Brand Forum workshop: Building Brand Equity through Content and Engagement

Please note: This workshop is now fully subscribed. You can join the waiting list for a place to attend by emailing Rachel.Winters@bordbia.ie

Join the Brand Forum community to unlock the full potential of your brand at the "Building Brand Equity through Content and Engagement" workshop. This session is designed to inform and inspire brand teams on how to enhance their brand, boost sales, and increase market share through strategic online content and engagement.

Dive into the latest media landscape updates, channel-specific strategies, and trend analyses tailored for digital platforms including Instagram and TikTok.

Learn how to define and understand your target audience, develop buyer personas, and create compelling brand stories that resonate. Gain practical insights on differentiating your content, planning effectively, and leveraging authentic engagement to connect with consumers.

Keynote speaker: Donal Skehan.

Agenda

1. Media landscape: Core Media, Shane Foley: media landscape updates, channel-specific strategies, and trend analyses tailored for digital platforms including instagram and TikTok.
2. Targeting: Boys & Girls, Margaret Gilsenan: Learn how to define and understand your target audience, develop buyer personas, and create compelling brand stories that resonate. Gain practical insights on differentiating your content, planning effectively and leveraging authentic engagement to connect with consumers.
3. How to: Elaine Doyle: Brand proposition, storytelling, content , rules of engagement, etc.
4. Influencer perspective (tbc)
5. Guest speaker: Donal Skehan will put the theory into practice, addressing : content -  ‘hero, hub & hygiene’, engagement / resonating with your audience, working algorithms, call to action, retailer perspective, Recipes are all their own little stories, as are food products essentially. audience connections and keeping it fresh.  Frequency, trend vs fad, challenges / managing resources, what’s coming down the track in UK/ USA? Substack & brand partnerships, plus guidance & advice for workshop attendees.

Shane Foley: 

Shane Foley is a seasoned Social Strategy Director at Core Performance with over 9 years of experience in social media across the Irish landscape. His main expertise is in social media planning and buying while demonstrating a deep understanding of the Irish media landscape, diversifying social platforms and audience behaviours across an increasingly fragmented digital ecosystem. Shane takes a strategic approach, combined with an analytical mindset, to navigate the ever-evolving social media landscape with ease, staying ahead of trends, and leveraging new opportunities to drive business growth.

Elaine Doyle:

Elaine Doyle is an esteemed leader in marketing, known for orchestrating global brand campaigns and strategies for top brands like Adidas, P&G, Netflix, Mars, Mondelez and Cully & Sully.  Her expertise spans academia and industry.  Elaine had a seven-year tenure at Google enhancing FMCG brand strategies and three years leading the Irish YouTube business.  Elaine most recently led marketing at Distilled - Ireland’s premier online marketplace group.

Margaret Gilsenan

Margaret is a Founder and Chief Strategy Officer of Boys+Girls agency. Established in 2009 Boys+Girls is now the largest independent communications agency in Ireland. Margaret is particularly interested in consumer understanding, insight  and profiling; and has used this very effectively  to help unlock consumer behaviour, which has in turn garnered Irish and European Effie awards for the commercial effectiveness of campaigns she has worked on. Over the years, Margaret has developed communications strategies for many of Ireland’s leading and most popular brands including Musgraves, Bord Bia, Danone, Škoda, Kellogg’s, Ulster Bank, Colourtrend, Irish Distillers, McDonnells and Three.