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Conference Program Day 1
Conference Day 1: Thursday 4 September 2008
Marketing Trends & Best Practice Communications
| 8.30 |
Registration |
| 8.45 |
Roger James FAMI CPM
Chairman, Australian Marketing Institute |
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Conference Opening |
Keynote Presentations
| 9.00 |
David Chalke
AustraliaSCAN
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The Changing Mood of Australia
November 24th, 2007 saw Australians calling for a new course for our country.
David Chalke will explore how Australia’s changing political mood led to the change
of government and what people will expect from governments in the future. |
| 9.30 |
Paul Gardner FAMI CPM
Chairman, Grey Group Australia
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Eye on Australia 2008: Marketing Mythbusters
Paul Gardner will show how the 2008 Grey Eye on Australia study takes the temperature
of Australia to ‘bust’ some common marketing myths and misconceptions. |
| 10.00 |
Morning Tea |
Social Marketing
| 10.30 |
Paul Fishlock
Executive Creative Director and Chairman,
The Campaign Palace
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Social Marketing, Creativity and the Cleverness Trap
Self-serving creativity can suck the effectiveness out of any advertising - none more so
than social marketing. Paul Fishlock draws on his extensive experience to explore the
importance of creativity in social marketing and where it can all go wrong. |
| 11.00 |
Russell Watsford
Manager, Road Safety Marketing, NSW Roads& Traffic Authority
Russell Watsford will be joined in this presentation by
representatives from the RTA’s creative partners in
these campaigns - Clemenger BBDO and Lavender.
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Targeting a Young Male Audience: NSW Road Safety Campaigns
Pinkie Campaign: Speeding. No one thinks big of you.
The Pinkie campaign’s impact was immediate and attracted unprecedented local,
national and global attention. This presentation will provide information and insight into
the thinking behind the award winning campaign, reveal its impact and effectiveness.
Pimp Our Ads: Engaging Gen Y in Road Safety
Pimp Our Ads, directly aimed at Gen Y, gave entrants the chance to design their own road
safety ads and win a car. In six weeks, over 31,000 visits were registered on the campaign
site with almost 8,000 entries - each with their own ideas for new road safety ads. |
| 12.00 |
John Thompson FAMI CPM
Marketing Director, Transport Accident Commission
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TAC Road Safety Marketing Campaigns
The TAC has recently launched three new road safety marketing campaigns.
John Thompson will focus on the key learnings from the campaigns and what the
implications are for wider social marketing campaigns. |
| 12.30 |
Lunch |
Research and Branding
| 1.30 |
Charlie Cochrane
Director, Ethnography Australia
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Avoiding the Pitfalls of Traditional Research
Charlie Cochrane will explore how immersion into people’s lives and how they
view the world can help provide powerful insights for your next brief and intuitive
understanding of how your target market thinks. |
| 2.00 |
Natalie Wearne
Group Account Director, TNS Social Research
Justin Napier
Assistant Director, Australian Fair Pay
Commission Secretariat
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Online and Onboard: New Approaches to Effective Engagement
with Key Target Audiences
Using case studies drawn from the State and Federal government arena, Natalie
Wearne and Justin Napier will explore emerging online qualitative methods that have
been successfully used to interact with traditionally difficult to reach audiences. |
| 2.30 |
Leanne Roswell
Manager, Marketing and Major Events, The City of Bendigo
David Cairns
Elmwood Brand Design
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The City of Bendigo: Capturing the Community’s Vision
in a City Brand
In 2005 the City of Greater Bendigo began a process of community engagement that
would shape a shared vision of what Bendigo could look like in 2030. David Cairns and
Leanne Roswell will demonstrate how the City of Bendigo successfully engaged its
communities in the branding process and how the community vision was translated into an authentic city brand. |
