Andy Topliffe is a marketing professional with over 15 years of experience in brand marketing for both B2C and B2B clients. He has expertise in areas such as advertising, branding, digital marketing, event planning, public relations, product launches, and sales communications. Topliffe has launched over 50 products and services for clients and planned numerous marketing campaigns and corporate events. He provides his contact information for further discussion of his services.

1. Andy Topliffe DipM Cert DigM MCIM August 2010 http://uk.linkedin.com/in/andytopliffe

2. Index
About Andy Topliffe
Advertising
Ad ti i Employee
E l
Branding communications
Customer Media relations
M di l i
communications Product introductions
Customer events Sales literature
Digital Sponsorship
Contact details
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3. About Andy Topliffe
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Experience Professional Qualifications
15 years professional B2C and B2B brand The Institute of Direct Marketing
marketing in global blue chip and small and
marketing in global blue chip and small and Certificate in Digital Marketing (Results
Certificate in Digital Marketing (Results
medium sized businesses with UK, EMEA due August 2010)
and Pacific experience (Full CV) University of Greenwich Master’s Degree
in Marketing Part completed [1998‐2000]
Core skills
Core skills Chartered Institute of Marketing
Chartered Institute of Marketing
Postgraduate Diploma in Marketing [1996]
Development and implementation of
marketing strategies, plans and campaigns BTEC Higher National Certificate 'Business
& Finance‘ [1994]
Integrated marketing communications
BTEC Ordinary National Certificate
BTEC Ordinary National Certificate
Brand, product and account management 'Business & Finance‘ [1992]
Digital marketing development &
implementation
Professional writing, PR and media liaison
Professional writing, PR and media liaison Awards
People, time and event management Max Power magazine Best Brand
Business development Advertisement Award (1997)
Hands‐on attitude, determined and goal Johnson Controls Corporate Merit Award
driven (
(2009) nominated again in 2010
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About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact
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4. Advertising
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Advertising strategy development
Agency selection
ge cy se ec o
Agency briefing & partnership
Creative testing
Media evaluation & selection
Media buying
Metric selection & measurement
Metric selection & measurement
Post‐campaign evaluation and
KPI/ROI analysis
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5. Branding
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Brand evaluation & analysis
Brand positioning &
Brand positioning &
development of values,
messages and attributes
g
Creative development
Brand communications &
Brand communications &
guidelines
Implementation and policing
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Brand metrics &
measurement
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6. Digital
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Digital strategy development
Website development &
Website development &
maintenance
Email marketing
Email marketing
Display advertising
Search marketing
Search marketing
Web analytics, data & insight
Online PR & social media
Online PR & social media
Integrating on‐ and off‐line
communications
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7. Events ‐ publicity
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Planning – objectives, key messages, budget,
theme, location, KPI setting and
measurement
Invitations & guest management, Sourcing &
selecting providers, Communications &
coordination, Media relations & on site
management
Case study – April 2010
Johnson Controls ‘Road to energy efficiency’ 1,200km
cycle ride by a team of 8 employees from Brussels to
Monaco to generate awareness and employee
engagement for inaugural Euro‐Mediterranean Energy
Efficiency Forum.
5 organised events en route, daily riders blog, photo
calls, employee communications, press event at finish.
Cost €40k and generated publicity valued at €200k
including local and national news print and TV coverage.
including local and national news print and TV coverage
About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact
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8. Events ‐ employee
p y
Planned and delivered
numerous employee
numerous employee
events and conferences
from 20 to 250 people in
from 20 to 250 people in
various locations across
Europe and Australia
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At my last event 43% of
delegates rated it Good,
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57% rated it Excellent
About Advertising Branding Digital Events Employee PR Product Customer Literature Sponsorship Contact
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9. Events ‐ exhibitions
Developed, delivered and
measured impact of high quality
measured impact of high quality
exhibitions at major consumer and
trade events across Europe
including:‐
Live (Consumer, electronics, UK)
The Hi‐Fi Show (Consumer, electronics, UK)
The Hi Fi Show (C l t i UK)
The British Motor Show (Consumer, automotive, UK)
Autosport International (Consumer, automotive, UK)
Max Power Live (Consumer, automotive, UK)
Mostra Convegno (Trade, HVAC, Italy)
Buildings of Belgium(Trade, HVAC, Belgium)
DSEi (Trade, Military, UK)
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10. Events ‐ customer
Organised numerous
corporate hospitality
corporate hospitality
events (Participative and non‐
participative) including 2
years of FIA GT2
sponsorship and
associated hospitality at
associated hospitality at
all rounds. In total
entertained over 1,000
clients and media across
8 countries
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11. Employee communications
p y
Highly experienced in
developing, delivering and
developing delivering and
measuring employee
engagement through
engagement through
communications
Print , email, web
Print email web
(intranet), direct mail, text
messaging, posters,
g g, p ,
meetings, conferences
and webinars
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12. Media relations
Media & stakeholder analysis
Media & stakeholder relationship
development
d l
Development & issuing of media
information(100+ press releases issued and all have
been published)
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Development of media tools (media packs,
case studies, image libraries, etc.)
Identification and development of thought
leadership articles and interviews
Media training for company spokespeople
PR agency/network selection &
management
Crisis communications
Online reputation monitoring & response
Coverage & buzz monitoring & reporting
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13. Product introductions
Successfully launched over 50
B2C and B2B products and
B2C and B2B products and
services using an integrated
marketing approach
marketing approach
Case study – June 2007
Johnson Controls introduced a professional air
p
conditioning range into its European distribution
channel with first year sales target of $6m. I developed
all the sales support materials including print
advertisements, sales brochures, technical literature,
, , ,
point of sale, press release, sales presentation,
dedicated employee portal, distributor CD‐ROM, press
articles, price lists and sales team training all in 6
languages, on‐time and on‐budget.
g g , g
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14. Customer communications
Experienced in delivering
effective multi channel
effective multi‐channel
communications
Developed numerous
p
distributor and end‐user
communications
Developed trade sales
scheme for YORK Parts
Organised distributor
O i d di t ib t
events and product
training
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15. Sales literature
Developed 100+ pieces of sales
literature including product
and company brochures, case
and compan broch res case
studies, white papers, etc.
Ability to develop, write and
design literature myself or use
d i lit t lf
external agency
Objective and key message
development
d l t
Agency briefing
Subject matter expert liaison
j p
Knowledgeable about design
and print process and web
adaptation
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16. Sponsorship
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Researching, negotiating
and extracting maximum
and extracting maximum
value out of corporate
sponsorship including:‐
Mid‐tier sponsor of
Volkswagen F2 rally team
1995/6
FIA GT2 sponsorship of
Bert Longin of CarSport
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2007/8
The Cooling Industry
Awards 2007‐9
A d 2007 9
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17. Contact details
Andrew Topliffe Email:
topliffe@hotmail.com
topliffe@hotmail com
LinkedIn:
http://uk.linkedin.com/in/an
http://uk linkedin com/in/an
dytopliffe
Tel: +44 (0)1245 327324
Tel: +44 (0)1245 327324
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