Fundamentals of Retail Marketing & Marketing Communications

1. Association of Canadian Advertisers Presents: Fundamentals of Retail Marketing & Marketing Communications FEBRUARY 16 – FEBRUARY 17, 2011 TORONTO As much as the world of retail marketing and communications changes – and it is dramatically changing- the principles and fundamentals remain the same. This two-day ACA workshop will deal with both changes: the customer, competition, media, marketing tactics and the principles of objectives setting, strategy, creativity, execution and on and on.

2. Key Components: The seven-step process focuses on building a unique, results-oriented retail marketing and marketing communications plan From starting with the facts to customer insights, objectives, strategies, and creative and media plans It deals with retail branding: How to refresh, revitalize, or in fact, reinvent your brand The basics of budgets, organization and people needs, and outside resources The process finishes with a focus on putting measurements and ROI metrics in place Outcomes: Deeper, more holistic awareness, understanding, and acceptance of retail marketing and marketing communications Increased confidence to take a larger leadership role in the development and detailing of marketing planning and execution Increased ability to work within a team environment and to deal with issues and opportunities of retail marketing Who Should Attend: Retail marketing and communications management and staff who are involved in the development and detailing of marketing /communications planning Shopping centres, not-for-profit organizations, and advertising and media agencies About the presenter: John Torella John is a Senior Partner and Senior Consultant in the area of Branding, Retail Marketing and Communications with the J.C. Williams Group. He began his career at the T. Eaton Company of Canada, where he became Advertising and Sales Promotion Manager and a member of Eaton's Central Division Management Committee. He left Eaton's to head the development of a retail division for Vickers & Benson Advertising. After 12 years, John had successfully directed the growth of an impressive list of retail clients. Later he joined Grey Canada as General Manager of its Retail Division. John is also a co-author of the highly-regarded books A Guide to Retail Success; Building a Winning Retail Strategy; Stop Talking, Start Doing Retail Branding; Whole-Being Retail Branding; and his latest book, re|think Retail Branding.

3. Program Outline • Day 1 – Wednesday February 16th, 2011 • 8:30am – 9:00am: Registration • MORNING PROGRAM • Establish purpose, objectives, and agenda • Introduction: • Step 1 – Discovery phase – facts into insights • Step 2 – Set Challenging, Realistic, Measurable Objectives • Step 3 – Establish Marketing Communications Strategies • 12:00pm – 1:00pm: Lunch/ networking • AFTERNOON PROGRAM • Team Project • Team Presentations • Recap/ discussions • Day 2 – Thursday February 17th, 2011 • MORNING PROGRAM • Step 4 – Refresh, Revitalize or Reinvent Brand • Step 5 – Bring Brand to Life • Creative, media, in-store, events • 12:00pm – 2:00pm: Lunch, new media presentation and discussion; outside experts • AFTERNOON PROGRAM • Team Project • Team Presentations • Step 6 – Put Basics in Place • Budgets, organization/people needs/outside resources • Step 7 – Put Measurement and ROI Metrics in Place

4. REGISTRATION FORM Wednesday, February 16 & Thursday, February 17, 2011 95 St. Clair Avenue West, Suite 1103, Toronto, ON Please fax your completed registration form to Davina Wong at (416) 964-0771 Payment must be received prior to the date of the course. (HST # R100304856) Cancellation Policy: All cancellations must be sent in writing to the ACA. A full refund, less an administrative fee of $25 will be made on cancellations received by our office at least 10 days prior to course date. Cancellations after this date and "no shows" will not be eligible for refunds. Substitution of one registrant for another person from the same company is permissible any time without penalty. In the event that ACA is forced to cancel the seminar, ACA is not responsible for any airfare, hotel or other expenses incurred by registrants. 95 St. Clair Avenue West, Suite 1103, Toronto, ON M4V 1N6 (416) 964-3805 www.sponsorshipmarketing.ca • ACA Members: $660.00 plus GST • Non-Members: $1,100.00 plus GST