1

Think Inside the Box

September 11, 2013

Our Sponsors:

2

Agenda

September 11, 2013

Time Agenda Presenter

8:00 Registration and Breakfast

9:00 Welcome Jennifer CampbellGeneral Manager Direct Marketing Strategy, Canada Post Corporation

9:15 –

10:00 Interview Sessions conducted by Sarah Simpson

Roehl Sanchez, EVP Chief Creative Officer, BIMM

Dave Wilkinson, Director of Research and Analytics, Kenna

10:00 –

10:15 Networking Break

10:15 –

11:00 Choose from one of the following Discussion Labs:

Data Management and Governance through the Marketing lens.

Recalibrate your fundraising efforts to achieve an annual giving

big bang

The Creative Compound; Creative elements that can electrify your

direct mail.

The new Marketing Atmosphere -

a guide through Canada’s Anti-

Spam Legislature (CASL) galaxy

E=MC2: The Multi-cultural Marketing equation

11:00-

11:15 Networking Break

11:15 -

!!:45 Discussion Lab Highlights

11:45 -

12:45 Keynote Speaker

Don’t Outspend them, outsmart them

Terry O’ReillyMarketing Guru, host of CBC Radio’s “Under the Influence”

Our Sponsors:

3

Session

– Interview Sessions

Roehl Sanchez

As BIMM's E.V.P. Chief Creative Officer, Roehl leads the creative charge on brands such as Shaw, Audi, Loblaws and Harley Davidson. Prior to

BIMM, Roehl spent the first 20 years of his career at Cossette¹s Direct Marketing and Promotions division Blitz. As S.V.P Managing Partner, Creative Director, he worked on many award winning campaigns for clients such as Coca-

Cola, Bell, P&G, Shoppers Drug Mart, Bank of Montreal, World Vision, Canada Post and General Motors. During his tenure here he also was the creative director for the company¹s B2B and the non-for-profit division. Roehl¹s work has garnered awards both nationally and internationally. From CMAs, PROMO!s and Applied Arts to DMA ECHOs, John Caples and Cannes. As an advocate for Direct Marketing, Roehl has written articles for various industry publications, Marketing Magazine, Direct Marketing News and Strategy Magazine. He has appeared in speaking engagements for the CMAs, Canada Post and participated in numerous round tables both

in Canada and the US.

Dave Wilkinson

For over 15 years Dave has worked in analytical consulting organizations helping clients across the fields of Customer Value Analysis, Predictive Modelling, Data Driven Marketing and Client Relationship Management.

He has had the fortunate opportunity to work with a broad spectrum of Business to Business and Business to Consumer organizations spanning diverse industries including Telecommunications, Retail, Pharmaceuticals, Software & Technology, Insurance, Energy, and Financial Services.

His passion for leveraging data to identify, articulate and prioritize client business challenges helps him implement analytical solutions that drive significant, incremental, and measurable value from sales and marketing initiatives.

Interviews conducted by Sarah SimpsonChief Client Officer, Squareknot Direct and digital marketing are part of her DNA! Sarah is the former President of Proximity BBDO and Managing Director of Mighty Digital direct + design. For this session, Sarah will be

interviewing a few of today’s top marketers to find out how DM plays a key role in their marketing experiments.

4

Discussion Lab

Data Management and Governance through the Marketing lens

Alexis ZamkowIn her role as the General Manager of data products and services

at Canada Post, Alexis is responsible for the commercialization of Canada Post’s Data assets. Through the development of geo-spatial targeting tools, address-

based list, license, web-service offerings and delivery of analytic consulting services, Alexis’

team enables businesses both large and small with the power of Canada Post’s location intelligence and unique consumer data. Prior to joining Canada Post, Alexis has led senior level client

and agency teams, applying her skills in CRM and Marketing Strategy in the retail, telecommunication, energy and financial services industries for companies such as GTE, Centrica, Ford, Scotiabank, Sears and Bell.

Jan KestleFounder and President of Environics Analytics, Jan Kestle has been a leader in the marketing information industry for more than forty years.