| 3.00 |
Afternoon Tea |
Engaging Niche Audiences
| 3.30 |
Gill Walker AMAMI CPM
Director, Evergreen Communications
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Communicating with the 50+ Audience
Australia is experiencing an unprecedented ageing of the population in the first half of
the twenty-first century. Gill Walker will give you insights into the ageing population
and practical tips to communicate more effectively with the mature market. |
| 4.00 |
Ashley Farr
National Planning Director, SMART
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Youth Marketing
Ashley Farr will apply his extensive government and commercial youth marketing
experience to demonstrate how to turn young consumers into active brand ‘patriots’. |
| 4.30 |
Dianne Jeans
General Manager, Smartservice Queensland
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Queensland Smart Service: Engaging Queensland Youth in Second Life
Smart Service Queensland partnered with the Queensland Office for Youth to test the
use of Web2.0 technologies as tools for engaging with young people. Dianne Jeans will
explore the particular forums undertaken in Second Life to engage with young people
and the learnings for future youth engagement programs. |
| 5.00 |
Lee Hubber
Managing Director, I&G Media
Noel Niddrie
Winangali
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Communicating with Indigenous Australians: A Case Study
In 2006, by entering into partnerships with Indigenous media organisations, the
Department of Health & Ageing was able to gain unprecedented access to indigenous
communities. Lee Hubber and Noel Niddrie will share knowledge from this project
about effective communication to Aboriginal and Torres Strait Islanders. |
| 5.30 |
Close of Conference Day 1 |
| 7.00 |
Conference Dinner - Four Seasons Hotel |
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Program At A Glance
Conference Day 1:
Thursday 4 September 2008
Marketing Trends & Best Practice Communications
| 9.30 |
Registration |
| 10.00 |
Roger James
Chairman, Australian Marketing Institute |
Keynote Presentations
| 10.00 |
David Chalke
AustraliaSCAN
The Changing Mood of Australia |
10.15 |
Paul Gardner
Chairman, Grey Group Australia
Eye on Australia 2008: Marketing Mythbusters |
12.15 |
Morning Tea |
Social Marketing
| 10.30 |
Paul Fishlock
Executive Creative Director and Chairman,
The Campaign Palace
Social Marketing, Creativity and the Cleverness Trap |
11.00 |
Russell Watsford
Manager, Road Safety Marketing, NSW Roads & Traffic Authority
Targeting a Young Male Audience: NSW Road Safety Campaigns |
| 12.00 |
John Thompson FAMI CPM
Marketing Director, Transport Accident
Commission
TAC Road Safety Marketing Campaigns |
| 12.30 |
Lunch |
Research and Branding
| 1.30 |
Charlie Cochrane
Director, Ethnography Australia
Avoiding the Pitfalls of Traditional Research |
2.00 |
Natalie Wearne
Group Account Director, TNS Social Research
Justin Napier
Assistant Director, Australian Fair Pay
Commission Secretariat
Online and Onboard: New Approaches to Effective Engagement
with Key Target Audiences |
2.30 |
Leanne Roswell
Manager, Marketing and Major Events
David Cairns
Elmwood Brand Design
The City of Bendigo: Capturing the Community’s Vision in a City Brand |
| 3.00 |
Afternoon Tea |
Engaging Niche Audiences
| 3.30 |
Gill Walker
Director, Evergreen Communications
Communicating with the 50+ Audience |
4.00 |
Ashley Farr
National Planning Director, SMART
Youth Marketing |
4.30 |
Dianne Jeans
General Manager, Smartservice Queensland
Queensland Smart Service: Engaging Queensland Youth in Second Life |
| 5.00 |
Lee Hubber
Managing Director, I&G Media
Noel Niddrie
Winangali
Communicating with Indigenous Australians: A Case Study |
| 5.30 |
Close of Conference Day 1 |
| 7.00 |
Conference Dinner
Four Seasons Hotel |
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Contact Information
For more information
regarding this event or to join our mailing list:
Australian Marketing Institute
Tel: 1300 737 445
Fax: 1300 131 468
Email: government@ami.org.au
For information about the
Australian Marketing Institute visit www.ami.org.au |
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Registration Information
To access ONLINE REGISTRATION
CLICK HERE
For all other registration information
CLICK HERE
To download the conference brochure [582kb]
CLICK HERE
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