Integrated Campaign Planning Workshop

Mark your calendars for this two-day, high-value, roll-up-your-sleeves Integrated Campaign Planning Workshop.

Attendees will take a deep-dive into each of the steps involved in building a strong and effective Integrated Marketing Communications campaign.

Day one will provide an overview of Integrative Marketing, give insight on Iterative Marketing, discuss the differences between strategy/tactics and business/project goals and examine B2B/B2C case studies. The day will round out discussing personas and effective target marketing to reach your target audience and customers.

Day two will deep-dive into the importance of customer sponsorship, developing strategic content and messaging, creating a seamless experience across all channels and examining ROI measurement and feedback.

You’ll start the workshop with a blank slate and leave with completed Integrated Marketing plan to help guide you when building future campaigns for your organization or business.

This workshop is designed for mid-level to senior-level professional marketers in both the B2B and B2C space.

Audience Takeaways:
· Understanding the importance of an integrative campaign and the value of multi-channel and multi-device considerations.
· Effective target marketing with the use of personas as a best practice
· Messaging considerations through different stages of the buying cycle and ways to effectively utilize content
· Ways to determine campaign success and when to adjust tactics.

What Makes this Workshop Stand Out:
· The combination of experts to kick off each topic coupled with group exercises.
· In addition to working through specific areas of campaign development, attendees will understand the full range of considerations for building and executing successful campaigns

Lead Facilitator

Ginny Beneke

Virginia Beneke has over 30 years’ experience in organizational leadership, marketing, business development, strategic planning, and sales management in the technology (data communication and networking, and mobile) and education industries. In the past 15 years, she has held executive positions as CEO, President, and CMO where she has spearheaded many successful endeavors serving the enterprise, consumer, and central site markets. Her expertise has vitalized growth and profitability for both mature and emerging organizations. Having spent half of her career with fortune 500 companies, AT&T/Lucent, Exxon, and the Xerox Corporation, and the other half with medium-size and start-up organizations, Ms. Beneke brings a unique ability to customize the best practices from established corporations into start-up and mid-size company environments.

Most recently, Ms. Beneke was CEO of an education services organization where she stabilized company operations and established a plan for growth and success. Prior to that, she headed up five lines of business for AT&T and was VP and then CMO at the National University System where she ran regional operations and oversaw all marketing activities for nine entities. Her contributions generated organization vision, scalable operations, and growth. Over her career she has developed and managed numerous business and marketing plans that have provided notable value to company operations and financial success. She currently runs a consulting practice supporting leadership personnel, providing CEO and CMO functions, and leading strategic workshops for company success.

Ms. Beneke received her B.A. in Business Administration/Economics from Bowling Green State University and an M.B.A. in Marketing from George Washington University. She also completed an Executive Management Program at the Wharton School of Business.


Jeofrey Bean

Jeofrey Bean, Customer Experience and Internet Strategies expert, author and educator.

As the Principal of Del Mar Research, Jeofrey guides companies in making successful customer experience decisions. As an advisor, keynote speaker and educator, he has developed and lead courses, training seminars and workshops for Verizon Wireless, LPL Financial, Quest Diagnostics and

Jeofrey is the author of two customer experience books: Customer Experience Rules! 52 best practices of customer experience leaders and best-seller The Customer Experience Revolution: How Companies like Apple, Amazon, and Starbucks Have Changed Business Forever. Each book is based on experience, research and in-person interviews with customer experience leaders.

Jeofrey is a Professor of Internet Marketing Strategies and Customer Experience at the University of California San Diego Extension. As an Expert Reviewer at the Customer Experience Special Interest Group (CX SIG), sponsored by Intuit, Jeofrey advises start-ups and established businesses such as ProFlowers(FTD), Sony PlayStation,, Stickshift, and Nanomedical Diagnostics Biotech on improving and innovating customer experience.

An engaging speaker, educator and thought leader, Jeofrey is known for innovative and practical insights and commentary delivered with a dash of humor. He has presented at the J.D. Power Service Excellence Summit , The LPL Financial Focus Conference, SOCAP International, The SDL Innovate Customer Experience Conference, The Fast Leaders and has been a guest on John Hockenberry’s “The TakeAway” radio show on National Public Radio (NPR, WNYC and PRI)

His executive education and professional development programs include The Customer Experience Workshop – The Customer Experience Revolution; A two-day immersive customer experience program about applying the best practices, leadership culture and decision making that guide the top customer experience companies.

Scott RobinsonSan Diego AMA board member Scott Robinson

Scott is the founder of FreshForm, an experiential branding agency specializing in leveraging design, design thinking and customer experience to differentiate brands.

A native San Diegan, Scott has been in the field of design and marketing (in-house and agency) for nearly 20 years and at the helm of FreshForm since 2001. Scott is intensely interested in the intersection of marketing, design, technology, innovation and consumer behavior in the digital age.

Anetra Henry-Hunting

Meet Anetra Henry-Hunting, Founder and Principal of The Hunting Group,, a boutique consultancy servicing agencies and nonprofit organizations with sponsorship strategies. As part of her successful career in operations and marketing, Henry-Hunting was the decision-maker for the companies she worked for and uses her experiences and skills to address the needs of those seeking sponsorship as well as those being sought to provide it. Some of the companies and organizations she’s worked with include: 3BLACKDOT (Comic Con), Rovio, Bazooka Candies, Clif Bar, Blackberry, ZipCar, Medical Research Charities, and JP Marketing & PR Agency. Anetra is a graduate of Savannah State University with B.B.A. in Marketing. In addition to operating The Hunting Group, she currently serves as the VP of Sponsorship for the San Diego AMA and is a member of the Fund Development Committee for San Diego Alumnae Chapter of Delta Sigma Theta Sorority, Incorporated.

UCSD Extension

6256 Greenwich Dr, San Diego, CA 92122


Two great days of integrated campaign planning, idea sharing, and networking!