How many times have you been asked to change a behaviour…? Just send a message, and it will happen. If only it were that easy. Social media tactics as part of information activities have become today’s battlegrounds. Just as in the commercial world, military organisations are now rethinking how they seek to influence and change audience behaviour. However, often a lack of fully understanding how each lever works or needs to work as part of a broader campaign can limit effectiveness. These challenges are no different in the world of business.

This workshop will look at best practice hints and tips from the commercial world and see how they can be applied for defence and military programmes. Based around the idea of planning and running integrated campaigns, through interactive activities it will look at each stage within campaign delivery and identify ways around problems, providing you with a toolkit of ideas to take away.

Workshop programme

13:30 Registration & Coffee

13:45 Workshop Leader's Opening Remarks

Joanna Timmermann

Joanna Timmermann, Founder and Communications Consultant, Kinetic Thinking

13:50 It all starts with the right insight

Joanna Timmermann

Joanna Timmermann, Founder and Communications Consultant, Kinetic Thinking

·         Knowing your audience inside out

o    All campaigns must start with an audience – who are you trying to reach. You need to know this audience, and truly understand them as people so you can create something that they will notice in the cluttered landscape. Where can you go to find this knowledge?

o    Personas are a perfect tool to identify who these people are and understand how to apply what you learn – we’ll look at how to design and use them

o    It’s not just your audience – but who influences your audience that can create a successful campaign. What tools can you use to make influencer identification easier?

·         Applying cultural relevance

o    Knowing your audience is only half the story – you need to understand their cultural preferences to be relevant. What are the things to watch out for?


14:30 Bring out the creativity

Joanna Timmermann

Joanna Timmermann, Founder and Communications Consultant, Kinetic Thinking

·         The key insight for creativity

o    All creative briefs and campaigns should begin with that one insight that you wish to explore. How do you find it?

·         Great ideas don’t grow on trees

o    With in-house teams and reduced resource, how do we foster a creative process rather than a planning process?

·         The full mix: POES

o    Why do you need POES? Learn why disciplines can’t be siloed if you wish to drive leads.


15:10 Afternoon Tea

15:40 Content that converts

Joanna Timmermann

Joanna Timmermann, Founder and Communications Consultant, Kinetic Thinking

·         Don’t get lost in your funnel

o    Content shows and provides your readers with value, so they look to engage further with you – but you need to make sure it is the right content at the right time.

o    How do you ensure your content matches and drives your sale funnel?

·         10x content

o    No time and space to fill, your new move, how to repurpose your content correctly


16:20 Realistic ROI

Joanna Timmermann

Joanna Timmermann, Founder and Communications Consultant, Kinetic Thinking

·         Can you show an effect?

·         Time vs. Money

o    The desire for showing the effect is in every brief, but do organisations honestly realise what you would need to evaluate to show an impact and are they prepared to put the resources required into the campaign to achieve it?

o    Is better to look at and learn from continuous improvement. Learn what simple methods can be used to demonstrate results?


17:00 Workshop Leader's Closing Remarks

Joanna Timmermann

Joanna Timmermann, Founder and Communications Consultant, Kinetic Thinking


Holiday Inn Kensington Forum

97 Cromwell Road
London SW7 4DN
United Kingdom

Holiday Inn Kensington Forum

Holiday Inn Kensington Forum is perfectly situated in one of London’s most luxurious and beautiful areas within South Kensington. 

The hotel is just 2 minutes walk from Gloucester Road tube station for convenient travel to Hyde Park, London Eye, Tower Bridge plus more of London’s top attractions. There are also easy and direct links to some major transport hubs including Victoria, Kings Cross St Pancras, Paddington and Heathrow. 

This distinctive hotel in south London has so much to offer to make all guests really feel at home. The latest Holiday Inn relaunch is not just about the new look and feel for the hotel but to offer guests more benefits during their stay including a pillow menu for extra comfort during their sleep and a curved shower rail for more spacious feel. 

In addition to our 906 rooms, all business guests can take advantage of our meeting and conference facilities including High Speed Internet Access and unlimited Starbucks coffee at The Academy. Our hotel’s professional event planners are on board to help take the hard work and stress away from planning your next event. 

So whether you in London on business or pleasure, make the Holiday Inn London Kensington Forum your first choice of hotel and book your accommodation for our lowest internet rate guarantee. 



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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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