Foundations in 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

Foundations in Effective Marketing Writing  

Engaging and Moving Readers to Action 

You face three challenges as a marketing writer: 

The messages you craft need to: 1) be extremely clear, 2) instantly engage, and 3) make the most of many formats, from tweets to blogs to white papers. 

For most writers, consistently meeting these challenges can be difficult. The AMA Foundations in Effective Marketing Writing Training Series event is a two-day workshop where you’ll get hands-on help to significantly raise the impact of your marketing writing.

 ​


What You'll Learn

Throughout the two days, you’ll learn, discuss, and practice what makes for excellence in marketing writing. Individually, you will assess your writing skills and create a customized action plan for continued progress in your writing.

Day 1 Covers:
  • Making your writing more concise, clear, and compelling  
  • Empowering and streamlining your writing process
  • Crafting attention-grabbing headlines, titles, and subject lines 
  • Making the most of the first 20 words
  • Weaving words and images so they pop together 
  • Writing in 2-3 exercises that focus where you can improve 

Day 2 Covers:
  • Major writing exercise: crafting two marketing pieces as part of a unified campaign
  • Honing editing skills: short sentences, effective word choices, ease of reading, etc.
  • Grammar and punctuation rules for marketing writing vs. business writing
  • Enhancing proofreading skills
  • 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. 

Instructor

Ben Shank
Owner, Writing Consultants, Inc.

Ben works enthusiastically to help professionals identify what’s needed to raise the impact of their words. His marketing writing classes are comprehensive, fun and loaded with opportunities to try out new techniques. Ben’s company, Writing Consultants, Inc. (WCI), provides writing training nationally on a wide range of topics. His clients regularly return to WCI to train in both new hires and veterans in need of “upping their game.” Beyond corporations, WCI’s training extends to offering classes for universities, government, and non-profit organizations. At WCI, Ben excels at helping participants in training learn how to make their every word count.


​Who Should Attend

Marketing and public relations professionals with up to six years of experience in marketing writing. Newcomers or veterans in need of a refresher. 


Why Attend

Do you need to gain or recharge your marketing writing skills, enthusiasm and confidence? Are you looking for practical tips to enhance the efficiency and impact of your marketing writing? Do you want to know the traditions and latest trends in marketing writing? This program will ensure you can return to your organization with a well-grounded writing toolkit you can put to work right away. 

 

​​​Foundations in Effective Marketing Writing – Agenda

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

Workshop structure and participant goals    

Getting ready to write 

  • How today’s readers scan
  • Key writing skills and how to integrate them 
  • How to link writing’s core phases: 
    • Planning
    • Drafting
    • Editing
    • Proofreading

Reviewing broad range of marketing writing

Discuss several marketing writing types. As a group, you will pick 2-3 from the following for your writing exercises.   

  • Ad copy
  • Emails
  • Press releases
  • Presentations 
  • Elevator pitches
  • White papers/e-articles
  • Video scripts/YouTube
  • Blogs
  • Facebook
  • Twitter
  • Instagram
  • LinkedIn

Refreshing your writing toolkit

  • Improving your drafting
    • Initial tips
    • Hooking scanners with headlines/titles/subject lines
    • Engaging readers with dynamic openings
      • ​First few words: do they reach (or miss) the reader?
      • ​Main point: is it super concise and focused? 
      • ​What’s in It For the Reader (WIFR) and WIFR sandwich
    • Body: sharing details in easy bites
    • Closings and calls to action (CTA) 
    • Improving your marriage of words and images

Improving your planning

    • Brainstorming: Picturing audience needs, fears, triggers
    • SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis
    • Personas and reader/audience analysis
      • ​Formal and informal
      • ​Identifying key reader characteristics


Day Two

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

Refreshing your writing toolkit (continued)

  • Major writing exercise: crafting and discussing two linked marketing pieces 
  • Improving your editing 
    • Shorter is better
    • Ease of reading
    • Better branding 
    • Better word choices: two templates 
    • Better sentences
    • Punctuation/grammar 
  • Improving your proofreading
    • Why is proofreading well so difficult?
    • ​Using a tailored approach
  • Creating action plan for continued improvement
  • Taking snapshot of reference materials   ​

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 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.
 

 Upcoming Conferences

 
 

 Professional Certification

 

Take advantage of the AMA's Professional Certified Marketer program and showcase your superior marketing knowledge.

 

 Join the AMA

 
​The AMA connects you to a world of resources that deliver results, and help you succeed today and into the future. Join the AM, and put the power of AMA membership to work for you.