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Garfield BrownMarketing Professional – Event & Channel Marketing

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Wireline

Garfield BrownMarketing Professional – Event & Channel Marketing

Development, management and execution of AT&T Canada’s marketing strategies & plans for:

•Direct sales channels

•Indirect / Partner channels

Development, management, and execution of Bell Mobility’s Wireless Data business marketing strategy:

•Focus on solutions, offers and programs for new and existing clients within key verticals.

•Location Based Services marketing prime

Market Insight and Research into key business verticals:

•Directory Advertising Sales

•Facsroute Sales Rep

•Telecom sales – Data, Long Distance & Voice

•Marketing Consultant

•Project Management – Bell Mobility HSPA Upgrade

Wireless Entrepreneur

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Leverage communication, planning and organization skills to execute all details of events from concept, setup to tear down. Excel at researching and identifying creative options with limited budgets. Expert at incorporating technology into event design and promotions.

Manage, lead, execute and organize Events/Conferences, Roadshows & Sponsorships. Responsible for sourcing venues and managing all aspects of events relating to food/beverage, hotel contracts, contract negotiation, space planning, registration,post event follow-up etc. Conduct site inspections and selection of partners.

Cultivate and establish long-term vendor relationship. Use relationship building, problem solving and negotiation skills to collaborate with multiple parties towards meeting tight deadlines without compromising quality. Calm under pressure.

Tradeshows, Fundraisers & Sponsorship | Corporate Meetings & Seminars | Vendor & Volunteer Management Event Marketing & Promotion

Garfield BrownEvent Manager Delivering Cost-effective, impactful brand experiences

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Event Summary per Year25 Corporate/National Events65 Regional Events

Event Type

Allstream Hosted

Tradeshows/Conference

Conventions

Employee/Internal

Thought Leadership

Sponsorships

National Conference

Awards

Sports

Charity

Examples

Sky is Never the Limit: A Special evening with Chris Hadfield

Cisco Connect, SC Congress

MEF GEN 14

3,000 Building Celebration

Allstream Global Forum

Gas Town Bike Race, CIO Peer Forum

National & Regional Sales Kick Off

President Club

Toronto 2015 Pan Am / Parapan Am

Heart & Stroke Ride for Heart, United Way National Campaign

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Sky is Never the Limit, a Special Evening with Chris Hadfield

Allstream Hosted Event•Allstream & Cisco Events team•Sponsorship •Venue Selection – MaRs Discovery•Attendees – Target Customers•Food & Beverage – 4 course meal•Seating Plan•Event Invitation Development•Green Room•Giveaways/Promotional Items•Volunteers•Photographer•Signage – Digital & Printed•Book signing•Cocktail Reception•Collateral•Audio Visual Requirements•Keynote Speakers•Travel •Accommodations•Post Event - Debrief

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Objectives

• 80-120 Projected External Attendees, 3:1 Customer to Sales Rep Ratio, 20% registration to attendee drop off percentage

• Help to accelerate 222 open funnel activities (not HCS specific) and source net new revenue streams• Contribute 20% to the overall sales revenue targets via marketing influenced and sourced leads• Secure Cisco MDF Funding - $25K• Achieve sales post-event survey satisfaction rating of 4.0+ mean score out of a potential 5.0 rating

2014 MaRS Event Overview

Live event in partnership with Cisco with keynote address, Colonel Chris Hadfield and Fireside Chat with Chris Hadfield, Mike Strople and Mike Ansley to engage and discuss:

• Canada’s productivity in business and how this can be positively influenced by investment in technology

• How technological innovation pushes the boundaries of collaboration and makes businesses more productive

• Sharing of insights when interacting with a global audience on earth through social and other media and collaborating in an environment where teamwork is everything

Results

• 9 Influenced WINS (no HCS) $30K MRR / $1.08M TCV

• 5 Sourced (1@40% SQL and 4@10% SAL) valued at $5K MRR / $627,134 TCV

• 49% (41) Enterprise Customers

• 35% (29) SMB Customers and Prospects

• 10% (8) Global Partner Solutions

• 55% response rate• Average mean

score ratings between 4.21 to 4.96

Wins & Opportunities

Allstream / CiscoAttendee Composition

Sales Post-Event Survey

• expertIP blog post event article: 233 Page Views, 186 Unique Page Views & 3.06” Time on Page

• Twitter: 68 brand mentions, 129 tweets

Social & Digital Media

Sky is Never the Limit, a Special Evening with Chris HadfieldEvent Results Recap

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Cisco Canada’s flagship IT and communications event to provide in-depth technical education and training sessions, insight into the latest technologies and trends, and industry networking opportunities. 1,500 attendees•Sponsorship - Gold or Platinum•Funding Securement – Partner•Funding Securement – Allstream•Communication – Internal•Social Media Strategy

