REGISTRATION BROCHURE

#generations

Talking to the:

GENERATIONS
AUSTRALIA 2017
Volume 1
5-7 September 2017, Mantra Southbank, Melbourne

You just can't talk the same to everyone

anymore within commercial communications

A 3-day separately bookable and

comprehensive, hands-on forum, that will show
you the new tools, rules, tricks and techniques

Online Partners
GENERATIONS AUSTRALIA 2017
Ark Group Australia's Generations is a three-day event with connected
forums, interactive workshops and robust discussions. Each day will provide
insights, practical examples and tips to take your marketing strategies to
the next level!
Day One: Marketing to Youth & Parents
Day Two: Gen Y & Gen Z and
Day Three: Gen X & Baby Boomers

v Whats the future of communicating with the youth and their parents?
v How do we grab the attention of the hyper-connected Gen Y and Z?
v What are the unique aspects of marketing to Gen X & Baby Boomers?

Sharing insights and learnings through

case study presentations are:
YMCA Australia
YMCA Victoria
The Movember Foundation
Transport Accident Commission
WWF-Australia (former Senior Manager)
LinkedIN
LaTrobe University
Leo Burnett Sydney (Case Studies from Netflix, airbnb & Nike)
Ntegrity agency
Zoetic Agency
The Drill Crisis Simulator
Bureau of Meteorology
Kids Business Communications
Blacktown Arts Centre
Luna Park

www.arkgroupaustralia.com.au @arkgroup #generations

Day One: Youth & Parents
Youth & Parents
Multigenerational Marketing

08:30 - 09:00 Registration Desk Open

09:00 - 09:15 Welcome and Opening Discussion from the Chairperson
Christie Nicholas, Director, Kids Business Communications @kids_business

09:15 - 10:00 Trends and Insights into great multigenerational marketing examples & inspiration
Facilitated by: Christie Nicholas, Director, Kids Business Communications @kids_business

10:00 - 10:45 Amplifying the voice of young people

Dianne McDonald, Executive Manager - Communications, YMCA Australia
@ymca_australia @DiFromTheY
Cinzia Marrocco, Group Manager, Corporate Strategy, YMCA Victoria @ymcavictoria

10:45 - 11:15 Morning refreshments and networking #generations

11:15 - 12:00 Making Spaces: How can the arts teach us, if it can't reach us?
Jodie Polutele, Producer, Marketing and Community Engagement Programs,
Blacktown Arts Centre
Sanki Tennakoon, Arts Marketing Assistant, Blacktown Arts Centre
Emily McTaggart, Arts Marketing Assistant, Blacktown Arts Centre, @BlacktownArts

12:00 - 13:00 It's Lunch Time #lunch #foodfight

13:00 - 14:00 INTERACTIVE WORKHOP MODULE ON MULTIGENERATIONAL MARKETING:

Championing digital-first in your organisation
After 5 years as an award-winning strategy agency, weve learnt that even the
best digital strategy will sit on the shelf if an organisation does not have the right internal
conditions for digital success. Since the elements to internal digital success had
never been qualified in Australia, we took up the challenge, interviewing 168 Aussie
organisations on their digital culture.
The results: We found that business outcomes are boosted when organisations had what
were calling digital confidence.
Join Hannah in this workshop as presents the findings of ntegrity's Australian Company
Digital Confidence Report (2017) and shows you how to champion a digital-first mentality
throughout your organisation. Through a number workshop activities, Hannah will show
how you can collaboratively build a digital vision in your organisation, aligning business
priorities and marketing activities, and build out the first stages of your digital strategy.
Setting a digital vision and building a digital strategy
Customer journey mapping / single customer view
Measurement
Getting buy-in from the organisation and your leaders
Hannah Kallady, Digital Strategist, ntegrity agency @dukeofhannah @ntegrityagency

14:30 - 14:45 Afternoon refreshments and networking #generations

14:45 - 15:45 INTERACTIVE WORKSHOP MODULE: CONTINUED

15:45 - 16:00 Closing remarks and end of day one

www.arkgroupaustralia.com.au @arkgroup #generations

Day Two: Gen Y & Z

Gen Y (1977-1994)
Gen Z (born after 1994)

08:30 - 09:00 Registration Desk Open

09:00 - 09:15 Welcome and Opening Discussion from the Chairperson

Dionne Lew, Top 1% Kred CEO Social Executive @DionneLew

09:15 - 10:00 Culture first, not consumer first: How the likes of Nike, airbnb, Netflix embed themselves
into next-gen culture
Dan Pankraz, Strategic Innovations Director, Leo Burnett @danpankraz

10:00 - 10:45 Killer Content: Doing more with less

Sophie Bennett, Former Senior Manager, Content at WWF-Australia

10:45 - 11:00 Morning refreshments and networking #generations

11:00 - 11:45 Knowing your audience, having a plan and a voice

Jess Hooper, Senior Digital Copywriter, The Movember Foundation @Jess_Hooper

11:45 - 12:30 Influencing communities and candidates socially

Kae Hum, Head of Enterprise - LinkedIn Marketing Solutions, LinkedIn @kaehum

12:30 - 13:30 It's Lunch Time #lunch #foodfight

13:30 - 14:15 Generation Zero - Inspiring a generation of safe young road users
Jessica McGlinchey, Marketing Coordinator, Community Relations, Transport Accident
Commission @ jessmcglinchey

