B2B Communications – Accelerate into the “New Normal”

This course will be held regardless of COVID-19 events. It will be delivered remotely over several days.

MODULES

Four 2 hour modules

OVERVIEW

Tell your story and re-establish your brand. Plan to win with modern marketing communications in a post-pandemic world.

RECOMMENDED FOR:

  • Marketing leaders and professionals who are responsible for brand definition, brand activation, or articulating competitive advantage.
  • B2B marketing practitioners and their cross functional colleagues who support the Marketing Strategy and Plan execution

FORMAT:

Live virtual workshop with break-out exercises for application work. Private Q&A sessions are included for each participant/team.

OBJECTIVES:

After completing this workshop you will be able to prioritize a complex array of choices and channels as you define a marketing communication strategy that capitalizes on the changes in the post pandemic world and leverages the digital transformation.

CONTENT:

This course provides the marketer the framework and skills to thrive in our digital world.
Old Rules and New Rules – the context and framework for modern marketing; the role of technology in modern marketing.
The Intersection of Customer Experience, Business Strategy and Marketing.
Marketing Strategy in a Digital World – setting the foundation for success.
The CMO Handbook – how to plan and manage a modern marketing plan.
Assessing Organizational Capabilities for Success.
Rethinking your capabilities and marketing mix

INSTRUCTOR:

Ralph Cummins is the president and managing director of EMM Group.  A self-described “strategy nerd” —  Ralph is fascinated by brand, marketing, and experience strategy as levers of growth.  As a deeply experienced strategist, Ralph is adept at connecting the dots. He quickly sees how things fit together and is able to identify how to align and inspire a team toward a solution.  And Ralph is eager to observe and analyze new ideas and insights and to apply creativity and lateral thinking in order to develop new approaches to solve market-based growth challenges.

As a management consultant, Ralph has led the development of strategic growth initiatives for a variety of agricultural and food industry brands including DuPont Crop Protection, Pioneer Premium Seeds, Del Monte Foods,  the global launch of Lumigen (the DuPont/Pioneer seed treatment business), Corbion Sustainable Food Solutions, Biomin, JBS USA and more.  Ralph has spent more than his fair share of time with farmers, growers, producers, distributors and their partners in China, India, Brazil, the EU and throughout North America.

Prior to becoming a management consultant, Ralph enjoyed a long advertising career in California as a strategist and account manager and is proud to have worked on the launch or relaunch of many successful brands including Del Monte’s lite, natural and tomato lines, Pizza Hut delivery, Dreyer’s/Edy’s sorbets, Coca-cola’s Vanilla Coke, the original Sonicare toothbrush, the national launch of Glen Ellen wines, Einstein’s Bagels, and many others.

Andrea Coville is the CEO at Brodeur Partners.  For 25 years, Andy has developed and executed high-performing global communications campaigns for organizations in the business-to-business, consumer products and health care markets. Her agency’s extensive client roster has included Eaton Vance, Fidelity, MasterCard, Banc Itau, Sanofi, FM Global, Corning, the American Cancer Society (ACS), GreenLight Biosciences, Canivate, IBM, Phillips, RIM (Blackberry), The Trustees, Blackbird, Bio, Vertex, 3M and GE Plastics.

In addition to overseeing Brodeur’s strategic direction and operations, Andy specializes in helping organizations achieve relevance, an elevated brand state that fully engages the market’s emotions, senses and community-minded impulses.

Andy joined Brodeur in 1986 and became partner in 1990. After being appointed CEO in 1999, she took responsibility for the agency’s global footprint. She has since diversified Brodeur Partners from a public relations firm specializing in technology to a multidisciplinary communications agency focusing on full-service communications, digital strategies, social change and business consulting. She has overseen Brodeur’s health care practice since its inception with particular emphasis on medical device and bio/pharma clients.

Andy has led the creative planning process for three global movements, specifically around cancer, hepatitis C and entrepreneurship. She has also developed a consulting practice focusing on leadership for women. She frequently leads workshops on social media and brand transformation. She is the author of Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition.

PRICING:

  • Member:  $995.00
  • Non-Member:  $1195.00

Event Location:

TBD

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