Consumer Marketing in a Multiplatform World

March 10 - March 12, 2008

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Featured Discussion Leaders

Stacy Jennings Director of Marketing, Savannah Morning News Session: Event Marketing: Finding New Revenue Streams in Your Own Backyard.

Darrell Kunken Market Analysis Manager, The Sacramento Bee Session: Database Applications for Consumer & Market Data Integration in Large Markets.

J. Ann Selzer President, Selzer & Company, Des Moines, IA Session: Leveraging & Monetizing New and Existing Content Across Platforms.

John Tabor, Jr Publisher, Seacoast Newspapers Session: Developing a Multi-platform, Multi-product Brand in Small Markets.

Jason Ford Account Director, Tocquigny Session: Emerging Trends in Digital Marketing: Content tagging, social networking, widgets, the semantic web, and the blurring of online and offline user experiences.

Tom McDevitt President, The Washington Times Session: Reinventing The Washington Times: Game plan for a high-stakes makeover to create a distinct voice in a competitive media market and a powerful national brand.

James E. Smith, PhD Vice President of Research & Development, Morris Publishing Group Session: Jobs to be Done: Strategic Audience Development for New Products & Consumers.

A seminar for marketing and consumer sales executives who want to learn sophisticated tactics for building audiences across all products and platforms.

Who Should Attend?
Marketing executives and managers, consumer sales managers and those responsible for audience and brand development.

How Your Organization Will Benefit
Going beyond conventional marketing approaches, this seminar will apply a sophisticated strategic lens to the consumer marketing process. Participants will learn new ways to generate and use market intelligence effectively, innovative ways to build audiences across all products and platforms, and processes to execute market strategy to shape the overall consumer experience. Seminar sessions include:

• Strategies that best-practice media companies use to attract and retain audiences
• Tracking and analyzing metrics to gauge success
• Search engine optimization and marketing
• Behavioral, contextual and demographic targeting
• Models for marketing via social media and user-generated content
• Strategies for attracting and retaining site traffic
• Low-cost audience development tools

Program highlights include:

Audience development:  Newspaper Next’s new research reveals strategies at work for audience-driven product development built upon the “jobs to be done” approach to identifying consumer needs.

Multi-platform messaging:  Develop an integrated marketing plan that gets your message to audiences and advertisers – how, when and where they want it.

Database marketing:  Harness the power of databases and search-engine optimization to provide intelligence on the cheap and all around.

Digital marketing:  Fill your toolkit with the power tools of the future: viral marketing, social networking, Web sites, e-mail, blogs, kiosks, and podcasting.

Going mobile:  Find out what you need to reach the rapidly growing mobile audience and cell phone-only households.

Creating a ‘brandocracy:’  Leverage your mega-brand while simultaneously developing your product portfolio, expanding audiences and building loyalty.

The Particulars

Please read:
:: API's Registration, Tuition and Hotel Policies
:: Special requirements for international members

Tuition: $1,875

Note: Special pricing for weekly organizations: $975. No other discounts apply.

Hotel/Meal Package: $735.
This charge is in addition to the tuition fee, and is paid directly to the hotel by the seminar member upon checkout.

Location: Reston, Virginia

(This seminar has already occured)