CLO 2017 Fall - Strat - Doc

Chief Learning Officer Forum Fall,
October 24-26, Boston
Marketing Strategy Document

Chief Learning Officer Forum, Fall
PROJECT NAME: http://coriniumintelligence.com/chieflearningofficerfall/
PROJECT DATE: October 24-26 2017

PROJECT FORMAT: Pre-Conference Day / Masterclass x 2 / Main Conference
VENUE: Boston
MARKETING CONTACT: Laurence Allen
PROGRAMME DEADLINE:
MARKETING OBJECTIVES
200 Primary Delegates (60 of which will be speakers)

75 Paying Delegates
65 Guest Delegates
$50,000 in delegate revenue / $5000 pre-conference day revenue /
Lead generation initiatives to hit $150,000? in SPEX Revenue target
More focus on content to help drive awareness and ultimately conversions to attend the conference both delegates /
sponsors
VISITOR TARGET BREAKDOWN
Visitor category Registered On-day attendees

Speakers 60
Sponsor Speakers 5
VIP Delegates 65
Paying Primary delegates 75
Paying Vendor delegates 10
TOTAL 215
PRICING STRATEGY
Average order value stats from CLO Forum, March 2016:
No of Primary Delegates 19
Primary Main Conference Revenue $ 15420.82
Average Price Point $ 812
No of Vendor Delegates 13
Vendor Delegate Main Conference Revenue $ 11279.44
Average Price point $ 867.6
Page 1
No of Masterclass Attendees (Primary only) 9

Maserclass Revenue 2709.51
Average Price point $ 301.1
Projected Primary Delegate price grid:
30- 31st 31st 30- Full

Delegate Registration - Primary Jun July August Sep Rate
Main Conference ONLY 595 795 995 1195 1395
Main Conference + Masterclass A 845 1045 1495 1695 1895
Main Conference + Masterclass B 845 1045 1495 1695 1895
Pre-Conference Focus Day + Main Conference 995 1195 1790 1990 2190
Pre-Conference Focus Day + Main Conference + Masterclass A
1245 1695 2290 2490 2690
or B
Note: Masterclass $250 USD per session now till 31st July
Note: Pre-confefence $400 per session now till 31st July
Note: Masterclass $500 USD per session 31st July to event

Note: Pre-confefence $795 per session 31st July to event
Projected Non-Profit Price Grid
Up to 31st Full
Delegate Registration - Non profit and government July Rate
Main Conference ONLY 395 595
Main Conference + Masterclass A 645 1095
Main Conference + Masterclass B 645 1095
Pre-Conference Focus Day + Main Conference 795 1390
Pre-Conference Focus Day + Main Conference + Masterclass A or B 1045 1890
Note: Masterclass $250 USD per session now till 31st July
Note: Pre-confefence $400 per session now till 31st July
Note: Masterclass $500 USD per session 31st July to event

Note: Pre-confefence $795 per session 31st July to event
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30- 31st 30th Full
Delegate Registration - Vendor Jun August September Rate
Main Conference ONLY 1195 1595 1795 1995
Main Conference + Masterclass A 1695 2095 2295 2495
Main Conference + Masterclass B 1695 2095 2295 2495
Pre-Conference Focus Day + Main Conference 1990 2390 2590 2790
Pre-Conference Focus Day + Main Conference + Masterclass A
2490 2890 3090 3290
or B
Note: Masterclass $500 USD per session

Note: Pre-confefence $795 per session
Primary and non profit pricing: I thought It would make sense if we start quite low up until end of July including lower
rates for the pre-conference day and masterclass. As you can see the primary AOV was pretty low throughout the
campaign this market seems to be very price sensitive. Primary / non profit pricing then goes up after July - with an
established campaign by then, I am confident we can pull in some higher ticket bookings
Vendor pricing: As you can see, I am staggering the vendor pricing throughout and keeping the pre-conference and
masterclasses consistently priced throughout the campaign. Vendor delegate marketing will happen to all solution
providers outside of Christies top 100 companies for SPEX which will be ringfenced (as agreed with Adam / Raluca)
Low price to begin and get early delegates booking trying to keep below $1000 until around 8 weeks out from event
Masterclass pricing to begin at $250 USD moving up to $500 from 31st July want to keep the pricing of the conference
and masterclass proportional
Month end offers in July / August / September depending on booking patterns
EG July: 20% off August: 15% off September: 10% off
Group bookings discount incentive only applicable for inbound inquiries that ask about pricing
2 Delegates 10%
3 Delegates 15%
4 or more delegates 25%
Note the website has a dedicated section for group booking discounts on the registration page to encourage more multiples
to join the event.
Discount incentives:
20% for speaker companies

20% for sponsor client and networks
20% for associations supporting
Page 3
BUDGET OVERVIEW
The budgeted amount for the event marketing is as follows: The document explains how each item has been calculated with
spend needed
Total
Planned
Spend GBP Remaining Invoice
Spend GBP
Marketing Activity GBP Received Comments
0.00
Marketing Content 0.00
Data Cost - Primary 0.45 per record approx 4000
1,800.00 0.00
Research 1,800.00 names
Data Cost- Vendor 0.45 per record approx 3000
1,350.00 0.00
research 1,350.00 names
1,500.00
Google Adwords 1,500.00 Google Ads Targeted
LinkedIn PPC 1,500.00 1,500.00 Linkedin Ads targeted
Design (banners / 1,000.00 550.00 spex brochure / post event

brochures etc 450.00 report from CLO Spring
Paid Media Advertising Run of site banners and prime
900.00 0.00
- HR Guide 900.00 event listing
Paid media advertising
600.00 0.00
- e-learning 600.00
Paid Media Advertising
600.00
- HR Marketer 600.00
253.00 253.00 Fixed cost shared across all

Adestra 0.00 YES events
Fixed cost shared across all
335.00 335.00
Cvent 0.00 YES events
Fixed cost shared across all
500.00 500.00
Event Website 0.00 YES events
0.00
Any other costs 0.00

