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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