Effective Marketing Writing - 2018 - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
2/22/2018 8:30 AM - 2/23/2018 4:30 PM
Register before 1/23/2018 11:59 PM for early registration fee

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Engaging and Moving Readers to Action 

You face a triple threat as a marketing writer. 

The messages you craft need to be extremely clear, instantly engaging and relevant across an array of formats from websites and email to sales sheets and tweets.

Consistently meeting these responsibilities can even challenge the skill set of excellent writers. The AMA Effective Marketing Writing Training Series event is a two-day workshop where you’ll get hands-on help to make sure your writing makes an impact.



What You'll Learn

Throughout the two days, you’ll individually assess your writing skills and create a customized action plan for continued progress in writing.

Day 1 Covers:
  • Writing best practices
  • Grammar and punctuation rules for business vs. marketing writing
  • Crafting attention grabbing headlines
  • Incorporating images into messaging
  • Honing editing skills: shorter sentences, word choice, ease of reading, punctuation, etc.

Day 2 Covers:
  • Writing exercises focusing on the areas where you need the most help
  • Crafting two marketing pieces to start building a unified campaign
  • Effective proof-reading and editing 
  • Creating an action plan for continued improvement


See the Full Agenda >>


Note: Attendance is limited for greater instructor interaction. You will also – as time permits – have the opportunity for feedback on marketing writing samples you bring to class. 

Past Attendees Say:






 
Instructor

Ben Shank
Owner, Writing Consultants, Inc.

Ben works enthusiastically to identify what’s needed to raise the impact of the written word. His company provides a wide range of expert training, coaching, and editing. His clients regularly return to him to train in young new hires and veterans in need of refreshers. His teaching also extends to offering classes for universities, government, and non-profit organizations.  


 
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​​​Effective Marketing Writing – Agenda

Day One
8:00 to 8:30am. Registration and Continental Breakfast
8:30 am to 4:30pm Program (includes lunch, morning and afternoon breaks) 

Workshop structure and participant goals    

Getting ready to write 

  • Big picture: using marketing writing star approach
  • Integrated approach  
  • Marketing writing goals:
    • Engaging
    • Educating
    • Persuading 

Refreshing writing toolkit

  • Planning
    • Brainstorming: Picturing audience needs, fears, triggers
    • SWOT (Strengths, Weaknesses, Opportunities, Threats) Marketing Analysis
    • Reader/audience analysis
      • ​​Formal vs. informal
      • ​​Identifying key characteristics
  • Improving drafting and editing processes
    • Shorter is better
    • Effective word choices 
    • Ease of reading
    • Punctuation/grammar 
  • Honing headlines/titles/taglines      
  • Openings that grab readers’ attention 
    • First few words: do they hook the reader?
    • Main point: super concise and focused 
    • What’s in It For the Reader (WIFR) and WIFR sandwich
  • Body: Breaking information into attractive bites
    • Weaving together graphics and text
    • Formatting
    • List building 
  • Closings that get results
    • ​Call-to-action tips

Day Two
8:00 to 8:30am. Registration and Continental 

8:30 am to 4:30pm Program (includes lunch, morning and afternoon breaks) 

Putting tools to work: Application

  • Practicing use of writing principles, guidelines, and tips appropriate for: 
    • Ad copy
    • Email blasts
    • Press releases
    • White papers/e-articles
    • Video scripts/YouTube
    • Presentations 
    • Blogs
    • Facebook
    • Twitter
    • Instagram
    • LinkedIn
  • Designing, writing, and evaluating 2 marketing pieces on a single campaign theme 
  • Effective proofreading
    • Why is proofreading well so difficult?
    • Using a tailored approach
  • Creating action plan for continued improvement 
    • ​Staying ahead of the competition

Already registered on site? Please log in first in the upper right corner of the site before proceeding.

Select Attendee Type:



$1,745.00

$1,395.00

   

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 Event
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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