Registration

	Strategic Planning
	24 & 25 September 2009 at Red Bee Media in London Whether with BBC Three, Dave or Blighty – time and again, Red Bee Media has shown how media brands can be communicated effectively: strategic planning and excellent creation are the factors for successful products. UKTVG2? The name is not exactly easy to remember. The broadcaster was also overlooked by viewers. Dave? Every British man has a friend named Dave. 'The home of witty banter' was the motto and the starting point for a category-breaking new name and a unique appearance. Red Bee Media increased the hidden potential of the station by clearly communicating its specific programming profile in the context of the competition with several hundred other broadcasters. Since nothing about the programming was changed, the above-average increase in viewer popularity can be credited 100 % to the new branding. Strategic planning helps to communicate brands effectively. Through market research and competitive analyses, a target-oriented creative briefing can be written. This briefing defines the parameters for the creative output. Thus it is made sure that the communicative devices appeal to the target group, stand out from the competition and thus influence peoples' preferences. This two-day Eyes & Ears of Europe and Red Bee Media event will include an introduction to strategic planning for the design, promotion and marketing of audio-visual media. It is based on real and recent case studies and takes a practical approach so that delegates learn through practice as well as theory. The workshop will be held by renowned planners from Red Bee who have helped develop and create many successful broadcast brands. It will be centred on the following questions: How can a channel brand increase its share with a new name, new positioning and new identity? How can a channel brand be reinvented to appeal to a new target group? How can a linear channel be transformed into a multiplatform brand? This event is primarily aimed at employees of media and communication companies, (post) production firms, design studios, agencies and consultancies. Persons interested in the media, students and trainees are also very welcome. Please note that the number of participants is limited to maximum number of 16. The presentations will all be held in English. Registration deadline: 18 September 2009 Any questions? Just give us a call: +49 (221) 60 60 57 10

24 September 2009

Programme

			Time			Topic			Speaker
			11.30			Welcome			Clare Philipps Jeff Conrad Wout Nierhoff
			11.45			Introduction of the participants
			12.00			Introduction to strategic planning
			13.00			Lunch break
			14.00			Targeting the viewer
			14.45			Case study
			15.30			Break
			16.00			Understanding the competitive context
			16.45 Uhr			Case study
			17.30			End of day one
			19.30			Eyes & Ears Get together in Soho

25 September 2009

Programme

			Time			Topic			Speaker
			9.30			Get together
			10.00			Positioning your brand for success
			10.45			Case study
			11.30			Break
			12.00			Creative brief writing
			12.45			Lunch break
			14.00			Case study
			14.45			Guided Tour through Red Bee Media
			15.45			Discussion
			16.15			Evaluation
			16.45			End of the event

	Programme
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