An expert in using statistics and mathematics to help solve business challenges, she has worked with hundreds of clients in all industries to help them find and serve their customers. In November 2003, she founded Environics Analytics, in partnership with the Environics group of companies, establishing a new marketing and analytical services company based in Toronto. She has since directed the initiatives creating the pioneering PRIZM CE, PRIZM

C2 and PRIZM QC segmentation systems that combine geodemographics with psychographic Social Values to classify consumers by both their mindset and marketplace behaviour. In addition, she oversaw the development of a number of innovative marketing products by EA research and development teams, including WealthScapes, ENVISION, DemoStats and CultureCode. Prior to founding EA, Jan was president of Compusearch and spent

19 years at the Ontario Statistical Centre, where she developed an expertise in the Canadian census and its applications in marketing and social research.

With Marketing pushing the boundaries of increased insights, customization and personalization the associated data risks increase and this the need to proactively manage data becomes an essential function. In the world of data-

enabled Marketing solutions, Marketers should now consider themselves an official Data Steward, and with that comes considerable responsibility to the management of that information. Attend this session and learn the most effective solution to this challenge.

Facilitated By:

5

Discussion Lab

Recalibrate your fundraising efforts to achieve an annual giving big bang

Stephen ThomasSteve Thomas has been described as both the ‘Guru’

and the ‘Godfather’

of Canadian direct response fundraising. He has been a fundraiser for well over 30 years. Steve’s early career began with Oxfam Canada as Development Director, where he established their direct mail program as Canada’s first modern and scientific use of the medium. In 1980, Steve founded Stephen Thomas Associates (now Stephen Thomas Limited), Canada’s first direct response fundraising agency working exclusively in the not-for-profit sector. Over the years, Steve has worked with thousands of charitable and not-for-

profit organizations in Canada, the U.S. and internationally. His contribution to the industry was recognized by the CMA in 1998 when Steve was

awarded the Directors’

Choice Lifetime Achievement Award and by the AFP Greater Toronto Chapter in 2002 where he received the Outstanding Fundraising Executive Award

Bryan TenenhouseBryan is the Creative Director at Stephen Thomas, leading the creative strategy and development for such accounts as Kids Help Phone, Médecins Sans Frontières (Doctors Without Borders), Children’s Wish Foundation, the Canadian Cancer Society, and many others. As a respected writer and Creative Director in the not-for-profit and commercial sectors, he brings years of experience and a fresh perspective to the agency’s signature accounts.Bryan honed his creative skills at major international agencies including Wunderman, Vickers & Benson Arnold and Draft before coming to Stephen Thomas. Bryan sat on the board of directors of the CMA)and was founding chair of the CMA’s direct marketing council.

Facilitated By:

WHO CARES ABOUT RESULTS?Tearing the envelope wide open on today's Direct Mail.

It used to be that direct mail was king when it came to getting money in the door from loyal donors who responded because you gave them the opportunity to do something good. Every non-profit organization should care about results –

but to get the best results today means integrating mail with other channels to get a bigger bang for your buck!

In this captivating presentation, Steve Thomas, Founder and Chairman, and

Bryan Tenenhouse, Creative Director at

Stephen Thomas Ltd, will challenge your assumptions about direct mail and explain how to make it work harder as part of an integrated campaign.

Direct Mail is far from dead, it just needs to learn how to play nice with others.

If you care about results, this session is a must-see.

6

Discussion Lab

The Creative Compound; Creative elements that can electrify your direct mail.

Matt Haskell

Matt Haskell is the Corporate Marketing Manager for SourceLink, a marketing services provider focused on direct marketing utilizing modern print technology, customer intelligence, database design & build and modeling & analytics. Matt is responsible for managing SourceLink’s social media and online presences, in addition to corporate marketing design, videos and campaigns. He recently headed a webinar for Canada post on emerging technologies that pair well with direct mail.

Facilitated By:

Direct Mail is an art and a science, combining the two correctly can produce a successful reaction. In this Discussion Lab we’ll discover the creative elements that can electrify your direct mail.

7

Discussion Lab

The new marketing atmosphere –

a guide through Canada’s Anti-

Spam Legislature (CASL) galaxy

Catherine Tully

Catherine Tully is Director, Privacy and Access to Information at Canada Post.

Catherine was previously the Assistant Commissioner, Investigations and Mediation with the BC Information and Privacy

Commissioner and led the Privacy, Freedom of Information and Records Management team at the BC Ministry of Attorney General.

In addition, she holds a Master’s degree in law.

