WORKSHOP PRESENTATION 10:00 - 11:30 AM
(TWO CONSECUTIVE WORKSHOPS, Your Choice to Make!)
Workshop 1
Integrating email with social media Zak Barron, Regional
Development Director-
Colorado for Constant
Contact Inc.
Zak Barron, Colorado regional development director for Constant Contact Inc., will focus on the growing
trend of using social networks for business reasons at one of two RMDMA workshops beginning at 10
a.m. Wednesday, April 7.
Social Media clearly is new and hot: Nearly half of the young (under-35) workforce claiming to have
replaced email with social networking as their primary form of personal communications last year.“Social media” are primarily internet and mobile-based tools for sharing and discussing information – the
term referring most often to activities that integrate technology, telecommunications and social
interaction, along with the construction of words, pictures, videos and audio.
“An important question is whether individuals have anything of value to add to the conversation,” Barron
said. “Can you offer specific advice to peers facing the same business challenges you are, for example,
and are you willing to ask peers for advice on business challenges?” You'll learn:
Why and how email marketers have an advantage using the power of social networks.
How to connect people with similar interests, and using evangelists to share your message
(Forward to a Friend).
Understanding what your customers/members want from you.
How to create a company profile page and use it to connect with your online “fan” base.
Why should you care what is going on in Social Media? “People are talking about you out there,” Barron
says. “Even if you are not reading, your customers and future customers are ... Ignorance is not bliss.”
Workshop 2
To prospect or not to prospect . . . Ay, that’s the question—but is there really any question at all for nonprofits? Jim Fenlason,
Director of Development,
The Navigators
Large and small businesses have been hit hard by economic reversals, but budgets of nonprofit
organizations usually are the ones strapped most severely.
Jim Fenlason, Director of Development, The Navigators, will offer strategies for nonprofits at one of two
RMDMA workshops beginning at 10 a.m. Wednesday, April 7.
It’s tempting for nonprofits to “hunker down” and divert the organization’s fundraising focus to existing
donors, according to Fenlason. But, he says, that strategy leads down a treacherous path:
Sources of new donors dry up
You lack new donors to develop into bigger donors
Your donor base shrinks globally
Future fundraising efforts are jeopardized
“Successful fundraising depends on a steady supply of fresh prospects who appreciate your cause”
Fenlason said. “That means investigating new prospect sources and working carefully to segment new
lists to make the most of each prospecting effort.”
Fenlason’s workshop will include discussions of donor acquisition through prospecting, effective
segmentation of donor prospect lists, and donor communication strategies.
Eat What you Kill . . . The only way to ‘feast’ on the benefits of a healthy marketing budget is to beat your sales and profit goals Ian Heller, Founder, Real Results Marketing
Big companies have big marketing departments, big marketing budgets and big marketing plans. Until they don’t.
Then, people get fired, budgets get slashed, and all those big marketing plans flow directly into the gutter.
Tiny companies have a desk (or maybe a dining room table), a miniscule marketing budget, and ...
Big marketing plans.
If those plans don’t pan out, tiny companies wither on the vine.
Ian Heller, though, has good news for those facing marketing challenges in big companies and small alike.
Heller is the luncheon speaker at the April 7 RMDMA monthly meeting.
“The best way not to get ‘fired’ from your marketing job is to plan, implement and measure a multi-channel marketing
program,” he says. “But beware: If you can’t demonstrate that your marketing department produces profits, your
budget and your livelihood are at risk.”
Making marketing a profit center requires rigorous planning, flawless execution and accurate measurement. In this
workshop, you will learn:
How to construct a great marketing strategy that incorporates best practices in conducting market research,
choosing marketing channels (direct marketing/sales, telesales, Web, social media, PR, events, etc.), and branding
your business.
How to design and implement marketing programs across multiple channels.
How to build differentiation using a technique
called, “laddering.”
How to choose marketing objectives that optimize your chances of success (hint: sales
and profit goals are not marketing objectives).
How to manage and measure a marketing department and marketing programs properly.
David Packard (of Hewlett Packard) once said, “Marketing is too important to be left to the
marketing department.” Packard understood that
the effective integration of marketing, finance and
sales led to relationships that overcame make-or break
moments in corporate life.
In a highly interactive presentation, Heller will
cover all these topics and more, plus review
useful templates and models.
Workshop
9:45 am Registration
10:00 - 11:30 Workshop
~~~~~~~
Workshop
Pricing:
Member: $35
All others: $45 Prices after March 25th
Member: $39
All Others: $49
Luncheon
11:15 am Registration & Networking
Noon - 1:15 Luncheon ~~~~~~~ Luncheon
Pricing:
Member: $35
All others: $50 Prices after March 25th
Member: $40
All Others: $55
EVENT LOCATION! Pepsi Center - Club Level
1000 Chopper Circle, Denver Parking - Lot A (VIP)
The VIP parking lots are located on the southwest side of Pepsi Center.
Enter through the VIP Doors. Click here for map
Zak Barron, Regional
Development Director-
Colorado for Constant
Contact Inc.
Zak Barron, Regional Development Director-Colorado, is an email marketing expert with more than eight years of experience in customer service and sales. He has helped thousands of individuals to begin and optimize their email marketing efforts.
Zak serves as a valuable resource for Colorado area businesses, nonprofits and associations, helping them build powerful and sustaining relationships with their customer and member base.
Jim Fenlason,
Director of Development,
The Navigators
Jim Fenlason, has been director of development at The Navigators since 2007. Prior to that he was the president of
Advantage Marketing Inc. and Montana National Finance Inc. He also was VP of finance and operations at
Concerned Women of America.
His clients have included Joni and Friends, Christian Blind Mission, International, International Students Inc. and Focus
on the Family. Finlason is a real estate investor and partner in several businesses including Mr. Biggs in Colorado
Springs.
Luncheon Speaker:
Ian Heller, Founder, Real Results Marketing
Ian Heller has served as the VP, Marketing for W.W. Grainger, Inc., Corporate Express and Newark Electronics, as well as EVP, E-Commerce for a division of GE Capital, where he was named a “hi-potential” executive. Ian holds an MBA from the Kellogg School at Northwestern University where he was elected commencement speaker by his classmates and selected to receive the prestigious Distinguished Service Award for peer leadership by the Dean’s office.
Since founding Real Results Marketing, Inc. in 2004, Ian has helped dozens of publicly held and private equity owned companies develop and implement leading-edge business and marketing strategies, including True Value Company, United Rentals, Tractor Supply and many others. With countless presentations to boards of directors, Wall Street investors, CEO’s, executive teams and MBA students, Ian’s combination of business savvy, insight and wit always ensures a compelling, exciting and highly useful experience.