Hashtag to use:  #CiscoConnect_TOTwitter – www.twitter.com/ciscocanadaFacebook www.facebook.com/ciscocanada    and Linked In http://www.linkedin.com/company/1063?trk=tyah&trkInfo=tas%3Acisco%2Cidx%3A3-1-6Blog - http://canadablog.cisco.com

www.cisco.com/ca/connect_toronto2014•Advertising – Cisco Connect & Allstream website•Booth Selection – 20x20 Exhibit Space•Booth Activities •Booth Demo•Booth Staffing•Leads & Tracking – RFID Retrieval Scanner•Ticketing – Allstream invited customers & prospects•Event Invitation Development – Cvent & OFT formats•Giveaways/Promotional Items•Photographer•Signage – Digital & Printed•Collateral•Audio Visual Requirements•Post Event – Debrief

Tradeshow Conference | Cisco Connect

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The global gathering of the Ethernet community defining the future of network-enabled cloud, data, and mobile services powered by the convergence of Carrier Ethernet 2.0, SDN, and virtualization technologies •Sponsorship - Silver•Panel Participation – Mike Strople, President Allstream•Funding Securement – Allstream•Communication – Internal & External

MEF Press Release announcing Proof of ConceptAllstream News Release on Proof of ConceptNewstream story promoting Allstream involvementMEF Proof of Concept website

•Social Media StrategyTwitter & Linked promotion of event and press releaseMEF GEN14 Banner on expertIP BlogexpertIP Blog on Allstream new Ethernet serviceFacebook – photo’s of event

•Advertising – MEF GEN14 & Allstream website•Booth Selection – 10x10 Exhibit Space•Booth Activities •Proof of Concept Demo •Booth Staffing•Leads & Tracking – Business Cards•Ticketing – Allstream employees & invited customers •Event Invitation Development – Cvent & OFT formats•Giveaways/Promotional Items•Signage – Digital & Printed•Collateral•Audio Visual Requirements•Ethernet Academy Awards Dinner – Table of 10•Post Event – Debrief

Conventions | MEF GEN14

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Allstream Global Forum is an annual series of unique events where we feature innovative thinkers and international leaders such as Steve Forbes, Robert F Kennedy Jr., David Suzuki and Vice President Al Gore•List Development – VIP & Corporate•Media Sponsorship•Event Program Guide •Web Marketing – General Information and Public Awareness. SEO optimized content and landing page. Promote sponsorship opportunity and ticket purchase. Direct visitors to Social Media platforms•Social Media – Twitter http://www.mts.ca/portal/site/mts/menuitem.0290497802902f369e5e921031248a0c/?vgnextoid=fb9ff8fef1ac4210VgnVCM1000002a040f0aRCRD&vgnextchannel=ed7c8dca20041110VgnVCM1000001342a8c0RCRD

•Internal Employee Communications•Sales Communication – Sales team presentations & Sales Newsletter articles•Creative – Posters, flyers, photo frames, volunteer uniforms, green screen, table menu cards, table number cards and name badges•Lead Generation Plan•Invitation Design & Registration Process •Invitation Lists – Tier 1, 2 and 3•Budget & Payment –credit card & other payment options

Thought Leadership | Allstream Global Forum

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Tweet # 11 Allstream & MaRS partner to showcase innovative green technologies at #AllstreamGlobalForum with Vice President Al Gore http://bit.ly/2yRcgU

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2007 – AGF: The Environment with Robert F. Kennedy Jr.

•2 cities: Calgary, June 28 (144 attendees); Toronto, July 11 (122 attendees)

2008 – AGF: Leadership Through Innovation with Steve Forbes.

•4 cities: Toronto, June 18 (143 attendees); Winnipeg June 28 (99 attendees); Calgary, September 25 (139 attendees); Montreal September 30 (179 attendees)

2009 – AGF: Thinking Green: Economic Strategy for the 21st Century with Vice President Al Gore

•1 city: Toronto, November 24 (1,055 attendees)

Budget

•Ticket Sales $230,000 + Sponsorship $386,527 for Total $616,527

•Expenses $542,473

•Profit $74,054

Allstream Global Forums | Summary

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• Budget• Venue Selection• Site Visit• Meals• Accommodations• Travel• Communication• Vendor/Partner Strategy• Vendor Fair Development• Production – Livewire• Registration Process• Welcome Packages• Content / Theme Development• Décor• Signage• AV including Digital Wall• Photographer• Survey• Volunteers• Post Event Strategy

National Conference | Sales Kick-off

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• Calendar update• Communications – pre, during

and post• Video Development • Collateral • Venue Selection • Site Visit• Food & Beverage• Activities • Content / Theme Development• Swag and Giveaway• Travel • Accommodation• Attendee Confirmation• Registration• Post Event Survey

