Opening Reception, New York Marriott Financial Center

8:00 - 9:00 am

Registration and Continental Breakfast

9:00 - 10:15 am

Welcome
Dick Robinson, CEO, Scholastic Inc.

Start the day with the CEO of Scholastic, as he welcomes attendees to what is sure to be an exciting event.

Community Inreach
Kelly O'Keefe, Professor & Executive Education Director, VCU Adcenter

Learn how leading marketers engage communities to build brands intrinsically.

A Slam Dunk: Integrated Marketing
Maureen McMahon, Vice-President & Publisher, Kaplan Publishing

Integrated marketing gets all your marketing campaigns and tools to work like a team for winning results. In this keynote session you’ll learn the benefits of integrated marketing and how to make it all happen in your organization. We’ll discuss how to coordinate your messaging; how to maximize the strengths of individual marketing mediums; how to develop integrated marketing plans; and the importance of management buy in order to see the pay off.

Break

Breakout Sessions
Choose from one of the following four sessions. Please select your session when you register. Attendance in each session is limited so please register and make your selections early.

Teacher’s Pet: The Education Market, 101
Anne Wujcik, Editor, News Alert and Education Market Analyst, QED

New to education marketing? This session will help you make the grade. We’ll explore the school market structure, buying cycle and purchasing process. Who are the key decision makers, and how do you reach them? Attendees will also learn how traditional marketing compares to marketing specifically to schools.

The Buck Starts Here: Direct Marketing Strategies in the 21st Century
Sue Collins, Principal, CollinsConsults

Being competitive in the 21st century requires a fully integrated marketing campaign, but a quality direct marketing strategy can put you well above the rest. This session will examine how developing an effective direct marketing strategy will get the results you should expect, how to balance traditional and web 2.0 campaigns to effectively close business, and selecting targeted markets for clear success. 

As the Romans Do: Marketing Planning
Carol Waugh, President, Xcellent Marketing

Rome wasn’t built in a day and neither are marketing plans. However, the benefits of a marketing plan are endless if executed correctly. In this session, discover how to go about writing a marketing plan and what the elements of a plan are. When should you be marketing and what are key messages for the education industry? How do you budget? What does your budget include? Learn how to justify your marketing budget and how to choose your marketing vehicles with the budget you have.

A Traffic Jam: e-Marketing
David Goddy, Vice President, Education, e-Scholastic - PRESENTATION
Ciaran Bossom, Vice President of Marketing, e-Scholastic - PRESENTATION

Both hands on the wheel! Get into the fast lane and learn about how to get maximum results with e-marketing. You’ll learn how to drive traffic and sales to your web site as well as how to build customer awareness and loyalty. Benefit from the expertise of one of the largest and most effective e-marketers in education with a case study presented by the Vice President of e-Scholastic.

Lunch

Breakout Sessions
Choose from one of the following four sessions. Please select your session when you register. Attendance in each session is limited so please register and make your selections early.

Reel ‘em in: Tradeshow Marketing
Kathy Hurley, Senior Vice President, Strategic Partnerships, Pearson Education

Tradeshows are an important part of your marketing mix and can yield a high return on investment when worked to their fullest extent. You’ll have more leads than you can handle using the strategies presented in this session. Learn how to work with associations to gain more visibility at shows; how to market before, during and after shows; and how to entice the right people to your booth and keep them there.

Easy as Pie: Database Analysis
Tom Noone, VP of Marketing Information, Scholastic

Segmenting is a piece of cake. Find out how to segment your data into customers vs. prospects; frequent purchasers vs. infrequent purchasers; product A purchasers vs. product B purchasers; etc. What are the benefits of segmenting? How do you measure ROI? Attendees learn how to measure lifetime value and how to use the results of analysis and modeling to strengthen marketing plans. Learn the recipe of success from Scholastic’s own data analysis initiatives.

A Home Run: Market Research
Liz White, Education Marketing Manager, CDW-G

Knock it out of the park! Discover how to use market research as a highly effective marketing tool. This session will feature a case study from CDW-G on how they have used research findings to strengthen their marketing message as well as position themselves as an industry leader.

