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WITI San Diego Regional Network
Branding For Success: Effective Strategies to Accelerate Growth

Thursday, September 15, 2005
11:45 AM - 1:30 PM

WITI San Diego hosts its monthly meeting, a workshop presented by Miro Copic and Steven Bellach, principals with Bottom Line Marketing (www.blmllc.com).

This interactive workshop discusses issues relative to establishing a successful brand for your company, developing a plan to accelerate growth and making your marketing investment work harder. Discussion points include:

• Developing the Strategic Marketing Framework—“The Marketing Fulcrum”
• Brand Positioning—“Developing a unique point-of-difference that will matter to your customers”
• Accelerating Growth—“Explaining the difference between marketing and sales and how marketing can significantly accelerate sales growth”
• Metrics Development—“What does success look like? Metrics that matter to the CEO and developing ‘The Marketing Dashboard’ ”
• Making it Happen: Framework for Implementation—“Timeframe, expectations, execution, selling the brand within the company and metrics alignment—maintaining accountability AND delivering top and bottom line results”

About Our Speaker(s)

Steven Bellach and Miro Copic are co-founders and principals at BottomLine Marketing, a San Diego-based business and marketing strategy consulting firm. BottomLine Marketing specializes in helping organizations develop effective strategic marketing platforms and marketing strategies to drive profitable business growth, with a focus on ROI.

Bio of Steven Bellach:

Over his 17-year senior marketing and general management career, Bellach has profitably built a broad array of brands at companies ranging from start-up to Fortune 100. During one of his experiences, Steven served as Chief Marketing Officer for Proflowers.com (now Provide Commerce), with general management responsibilities for the consumer division of this highly successful internet company. Under his leadership, the Proflowers brand became an internet-based floral industry leader and the company reached $73M in sales and its first profitable year in 2002.

Prior to joining Proflowers, Bellach led the grocery marketing division at Tropicana where his new product program and targeted advertising efforts helped grow the business from $800M to $1.3B. Prior to joining Tropicana, he held a number of senior level marketing positions with Kraft, Cadbury and Pillsbury.

Steven earned his MBA with distinction from the Kellogg Graduate School of Management at Northwestern University and his B.S. in Economics from the State University of New York at Albany.

Bio of Miro Copic:

Over his 16-year senior marketing, sales and general management career, Copic has successfully developed and launched a broad array of brands with leading multinational corporations, start-ups and turnarounds. Most recently, Miro has been consulting to clients in the entertainment, consumer and technology sectors. His clients include DIRECTV, NTN Communications (interactive games) and the U.S. Air Force along with other technology, software and wireless companies.

Prior to BottomLine, Miro was Chief Marketing Officer at Hasbro’s Wizards of the Coast division where he developed a successful portfolio strategy that generated sales 30% ahead of plan. Miro also served as Chief Marketing Officer of News Corporation’s SKY Latin America satellite TV service where he launch the most successful multi-channel television service in Latin America, reaching over 1 million subscribers in 24 months and taking the business from zero to over $250 million in revenues. At Savoy Brands (Beatrice Foods), Miro turned around once leading brands against global competitors; growing revenues over 40%, helping the company turn its first profit in 5 years and regained lost share and re-established brand preference in all markets. He started his career at Frito-Lay where he held a number of senior level marketing positions both domestically and internationally.

Miro earned his MBA from Harvard Business School and a MPP from Harvard’s Kennedy School of Government. He earned B.A. in Economics and International Relations from the University of Southern California, graduating magna cum laude and Phi Beta Kappa. He currently teaches a course called “Branding, Positioning and Product Management” at UCSD.

Event Date and Venue

This event will be held from 11:45 AM - 1:30 PM on Thursday, September 15, 2005 at:

    Avanir Pharmaceuticals Conference Center
    11404 Sorrento Valley Road
    San Diego, California 92121

11:45 a.m. - 12:15 p.m.: Registration/networking/lunch
12:15 p.m. - 1:30 p.m.: Program/Q&A


Pre-registration for this event is closed and on-site registrations will not be accepted.

About Our Sponsor(s)

BottomLine Marketing - Summary

BottomLine Marketing was founded by Steven Bellach and Miro Copic, two highly accomplished and successful marketing and general management professionals, to help organizations drive top-line and bottom-line growth through the development of a sustainable business and marketing value proposition. Miro and Steven both have significant operating and brand building expertise at a broad range of B2C and B2B organizations, from start-ups – Proflowers.com, Sky (Newscorp Subsidiary), Collegeclub.com, StrategixPerformance – to Fortune 500 companies – Frito-Lay (Pepsico), Kraft, Tropicana, Hasbro and Pillsbury. They also advise a number of consumer, entertainment, technology and software companies. The BottomLine Marketing team not only has considerable experience in the areas of market analysis and business plan development, their unique value-added is in their ability to help organizations bridge the gap between the development of the business plan and the execution of marketing and sales activities.

During their careers, Miro and Steven have observed that many small to mid-size companies waste considerable resources because they have not developed a strategic marketing platform – what they are calling the Marketing Fulcrum. The Marketing Fulcrum narrowly defines the company’s target customers and clearly articulates a well differentiated product positioning strategy. This creates a superior foundation and substantially leverages a company’s marketing investment. A consistent marketing and communications strategy helps build a sustainable brand and marketing funds are invested more efficiently.

To meet its client’s needs, BottomLine Marketing has developed three independent product services, which can also be combined to deliver an end-to-end growth solution:

• Core Development, which encompasses a thorough market assessment, rigorous analysis of the sustainability of the business model and the development of the business plan.
• Fulcrum Development, which includes a market segmentation, target market definition, brand positioning and development of the marketing plan and key metrics.
• Growth Management, which includes marketing plan execution and program evaluation. BottomLine Marketing will also provide an assessment of the organization’s marketing resources and will lead the marketing agency selection process.

Each product includes a 60-day check-up whereby BottomLine Marketing will regroup with the client to ensure the plans are being executed and are generating positive results.

Contact Us

For more info regarding registration or event details, please contact Jennifer Beckey (858-344-3825) ([email protected]).

For more details about pre-registration, contact Tech Support.