online seminars :: bottom-line results

Learn how to promote a singular brand by
integrating your advertising and PR

Get your PR and Advertising messages working together

When you're responsible for MarCom, Advertising and PR efforts are both your responsibility; but more often than not they are perceived as – and act as – hyper-independent siblings, without much in common. In order to do justice to an organization’s brand – to build it and maintain it – both siblings not only need to be speaking the same language but they also need to actually be speaking to each other and having a similar conversation with the outside world.

Register today You get: 2 1-hour Web Seminars PR Acumen Toolkit ($99 value) Ad & Media Acumen Toolkit      ($129 value)   Register now - $249

Sometimes they speak concurrently, and at times sequentially - but for greatest impact, their sound should always be consistent.

In this seminar series you will learn the ‘Do’s of PR, the ‘Do’s’ of Advertising management and planning, the ‘Do’s of media planning and buying, and then learn how to integrate your PR and Advertising efforts so that you not only increase your brand’s value, but also improve your marketing communication’s program results.  Furthermore, you’ll receive a copy of the PR Acumen Toolkit (a $99 value) and the Ad and Media Acumen Toolkit (a $129 value) to help you implement what you learn in the series.

By considering this now – as you plan next year’s MarCom program – you’ll maximize your program’s effectiveness, minimize waste and position yourself – and your department - as more strategic and critical to your organization’s success.

You will learn how to:

•	Successfully integrate these key MarCom components for maximum impact;
•	Develop press materials strategically, not tactically;
•	Create advertising based on a sound platform, with clear direction and objectives;
•	Establish a comprehensive media program that maximizes every dollar of your investment and minimizes waste;
•	Measure results from both advertising and PR efforts to consistently improve campaign goals;
•	Build an annual plan based on consistent initiatives and themes;
•	Position yourself and your team as indispensable executives generating measurable results.

Who should attend:

Marketing Executives: Vice Presidents of Marketing, Marketing Directors, MarCom Directors, Marketing Managers, MarCom Managers, Marketing Coordinators, PR Managers, PR Directors, PR Coordinators and Product Marketers.  Additionally, agency and PR professionals interested in hearing thoughts from ‘the other side’ of the MarCom business!

Time

Seminar involves 2 one-hour sessions*.

	Session I		Session II
Seminar 1:	Tuesday, Nov 11 noon PST	and	Thursday Nov 13 noon PST
Seminar 2:	Tuesday, Nov 18 9:00 PST	and	Thursday, Nov 20 9:00 PST
Seminar 3:	Tuesday, Nov 25 - 9am PST	and	Wednesday Nov 26 - 9am PST
Seminar 4:	Tuesday, Dec 2 - 9am PST	and	Thursday, Dec 4 - 9am PST
Seminar 5:	Tuesday, Dec 9 - 9am PST	and	Thursday Dec 11 - 9am PST

Space is limited  - 10 seats only for each series – so book early.

* You may pick any Tuesday and any Thursday for additional convenience.  Each Tuesday covers Part I, and each Thursday covers Part II.

Where

At your desktop. You need an internet connection and speakers (or headset) to participate.

Cost and Deliverables

$249 includes two seminar sessions, the PR Acumen Toolkit and the Ad and Media Acumen Toolkit:

PR Acumen Toolkit
•	45 page Guidebook
•	6 PR Document Templates
•	Sample PR Budget & Template
•	8 PR Project Plans
•	2 Executive Interviews (positioning; working with a PR agency)

Ad & Media Acumen Toolkit
•	72 page Guidebook
•	5 Advertising Document Templates
•	Media Budget & Template
•	3 Key Project Plans
•	2 Executive Interviews (branding; corporate identity)

About your host

Maria Lopez-Knowles, M.A.

Author, The MarCom Acumen GuideBook, the PR Acumen Toolkit, and the Advertising and Media Acumen Toolkit.

Maria has over 17 years of marketing communications experience at both the agency and in-house sides of the business, and as an independent MarCom consultant. While on the agency side, she worked in account management capacities with such clients as MP&L, VISA and GE, and has served as Director of MarCom for a variety of high-tech organizations (both as an employee and as an independent consultant).  Her experience includes award-winning work in print, broadcast and Web (interactive media) and more importantly- developing programs that deliver measurable ROI.

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Cancellation policy: You can cancel your reservation for a full refund up to 24 hours before the first session.