10,338.00 1,638.00
Total Spend 8,700.00
Budget 11,000.00
Remaining Budget 9,362.00
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POSITIONING STRATEGY
A quick overview of how the event will be positioned and why people should attend, including:
Please refer to Hannahs marketing brief for granular topic detail
X:\Marketing\Events\2017\Chief Learning Officer\Chief Learning Officer Fall, Oct 2017\Planning
The key USPs for the event have been re-written in the following way taken from the March project we can
expand further depending on the Agenda
KEY Primary USPS:
Strapline subject to change
The C-Level learning and development view on leadership development, workforce

engagement and the retention of talent
Coriniums Chief Learning Officer Forum, USA launches at XXXXX in Boston and will explore how the Chief Learning
Officer (CLO) role is gaining strategic importance. The conference program has been created for you to validate your
leadership, learning and development strategies to solidify workforce engagement and the retention of talent.
This forum is led by Chief Learning Officers but is open to learning and development, human resources, talent and
workforce professionals cross-industry, allowing you to meet and network with the very best of your peers from a
range of organizations and experiences.
Top 5 hot topic areas - Hannah to confirm
Other Key USPS to consider / incorporate into the campaign:
Using an interactive format, the forum will bring together 100 learning and development, talent and Human
Resources (HR) professionals to share their latest innovations, best practises, challenges and use cases, as well as
facilitate conversations and connections.
Alongside keynote presentations from our senior speaker line-up, our informal discussion groups, in-
depth masterclasses and networking sessions provide the opportunity to take away the new ideas and information
to deliver real benefits to your organization.
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Network with over 100 fellow learn and development, talent and HR professionals over the course of a discussion focused
agenda and establish lasting relationships which go beyond the scope of the conference.
Find new ways for strategizing, designing, executing and measuring your learning and development plans to solidify workforce
engagement and the retention of talent
The program has been designed with you in mind. With XX discussion groups to also choose from, you can tailor your time to
suit your needs and benefit from the informal, conversational nature of the break-outs.
6 hours of dedicated networking with your peers - spend your time having conversations and making the
connections that will make a real difference to your day-to-day work
This event is not just for CLOs: it may be led by CLOS but all top level Learning, Development, HR, Talent,
Workforce specialists cross-industry are welcome. Our events are regularly filled with in-situ, de facto and aspiring
CLOs with this industry-specific event being no different allowing you to meet and network with the very best of
your peers from a range of organizations and experiences.
Discover the most critical challenges when implementing new learning technologies to close the skillsets
generational gap, improve competitiveness and real leadership development in todays workforce with a packed
agenda that includes speakers from XXXXX
Interact with the premier Learning & Development leaders:
Our events are built with discussion and face time at their core, meaning that you get to pick the brains of our
speakers and share ideas, rather than sitting through endless one-way PowerPoint presentations.
Network, network, network:
We know events are not just about the conversations you have, but also the connections you make. Therefore, the
agenda features 4.5 hours of dedicated networking time for you to meet senior peers working within Learning &
Development
Tailor your event experience: Choose the sessions most relevant to you and your organization on the day
with our breakout Discussion Groups. Whether your interest is governance or analytics, innovation or
regulation, our specialised sessions have it covered.
Maximize value and minimize time: We know that your schedule is busy and that its often difficult to justify
time out of the office, and thats why our event incorporates 2 days worth of content into 1 day.
Bang for your buck: Book now to benefit from early booking discounts and secure your place alongside
North Americas premier Learning, Development, HR & Talent leaders
An agenda completely designed with you in mind. Learn how top-level private and public corporations in the US have
developed award-winning strategies to bridge generational gap, implement top-end technologies supported by in-
house expertise and deliver successful talent development programs globally.
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Tailor your on-site experience with 8 discussion groups to choose from, to suit your particular needs and benefit from
the informal, conversational nature of the break-outs.
Meet over 100 fellow learning and development (L&D), Talent, Workforce and HR professionals over the course of a
discussion focused agenda and establish lasting relationships which go beyond the scope of the conference.
Discover the most critical challenges and opportunities regarding CLO strategy implementation with a packed agenda
Network with over 100 top level HR and Learning & Development specialists cross-industry over the course of
a discussion-focused agenda and establish lasting relationships which go beyond the scope of the conference.
The agenda has been designed with you in mind. With a number of discussion groups to also choose from, you can
tailor your time to suit your needs and benefit from the informal, conversational nature of the break-outs.
Over 5 hours of dedicated networking with your peers - spend your time having conversations and making the
connections that will make a real difference to your day-to-day work.
5 key reasons not to miss the conference:
1) Network with over 150 senior XXXX professionals from the largest organizations in North America: meet others who are
tackling the same issues as yourself, make new connections, and have lots of conversations to help in your day to day role. View
who is attending >>
2) Discuss real life case studies with a range of cross-industry c-suite attendees to improve your organization's L & D roadmap.
Whether its (topic areas x 3) weve got it covered for you to maximize the return on taking time out of the office. View the full
agenda >>
3) Hear from 30+ Speakers as they deliver a completely unique agenda, which continues to offer valuable insight into the ever-
evolving role of the CLO View who is speaking >>
4) Benefit from an agenda designed to work for you the entire agenda is either plenary, interactive panel discussions, or break
out Discussion Groups (think self-help groups for Learning and Development professionals). This is your opportunity to get
involved in the conversation rather than being a passive member of the audience, ask the questions you want the answers to in
an informal setting.
5) Meet our sponsors, XXXX who will be able to potentially offer solutions to overcome your L & D challenges. >>View their
profile information
Page 7
Key SPEX USPS (subject to change based on marketing brief / agenda)
1) With the advent of disruptive technology and a millennial workforce that demands a clear investment in their success,
they are looking for guidance and your solutions for developing, implementing and measuring their next generation of
learning initiatives in categories including:
Cross-Channel Learning Delivery

Digital Content
Measurement Learning Performance
Organizational Development
Talent Management Systems
Global Learning Strategy
Employees Engagement and Retention
Disruptive Technologies
2) All the attendees are profiled around their investment agenda and specifically into their adoption of your solutions, so
you know you will be meeting with senior, budget holding executives who are interested in your offerings as your field
of expertise has come up (during profiling) as an area of investment spend:
>>> View all profiled answers here
3) Our audience want to make informed decisions about technology investments and find solutions that fit within their
organisation and will be keen to find out more on areas including but not limited to:
Learning Management Systems

