The 1st Annual FCS Financial Marketing Summit New York City, New York October 17-18, 2005 A Penn State Executive Program in Partnership with The Financial Communications Society Branding in the New Century Revolutionizing Your Marketing Communications Programs Featuring Don E. Schultz and Ralph A. Oliva What issues do senior financial marketers face today? What approaches are right for a challenging, changing landscape? How do you measure the effectiveness of your branding and marketing communication strategy? Where do you want to take your brand and by what strategy? What does your competition look like? A premier marketing summit, Branding in the New Century, will answer these questions and more. Two world-renowned marketing thought leaders, Don E. Schultz and Ralph A. Oliva, will drive a high-level discussion of key challenges, trends, powerful solutions, practical tips and techniques. This 2-day, hands-on program includes lectures, work sessions and panel discussions, as well as detailed, illustrated examples of concepts and approaches. The orientation will be strategic and managerial, designed to help attendees gain insight for a truly competitive advantage. Summit Topics - 21st Century Marketing And Branding Challenges • Managing Your Brand as an Asset • Integrating The Branding and Communication Process • Estimating and Measuring Returns on Branding and Marketing Communication Investments (ROI) • Emerging Challenges to Brand Management • Succeeding in the Future Through the 7Cs Of Integrated Marketing Communications and Branding Plus, You’ll Be Invited To Attend: • An exciting roundtable discussion on the most urgent marketing and branding issues of the day with Don Schultz, Ralph A. Oliva, Bill Wreaks (Publisher of the Journal of Financial Advertising and Marketing) and other senior indus- try leaders; plus a discussion of B2B Marketing’s latest trends survey, conducted by The Institute for the Study of Business Markets. Summit Take-Aways • Why branding and marketing are in trouble • How to create the next-generation integrated marketing communications process • Meeting organizational challenges to new marketing strategies • Making the transition to customer-focused communications • Brand equity and how relevant stakeholders see the brand • Merging internal and external branding • Understanding brand touch points and contacts • ROI: analyzing the role of financial models • Comprehending media synergy • Exposure to best practices and cutting-edge solutions Summit Premiums Join Professors Schultz and Oliva at a cocktail party on Monday, October 17th for further discussion of workshop ideas. You’ll also receive a copy of Don E. Schultz’s new book, IMC: The Next Generation, Five Steps for Delivering Value and Measuring Returns Using Marketing Communication, (list price $39.95). Additionally, Breakfast and Lunch are included both days. Who Should Attend Senior marketing, communication and branding executives who play a leadership role in financial institutions, their advertising agencies and other organizations that service the industry are urged to attend. Register early and save at www.fcsinteractive.com. Space is limited; sign up now to guarantee a spot. Make plans to attend this ground-breaking event today. Faculty Leaders The primary faculty for Branding in the New Century will be two world renowned leaders in the field: Don E. Schultz and Ralph A. Oliva. They will be assisted by veteran financial-services professionals. Don E. Schultz is currently the Professor Emeritus-in-Service of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University. He also teaches in Bedfordshire, UK; Brisbane, Australia; and Beijing, China. He is the author and co-author of 13 books and has consulted, lectured and held seminars on integrated marketing communication, advertising, sales promotion, branding and communication management in Europe, South America, Asia, the Middle East, Australia and North America. He holds a Master’s Degree in Advertising and a Ph.D. in Mass Media from Michigan State University. Schultz is president of the Illinois-based consulting firm, Agora, Inc., and his recent books include Brand Babble: Sense and Nonsense about Brands and Branding, and an update with his wife on the seminal integrated marketing communications text, IMC: The Next Generation, Five Steps for Delivering Value and Measuring Returns Using Marketing Communication. Dr. Ralph A. Oliva is the Executive Director of the Institute for the Study of Business Markets (ISBM), and Professor of Mar- keting, Smeal College of Business, at Penn State University. Oliva teaches e-business strategy, integrated marketing com- munications, brand management, and B2B marketing for Penn State’s MBA Programs; he has received the MBA award for excellence in teaching. Holding a Ph.D. and M.S. in Solid State Physics from Rensselaer Polytechnic Institute, Oliva has authored 15 books and served as a TV spokesperson for the application of technology to education. He boasts a 23 year career in B2B and con- sumer marketing, along with innovations in marketing education. Dates Monday, October 17 - Tuesday, October 18, 2005. The 2-day program will consist of 6 educational modules. Location The 2-day summit will be held at the offices of Business Week in the spacious McGraw Hill Building 1221 Avenue of the Americas (at 48th street), 50th Floor, New York City Once in New York, the location is easily accessible by subway, bus and cab. Fees The fee for the FCS Financial Marketing Summit is $1,900 for non FCS members and $1,600 for FCS members and includes breakfast and lunch for both days, break refreshments, instructional materials, a cocktail reception featuring Don Schultz and Ralph A. Oliva on October 17th, and a complimentary copy of Don E. Schultz’s book. Special Early Registration Discount - FCS members who register by September 9th receive a special early enrollment fee at only $1,400. Early enrollment for non-FCS members is $1,495. In all cases, non-FCS members’ fee includes a one year membership in the Financial Communications Society. Full payment is expected before the program start date through credit card, check or cash. We accept MasterCard, Visa, and American Express. Cancellations and refunds cannot be honored after September 30th. Program Hosts Penn State’s Smeal College of Business is a pre-eminent learning community, shaping business practice for tomorrow’s con- verging economies. In addition to the nationally ranked undergraduate program, Smeal College is home to internationally ranked MBA and executive education programs. Penn State Executive Programs are consistently ranked among the very best in the world. The Financial Communications Society (FCS), a not-for-profit organization based in New York City, is dedicated to improving professional standards in financial communications. FCS provides industry professionals with a forum for gathering relevant information, sharing ideas and building relationships. REGISTRATION Space is limited. Please contact FCS via e-mail or see our web site. Phone: 212-366-3161 Fax: 718-847-9051 Web: www.fcsinteractive.com Toll Free: 800-FCS-2927 E-mail: email@example.com Register early and save at www.fcsinteractive.com. Space is limited; sign up now to guarantee a spot. Make plans to attend this ground-breaking event today.
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