andrew topliffe portfolio august 2010

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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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)


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


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


CommsPREmployee


Digital Contact

andrew topliffe portfolio august 2010

Documents

events exhibitions

communications print

communications coordination

web print email web

national news print

media liaison awards

belgiumdsei trade

automoti convegno trade