Download Abstracts Bios Marketing pdf

Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 1 – Wednesday 19th November
Joint first session – Chair: Lynda McSweeney
Registration
Welcome address: Séan McKeown.
How Ireland Tells its story, Mark Henry, Marketing manager for Tourism Ireland
Mark leads the Central Marketing Division of Tourism Ireland – the public body
responsible for marketing the island of Ireland overseas.
Mark is an insight-driven, strategic marketer and is an established leader in
deploying new media marketing. He leads the Central Marketing Division of
Tourism Ireland – the public body responsible for marketing the island of Ireland
overseas. Mark’s remit covers strategy development, research, marketing
communications, eMarketing, content development, customer contact and
Northern Ireland projects. His role involves identifying the best prospects for
generating tourism to Ireland, understanding the island’s customers and working
with colleagues to plan effective marketing strategies to deliver growth. He has
responsibility for developing the organisation’s advertising, content and
eMarketing assets. Mark also looks after Tourism Ireland’s customer response
channels and works across the organisation to ensure focus on delivering on its
Northern Ireland growth remit. Before joining Tourism Ireland Mark was Strategic
Development Manager with the Internet arm of Horizon Technology Group
plc. Before that again he was Head of Research & Planning for the e-business
subsidiary of eircom, the former state telecommunications company. Mark
possesses Masters degrees in both Psychology and Business Administration.
Abstract to follow
Workshop: How Zoos can best tell their story. Charlotte Smith, Chester Zoo
Charlotte joined Chester Zoo as Head of Discovery and Learning in June 2014, following 15
years working in the museums sector, including leadership and learning focused roles for
Imperial War Museums and Museum of Science and Industry, Manchester. She has a wide
range of experience including managing projects, programmes and events for formal and
informal audiences, volunteer management, community engagement, exhibit
development, evaluation and the development of master plans and engagement
strategies.
How zoos can tell their stories: As zoos and aquaria, we communicate our stories in many
different ways and to achieve a wide range of different agendas and outcomes. Based on
Charlotte's experience developing a new organisational Learning and Interpretation Strategy
for Chester Zoo, this practical workshop will use visitor journey mapping to explore how we
might tell our stories more holistically to achieve more consistent messaging, better visitor
experiences and ultimately greater impact
Tea break
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 1 – Wednesday 19th November
Chair: Kirsten Pullen
Why the media world wants our positive stories- Q&A: James Bromley – Ex Managing
Director The Mail Online.
PR Megablast – Great examples of good PR within BIAZA (Pecha Kucha Session) : Zoe
Wright, Folly Farm, Becky Churcher, Marwell, Becky Leach, The Deep.
Zoë Wright, Head of Marketing, Folly Farm
Zoë Wright studied Journalism at Cardiff University before taking a Postgraduate Diploma
in Public Relations also at Cardiff. Before beginning her career in tourism marketing, Zoë
was an Account Director at a London Hi-Tech PR Consultancy working for leading
technology firms such as Microsoft, IBM and 1&1 Internet. Having spent five years as
Marketing Manager at a Welsh theme park she swapped rollercoasters for animals when
she joined Folly Farm Adventure Park and Zoo in 2008.
Zoë has worked closely with Zoo Curator, Tim Morphew, over the last five years to raise
the profile of the zoo at Folly Farm amongst visitors and within the zoo community hosting
the ACE Conference in 2008. Recent zoo developments include Giraffe Heights, Penguin
Coast and the Pride of Pembrokeshire. Zoë particularly enjoys the PR opportunities the
zoo presents as PR is where her heart lies.
Zoë is married with two young sons, who are Folly Farm’s biggest fans.
The Pride of Pembrokeshire
Folly Farm’s latest project saw a pride of African lions arrive in Pembrokeshire, contributing
to an additional 60,000 visitors in 2014. By far the most emotive development at Folly Farm,
the marketing team had to be prepared for negative comment, be consistent in our
response and plan lots of positive PR stories to get visitors excited about the project. This
presentation touches on the negative but focusses on the PR successes.
Becky Churcher, PR Manager, Marwell Wildlife
Becky Churcher is the PR Manager for Marwell Wildlife which runs Marwell Zoo in
Hampshire. After spending 5 years in Journalism as well as freelancing for animal charities,
Becky moved to Marwell Wildlife in 2011. Becky is also a member of BIAZA’s CDC.
Rise of the Dinosaurs
Last summer Marwell Zoo welcomed animatronic dinosaurs to the park for their event ‘Rise
of the Dinosaurs’. Becky talks about the different ways to create press coverage such as
spoof videos, road shows and social media campaigns
Becky Leach, The Deep Hull Becky Leach, Marketing Manager, The Deep Hull
Becky joined The Deep in 2011, following roles as a PR and Events Executive and
Communications Officer within the local council. This move allowed Becky to pursue her
real passion of tourism and enhancing perceptions of the city. After 18 months, Becky was
promoted to Marketing Manager and is now responsible for all marketing and
communication within The Deep alongside her team. Becky’s formal qualifications come
from Leeds Metropolitan University with a BA (Hons) in Public Relations, which was gained
in 2006.
