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Advanced Marketing Writing

Chicago, IL

March 10, 2020

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 12:00 pm

Day one will include full-group discussion; pairs and break-out groups; reporting back with lessons learned

  • Pre-work review, agenda and experiential learning (intro)
    • Reading: HBR and Budelmann articles to be assigned; individual writing review 
  • What is strategic communication?
    • Breaking down the elements
  • Stakeholders, Audience and Segmentation
    • Writing and creating for individuals
  • Persuasion and Influence (Exercise)
    • Using the art and science of persuasion to influence others, both through attitudes and actions
12:00 pm - 1:00 pm

Lunch

1:00 pm - 5:00 pm
  • Integration and Writing for Digital Media (Exercise)
    • Creating written and visual texts to reach our audience
  • Positioning your Brand (Exercise)
    • Using the material we have covered in the workshop, we will create a strategy for positioning your brand, using strategic communication
  • “Homework” for Day Two
    • Industry and Organizational Review

March 11, 2020

8:00 am - 8:30 am

Hot Breakfast

8:30 am - 12:00 pm
  • Content Strategy
    • What is included in these strategic decisions? How do we make sure that we have covered the aspects of planning, creating and delivering relevant content?
  • Case Studies: Choosing one, or creating your own (Exercise)
    • Participants will either solve an on-going issue in their organization or choose a case study that most closely resembles their organization to maximize their hands-on experience
  • How to Use Influence for a Personalized User Experience (Exercise)
    • Customizing content for the most effective user experience
  • Compelling campaigns and presentations (Exercise)
    • Using personalized user experience, coupled with the umbrella of content strategy, participants will create a compelling campaign
12:00 pm - 1:00 am

Lunch

1:00 pm - 4:00 pm
  • Writing upgrades
    • TIPSHEET: Each person will create practical writing upgrades, based on their role in their organization, and the writing that is expected of them
  • Toolkit creation: Influence, Content Strategy, Digital Media (Exercise)
    • Each breakout will create a toolkit to share with the other participants, based on the ideas above (and additional ideas, as determined through the workshop)
    • Presentation of toolkits