Rokus Klett Publishing House Ltd.
Content Marketing: Transforming ed pub
This conference will focus on customer relationships between teachers/schools and publishers. How can the publisher reach their target group - in big city schools and small country schools -through intelligent content marketing? What do teachers and schools expect, what annoys them? What makes content marketing successful?(case studies from participants welcome!)
Get together - informal meeting hosted by Rokus Klett
Austria Trend Hotel
Dunajska cest 154
Welcome by the host Marusa Kmet, Rokus Klett
Introduction by Helga Holtkamp, director of EEPG
09:45 - 10:40
Keynote 1: The role of the publisher in the eye of the principal
by Janja Zupančič - school principal of the biggest Slovenian school
10:40 - 11:00
11:00 - 11:30
from Zoran Pavletić, head of a small country school in Croatia
11:30 - 12:30
Questions and discussions
12:30 - 13:30
13:30 - 15:00
Keynote 2: What Makes Content Marketing Different?
How to give your marketing meaning and relevance by:
Focusing on your customer, not your product
Finding the sweet spot between customer needs and your business goals
Using content to educate, entertain and engage
Thinking creatively and generously
Creating content for specific platforms and devices
Throughout there will be inspiration and case studies from education and beyond.
15:00 - 15:20
15:20 - 16:30
Round table discussion
with Janja Zupančič, headmaster Zoran Pavletić, Katie Roden, Teuvo Sankila (Otava publishing house) and NN
17:00 - 19:00
start from hotel to sightseeing walking tour
Restaurant Na Gradu
, hosted by EEPG
VENUE: Austria Trend Hotel
08:30 - 10:00
by publishers with Q&A (all 20 to 30 minutes)
10:00 - 10:15
- Marusa Kmet, Matic Jurkosek, Rokus Klett Publishing House Ltd., Slovenia:
Collecting content for a marketing library
- Victor Kruglov, Ranok Publishing House Ltd, Ukraine:
Negotiating with haters - to be or not to be
- Birte Ravn Østergaard, Systime, Denmark:
A dialogue-based communication strategy: Inviting users to be co-creators in a transparent publishing process
- Minna Tuorila and Inka Hedman, Otava Publishing Company Ltd., Finland:
Dividing customer communication and marketing communication to different channels.
10:15 - 11:45
: Lessons learned - how to improve the image of ed pub through content marketing
11:45 - 12.00
12:00 - 13:00
Lunch and close of conference
Information about our Keynote speakers:
Janja is a school principal at one of the biggest schools in Slovenia. A former ELT teacher, she is also an author of textbooks and a presenter.
Her talk will be about the circle of education which has only one centre - the student.
In the circle there are many actors and one of them are the publishers. Besides publishing and promoting textbooks they have one important sub role - they are trend setters in education. They have the big picture about new trends in education worldwide. They work together with teachers as authors, reviewers and evaluators. In a sense, publishers, students and teachers create the future of education together.
How very important their role is for schools, which are part of a (rigid) state system, will be presented by Janja.
Katie has a background in educational publishing as well as literay publishing. She has in-depth knowledge of digital strategies and has been a consultant in digital and publishing strategies to publishers like Oxford University Presss, Macmillan, HarperCollins, Nelson Thornes, Random house as well as the media. One of her projects was the concept and development of the Guardian Teacher Network. Katie is a regular speaker at conferences and her specialities include marketing strategy, audience development and brand development, re-invention and curation.
Zoran is a school principal at one of smallest schools in Croatia.
From his perspective, there is no big difference between small and big schools and their needs regarding the publishers. They don't feel they are underprivileged. On the contrary, working in small and personalized teams, these schools can contribute to further development with flexibility and agility. Zoran will talk about how he sees the future of cooperation between publishers and schools.
The fees for the participants will be:
For participants of the conference, there will be special rates for rooms at the hotel. To get the special rates pleases book your room at the Austria Trend Hotel by the 27. of August using
- Members, normal rate 150 €
- Non-members, normal rate 200 €
For those who would rather book their Hotels by themselves, here are some suggestions: