Effective Marketing Writing - 2017 - Chicago IL

Summit Executive Centre 205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Engaging and Moving Readers to Action 

Many marketing professionals face triple responsibilities when they write. First, their messages must be extremely clear and to the point. Second, their messages must stand out and engage increasingly distracted readers. And third, they must write effectively in a dizzying array of formats, from websites to Tweets to e-articles, ad copy to blogs, case studies to video scripts. Meeting these three writing responsibilities consistently can challenge the skill sets of even excellent writers. Effective Marketing Writing, a two-day workshop, will provide participants with practical strategies to meet these challenges. 


RESOURCES


LEARN

Throughout the two days, participants will work on best-practices writing techniques in a range of types/media/platforms, such as: 

  • Marketing copy
  • White paper
  • Press releases
  • e-articles 
  • Proposals
  • Brochures
  • Facebook
  • LinkedIn
  • Twitter
  • Video scripts
  • Presentations

Throughout the two days, participants will individually assess their writing skills and create a customized action plan for continued progress in writing. Regarding the marketing writing samples they bring to the class, they can choose to share with others or not.

Effective Marketing Writing delivers clear, sophisticated training that will ensure participants can “up their writing game.” Immediately back on the job, they will be able to apply the course’s tips and techniques to engage their readers/audience – and get better results. 

TAKEAWAYS

  • A reliable method for identifying key audience traits and needs
  • An understanding of how web and digital analytics can help guide your writing
  • An ability to construct consistently readable, highly compact sentences that project a competent image, set a conversational tone, and motive response
  • Writing guidelines for all social media platforms 
  • A tailored approach for effective proofreading

See the Full Agenda >>​​​

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

Here’s what recent attendees said

"Effective Marketing Writing was a great place to learn new skills and brush up on some forgotten ones. No matter how much of a marketing pro you are, this workshop will re-energize your writing."

"I thoroughly enjoyed this class and have acquired new skills that will advance my marketing writing."

"Great, relevant examples you can use in your everyday job."

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.


WHY ATTEND

Are you responsible for designing and executing marketing campaigns? Do you dabble in advertising, branding, PR, social media or blogging? Are you occasionally responsible for writing articles, case studies or white papers? Excellent! Mark your calendar and attend this event.

The first day focuses on best marketing writing practices including a discussion-based refresher of key marketing writing principles. The discussions will involve a wide range of current writing in the marketplace, including writing for social media such as Twitter and Instagram. Analysis will highlight best practices as well as what’s good about the bad examples and what’s bad about the good examples. 

Another popular part of this first day is a review what grammar and punctuation rules are the same in business and marketing writing – and which are different. 

In the last phase of the first day, participants will get the chance to review their own writing samples in light of the principles, guidelines, and tips they’ve covered throughout the day. Finally, after an initial revision, as guided by their instructor, they will set writing and revision goals for the second day. 

Once participants have refreshed their basic marketing writing toolkit on the first day, they will move on to practical applications in the second day. First, participants will try out exercises focused on whichever types of marketing writing they need to master. Second, participants will design and work on two-three marketing pieces linked into the same marketing campaign. For those that can, they will focus on marketing pieces they can use currently on their jobs. For the rest, they will pick between two more generic, different campaigns: B2B or B2C.       

AMA Cancellation Policies​​​​​​​​

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: earning marketing writing star
  • Integrated approach  
  • Scanning and reading patterns            
  • Common traps like clichés and why we still fall in them       
    • Traditional traps
    • Trendy traps
  • Marketing writing core principles
    • Engaging
    • Educating
    • Persuading 
  • Turbocharging creativity
    • ​Assumptions
    • Warm-up and prep
    • Essentials
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
      • Applying analysis to specific text/copy
  • Improving the good, bad, and ugly (drafting and editing guidelines)
    • Shorter is better
    • Word choices 
    • Ease of reading
    • Punctuation/grammar 
  • Honing headlines/titles/taglines      
  • Openings that grab readers’ attention 
    • First words: lame vs. hooking
    • Main point: vague vs. super concise and focused 
    • What’s in It For the Reader (WIFR) 
  • 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 for the appropriate subset of:
    • Ad copy
    • Press releases
    • White papers/e-articles
    • Video and audio scripts
    • Presentations 
    • Blogs
    • Facebook
    • Twitter
    • Instagram
    • Pinterest
    • Tumblr 
    • LinkedIn
    • YouTube
    • Websites
    • Google+
  • Effective proofreading
    • Why is proofreading well so difficult?
    • Using a tailored approach
  • Designing, writing, and critiquing 2-3 marketing pieces on a single campaign theme 
  • Creating action plan for continued improvement 
    • ​​​Staying ahead of the competition​
Registration is not available at this time.
 

Training Series Location 

Summit Executive Centre​
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000​

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 

Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to Summit (3 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

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to Summit (less than 5 Minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Reservations: +1.855.946.6600
Phone: +1.312.940.4400
Walking Distance to Summit (1 Minute)

For more information, please visit Summit Executive Centre Hotel Partners​. 

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. ​

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.​

Directions
By car from the south
Take I-90/94 West (the Dan Ryan Expressway) into Chicago. Exit at Congress and proceed east to S. Michigan Avenue. Turn left and proceed north to South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. After parking, walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the north and northwest
Take I-90 East (the Kennedy Expressway) into Chicago. Take the Washington Street exit east. Proceed east on Washington Street to North Michigan Avenue. Make a left, proceed three blocks to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the west
Take I-290 East (the Eisenhower Expressway) into Chicago. Follow the signs for Congress Parkway and take it east to S. Michigan Avenue. Make a left, proceed north to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the southwest
Take I-55 North (the Stevenson Expressway) to Lake Shore Drive North. Take the Randolph Street exit. At the bottom of the ramp make a left at the light and proceed west to N. Michigan Avenue. Make a right, go two blocks north and make a right on South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

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 the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th 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 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express
Approximately $32.00 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
Airport Shuttle: GO Airport Express
Approximately $27.00 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 

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 233 N Michigan Avenue (Enter on Michigan Avenue and South Water Street)
Phone: +1.312.819.5052

Daily Rates (seven days a week):
*Early bird (in 5:00 a.m.- 8:00 a.m., out by 7:00 p.m.) = $16.00*
Less than 20 minutes = $11.00
21-40 minutes = $16.00
41 minutes - 1 hour = $20.00
1-2 hours = $24.00
2-12 hours = $29.00
12-18 hours = $35.00
18-24 hours = $44.00​

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