Miranda Paquette

Miranda Paquette is Manger of Privacy Policy at Canada Post, she

has been teaching and learning in the field of Privacy since 1999. She is a member of the International Association of Privacy Professionals and is a Certified Information Privacy Professional/Canada (CIPP/C). Previous to Canada Post she was Corporate Compliance Manager with MD Physician Services Inc., a subsidiary of the Canadian Medical Association, and responsible for governance of Marketing, Ethics, Privacy, Anti-Money Laundering and Records Management.

Facilitated By:

Canada’s Anti-Spam Law (CASL) is expected to come into force in 2013 and it will impact the way you conduct business online. As one of the toughest anti-spam laws in the world, CASL applies to any electronic message sent to other businesses and consumers as part of a “commercial activity”. Learn about your coming legal requirements and how to help prepare your organization for CASL

8

Discussion Lab

E = MC2: The Multicultural Marketing Equation

Bobby Sahni

Bobby Sahni has over 10 years of corporate multicultural marketing experience and is considered a veteran and leader in the industry. Bobby was the Head of Multicultural Marketing at Rogers Communications

for a number of years and has had leading edge experience in developing, executing and managing diversity and multicultural marketing initiatives for a number of other best-in-class organizations including Canada Post, Star Media Group, OLG and ICICI Bank. He recently formed a new multicultural marketing insights, strategy, creative and execution firm called

ethnicity dedicated to helping companies drive new growth by engaging ethnic communities across Canada. Bobby has earned international recognition for his work including multiple awards from NAMIC (National Association for Multi-Ethnicity in Communications) and CTAM (Cable & Telecommunications Association

for Marketing) both based in the United States. Bobby also loves teaching, having guest-lectured at many universities on the topic of multicultural marketing and regularly speaks at industry events and conferences across North America.

Facilitated By:

Marketing + Multicultural Insights

GROWTHMulticultural Marketing is a business imperative and should be a

key catalyst in all organizations’

equations for growth. As newcomers arrive in this country, they

bring with them unique preferences that affect buyer behavior. Marketers need to pay close attention to these preferences. If they don't, chances are their competitors will or new businesses that better cater to ethnic consumer needs will emerge. This insightful discussion based on facts and feelings explores the blurring of ethnic and mainstream marketing and will shed light on what’s to come. Join multicultural marketing industry veteran, Bobby Sahni, as he shares perspectives, insights and experiences on how to win in an increasingly diverse –

today, tomorrow and in the future.

9

Keynote

– Terry O’Reilly

Terry O’Reilly

After a successful career as an award-winning copywriter for Campbell-

Ewald, Doyle Dane Bernbach

and Chiat/Day, Terry co-founded Pirate Radio & Television in 1990. A creative audio production company,

Pirate has a staff of 50, with 8 recording studios in Toronto and New York City. Terry has won a few hundred national and international awards for writing and directing. He hosts sold-out creative radio seminars, was named Canadian judge for the inaugural year of Radio at the Cannes Advertising Festival in France, was named Radio Chairman for both the International Clio Awards in Miami and the

London International Advertising Awards. When he’s not creating advertising, he’s talking about it as the host of the award-winning CBC Radio One/Sirius Satellite radio show, “Under The Influence”

which was the follow-up to the hit series, “The Age of Persuasion.”The New York Radio Festivals awarded it the Grand Prize as Best Radio Program for the last two years in a row, and iTunes chose it as “Best New Podcast of 2011.”Terry was given a Lifetime Achievement Award by the advertising industry, and an Honorary Doctorate of Laws by McMaster University.He has co-written a best-selling book called “The Age of Persuasion: How Marketing Ate Our Culture,”

published by in Canada by Knopf, and in the U.S. by Counterpoint Press in Berkeley.

Don’t Outspend Them, Outsmart Them“Don’t Outspend Them, Outsmart Them.”In a world where most advertisers no longer have huge budgets and where small advertisers are up against deeper pockets -

there is still a way to gain remarkable returns.The trick is to outsmart the competition, not outspend them. It takes a different kind of mindset and a different kind of alchemy. Join Terry O’Reilly as he shows you how to unleash your inner mad marketer. Learn how to see the world through fresh eyes so you can recognize opportunities others miss.

See why some of the smartest ideas cost the least amount of money.

Analyze how smart inexpensive ideas can make the biggest impact on customers.

And how small budgets have the ability to inspire big creativity.All it takes is counter-intuitive thinking. And the right combination of combustible elements.