andrew topliffe portfolio august 2010
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Professional portfolio of Andrew TopliffeTRANSCRIPT
Andy Topliffe DipM Cert DigMMCIM August 2010 http://uk.linkedin.com/in/andytopliffe
IndexAbout Andy Topliffe
Ad ti i E lAdvertising
Branding
Employee communications
M di l iCustomer communications
Media relations
Product introductions
Customer events
Digital
Sales literature
Sponsorship
Contact details
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About Andy Topliffey pExperience
15 years professional B2C and B2B brand marketing in global blue chip and small and
Professional QualificationsThe Institute of Direct Marketing Certificate in Digital Marketing (Resultsmarketing in global blue chip and small and
medium sized businesses with UK, EMEA and Pacific experience (Full CV)
Core skills
Certificate in Digital Marketing (Results due August 2010)University of Greenwich Master’s Degree in Marketing Part completed [1998‐2000]Chartered Institute of MarketingCore skills
Development and implementation of marketing strategies, plans and campaignsIntegrated marketing communications
Chartered Institute of Marketing Postgraduate Diploma in Marketing [1996] BTEC Higher National Certificate 'Business & Finance‘ [1994]BTEC Ordinary National CertificateBrand, product and account management
Digital marketing development & implementationProfessional writing, PR and media liaison
BTEC Ordinary National Certificate 'Business & Finance‘ [1992]
AwardsProfessional writing, PR and media liaisonPeople, time and event managementBusiness developmentHands‐on attitude, determined and goal driven
Max Power magazine Best Brand Advertisement Award (1997)Johnson Controls Corporate Merit Award (2009) nominated again in 2010driven ( ) g
3About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Advertising gAdvertising strategy development
Agency selectionge cy se ec o
Agency briefing & partnership
Creative testing
Media evaluation & selection
Media buying
Metric selection & measurementMetric selection & measurement
Post‐campaign evaluation and KPI/ROI analysis
4About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
BrandinggBrand evaluation & analysis
Brand positioning &Brand positioning & development of values, messages and attributesg
Creative development
Brand communications &Brand communications & guidelines
Implementation and policingp p g
Brand metrics & measurement
5About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
DigitalgDigital strategy development
Website development &Website development & maintenance
Email marketingEmail marketing
Display advertising
Search marketingSearch marketing
Web analytics, data & insight
Online PR & social mediaOnline PR & social media
Integrating on‐ and off‐line communicationscommunications
6About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Events ‐ publicityp yPlanning – objectives, key messages, budget, theme, location, KPI setting and measurementmeasurement
Invitations & guest management, Sourcing & selecting providers, Communications & coordination, Media relations & on site management
Case study – April 2010Johnson Controls ‘Road to energy efficiency’ 1,200km cycle ride by a team of 8 employees from Brussels to Monaco to generate awareness and employee engagement for inaugural Euro‐Mediterranean Energy Efficiency Forum.
5 organised events en route, daily riders blog, photo calls, employee communications, press event at finish. Cost €40k and generated publicity valued at €200k including local and national news print and TV coverage
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including local and national news print and TV coverage.
About BrandingAdvertising SponsorshipLiteratureEvents Customer Comms
PREmployeeComms
Product launches
Digital Contact
Events ‐ employeep yPlanned and delivered numerous employeenumerous employee events and conferences from 20 to 250 people infrom 20 to 250 people in various locations across Europe and Australiap
At my last event 43% of delegates rated it Good, g ,57% rated it Excellent
8About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Events ‐ exhibitionsDeveloped, delivered and measured impact of high qualitymeasured impact of high quality exhibitions at major consumer and trade events across Europe including:‐
Live (Consumer, electronics, UK)
The Hi Fi Show (C l t i UK)The Hi‐Fi Show (Consumer, electronics, UK)
The British Motor Show (Consumer, automotive, UK)
Autosport International (Consumer, automotive, UK)
Max Power Live (Consumer, automotive, UK)
Mostra Convegno (Trade, HVAC, Italy)
Buildings of Belgium(Trade, HVAC, Belgium)
DSEi (Trade, Military, UK)
9About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Events ‐ customerOrganised numerous corporate hospitalitycorporate hospitality events (Participative and non‐participative) including 2 years of FIA GT2 sponsorship and associated hospitality atassociated hospitality at all rounds. In total entertained over 1,000 clients and media across8 countries
10About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Employee communicationsp yHighly experienced in developing delivering anddeveloping, delivering and measuring employee engagement throughengagement through communications
Print email webPrint , email, web (intranet), direct mail, text messaging, posters, g g, p ,meetings, conferences and webinars
11About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Media relationsMedia & stakeholder analysis
Media & stakeholder relationship d ldevelopment
Development & issuing of media information(100+ press releases issued and all have been published)p )
Development of media tools (media packs, case studies, image libraries, etc.)
Identification and development of thought leadership articles and interviews
Media training for company spokespeople
PR agency/network selection & management
Crisis communications
Online reputation monitoring & response
Coverage & buzz monitoring & reporting
12About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Product introductionsSuccessfully launched over 50 B2C and B2B products andB2C and B2B products and services using an integrated marketing approachmarketing approach
Case study – June 2007Johnson Controls introduced a professional air pconditioning range into its European distribution channel with first year sales target of $6m. I developed all the sales support materials including print advertisements, sales brochures, technical literature, , , ,point of sale, press release, sales presentation, dedicated employee portal, distributor CD‐ROM, press articles, price lists and sales team training all in 6 languages, on‐time and on‐budget.
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g g , g
About BrandingAdvertising SponsorshipLiteratureEvents Customer Comms
PREmployeeComms
Product launches
Digital Contact
Customer communicationsExperienced in delivering effective multi‐channeleffective multi channel communicationsDeveloped numerous pdistributor and end‐user communicationsDeveloped trade sales scheme for YORK PartsO i d di t ib tOrganised distributor events and product trainingtraining
14About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Sales literatureDeveloped 100+ pieces of sales literature including product and compan broch res caseand company brochures, case studies, white papers, etc.Ability to develop, write and d i lit t lfdesign literature myself or use external agencyObjective and key message d l tdevelopmentAgency briefingSubject matter expert liaisonj pKnowledgeable about design and print process and web adaptationp
15About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Sponsorshipp pResearching, negotiating and extracting maximumand extracting maximum value out of corporate sponsorship including:‐
Mid‐tier sponsor of Volkswagen F2 rally team 1995/61995/6FIA GT2 sponsorship of Bert Longin of CarSportg p2007/8The Cooling Industry A d 2007 9Awards 2007‐9
16About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact
Contact detailsAndrew Topliffe Email:
topliffe@hotmail [email protected]
LinkedIn: http://uk linkedin com/in/anhttp://uk.linkedin.com/in/andytopliffe
Tel: +44 (0)1245 327324Tel: +44 (0)1245 327324
17About BrandingAdvertising SponsorshipLiteratureEvents Customer
CommsPREmployee
CommsProduct launches
Digital Contact