Strategy behind penguins
In March 2014, The Deep in Hull launched a new indoor penguin enclosure rivalling some of
the best designs in Europe. The PR and Marketing team were charged with raising
awareness of this new enclosure and set the challenge of increasing visitor numbers.
Everyone expected the new additions to be popular, but what happened far surpassed
expectations. With a 40% increase in visitor numbers, Becky Leach talks through the strategy
behind the PR launch.
Lunch break
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 1 – Wednesday 19th November
Chair Alex Smale
Public Relations
How to make sure the press play fair: Gary Thomson, Ex Editor Sun Online, NOTW
Gary Thompson is a media consultant with over 20 years experience of working as journalist
and editor within the national newspaper industry.
He was formerly Associate Editor at The Sun, where he oversaw all of the paper's digital
content and was responsible for launching The Sun's first ever iPad app. Prior to that Gary
held senior editorial positions on both the News of the World and Sunday Magazine. Gary
left newspapers three years ago to form his own media consultancy, through which he now
represents a number or private and corporate clients. He has also contributed to
publications including the Daily Mirror and Sunday Mirror, Sunday People, Daily Express,
Mail Online and The Independent.
Gary will be drawing on his vast experience to speak about 'How To Make The Press Play
Fair'. His presentation will examine the role of the Editor's Code of Practice in modern
newspapers, plus he will give invaluable advice about what to do if you ever find yourself in
the unenviable position of being caught up in a media firestorm. He will also offer simple tips
for how to communicate with the press, plus look at the Dos and Don'ts of successful PR.
Crisis Management when accidents happen: David Walker, the Royal Society for the
prevention of accidents (RSPoA)
Darragh Doyle is a Community Manager. He helps people online and he uses the internet to
tell people about things, primarily in Irish Events, Film, Theatre and Tourism.
He works with a variety of organisations online including Riverdance, 20th Century Fox,
Microsoft, Sony Pictures Ireland, AerTV and International dance spectacular Heartbeat of
Home. Most recent projects include Riverdance's 20 Year Anniversary, the return to TV
screens of School Around the Corner, the release of X-Men: Days of Future Past to Irish
Cinemas and the upcoming Street Performance World Championship in Cork in July.
Darragh also looks after the @ireland twitter account with IrishCentral.com and he helps the
London Irish Centre when possible. His ongoing involvement with various Diaspora projects
means he maintains strong connections with many Irish Organisations around the world.
Darragh is involved with a variety of Charities, Events, Festivals, PR and Theatre
Organisations and he tries to share useful, interesting and funny stuff he finds online via
twitter. With a combined Social Media audience of over 100,000, he's never far away from
an internet connection.
Tea Break
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 1 – Wednesday 19th November
Chair: Becky Leach
Crisis Management Workshop- How to handle your PR and Social Media in a storm,
Rebecca Blanchard, Senior Press Officer at Zoological Society of London
Crisis Communications: Considering your Audiences
In today’s digital age, handling a media crisis is a very different kettle of fish from just a
few days ago. When facing a crisis scenario it’s important to remember your different
audiences, this workshop will look at tackling the communications for different audiences
for different situations.
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 2 – Thursday 20th November
Chair: Stephen Ryan
Marketing and Social Media
Community management and the media: Darragh Doyle, 20th Century fox, Microsoft, Sony
Pictures
Darragh Doyle is a Community Manager. He helps people online and he uses the internet to
tell people about things, primarily in Irish Events, Film, Theatre and Tourism.
He works with a variety of organisations online including Riverdance, 20th Century Fox,
Microsoft, Sony Pictures Ireland, AerTV and International dance spectacular Heartbeat of
Home. Most recent projects include Riverdance's 20 Year Anniversary, the return to TV
screens of School Around the Corner, the release of X-Men: Days of Future Past to Irish
Cinemas and the upcoming Street Performance World Championship in Cork in July.
Darragh also looks after the @ireland twitter account with IrishCentral.com and he helps the
London Irish Centre when possible. His ongoing involvement with various Diaspora projects
means he maintains strong connections with many Irish Organisations around the world.
Darragh is involved with a variety of Charities, Events, Festivals, PR and Theatre
Organisations and he tries to share useful, interesting and funny stuff he finds online via
twitter. With a combined Social Media audience of over 100,000, he's never far away from
an internet connection
Social Media workshop- how to engage, inspire and profit from your following, Alex Smale,
CDC.
