Advanced Writing (Editorial) for Marketers - 2018 - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
3/16/2018 8:30 AM - 3/16/2018 5:00 PM
Register before 2/14/2018 11:59 PM for early registration fee

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Advanced Writing (Editorial) for Marketers

Advanced Writing (Editorial) for Marketers is dedicated to learning advanced writing techniques used in today’s integrated communication landscape. In any marketing role, writing is an essential job function, and one of the first skill sets employers look for on a candidate’s resume. However, writing “well” is no longer enough. Marketers need to be versed in a variety of writing styles and forms to not only be competitive, but also deliver stellar content to their clients. More importantly, the content needs to yield positive results to a company’s bottom line. 

Advanced Writing for Marketers will be highly interactive and experiential; practicing work as learned. The training will also include sharing work peer-to-peer and peer-to-instructor for immediate feedback. Participants will be required to bring a laptop; Google Doc software will also be used for sharing purposes.

 

Learn

  • How to tell an effective story
  • Best practices in writing for response
  • The difference between writing for tactical purposes (print) vs. digital
  • Op-eds
  • Feature writing
  • Video scripting
  • Speeches
  • Fundraising letters
  • Brochures 
  • How to conduct an interview

Takeaways

  • Holistically improved writing skills (grammar, syntax, clarity, brevity, simplicity, and humanity)
  • Techniques and tools for more traditional (tactical) writing tasks in integrated communications 
  • True understanding of the complexity to write “well” in today’s business environment
  • Problem solving skills in choosing the best writing tool to engage target audiences

See Full Agenda>>

Instructor

Kerry O’Grady
Clinical Assistant Professor at the NYU School of
Professional Studies - Division of Programs in Business

Teaching undergraduate and graduate courses at a number of institutions since 2008 - and beginning at NYUSPS in 2011 - she teaches in both the M.S. in Public Relations and Corporate Communication and M.S. in Integrated Marketing programs, and has previously taught in Continuing Education and the High School Academy.  An award-winning integrated marketing and advertising professional, past professional positions include Associate Director, Integrated Marketing for Women's Health magazine, Senior Manager, Integrated Marketing at Parents, FamilyFun, and American Baby magazines (Meredith Corp.), Business Development Manager, La Voz and TV y Mas, and Advertising Executive, The Arizona Republic (Gannett, Inc.). She is a regularly sought-after media expert, as seen in The Washington Post, The New York Post, The Telegraph, and on ABC News’ digital podcast “Uncomfortable,” to name a few. A passionate fitness enthusiast, she is also the creator and writer for the fitness blog KerryLeeintheCityFit (Instagram @kerryleeinthecityfit). She holds a B.A. (summa cum laude) in Journalism and English from UMass-Amherst and an M.S. Public Relations & Corporate Communication from NYUSPS. 

Who Should Attend
Mid and upper-level marketers and public relations professionals. 

Why Attend
Writing “well” is no longer enough to succeed.  Marketers need to be well-versed in a variety of writing styles and forms to not only be competitive, but also deliver stellar content to their clients. This advanced program will equip experienced integrated communicators with editorially-focused advanced techniques they need in order to succeed.  




AMA Cancellation Policies

Advanced Writing (Editorial) for Marketers - Agenda

8:00 - 8:30 am. Registration and Continental Breakfast
8:30 am - 5:00 pm. Program (includes lunch, morning and afternoon breaks)

8:30 - 9:00 am – Welcome and training introduction 
9:00 – 10:45 am – The importance of writing in an integrated landscape

  • The power of story
  • Telling a story
  • How tactical writing is different from digital writing
  • The pillars: simplicity, humanity, brevity, clarity (avoidance of adverbs and adjectives)
  • Case Study Analysis: Poor writing 
  • Activity: Practice in writing simple, brief, clear, and humane

10:45 – 11:00 am – Break

11:00 – 11:45 am Audience Targeting 

  • Writing for specific audiences
  • How to ensure your message is received, and heard.
  • Activity: Practice in audience targeting 

11:45 am – 1:00 pm

  • Op-eds
  • Feature writing
  • Activity: Practice in op-eds and feature writing

1:00 – 2:00 pm – Lunch

2:00 – 3:00 pm

  • Speeches
  • Conducting interviews
  • Activity: Practice in speeches and interviews

3:00 – 3:45 pm

  • Video scripting
  • Activity: Practice in video scripting

3:45 – 4:00 pm – Break

4:00 – 4:45 pm 

  • Fundraising letters
  • Brochures
  • Case Study Analysis: Brochures and fundraising letters

4:45 – 5:00 pm – Closing Notes/Recap

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$873.00

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Training Series Location 

One Prudential Plaza - AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events
Please visit Choose Chicago for additional city information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Live Experience Team, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Tower Travel Management 
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express 
Approximately $36.94 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

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