Communicate With Purpose
Life for a marketer can be hectic. Often that means quickly working through projects to unbury yourself instead of taking the time to focus on the strategy of your communication.
Now is your chance to refresh and refocus your approach to marketing communications. This event is designed for experienced communicators who are ready to stretch beyond everyday marketing techniques to create an engaging brand experience for customers.
Writing will be the foundation of the workshop, and it will be based on creating an influential content strategy in a variety of contexts, including digital media.
Pricing
| Early-Bird (Before 02/09/20) | Standard Price | |
| AMA Member | $1395 | $1495 |
| Non-Member | $1745 | $1869 |
You’ll Learn How To:
- Clearly write for your stakeholders and audience segments
- Customize content for users, using influence and impact
- Use the science and art of persuasion for compelling campaigns
- Integrate digital media, with both writing and visuals
- Execute and position your brand through strategic communication
Who Should Attend
- Experienced communicators and content specialists
- Industry professionals working with creatives
- Experienced writing and industry professionals who want to polish skills, and work on reaching all stakeholders and segments through the use of digital media
- Professionals, focusing on the integration of their brand
You’ll Leave With:
- Practical applications for content strategy
- Individual and organizational writing tip sheets
- Toolkits based on the major themes of the workshop
AMA Event Policies
March 10, 2020
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.
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
Lunch
- 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
Hot Breakfast
- 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
Lunch
- 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
Jennifer Baker
Faculty, Northwestern UniversityJen Baker’s expertise is in the interdependence of communication theory and practice, where she strives to help others find true confidence in their communication and interaction with others. She is an experienced writer with a background in marketing, corporate communication and technical writing. She has been teaching communication courses for 20 years, starting at the University of Texas at Austin, moving onto the University of North Carolina at Greensboro and now at Northwestern University.
Baker has worked at a marketing company, an engineering firm and a variety of educational institutions. She is able, through her courses, to champion both the theory and strategy of communication, as well as the practical nature of engagement with others through the experiential learning model.
Training Series Location
AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000
The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premier hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.
Recommended Hotels
Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)
Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)
Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)
Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 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: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)
Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL 60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount
Walking Distance to AMA Support Center (15 minutes)
Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)
Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)
Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)
Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 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: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)
Air Travel Discount
The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NMTSM. There is no service fee for reservations booked and ticketed via this service.
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 Support Center at (800) AMA-1150 or customersupport@ama.org, 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.