Startup Marketing School is a 5-week series developed to help address what was hypothesized to be a gap in NY marketing circles – a lack of strategically thinking young marketers and a growing specialization of them by places that traditionally trained them. The program was developed by Charlie O’Donnell and Rich Ullman, and the event space has been provided by Cooley, LLP.
For those interested in the background and framework for our content, click here.
Next (& Final) Session
11/9 6:30PM
Session 5: Measuring Success and Adapting Your Plans
How to establish measurements and KPI’s for YOUR business.
When should you know it's time to pivot?
What may be the next wave of models for NY?
Chris Kincade, Exec Chair / Co-Founder at OpenTopic & Founder/CEO at Designbuggy
For complete notes from this session, please see Kelsey McCormick's blogpost: http://writeifyoufindwork.wordpress.com/2011/11/10/start-up-marketing-school-class-5-measuring-success-and-adapting-your-plans/
Past Sessions:
10/12 6:30PM | Session 1: So you’re planning to be the CMO someday?
Perspectives on marketing in a start-up. How to plan for the unplanned whether you’re bootstrapping your venture or funded to the hilt. The format will be a panel and town hall discussion, including the views of three people who've taken different paths to the lead marketing role in successful a start-up. So what does it take? How do you prepare yourself to build a marketing machine from the ground up?
Rich Ullman, Former SVP of Marketing at Ripple6
Deena Bahri, VP of Marketing at Birchbox
Jeff Grill, VP of Marketing at Mimeo
For an overview of the session, please see Jeff Grill's blogpost: http://www.roguemarketer.typepad.com/the_rogue_marketer/2011/10/what-i-learned-at-startup-marketing-school.html#tp
For complete notes from this session, please see Kelsey McCormick's blogpost: http://writeifyoufindwork.wordpress.com/2011/11/03/start-up-marketing-school-class-1-so-you%e2%80%99re-planning-to-be-the-cmo-someday/
10/19 6:30PM
Session 2: Developing a Brand and Positioning It to Stand Apart from the Crowd.
Creating a longstanding and successful brand takes more than a good name and a logo. This session will include two talks on how to clarify the vision of what your business can be and the process of creating the story that surrounds it. (keywords: messaging, value proposition, publicity)
Intro: Legal Protections for You and Your Brand
Karen Won - Associate, Cooley LLP
Talk 1: Creating a great brand strategy.
Michael Duda - Managing Partner, Consigliere Brand Capital
Tai Foster - Senior Manager, Communications at Under Armour
Talk 2: Public Relations and Creating Your Story. Marketer + Agent +Journalist -
Kevin King - Senior Vice President, Horn Group
Tami Forman - Senior Director, Global Corporate Communications at Return Path,
Lauren Goode - The Wall Street Journal Digital Network
For complete notes from this session, please see Kelsey McCormick's blogpost: http://writeifyoufindwork.wordpress.com/2011/11/03/start-up-marketing-school-class-2-developing-a-brand-and-positioning-it-to-stand-apart-from-the-crowd/
Materials:
Trademark_Practice_Group_Brochure.pdf
StartupConsig101911.pdf
10/26 6:30PM
Session 3: Packaging and Distributing Your Story
What are the right tools and avenues to get your message into the marketplace? Hear two talks on the value of advertising, PR, case studies, customer testimonials and the creation of social media advocates to enhance the impact of your story.
Talk 1: Building a plan with multiple options and channels
Heather Freeland - VP Brand Marketing at Gilt Groupe
Talk 2: A discussion of online/offline media options, including email, ad networks, SEO/SEM
Jaime Romero - Vice President of Marketing at AxialMarket
For complete notes from this session, please see Kelsey McCormick's blogpost: http://writeifyoufindwork.wordpress.com/2011/11/04/start-up-marketing-school-class-3-packaging-and-distributing-your-story/
Materials:
sumktg-2011-10-26-freeland.pdf
sumktg-2011-10-26-romero2.pdf
11/3 6:30PM
Session 4: Developing a Customer Base
What’s your plan to acquire customers? It's the difference between a business and a hobby.
Talk 1: Customer Acquisition in a B2C company.
Samir Balwani - Director of Acquisition Marketing, Stylecaster
sumktg-2011-11-03-balwani-cust-acquisition.pdf
Talk 2: Lead Generation and Customer Pipelines in a B2B company.
Elizabeth Golluscio - VP, Marketing at Smartling
Presentation: http://prezi.com/xvg1wcjcjody/the-marketing-maaze/
For complete notes from this session, please see Kelsey McCormick's blogpost: http://writeifyoufindwork.wordpress.com/2011/11/04/start-up-marketing-school-class-4-developing-a-customer-base/