Awards | President’s Club

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• Employee Communication Plan• Pre-Event Celebrations

• 1 Year countdown Sea of Orange

• Employee Engagement• Advertising & Promotions• Propose Branding Opportunity

• Allstream Fleet• Executive Vehicles

• Development of Social Media Strategy

• On-site Activation Plan• Ticketing Process Development• Hospitality Suites & Giveaways• Accreditation• Volunteers• Staff Uniforms• Promotional Items for onsite and

employees

Toronto 2015 Pan Am / Parapan Am Games

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• Employee Communication Plan• Employee Engagement for Team• Employee Donation• Advertising & Promotions• Propose Branding Opportunity• Social Media Strategy• Onsite Activation Plan• Volunteers• Uniforms for Allstream team• Promotional Items for onsite

giveaway

Charity – Heart & Stroke Ride for Heart & Big Bike

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• Employee Communication Plan• Employee Engagement• Team Sponsorship• Customer Invitation• Advertising & Promotions• Propose Branding Opportunity• Social Media Strategy• Onsite Activation Plan• Hospitality Suites & Giveaways• Volunteers• Uniforms for Allstream team• Promotional Items for onsite

giveaway

Sponsorship – Gas Town Bike Race

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• Employee Communication Plan• Employee Engagement • Activation Plan• Volunteers• Promotional Items for onsite

giveaway

Internal – 3000 Building Celebration

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Tools

•Critical Path Document

•Sharepoint

•Event Brief

•Budget

•Event Debrief

Event Tools

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Spreadsheet used to track the event details from pre-event action items to post-event action items

•Start Date

•Due Date

•Item/Description

•Responsibility

•Status

•Goal

Sales Conference 2012 - January 29th to January 31st, 2012 - Westin Harbour Castle MTCC - 1 Harbour SquareTel 416 361-7417 - 2012 Theme - (TBD)

           Target Market: Allstream Sales                

Task Prime(s) Start date End date Task Status CommentsBudget

Budget approved Nora Gorman     Complete link to budget details; note- Livewire/Events MgmtDetermine sales vs marketing cost allocation Nora Gorman     Complete sales will pick up costs estimated at $70,895 travel / $52,627 accommodation.

Total $125,000. Budget development/management Garfield     In Progress  

Event Tools

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• 5’x5’ Kiosk• 10x10 Booth• 10x20 Booth• Pop up Booth• Pop up Banner Wall• Banner Stands• TV Monitors• Digital Walls

Assets – Exhibit / Booth Facilities

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• Deployment of newsletter communications

Mailchimp

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• Deployment of customizable branded event communications

Outlook File Templates (OFT)

http://www.titancreative.com/allstream/TBOT2015/TBOTinvite7.html

http://www.titancreative.com/allstream/oakville_hostedcollab_event/invitation1.html

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Eventbrite Ticketing

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Cvent

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• AuraXm (Exhibits and Booths)• Cvent (Event Invitation)• Genumark (Promotional Items)• Titan Creative (Graphic Design)• Amex Travel (Flights)

Vendor Management

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Appendix

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Executive Sponsor: Edith Cloutier, VP Sales

Event Business Owner: Angie Specic – Director Marketing & Garfield Brown – Sr. Mgr Events

Panelists: Colonel Chris Hadfield, Allstream Mike Strople and Cisco Mike Ansley

Strategy and Pre-Planning: The success of this event was a tribute to the collaborative effort and attention to detail among the Executive, Sales and Marketing Leadership. Collaboration was key to driving overall event success : Executive Team (President and Sales VP), Corporate Communications, Customer Marketing (Director, Sr Content & Digital Marketing Manager and Team, Senior Segment & Field Marketing Manager and Field Marketers, UC Product Management & Marketing, Enterprise, SMB and GPS Senior Leadership (VP, GM) and Teams.

Sales: Central, Eastern and Western Region Sales Leaders and teams were instrumental in driving attendance

Event: An evening with Chris Hadfield event with a target between 80-120 external guests (Director and Above) within the Enterprise, SMB and Global Partner Solution market segments with a projected 20% registration to attendee drop off which resulted in 84 attendees and 22% drop off

Post-Event Sales Survey mean score ratings ranged from 4.21% to 4.96% relative to keynote address, panelist discussion, venue, catering, etc. Event execution was seamless.

Post-Event Sales Funnel Activity resulted in 9 Marketing Influenced Wins and 5 Net New Sourced Opportunities for SIP Trunking, MPLS, UC CPE and Core.

Social & Digital Media (Twitter and expertIP blog article) has positive metrics: Twitter 68 brand mentions and 129 tweets; expertIP 233 Page Views, 186 Unique Page Views and 3:06 Time on Page

Executive Summary – Chris Hadfield Event

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Accolades

Nora Gorman,Director,Allstream