Top branding consultant Eric Poerschke and Voice of San Diego’s Mary Brown team up in a special training session designed to help you apply the best marketing and branding techniques in business to news publications -- and do it in context so your branding work can drive membership and other revenue strategies supporting news. In the afternoon Mary will build on that with a session in how to use these marketing and branding positions to build or strengthen membership programs.
This session is for: executive directors, COOs, and development directors. This training is appropriate for those developing a strong brand statement and marketing approach for the first time as well as established publications seeking to refresh or review key marketing messages.
INN members are welcome to attend Marketing + Branding News as a stand-alone session. Travel reimbursements of up to $200 per organization are available for this training day based on need and applicability. See criteria below.
Cost: Free for INN members, but members must register by April 30. Any remaining seats after that date will be offered to non-members for a fee.
8:45 a.m. Coffee: Meet and network with fellow workshop attendees. Coffee generously sponsored by Knight Foundation.
9 a.m. Welcome and introductions: Sue Cross
9:15 a.m. to 12:30 p.m.: Market positioning: your audience, your competitors, your media landscape. Identify how you are positioning your organization. Who is your target audience and what kind of relationship do you have with them? What sets your publication apart?
12:30 - 2 p.m.: Lunch will be provided, generously sponsored by Knight Foundation
2-3 p.m.: Your story. Does your current brand properly represent your new story? How do you apply this story in everything you do to build audience, revenue and other support?
3:-4:30 p.m.: Is membership right for you? Do you have a loyal audience who appreciates your work and recognizes that you’re producing it? How does your marketing and branding carry through to features on your site and your member benefits?
4:30-5:30 p.m.: Breakouts sessions - More on marketing; distribution strategies, membership and related tech tools.
Marketing and branding
Mary Walter-Brown, publisher and COO, Voice of San Diego, oversees VOSD’s operations and revenue focusing on raising awareness, building a strong community of members and developing innovative new products and engagement experiences.
Marketing and branding
Eric Poerschke is the Managing Partner and Chief Strategic Officer at NextLevel Thinking, a marketing strategy firm located in Houston, Texas. Eric is well known for his ability to help organizations think about themselves differently and to see themselves through their customer’s eyes. He previously worked for Compaq Computers, Brand Imagination and Accenture.
WordPress and technology
Adam Schweigert is INN’s senior director of technology, overseeing development of the Largo Platform and INN’s technology consulting team.
Mailchimp for marketing
Tristan Loper is digital manager at Voice of San Diego, responsible for digital tools and communications.