Technological Infrastructure to support Learning & Development
Career Pathing Solutions
Leadership Development Solutions
Learning Delivery Platform
Mobile Learning Delivery Platform
Managed Training Services / Outsourcing
Management Consulting Services
Enterprise Resource Planning
Custom Content Development
e-Learning Courses
Vendor Delegate USPS:
Discover a wide audience of cross-sector leaders to cultivate new business partnerships
Reach the C-Suite and Decision-Makers / influencer in buying business solutions
Build brand awareness and product recognition by engaging audiences on our social and community platforms before, during
and after the event
Accomplish lead / demand generation goals by maximizing your time in discussion groups and dedicated networking times
Page 8
Publicity in pre-show emails as an attending company
Take networking opportunities as a way to reinforce presence and maximize exposure
ENVIRONMENTAL ANALYSIS
There are plenty of events in the market to keep an eye on useful for
A) Vendor targeting
B) Speaker targeting
C) Potential media and association partners
Competitor events from Hannah:
locati
name date on link
04/1 San
CLO Exchange 2/16 Diego https://clo-exchange.iqpc.com/
26/0
CLO- USA 2/17 austin https://www.chieflearningofficer-us.com/speakers
20/0
Chief Learning Officer Week 3/20
Silicon Valley 17 SF https://chieflearningofficerweek.iqpc.com/
20/0
CLO Breakfast 4/17 SF http://sanfrancisco.clobreakfastclub.com/
05/0 Florid
CLO Exchange 4/17 a https://cloexchange.iqpc.com/
24/0 Florid
CLO symposium 4/17 a http://closymposium.com/
31/0 londo
Bridgecon 1/17 n http://bridgecon2017.com/
https://www.conference-
Change and Transformation 16/0 board.org/conferences/conferencedetail.cfm?conferenceid=2777
Conference 6/17 NY &cid=di&wa=2&de=N&des=53
new
21/0 orlea
ACMP conference 5/17 ns http://www.acmpconference.com/cm2017
24/0 arizo
CLO Forum 9/17 na http://www.thecloforum.com/April-Conference.aspx#1
14/0 Cana
ACMP conference Canada 9/17 da http://www.acmpconference.com/canada
amst
06/0 erda
Beyond HR Forum 7/17 m http://www.beyondhrforum.com/speaker/ross-sparkman/
Page 9
23/0 santa https://confluence2016.sched.com/speaker/mayank_jain.1uydpv7
Confulence 2/16 clara u
03/0
HCI 4/17 SF http://www.hci.org/id-conference/2017
30/0 Arizo
THE WORKHUMAN 2017
5/17 na http://www.workhuman.com/
Training & Development 24/0 Atlant http://www.forumevents.com/events/Training-and-Development-
Summit 4/17 a Summit/Atlanta-GA
http://www.elearningguild.com/lscon/content/4300/learning-
Learning & Performance
22/0 Florid solutions-2017-conference--expo--
Ecosystem 2017 Conference
3/17 a home/?_ga=1.248045575.144397066.1473679916
FocusOn Learning 2017 20/0 Califo http://www.elearningguild.com/FocusOn/content/4537/focuson-
Conference & Expo 6/17 rnia learning-2017-conference--expo--home
7th Annual Contract Training 21/0 Chica http://www.lern.org/blog/conference/contract-training-
Conference 3/17 go conference/
7th International Learning
Analytics and Knowledge (LAK) 13/0 Vanc
Conference 3/17 ouver http://lak17.solaresearch.org/
New
05/0 Orlea
OLC Innovate 2016 4/17 ns http://onlinelearningconsortium.org/olc-innovate/
Wash
2nd Annual National Employee 26/0 ingto
Well-Being Congress 7/17 n http://www.worldcongress.com/events/HH17005/
13th Annual Executive Forum
on Rewarding Healthy 08/0 Arizo
Behaviors 2/17 na http://www.worldcongress.com/events/HH17001/
https://www.conference-
14th Annual Executive 07/0 New board.org/conferences/conferencedetail.cfm?conferenceid=2835
Coaching Conference 3/17 York &topicid=20&subtopicid=160
17th Annual Talent https://www.conference-
Management Strategies 01/0 New board.org/conferences/conferencedetail.cfm?conferenceid=2837
Conference 3/17 York &topicid=20&subtopicid=170
17th Annual Talent San https://www.conference-
Management Strategies 07/0 Franci board.org/conferences/conferencedetail.cfm?conferenceid=2838
Conference 2/17 sco &topicid=20&subtopicid=190
06/1
Corporate learning week 2017 1/17 Dallas https://www.clnweek.com/speakers
Two extra events to be wary of
Chief Learning Officer Forum (Healthcare)

Mar 6 - Mar 8, 2017
Washington, DC
Page 10
https://academynet.com/academy-sponsor-chief-learning-officer-clo-forum
https://academynet.com/calendar
Deloitte Chief Learning Officer Forum Daring to Disrupt March 15-17 2017
https://www2.deloitte.com/us/en/pages/human-capital/events/deloitte-clo-forum.html
TARGET MARKET DEFINITION
LEVEL 1 for GUESTING
Chief Learning Officer

Chief Talent Development Officer
Chief Human Resources Officer
Chief Talent Officer
Chief of Talent Development Unit
Chief Global Talent Acquisition Officer
Chief Human Capital Officer
Chief of Staff Development
Chief Recruitment Officer do not collect recruitments companies
Chief of Workforce Development
Chief People Officer
Chief Workforce Officer
NOTE: Campaign will start till end of July targeting the above data sets for VIP attendance
Vice presidents of Learning / HR / Talent / People / Workforce / Staff / Organizational Development / Diversity & Inclusion
NOTE: Campaign will be begin first 2 months with VPs having to pay for attendance till end of July
PAYERS : Job titles mentioned below
Primary Market Level 1, 2 and 3 Secondary Market
Key Job Title Secondary Market
VPs, Directors, Managers of Key Industries/Key Words
Educational Strategy and Content eLearining

Learning etrainng
Workforce Enablement, Global Technology & Operations Application Programming Interface
Leadership Talent Management and Organization Learning content management systems
Effectiveness Technology learning ecosystems
Global Learning Organization Millennium workforce
Executive & Leadership Development Microsystems
Learning Infrastructure for Global Learnings & Organisational Learning/development
Development Visualisation
Staff Development and Technology Training Predictive Analytics
Page 11
Organizational Development Open Source Technology
Human Resources Leadership development
Human Capital Diversity and Inclusion
People Consultancy
Learning Infrastructure
Learning & Development Key Job Titles
Leadership & Professional Development Chief Learning Officer
Enterprise Learning & Personal Development
Head of Business Development
Global Talent Development VP/SVP/Director, Marketing/Sales
Global Learning Office Marketing Manager
Consultant
Operational Excellence & Learning
Learning Innovation
VP/SVP/Director, Marketing/Sales
Workforce
Marketing Manager
Talent
Consultant
Diversity & Inclusion Director Corporate Communications
Industry Breakdown:
Key Industries & Approx. Audience %
15% Technology
15% Banking & Financial Services
15% Food, Beverage & Hospitality
10% Energy & Oil
10% Healthcare & Pharmaceuticals
7.5% Insurance
7.5% Retail and CPG
5% Manufacturing & Distribution
5% Staffing and Recruiting
5% Media & Entertainment
2.5% e-commerce
2.5% Real Estate
Key Countries to target

USA 85%
Canada 15%
DATA REQUIREMENTS
What we have in the database right now (Primary only)
Level 1: C-Level & VP level: 4132

Page 12
Level 2:Director level: 8308
Level 3:Manager level: 3192
Primary versus vendor Split of the whole L & D database
Primary: 15197 (87%)

Vendor: 2370 (14%)
USA versus Canada split of the whole L & D database
USA: 15283 ( 87%