14:15 - 15:00 The Art of Storytelling

Jodie Polutele, Producer, Marketing and Community Engagement Programs,
Blacktown Arts Centre @BlacktownArts

15:00 - 15:15 Afternoon refreshments and networking #generations

15:15 - 16:45 Market Research-led Mini Interactive with Case studies:

Marketing to Gen Y Mums: Research, Trends and Opportunities
At this hands-on workshop, well be exploring Australian industry research vs overseas
trends to highlight key insights. Reflecting on relevant cases studies and unlocking current
opportunities for brands in Australia to market to generation Y mums.
Christie Nicholas, Director, Kids Business Communications

16:45 - 17:00 Closing remarks and end of day two

www.arkgroupaustralia.com.au @arkgroup #generations

Day Three: Gen X & Boomers
Gen X (1965-1977)
Baby Boomers (1946-1964)

08:30 - 09:00 Registration Desk Open

09:00 - 09:15 Welcome and Opening Discussion from the Chairperson

Gerry McCusker, author "Public Relations Disasters" and Online Reputation Specialist

09:15 - 10:00 Digital intimacy or traditional advertising How to segment to a mature market
Brenden Biddell, Marketing Manager, Luna Park Sydney @lunaparksydney

10:00 - 10:45 Connecting new and emerging audiences
Susan Manniche, Social Media Manager, Bureau of Meteorology @kynbelmont

10:45 - 11:00 Morning refreshments and networking #generations

11:00 - 11:45 WWF Case Study

Sophie Bennett, Former Senior Manager, Content at WWF-Australia @WWF_Australia

11:45 - 12:30 The nbn Silver Economy Case Study - internet and ecommerce for baby boomers
Dr Alex Maritz, Professor of Entrepreneurship, Department of Entrepreneurship, Innovation
& Marketing, La Trobe Business School; Vice-President: International Association of
Organisational Innovation (IAOI) @latrobebusiness

12:30 - 13:30 It's Lunch Time #lunch #foodfight

13:30 - 14:30 PR AND BRAND CRISIS LIVE SIMULATION: Could you survive an attack?
Watch a PR crisis unfold in an online interactive simulation of a brand crisis, facilitated by
Gerry McCusker, a reputation specialist and author of the book Public Relations Disasters.

Using The Drill Crisis Simulator - which mimics the super-charged atmosphere of
trans-media crises - your brand PR disaster will unfold across traditional and social media
channels.

In Gerry's interactive session, you'll test if you'll manage the crisis narrative in a digital world
like a Pro, or a putz!
Gerry McCusker, author "Public Relations Disasters" and Online Reputation Specialist

14:30 - 14:45 Afternoon refreshments and networking #generations

14:45 - 15:45 CONTINUED - PR AND BRAND CRISIS LIVE SIMULATION: Could you survive an attack?

15:45 - 16:00 Closing remarks and end of day one

www.arkgroupaustralia.com.au @arkgroup #generations

5 way s to boo k yo u r p l a c e AT t h is e v e n t
Phone: +61 1300 550 662 Fax: +61 1300 550 663 Email: aga@arkgroupasia.com
+61 (02) 8913 4000 +61 (02) 8913 4099 Web: www.arkgroupaustralia.com.au
Post: Send the completed registration form to Ark Group Australia Pty Ltd, Unit 2, 69 Carlton Crecent, Summer Hill, NSW 2130

GENERATIONS AUSTRALIA 2017

5-7 September 2017, Mantra on Southbank, Melbourne
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1. Bookings can be submitted at any stage prior to the
event, subject to availability. A limited allocation is being
held and booking early is therefore recommended. In
the event of the booking not being accepted by Ark
Group Australia the total amount will be refunded.
2. Payment must be received in full prior to the course.
3. All speakers are correct at the time of printing, but are
subject to variation without notice.
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accepted, the delegate will be liable to the following 8. All bookings, whether Australian or overseas will be
cancellation charges:
Cancellations notified over 45 days prior to the event
will not incur a cancellation fee.
In the event of a cancellation being between 45 and
30 days prior to the event, a 20% cancellation fee
will be charged.
Mantra Southbank,
31 City Rd, Southbank VIC 3006
03) 8696 7222
www.mantra.com.au/Melbourne/
Southbank
For cancellations received less than 30 days prior to
the event, the full delegate rate must be paid and no
refunds will be available.
5. All bookings submitted by e-mail, fax, or over the
telephone are subject to these booking conditions.
6. All cancellations must be received in writing.
7. Ark Group Australia will not be held liable for
circumstances beyond their control which lead to the
cancellation or variation of the programme.
charged Australian GST at the prevailing rate at the
time of booking.
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