRICEFREE to quali!ed agencies*
KEY CONTENTMost effective creative formats for DM and EM
and components
versus impact and results
& standards
they work
format impacts response
KEY CONTENT
selection with a conversion mindset
lists and why you should care about the difference
secrets
will love you for
campaign ROI
strategy behind your reach.To arrange for your on-site training,
contact your Canada Post Agency Advisor or visit
www.canadapost.ca/DirectMailWorksTo arrange for your on-site training, contact your Canada Post Agency Advisor
or visit www.canadapost.ca/DirectMailWorks
Course number: CMW-2004
Course number: CMW-2003
* Please contact your Canada Post Agency Advisor for details.
* Please contact your Canada Post Agency Advisor for details.
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THE CROSS-MEDIA CAMPUS
Faculty
Mark MorinProgram AmbassadorPresidentStrategies Relationship Marketing
Mark Morin is a passionate marketing communications strategist with 30+ years of hands-on experience in creating powerful, effective and results-oriented material for national and international brands.
He is also one of Canada’s pioneers in relationship marketing education. He has led over one hundred conferences, seminars and workshops throughout North America.
His work has been widely recognized in the relationship marketing industry, having received 61 major national and international awards.Mark is co-author of a book on how to create relevance through customer-centricity and content personalization.
Jennifer CampbellGeneral ManagerDirect Marketing StrategyCanada Post Corporation
Jennifer joined Canada Post in 2006 and has led countless initiatives to support the direct marketing industry. She currently leads a team of advisors who bring hands-on marketing experience and knowledge to a wealth of customers across the country. With an extensive background in direct marketing, segmentation and customer relationship management, Jennifer’s role is to support marketers in maximizing their ROI for their marketing initiatives.
Prior to Canada Post, she held senior marketing roles in companies including American Express,
consulting to companies specializing in marketing and segmentation strategies. A Queen’s University
Masters Certi!cate in Innovation Management.
Raewyn SleemanSenior Manager Agency Strategy Canada Post Corporation
Kristi TomasinSenior Manager Agency Strategy Canada Post Corporation
Derek SorensonSenior Manager, Agency StrategyCanada Post Corporation
Danièle GregoireSenior Manager, Agency StrategyCanada Post Corporation
REGISTER YOUR TEAM TODAYContact your Canada Post Agency Advisor
Canada PostCross-Media Campus500-1 Dundas St. W.
Toronto ON M5G 2L5
DIRECT MAILWE’RE RETHINKING
[email protected] www.canadapost.ca/DirectMailWorks