Canada: 2284 ( 13%)
Breakdown of all data by state:
State %
Abbreviation State name Quantity Breakdown
CA California 4138 23.6
NY New York 3558 20.3
ON Ontario 2273 12.9
NJ New Jersey 878 5.0
GA Georgia 771 4.4
FL Florida 615 3.5
MA Massachusetts 597 3.4
IL Illinois 538 3.1
TX Texas 524 3.0
NC North Carolina 342 1.9
PA Pennsylvania 336 1.9
OH Ohio 310 1.8
VA Virginia 289 1.6
CT Connecticut 204 1.2
District of
DC Columbia 185 1.1
MN Minnesota 180 1.0
MI Michigan 161 0.9
IN Indiana 160 0.9
AZ Arizona 150 0.9
MD Maryland 139 0.8
WA Washington 130 0.7
MO Missouri 128 0.7
TN Tennessee 127 0.7
WI Wisconsin 126 0.7
CO Colorado 103 0.6
UT Utah 58 0.3
Page 13
OR Oregon 53 0.3
SC South Carolina 53 0.3
KS Kansas 51 0.3
AL Alabama 47 0.3
NE Nebraska 38 0.2
KY Kentucky 35 0.2
NV Nevada 31 0.2
RI Rhode Island 27 0.2
DE Delaware 20 0.1
OK Oklahoma 19 0.1
WV West Virgina 19 0.1
AR Arkansas 18 0.1
IA Iowa 18 0.1
NH New Hampshire 18 0.1
ME Maine 15 0.1
LA Louisiana 14 0.1
SD South Dakota 11 0.1
BC British Columbia 9 0.1
AK Alaska 7 0.0
HI Hawaii 6 0.0
MT Montana 6 0.0
VT Vermont 6 0.0
ID Idaho 5 0.0
NM New Mexico 4 0.0
ND North Dakota 3 0.0
MS Mississipi 2 0.0
PR Puerto Rico 2 0.0
Industry Breakdown from CLO USA, March 2016 attendee list:
Industry %
Industry Type Count Breakdown
Healthcare 11 14.1
Banking / Finance 10 12.8
Government 8 10.3
Marketing / Advertising / PR 7 9.0
Education Management 6 7.7
Entertainment 4 5.1
Non-Profit 4 5.1
Insurance 3 3.8
Page 14
Legal / Professional Services 3 3.8

Retail 3 3.8
Consulting Services / Management Consulting 2 2.6
Energy / Utilities 2 2.6
Telecommunications / Wireless 2 2.6
Association 1 1.3
Automotive 1 1.3
Construction / Engineering 1 1.3
Consumer Goods 1 1.3
Defence / Aerospace 1 1.3
Farming / Agriculture 1 1.3
Food / Beverage Manufacturing 1 1.3
Health / Wellness / Fitness 1 1.3
Higher Education 1 1.3
Hospitality 1 1.3
Media 1 1.3
Mining 1 1.3
Pharmaceuticals 1 1.3
78 100.0
Job title breakdown from CLO USA, March 2016
Job title level Quantity % of attendee list

Level 1 (C-level / VP) 44 56.4
Level 2 (Director level) 29 37.2
Level 3 (Manager and Below) 5 6.4
What do we need:
Part 1: Primary:
1) Based on 2016 stats, more focus towards Banking / Finance, Healthcare, Government, Marketing & PR
2) Higher concentration of level 1 and 2 from Massachussets (especially Boston)
3) Potential Further outreach into Toronto level 1 and 2 still in the catchment area given only an hour or so flying time
we attracted delegates from Canada from then March the event so there is value there
4) Need to maximize all east coast states level 1and 2 Illinois / Florida / Georgia etc
Primary Data Brief saved in X:\Marketing\Events\2017\Chief Learning Officer\Data Build\Primary
Forecast amount of names: 4000 x 0.45 per record = 1800
Page 15
NOTE: Data briefed in on 8th May to Euroteck
Part 2 Vendor:
Vendor Data Brief save in X:\Marketing\Events\2017\Chief Learning Officer\Chief Learning Officer Fall, Oct 2017\Data
Build\Vendor
2 batches of data briefed in so far based on research found by Christie and Hannah.
The majority of data concentrates on these solution provider segments:
Employee Engagement Providers / Software

Talent Management / Talent Management Software
Corporate Learning Management Systems / Learning Management Software
Content
Digital HR
Forecast amount of names: 3000 x 0.45 per record = 1350
Research methods:
Competitor attendee lists source via google / advisory board contacts who have a close relationship working
with Corinium
Association member lists from across the supply chain that would have an interest in learning / development /
HR / Talent / Workfroce.
Competitor event web site web site and programmes; seek out speaker lists, advisory boards, testimonials
Linked in lead sourcing eg Chief Learning Officer Magazine
News articles see media partner research tab in dashboard for possible news areas
Research of the tailor made names found by the conference producer during speaker acquisition research that
are not used in the programme
Work with conference producer to identify a top 100 companies whose C-Level should be attending
Work with conference producer / sponsorship manager top 300 companies / solution providers that should
sponsor
Research of sponsorship declines data built by sponsorship manager to for possible delegate places
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CUSTOMER ACQUISITION PLAN
A number of marketing channels are utilized to maximize awareness of the event:
EMAIL MARKETING
Based on a time frame of 24 weeks I have factored in:
8x delegate paying delegate email broadcasts to our data: mailing frequency approx. every 2-3 weeks until the event
and includes
7 x VIP / Guest primary broadcasts for this campaign: mailing frequency approx. every 3-4 weeks until the event (up
frequency from around 3 weeks out depending on umbers
NOTE: the above incorporates 4 x content based messages one per month from June to September
5 x vendor delegate broadcasts: mailing frequency approx. every 4 weeks until the event
5 x sponsorship broadcasts to aid Christies SPEX campaign: mailing frequency approx. every 4 weeks until the event
(see final marketing Communications plan for specific dates and timings).
Data splits for the campaigns as follows:
Guesting:
Level 1 primary data C-Level only will be mailed throughout whole campaign
Level 1 Primary VP Level will be guested from Start of August onwards
Level 2 data will only be guested from 6 weeks out (subject to numbers)
Level 3 data will only be guested from 2 weeks out depending on the numbers
Paying primary:
Level 1 Primary VP Level will be used for paying until end of July
Level 2 primary data will be used for paying broadcasts up until 6 weeks out
Level 3 primary data will be used for paying broadcasts up until 2 weeks out
Paying Vendor:
Vendor campaigns will begin from start of June one mailing every 4-5 weeks excluding the top 100 companies for
SPEX as identified by Christie
Tactics for the campaign which will be a combination of text based and HTML emails:
Calls to action for
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Downloading past event report documents / white papers / articles / links to the agenda / speakers / sponsors
Registering online
Enquiries / lead generation from PDF programme download
Other Tactics to be used throughout the email marketing campaigns include
Key words at the front of subject lines / focus on companies speaking with relevant topic in sub line including moving away from
event name convention to attract attention eg L & D Meeting, Learning & Development Forum etc
Text only type HTML emails i.e no imagery with a pure focus on content / linking to web site and book online clear call to
action incorporating pricing / special offers / discount codes
Less is more; making sure our web site is doing the main work in our campaigns rather than the email itself encouraging
clicks and opens
Incorporating short vanity URLS (same URLS can be used on google adwords for consistency)
Inbound point of contact (content / marketing manager) with / without a booking link to cover any registration queries.
Marketing can track and close applicable inbounds via email / phone
Urgency lines on reasons to attend Technical / Strategic / Case Studies / Networking
Focus on USPs see list above at start of plan important to emphasize and keep in mind their thoughts Whats in it for me?
Speaker or session focus to attract attendees
Focus on content generated from CXO Hangouts / interviews with speakers / interviews with sponsor Attendee list release
announcement towards the end of the campaign to emphasise the networking opportunities / who is going to be there (job title
/ company only) this should help persuade for coming to the conference
Image based HTML emails can include event banner / sponsor logos / speaker images on occasion
Split testing based on subject lines
NOTE will need to concentrate on a lower frequency of email campaigns with more of a push towards content. There must be
at least a 3 week gap between all types of email marketing campaign
MEDIA / ASSOCIATION PARTNERS
For a full list of media partner targets, see the file named:
Media Partner Prospects
Organizations to contact include:
The International E-Learning Association (IELA)

