Sharon Otterman '91 will be returning to her alma mater for a three-day visit February 7-9 as the 2005 Skip Landen Professional in Residence.
Otterman is the vice president for media strategy at ESPN. She is responsible for broadcast promotions, media planning, and return on marketing investment for ESPN and its networks.
The campus community is invited to participate in a variety of activities during her visit.
Tuesday, February 8
- Master class: 3:00-4:30 p.m., Park 220
Internal Branding: Bringing Your Employees on Board
According to a recently released survey of more than 700 business professionals across the U.S., more than 90 percent "don't understand how to effectively represent their company's brand." According to the survey, the problem is that "companies unintentionally keep employees clueless about branding and its significance internally by not relating their external branding efforts back to their employees ... and by not connecting their employees to branding initiatives, decisions, and results." This presentation will share ESPN's plight to integrate its brand and align all aspects of its business.
Wednesday, February 9
- Master class: 9:30-11:00 a.m., Park 220
Return on Marketing Investment - Where do you begin?
Otterman will teach two master classes. Registration is required, as space is limited. To sign up, please contact April Korpi in Park 279.
Advertising. Sponsorships. Sweepstakes. Product placement. What's working and what's not? In order to generate profitable growth and realize long-term business success, companies need the discipline of ROMI -- but the key is how you execute it. To be successful, marketers need to focus on one ROMI program at a time. Drawing from ESPN's experience in linking marketing to quantifiable success measures, this presentation will discuss delivering on the ROMI vision and the steps that are necessary to get there.
- Public lecture: 7:30 p.m., Park Auditorium
ESPN -- Evolution of the Brand
An overview of the positioning, brand promise and commercials that made ESPN as strong as it is today.
The Skip Landen Professional in Residence Series was established in the Roy H. Park School of Communications to bring alumni media professionals to campus each year to meet and work with students. The series is named after filmmaker and professor emeritus of cinema and photography Gustav "Skip" Landen.
For more information, contact Melissa Gattine at 274-1023.
Contributed by Melissa Gattine