Alex has been a social media marketer since 2007 when he built his first business using
only content marketing. He is now ranked in the top 10 social media experts in the country
on the SMAUK500 chart. Having previously worked in the zoo community for several
years, he has a good understanding of how social media can help zoos to market
themselves effectively. He now runs his own social media agency, Tribemix, working
predominantly in the leisure industry with a select group of clients.
How to engage, inspire and profit from your following: In this workshop, Alex will establish
the role that social media and content creation should be playing in your marketing mix. He
will then take you through some ways in which you can think out of the box and use them
effectively. Working in teams, you will then face a series of challenges to put these ideas into
practice.
Tea Break
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 2 – Thursday 20th November
Chair: Rebecca Blanchard
Becoming a social business- how to incorporate all departments into your social
strategy: Stephen Ryan
Stephen is Head of Marketing for Fota Wildlife Park one of the top ten visitor attractions in
Ireland. Since taking up this role in November 2008 he has completely changed the brand
identity and image that the park has in the public domain.He has managed to create a brand
that is colourful, fun and exciting but more importantly a brand that people can identify
with. To do this he has used social media and online communications as the key role in this
brand building strategy and as a result has managed to increase website hits from 60,000
per annum to 300,000 per annum. On top of this he has created an online following for the
park which has 94,000 fans on Facebook and 10,000 followers on Twitter. In 2010 Stephen
was rewarded for his successful online communications strategy when Fotawildlife.ie was
awarded the prestigious Grand Prix award for best website in Ireland at the eircom Spiders.
Stephen is a proud alumni of CIT having completed a Masters in Business Studies specialising
in Marketing, A H.Dip in PR plus a degree, diploma and cert
Using new forms of social media to attract younger audiences, Natasha Lynch, Essential
French
Natasha Lynch, is founder and Director of Essential French, Munster's leading grinds
college for French and Irish. Natasha is a huge advocate of effective utilization of
social media to enhance brand loyalty and the customer service experience. She and
her team have completely revolutionized the grinds industry through dynamic
practices in brand development. The PetitTweetCork Twitter, Vine and Snapchat
accounts have featured in the national press due to the originality in its approach in
helping students prepare for the Leaving Cert.
Marketing Megablast- great examples of good marketing within BIAZA (Pecha
Kucha): Sally Munro, WWT
Sally Munro is Marketing Manager at WWT Slimbridge Wetland Centre which she joined
four years ago. Her background is in journalism working on regional papers as a reporter
and later a news editor. Sally switched to marketing as she wanted to work in a more
strategic role without the distraction of so many daily deadlines and was also attracted by
the proposition of working for a conservation charity. Since being at WWT Slimbridge Sally
has launched the social media accounts, enjoyed hosting Autumnwatch and produced
many successful press releases gaining valuable coverage locally and nationally. Through
her experience there Sally has developed a broader interest in visitor experience and
customer service. This focus from Sally and her colleagues led to WWT Slimbridge being
awarded Cotswold Large Visitor Attraction of the Year for 2014.
As part of her role Sally oversees the busy and varied events programme.
Swans and Santa: a winning recipe for gaining family visitors in winter
It can be a struggle for outdoor attractions to appeal to families in the winter. This year
though the team at WWT Slimbridge has designed a Christmas event which manages to stay
true to the attraction’s brand while having wide appeal.
Lunch
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 2 – Thursday 20th November
Chair: Becky Churcher
Using online analytics to find out what is being said about your brand: Stephen O’ Leary –
Media Analyst, Olytico
Less talking, more listening – what people are saying about zoos online.
Social Media Analysis of zoo, aquarium and wildlife park conversations in the UK and Ireland
in October 2014
Content: unleash the beast - Generating content 24/7 Gareth Edwards
Biography and abstract to follow
Tea Break
Education and Communication Conference
Fota Wildlife Park.
Marketing
Day 2 – Thursday 20th November
Chair: Zara Gaspar
Marketing Tips and Statistics: Simone Hayes, Agility Marketing
Simone Hayes is a seasoned, marketer and for the last 7 years, has been helping attractions
at specialist visitor attraction agency , Agility Marketing. Working with animal attractions
and parks, Simone is Agility's Senior Project Manager. She is responsible for devising both
digital and offline marketing campaigns with one clear objective ... to drive footfall. Simone
has been awarded google partner status for Agility Marketing, and achieved at least a 15%
increase in visitors for the set of attractions she looks after.
2014's Must know marketing tips to drive footfall
Every wildlife attraction needs to use their marketing budget wisely. Having worked with
over 20 different attractions annually, discover Agility Marketing's key marketing advice
from 2014. With marketing campaigns implemented both offline and online, this session
will be informative and educational
Joint last session
Closing remarks: Kirsten Pullen, CEO, BIAZA