eLearning Industry
EFMD Online Course Certification System
(EOCCS)
GBSN
Learning Solutions Magazine
eLearning industry
eLearn magazine
Training industry
The Chronicle of Higher Education
Page 18
eLearning!
HR Guide
Tiny Pulse
International HR Adviser
Human Resources Information Systems
Network
Relocate Global
HR Tech Advisor
Hr Gazzette
Suggestions from Hannah:
http://www.ielassoc.org
http://www.elearningindustry.com
http://www.efmdglobal.org/eoccs
http://www.gbsnonline.org/
http://www.learningsolutionsmag.com/
http://elearnmag.acm.org/index.cfm
http://www.trainingindustry.com/
http://www.sonicfoundry.com/mediasite/
http://www.chronicle.com/
http://www.2elearning.com/events/current-events
http://chiefexecutive.net/category/talent-management/
http://www.workforce.com/
https://www.hr.com/en/magazines/talent_management_excellence_essentials/
https://www.hrgrapevine.com/
https://www.thehrdirector.com/
http://hrprofessionalsmagazine.com/
http://www.trainingjournal.com/
http://www2.cipd.co.uk/pm/peoplemanagement/p/sectioncategory.aspx?catid=2
http://www.personneltoday.com/topics/learning-training/
http://www.trainingzone.co.uk/
More sites I have researched that need further investigation:
http://www.conferenceregistry.com/main-category/human-resources
http://www.careeroverview.com/human resources associations
https://usaidlearninglab.org/events
https://www.thehrdirector.com/conferences-and-events/
http://www.clo-me.com
http://www.internationalhradviser.co.uk/?p=hr.events
Page 19
http://www.hrinasia.com/hr-event/page/3/
http://www.gurteen.com/gurteen/gurteen.nsf/id/annual-conferences
http://www.irrodl.org/index.php/irrodl/pages/view/conferences
http://www.hrpolicy.org/events
http://www.hrtechcentral.com
http://www.hrmarketer.com/hr-influencer-and-media-outlets-twitter-ids/
Talenteconomy.io
Hr-gazzette.com partners section
Hrbartender.com advertising options cheers@
http://www.securitymagazine.com/events/new
https://www.govevents.com/login.php?return_url=%2Fmember-event-
admin.php%3Fevent_id%3Dnew
https://www.govevents.com/details/6716/government-talent-management-summit/
https://directory.balluun.com/search/hr-careers
http://www.infotoday.com/calendar.asp
http://blog.mindmarker.com/top-5-conferences-for-corporate-training-learning-reinforcement
We are aiming confirm 10 partners for the event. Contra deals will vary but every piece of support whether large or small is
essential for driving event attendance.
Not all of them can be media partners but those extra sites can assist with third party linking back to the web site. Calendar
announcements / paid advertising / press release circulation potential
.
EVENT LISTINGS
Third party web site listings are going to be critical for driving traffic back to the web site beyond the work the confirmed media
partners and associations and where applicable certain sites can host event content. The initial list of 40+ sites to target can be
found here:
X:\Marketing\Events\2017\Chief Learning Officer\Chief Learning Officer Fall, Oct 2017\Event Listings
Need to prioritise the data related the Learning / HR / Talent / Workforce related sites first but dont forget the generic
conference sites as well.
Benefits
Direct links back; not just the web site home page but also agenda/ registration
Post the specific event title with summary text created to include hot topics and speaker highlights; need to make
keyword rich and consistent with event web site. Clear contact points for enquiries need to be included
Its not just about event listings but also Media partner / association / press releases / confirmed sponsors publishing
their participation at the forum / blogs pieces re-published from CLO Fall content centre and CXO Hangouts on to other
key industry websits. Speaker companies showcasing the speaking engagements at the forum will all drive traffic back
to the event web site
Aim to get coverage on around 80 websites.
Page 20
The more sites you are on, the more chance of viral coverage
Extra coverage means potential for new delegate / sponsorship leads and ultimately new business opportunities on a
global scale
PAID FOR MARKETING CAMPAIGNS
HR Guide http://www.hr-guide.com
HR-Guide (started in January 1999) is a rapidly growing website containing hundreds of pages of information related
to Human Resources
HR-Guide receives over 5,000 page views per day.

HR-Guide receives over 400,000 access hits per month (includes access to images and script files).
HR-Guide is linked to by over two thousand other websites
Banner Ads:
Banners on HR-Guide must conform to the IAB standard large banner dimensions of 468w x 60h with a maximum file
size of 15k. The CPM (cost per thousand impressions) is listed below.
The cost for posting your banner ad on our web site is based on the number of impressions. You get to choose how
many impressions you want your banner ad displayed for.
Number of Unit Cost per

Impressions Advertising Fee Thousand Impressions (CPM)
5,000 $200 $40
10,000 $370 $37
15,000 $510 $34
Text Ads
300$ for a 6-month run on individual pages within the HR-Guide or HR-Software.
300$ for a 1-month run on the frontpage (index) of HR-Guide or HR-Software. (please note the front page
has a higher cost due to the increased traffic).
For information about the ad specs, click here.
Page 21
Planned Spend: Start advertising from Start of June until the event spend of $1200 / 900 on banner and text adverts
e-learning industry https://elearningindustry.com/

eLearning Industry is the largest online community of professionals involved in the eLearning industry. At
eLearning Industry you will find the best collection of eLearning articles, eLearning concepts, eLearning
software, and eLearning resources based on the Top eLearning Authors.
We are the LARGEST community of eLearning professionals in the world. We have over
500,000 readers a month that read articles for over 4 minutes on average!
Your EVENT is highlighted in our weekly email newsletter to more than 90,000 subscribed
eLearning Professionals!
Each event is published on social media