Hammer Time: Building a Brand
Eren Koont, Marketing Manager, Discovery Education

How do you construct a brand? What is your brand voice? Hit the nail on the head by learning how to understand your competition and your customers. Discuss how to identify what makes your organization/product truly unique and necessary to customers, and how to communicate your brand consistently across all channels.

Break

QED Roundtable Sessions

Circle the wagons! At the QED Roundtables you’ll have the opportunity to steer questions to QED’s market experts and product managers. Bring your questions about mailing lists, e-marketing, your marketing plans and creative, data analysis, and market research. These interactive sessions are your chance to get feedback, brainstorm and learn more about how you can get more from your relationship with QED so make sure to bring questions, ideas, marketing pieces and plans with you.

Choose from one of the following four topics. Please select your topic when you register. Attendance in each session is limited so please register and make your selections early.

Data
Jenny Schumacher, Director, Database Operations

Database Analysis
Bob O’Dell, Director, Data Warehousing Products and Services

Market Research
Deirdre Martel, Director, Marketing Research

Creative Services
Emily Garner, Creative Services Manager

Break

Closing Keynote
Dr. Paul Wang, Professor, Northwestern University’s Media Management

End a long day of learning with a laugh from Dr. Paul Wang, a perennial favorite at the QED Forum. Dr. Wang will take a light-hearted look at marketing but in between the laughter you’ll find valuable nuggets of information about the importance of marketing and your role in improving teaching and learning for today’s educators and students.

Reception

8:00 - 9:00 am

Continental Breakfast

9:00 - 9:45 am

QED’s Purchasing Authority: A Companion to Teacher Buyer Behavior
Anne Wujcik, Education Market Analyst, QED
Presentation of proprietary research on how, when and where K-12 educators purchase

QED has gone to the authority on school purchasing and budgets: educators. The results of QED’s in-depth online study conducted with teachers and administrators in September 2007 will be presented in this informative session. We’ll report exactly where teachers gather information and purchase key classroom materials including supplemental materials, classroom supplies and professional development materials; when budget decisions are made; who are key decision makers for school-wide products; and classroom and school usage of up and coming products such as digital whiteboards, social networking tools and many others.

Coffee Break

QED Roundtable Sessions

Circle the wagons! At the QED Roundtables you’ll have the opportunity to steer questions to QED’s market experts and product managers. Bring your questions about mailing lists, e-marketing, your marketing plans and creative, data analysis, and market research. These interactive sessions are your chance to get feedback, brainstorm and learn more about how you can get more from your relationship with QED so make sure to bring questions, ideas, marketing pieces and plans with you.

Choose from one of the following four topics. Please select your topic when you register. Attendance in each session is limited so please register and make your selections early.

Data
Jenny Schumacher, Director, Database Operations

Database Analysis
Bob O’Dell, Director, Data Warehousing Products and Services

Market Research
Deirdre Martel, Director, Marketing Research

Creative Services
Emily Garner, Creative Services Manager

Coffee Break

QED Roundtable Sessions

Circle the wagons! At the QED Roundtables you’ll have the opportunity to steer questions to QED’s market experts and product managers. Bring your questions about mailing lists, e-marketing, your marketing plans and creative, data analysis, and market research. These interactive sessions are your chance to get feedback, brainstorm and learn more about how you can get more from your relationship with QED so make sure to bring questions, ideas, marketing pieces and plans with you.

Choose from one of the following four topics. Please select your topic when you register. Attendance in each session is limited so please register and make your selections early.

Data
Jenny Schumacher, Director, Database Operations

Database Analysis
Bob O’Dell, Director, Data Warehousing Products and Services

Market Research
Deirdre Martel, Director, Marketing Research

Creative Services
Emily Garner, Creative Services Manager

Lunch

Private Meetings with QED

Please contact your QED Account Executive to schedule a private meeting with any of the QED product managers listed in the QED Roundtable sessions.

Register Today!