Session 1: May 18
Introduction to Integrated Marketing Communications Series
To develop a cost-effective Integrated Marketing Communications plan, you must understand the basic functions of “communications”, the difference between “marketing” and “marketing communications”, and the value of “integration”. The solution to the communications dilemma called the “7M’s” of Integrated Marketing Communications will be explained in this series of seminars. Identifying your Target Markets will be addressed in this session.

Session 2: May 25
Research, Mission and Message
This is the foundation to a Solid Integrated Marketing Communications Plan. To achieve the results you want with your integrated marketing communications, you need to understand your audience, define your objectives, and develop compelling messages.

Session 3: June 1
Advertising
Learn what advertising can and cannot do for you. How to determine and apply your message to your target markets cost effectively.
Public Relations
This session will cover the basics of what public relations can do for any business. It will also cover how to build an effective public relations campaign with current assets; How to avoid common pitfalls; and how to recognize and capitalize on PR/publicity opportunities.

Session 4: June 8
Direct Marketing
Direct Marketing is all about communicating the right message to the right person at the right time - every time. This session will take you behind the scenes and talk about the key ingredients to be a great direct marketeer—communication, audience, proposition and response.
Sales Promotion and Personal Selling
“People don’t like to be sold, but they love to buy.” Find out about the fundamental steps that successful salespeople and entrepreneurs have been using for sales success.

Session 5: June 15
Event Sponsorship
Leverage your sponsorship dollars, choose the right events that will give your company the maximum exposure to your target markets. How to set realistic values for your media and establish the criteria
to measure the results.
Cause Marketing
Your target markets want to work for and do business with an organization that lives its values and gives them a reason to feel proud. Learn how to integrate your marketing communications throughout your business and into the community.
eCommunications
Do you want a better understanding of your customers? Would you like to know which customers are generating profits and which ones are eroding profits? If you knew them better, could you improve your communication with them? Learn how segmenting your customers based
on needs and psychographics can drive customers up the value chain.

Session 6: June 22
Media Choices
Choose the media that will most cost effectively reach your targeted audience. Produce tangible results by properly integrating your media into your marketing communications strategy. Budgets, terminology
and messaging are also covered.

Session 7: June 29
Money and Measurements
Since “profit” is the primary objective in any marketing plan, the proper development of a budget is necessary. This session will present recommendations on how to establish a budget and understand the proper way to measure the results of your campaign.
Panel Discussion / Question and Answer
All the Professional Development Series speakers will be in attendance for series wrap-up.

Chris Richards, NeoStaff
Chris has spent over 30 years as a strategic and tactical direct and loyalty marketing specialist. Chris brings a wealth of experience in supporting client growth and performance. He also developed the first frequent flyer program in 1976 for British Airways and then went on to create the Advantage program for American Airlines.

Jerry Hart, Hart Creative Marketing
Jerry has over 20 years of experience in marketing and is the author of the forthcoming book, Blueprint to E-Marketing (BluePrint Series, June 2005). He was once a morning show radio host in San Francisco for Clear Channel Communications and holds the position as “the voice” of Captain Morgan Rum.

Jonathan Kalan, Thermage
Jonathan Kalan has extensive marketing research experience in consumer products, health care, financial services and technology products. He has held research leadership positions at Gillette, Clorox, Visa, Oral-B Laboratories and Ocular Sciences.

Ken Madsen, Riley Design Associates, LLC
Ken has more than 20 years of management, sales, and marketing experience as a Principal at Riley Design Associates and as a Sales and Marketing Manager within IBM. Ken has worked with leading consumer and technology companies in developing and reinforcing their brand strategy. He has managed account relationships with Fortune Brands, Cisco Systems, Adobe, Sun Microsystems, McKesson, and Hewlett-Packard.

Lauren Cureton, East Bay Business Times
Lauren is a veteran of the advertising industry with more than 20 years experience in film and video production, branding, strategy, new business development and sales. Her experience ranges from being one of the first film crews invited into then Soviet Russia to marketing the first US Air Force base closing internationally.

Marge Jensen, TouchStone Marketing
Marge has over 20 years of experience in sales and marketing in both corporate and agency environments, ranging from large Fortune 500 companies, to small entrepreneurial companies. She has a long track record of successfully selling and marketing products on a worldwide basis. 2004 recipient of CDA Crystal Eagle and SBA Small Business of the Year Awards.

Michael Savod, Target Market Communications
Target Market Communications helps businesses of all types develop cost-effective marketing communications strategies. Michael also develops curriculum and teaches for the University of California and Golden Gate University where he created and supervises the Masters Degree program in Integrated Marketing Communications.

Rich Mullikin, PR Specialist
Rich has been practicing public relations for over 15 years. A veteran of both agency and corporate public relations, Rich is well versed in technology startup PR, and helped launch more than a dozen Silicon Valley companies over the past five years with Trainer Communications.

San Ramon Chamber of Commerce, Inc.
12667 Alcosta Blvd., Suite 160
Bishop Ranch 15
San Ramon, CA 94583