Twitter: 13
1 Event for 12 Months: $240

Complete tracking of KPIs
Promotion to all eLearning Industry's network websites
400,000+ readers a month
Email notifications to 65,000 subscribers
Free social media promotion
2) 3 x press releases: $540
Complete tracking of KPIs

Promotion to all eLearning Industry's network websites
400,000+ readers a month
Email notifications to 65,000 subscribers
Free social media promotion
Planned Spend: spend of $780 / 600 on banner and text adverts
HR Marketer: http://www.hrmarketer.com/
Media and events package $99 USD per month
Largest, most up-to-date marketing directories for the HR, recruiting and benefits industries. Information
critical for your ongoing marketing success. Learn More.
Media Outlets and Blogs

Page 22
Press Contacts
Analysts
Conference Listings
Speaking Opportunities
Internet Radio & Podcasts Shows
Award Competitions
Contributed Content Opportunities
Research Team
Planned spend: 600
NOTE: Need to investigate how we can make CLO Fall easily accessible so the HR Marketer community can view / actively
come to us
CONTENT MARKETING PLAN
What we already have:
Existing articles from CXO hangout /CLO USA March x 3 re-post and publish these on the CLO Fall website
Presentations from CLO USA March x 8
What we need
PART 1: Speaker interview series x 10 willing to do a Q & A about their role and a sneak preview of the topic they are going to
discuss. See the following EGs as to how this has worked for CAO Spring:
http://coriniumintelligence.com/chiefanalyticsofficerspring/driving-data-democracy-western-union/
http://coriniumintelligence.com/chiefanalyticsofficerspring/banortes-analytics-business-unit-produced-profits-equivalent-
10x-cost/
Note: the content plan identifies 5 initial speaker who we could interview with applicable questions 5 more speakers
required to get a top 10
Time scales: Publish each 3 articles per month starting in June frequency should be every 10 days
PART 2: Articles connected to the the agenda topics focusing on new /hot areas we know are going to be hot for our audience.
The aim should be to focus on 5 topic areas that cover all elements of the event including pre-conference day / Masterclass /
Main conference
Note: the content plan identifies 5 potential areas based on Hannahs 2017 programme. I have added 3 more areas based on
Darwins assessment on the CLO March programme can these areas be expanded further?
Time scales: monthly publication of articles from June to October
Page 23
PART 3: Dedicated PDF report that is a collation of top 5 speaker interviews and or topic areas that create a L & D / CLO
Casebook of information meaning recipients can save and read in their own time
Time scales launch in August on the website as with a download form for data capture
PART 4: Post event report from CLO March that concentrates on event statistics / infographics / testimonial feedback to give
recipients tangible facts that we are good at what we do!
Time scales: Launch in June on the website with data capture download form. Also keep it as an open snapshot tool for early
stages of SPEX Marketing
PART 5: Industry specific content related to Learning & Development that can be paralleled to the agenda topic areas and
amplified accordingly the research / news information exists; come to our event as we contextualize that information
PART 6: Event press releases incorporating content topic areas / quotes from speakers re- ordering some of our content pieces
to make them newsworthy and get them uploaded to dedicated L & D / HR / Talent websites as below:
How will we amplify the content to help drive awareness of the event?
Articles to be hosted on CLO Fall content and Corinium CLO Hangout section of website. Each article will be
optimized using Yoast, with applicable tags and categories added. Use this content as part of dedicated
landing pages to help promote a specific topic area to the audience
Twitter notification via corinium global with bitly link from the content pages on the event site / new
Corinium Learning Channel via CXO Hangouts . Incorporate inforgraphics / video here where applicable
Whole Corinium team to retweet via personal feeds and Corinium Global feed.. Note important to use
contextual keyword hashtags to help audience pick the information up
Content to appear as part of email marketing to A) existing attendees to engage them in the run up to the
event B) prospective sign ups to assist in their decision making to get them over the line to attend
Publication of articles not only on our own CLO Hangout linkedin group but also on key linked in groups as
identified earlier. Joint effort between marketing/ production to push the message on these channels. Also
add applicable articles to Linkedin Pulse and share with L & D networks on Linkedin and via Twitter
Use this content to help build out our Linkedin Adverts and Google PPC advert; each article will contain
themes / subject matter and keywords we can use for this. We can tie the channels together to create
consistency in our messaging
Publication of articles on blog sites that will accept our content. NOTE This could include potential tie up
with Training Press Releases: http://www.trainingpressreleases.com/about-training-press-releases/how-it-
works
Customers have a secure login and post media announcements directly on our Web site. Once added, stories are displayed
instantly online and indexed by search services. Media announcements are e-mailed automatically overnight to our database
of thousands of opted-in users, people from across the learning industry who have registered to receive the news: analysts,
bloggers, commentators, editors and journalists, event and conference organizers and learning professionals.
Page 24
Other potential sites are included in the media partner section
Twitter:
Twitter account for the summit @CoriniumGlobal to promote the agenda topics and the speakers We will utilise the bespoke
hashtag #CLOFALL enabling us to monitor discussions and coverage before, during and after the event.
Note the feed is still relatively young so we have to push very hard to get the followers and build presence.
Key twitter feeds for following / sending content two for likes / retweets include
@CLOMedia 21K followers

@learningsolmag Learning solutions magazine 16.4K followers
@2Elearning 39.7K followers
@HR Grapevine 64.2 K followers
NOTE: More to research here
Other core actions for the social media campaign

1) twitter feeds to do with Learning & Development / Talent / Workforce / Diversity / Inclusion focused on NA geography
2) Obtain twitter feeds of all confirmed speakers organisations / personal
2) Obtain twitter feeds of all confirmed sponsors
3) Twitter feeds of all confirmed partners and asssociations
4) Feeds of online news feeds connected to customer officer subject area
Frequency of announcements
May 2017 Once a week

June 2017 twice a week
July 2017 twice a week
August 2017 three times a week
September and October 2017 - daily
Tweets to focus on
- Programme subject area / topics incorporate speaker and respective company twitter feeds
- Infographics / video / quotes of existing information that exists in the subject area
- use hashtags connected to keywords gleaned from optimizing web pages / linked PPC / Google PPC and event topics.
- Content from Corinium data digest linking it to programme subject area
- Content from Linked in linking to programme subject area
- Calls to action to download agenda / view speaker lists / registration links
LinkedIn:
Linkedin Advertising
Launch of 8 different Linkedin Ads connected to keywords A) gleaned from the agenda topic areas x 4and then direct calls
to action x 4 for registering / joining XXXX attendees etc These ads will be launched in the following way
Page 25
2 weeks of June 10 working days daily budget $25 per day - $250
2 weeks of July 10 working days - daily budget $25 per day - $250
2 weeks of August 10working days daily budget $25 per day - $250
Whole of September 20 working days - daily budget $75 per day - $1500
Whole of October 15 working days - daily budget $100 per day - $1500
Projected spend: 1500 / $2000
NOTE: I dont expect daily budgets to be used up every day all campaigns will be updated / checked depending on
performance
Targeting will be based on job title / location / industries and we can update / refine depending on response rates / click
rates.
We will explore and utilize Sponsored Inmail - Emailing relevant target audience directly through LinkedIn. I will look at
trialing this early September once the campaign well underway depending on event performance and budget
CLO Hangout linked in group
1) Drip feeding of articles / speaker interviews as above. Also use the group as a source for providing customer
engagement to all confirmed participants
2) Build the audience getting members to join through A) adding emails inviting them to join (200 per day) B) making
email recipients aware of the group at the bottom of acquisition communications inviting them to join
3) Add join information for linked in group / follow us on twitter
4) Messages on twitter to join the linked in group
5) Joining information for linked in group on all email confirmations CLO Fall event attendees get
Joining all groups where mentioned as below
https://www.linkedin.com/groups/27
CXO Community - CEO, COO, CFO, CIO, CTO, CAO, CSO, and MD 8,548 12334/profile
CLO Industry Networking 504 06257/profile
CLO Breakfast Club Community 308 09458/profile
CLO Executive Network 471 322/profile
CXO from the Globe (CEO, COO, CTO, CFO, CMO, CAO, CVO, CDO, CRO, CLO, https://www.linkedin.com/groups/20
CSO & CTO) Community 429 55760/profile
CXO in Switzerland (CEO, COO, CKO, CFO, CMO, CAO, CVO, CDO, CRO, CLO, https://www.linkedin.com/groups/42
CSO & CTO) Community 226 36268/profile
CXO Startup (CEO, COO, CFO, CMO, CAO, CCO, CKO, CHO, CNO, CVO, CDO, https://www.linkedin.com/groups/39
CBO, CRO, CLO, CSO, CTO, CWO) 35 41554/profile
10,74 https://www.linkedin.com/groups/37
Leadership & Organizational Psychology 8 55441/profile
Occupational and Organisational Psychologists 8,504 6754/profile
PSYCHOLOGY in HUMAN RESOURCES (Organisational Psychology) 5 57641/profile
Page 26
Culture Transformation Think Tank 1,919 91237/profile
Leadership & Organizational Development 1 30320/profile
Organizational Development and Learning in Health Care 4,379 45645/profile
Linked:HR (#1 Human Resources Group) 13 61/profile
HR.com 27 43801/profile
Organization Development Network, OD Network, ODN 1 3837/profile
SHRM (Society for Human Resource Management) Official Group 59 596
Global Learning executives 4,830 107/profile
Platinum Keynote Speakers 3,201 63720/profile
Trends in Leadership 2,787 47212/profile
CLO Magazine 9 8907/profile
top Talent Community 1 69372/profile
Human Resources (HR) & Talent Management Executive 95 001/profile
HR Professionals | Powered by HRCI and HRPA 32 264/profile
Groups identified by Hannah:
Chief Learning Officer magazine

36,693 Members https://www.linkedin.com/groups/718907/profile
CLO - Chief Learning Officer Forum
eLearning Industry
The eLearning Guild
50,848 Membershttps://www.linkedin.com/groups/102144/profile
Elearning edge - For Global Learning Strategies
Training and Development for eLearning
Education Technology & eLearning Professionals
eLearning Companies
Page 27
Mobile e-learning, m-learning, mlearning, elearning
E-Learning 2.0
CXO (CEO, COO, CKO, CFO, CIO, CPO, CMO, CAO, CVO, CDO, CRO, CLO, CSO & CTO) Community
CEO (CEO, COO, CKO, CFO, CMO, CAO, CVO, CDO, CRO, CLO, CSO & CTO) Community
11,269 Members Https://www.linkedin.com/groups/3774992/profile
CXO Community - CEO, COO, CFO, CIO, CTO, CAO, CSO, and MD 8,548 Members
https://www.linkedin.com/groups/2712334/profile
CLO Industry Networking
504 Members https://www.linkedin.com/groups/4806257/profile
CLO Executive Network
471https://www.linkedin.com/groups/59322/profile
Leadership & Organizational Development
NOTE: The content plan will be mapped to include exact messages and timings between now and October
WEBSITE AND SEARCH ENGINE MARKETING
A unique domain will need to be identified and agreed upon that is:
A) A domain that has longevity for future years to help build presence and reputation with the search engine
B) Allow provision for clear tailored marketing vanity URLS for promotion via all communications channels
C) Where applicable implementing website re-directs to help boost traffic to
With each page there needs to be a balance between text and image on the site itself
Keyword rich text that resonate with the individual page titles and source page descriptions and meta tags
The site will be constantly updated with fresh copy / keywords depending on new topic updates and speaker
announcements
Within the admin panel, use Yoast functionality to make keyword/ meta tag updates for text, video and images eg ALT
tags. When optimizing those pages, log those keywords to help build out Google PPC and Linked in Campaigns. An EG of
that logging information is as follows:
Page 28
NOTE: potentially 90 pages to optimize on the site depending on size of agenda

ALL sitemaps are indexed via google console
Optimizing of pages will be important to when adding links to EG twitter, the pop up has an appropriate title and image
to support this
Industry specific landing pages will be needed depending on industries we expect to book the most EG based on 2016
stats we can build 3 times landing pages A) Healthcare B) Banking / Finance C) Government. Those pages can be used
for industry specific Google PPC / Linkedin PPC adverts / keyword campaigns
Third party web site listings are going to be critical for driving traffic back to the web site beyond the work the
confirmed media partners and associations. Need to prioritise the Learning / Development / HR related sites first but
dont forget the generic conference sites as well. See the dashboard sheet titled event listings for potential listing
sites which will offer
Post the specific event title with summary text created to include hot topics and speaker highlights; need to make
keyword rich and consistent with event web site. Clear contact points for enquiries need to be included
Its not just about event listings. Media partner / association coverage/ press releases / confirmed sponsor websites
publishing their participation at the forum / speaker companies showcasing the speaking engagements at the forum
will all drive traffic back to the event web site
The more sites you are on, the more chance of viral coverage
Extra coverage means potential for new delegate / sponsorship leads and ultimately new business opportunities on a
global scale
The site will need clear user journeys / calls to action to:
Page 29
A) Get Delegates to register. Focus on benefits of attending / features of the primary / vendor delegate package displayed
clearly so they are clear about what they get for their money: EG:
http://coriniumintelligence.com/chieflearningofficerusa/register/
B) Help drive delegate and inbound delegate / sponsorship / speaking enquiries throughout the campaign if they have
further questions / want to find out more making sure its easy t contact us:
C) Making sure that all email links for contact us / inquiring have multiple contact points so all relevant people in the team
are kept in the loop to what inbound information is coming in to the business
D) Generic conference / exhibition photos from recently run events to be strategically placed on web pages; to
demonstrate tangibility
E) Testimonials from Chief Learrning Officer Forum in March we need to demonstrate tangibility and how good our
events are We can create a dedicated page for all of these
F) Development and updating of content centre to assist with site stickiness.we want these people to stay on the site
and keep the bounce rates as low as possible
G) There is potential to add booking links at other strategic parts of the web site; this will be identified once traffic on the
site starts building and we can identify where the main hot spots are for user journeys are using google analytics
Google PPC campaign
Initial keyword development subject to change once agenda is finalized as well as event USPS
Learning
Development
Learning &
Development
Talent
HR
Workforce
Diversity
Inclusion
Diversity &
Inclusion
People
Human Capital
Training
Page 30
Organizational
Development
Human Resources
Recruitment
Staff
Staff
Development
Learning
Infrastructure
Learning
Innovation
Professional
Development
Technology
Training
elearning
etraining
Generation X
Generation Y
Millenials
Leadership
Leadership
Development
See the full keyword planner at
X:\Marketing\Events\2017\Chief Learning Officer\Chief Learning Officer Fall, Oct 2017\Paid Advertising\Google PPC
The range of keywords will be refined over the month of May as well as building out the specific google ads and launching
6 x text ads and 4 x image ads from June onwards
Location / demographics will be updated depending on campaign performance
Projected spend: 1500
SPONSORSHIP SALES MARKETING
Will we also factor in 5 specific sponsorship based email marketing campaigns to generate interest in monetary support
for the event going out to A) Corinium NA Vendor Data and B) Vendor research specifically aimed at the Learning /
development / talent / workforce solution providers
If a solution provider registers as a delegate offer sponsorship the chance to upgrade level of investment in the event
Page 31
Incorporate short paragraph about sponsorship within delegate email marketing communications (where applicable on
vendor delegate communications)
Detailed web page needed on forum website focusing on sponsorship opportunities / benefits. Host post event report /
sponsorship prospectus on the page to drive brochure downloads. Clear call to action needed to drive enquiries off the
page.
Dedicated webpage for sponsor logos and profiles with a call to action to enquire about sponsorship and join those
organizations
SPEX Brochure Creating SPEX brochure for sales team to generate interest of targeted clients. Versions with
pricing and without pricing depending on SPEX manager requirements
POST EVENT ANALYSIS AND RETENTION ELEMENTS FOR 2018
1. Post Event Analysis and strategies for future customer retention

The post event analysis will look to achieve the following objectives
When pure marketing registrations come in, find out where exactly from to identify the most successful lists and
mediums they came from. need to add a section on registration form where they heard about the forum
When enquiries come in, note which lists medium / web site they came from most popular to be taken forward for
the 2018 marketing campaign
Analysis number of enquiries converted to sales whether delegates or sponsorship
Tracking of overall event ROI - did it reach 600% and go beyond that? Also track delegate ROI marketing led
sponsorship ROI
Survey all attendees for their feedback using survey software eg Surveymonkey From this feedback, collate testimonials
to use for all future forum web sites event and sponsorship brochures
Discount offer incentive for next edition of the forum eg 40% if they book onsite 20% if they book in the month post
event
Discount offers for other events in the c-suite portfolio
Offering selected delegates discounted sponsorship opportunities for the next cycle of the event
Speaking opportunities at the next event if they have a story to tell the next audience
Group booking discount incentives
Eg group of 3 20% / group of 5 30% group of 8 or more 40%

Page 32
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Chief Learning Officer Forum Fall,

October 24-26, Boston

Marketing Strategy Document

PROJECT DATE: October 24-26 2017

MARKETING CONTACT: Laurence Allen

200 Primary Delegates (60 of which will be speakers)

VISITOR TARGET BREAKDOWN

Visitor category Registered On-day attendees

Average order value stats from CLO Forum, March 2016:

No of Masterclass Attendees (Primary only) 9

30- 31st 31st 30- Full

Note: Masterclass $500 USD per session 31st July to event

Projected Non-Profit Price Grid

Note: Masterclass $500 USD per session 31st July to event

Note: Masterclass $500 USD per session

Month end offers in July / August / September depending on booking patterns

EG July: 20% off August: 15% off September: 10% off

20% for speaker companies

Design (banners / 1,000.00 550.00 spex brochure / post event

253.00 253.00 Fixed cost shared across all

Please refer to Hannahs marketing brief for granular topic detail

X:\Marketing\Events\2017\Chief Learning Officer\Chief Learning Officer Fall, Oct 2017\Planning

KEY Primary USPS:

Strapline subject to change

The C-Level learning and development view on leadership development, workforce

Top 5 hot topic areas - Hannah to confirm

Other Key USPS to consider / incorporate into the campaign:

Interact with the premier Learning & Development leaders:

Network, network, network:

5 key reasons not to miss the conference:

Key SPEX USPS (subject to change based on marketing brief / agenda)

Cross-Channel Learning Delivery

>>> View all profiled answers here

Learning Management Systems

Vendor Delegate USPS:

Discover a wide audience of cross-sector leaders to cultivate new business partnerships

Reach the C-Suite and Decision-Makers / influencer in buying business solutions

Take networking opportunities as a way to reinforce presence and maximize exposure

Competitor events from Hannah:

Two extra events to be wary of

Chief Learning Officer Forum (Healthcare)

TARGET MARKET DEFINITION

LEVEL 1 for GUESTING

Chief Learning Officer

PAYERS : Job titles mentioned below

Primary Market Level 1, 2 and 3 Secondary Market

Key Job Title Secondary Market

VPs, Directors, Managers of Key Industries/Key Words

Educational Strategy and Content eLearining

Key Countries to target

What we have in the database right now (Primary only)

Level 1: C-Level & VP level: 4132

Primary versus vendor Split of the whole L & D database

Primary: 15197 (87%)

USA versus Canada split of the whole L & D database

USA: 15283 ( 87%

Breakdown of all data by state:

Industry Breakdown from CLO USA, March 2016 attendee list:

Legal / Professional Services 3 3.8

Job title breakdown from CLO USA, March 2016

Job title level Quantity % of attendee list

Primary Data Brief saved in X:\Marketing\Events\2017\Chief Learning Officer\Data Build\Primary

Forecast amount of names: 4000 x 0.45 per record = 1800