You have a marketing plan, a long list of things you are supposed to produce, and a budget that was not built for either. It’s time to stop spreading your efforts thin without turning results.
In this session, you will work through the decisions that make a small marketing effort perform like a much larger one. You will define your audience with enough precision to stop guessing at content, set goals you can measure with the tools you already have, and shape a brand story that gives every piece of content a reason to exist. Then you will map that strategy to the channels and formats most likely to earn attention for your specific goals, using organic reach and team creativity in place of media spend.
You will leave with a working blueprint, not a list of ideas. Bring a current campaign, product, or organizational challenge and you will have something you can put into motion the week you get back.
- Use limited resources and team creativity as a focusing advantage rather than a ceiling
- Define your target audience with enough specificity to guide content and channel decisions
- Set measurable goals tied to the six core digital marketing objectives, then track them without new tools or budget
- Build a clear brand story that makes your content more relevant to the people you are trying to reach
- Choose the channels and content formats most likely to deliver on your goals, and confidently skip the ones that will not
- Extend one strong idea across multiple channels and formats instead of starting from scratch each time
JOIN US: December 3, 2026 | 10:00 a.m. – 12:00 p.m. CT
Purchase 3 or more tickets for your group or team and save 10%.
Claim Your AMA Membership with Registration
A one-year AMA membership is included with the non-member fee. Details on how to redeem will be emailed within 24 hours following registration.
Key Takeaways:
- Identify and articulate compelling stories within their organization or brand.
- Translate organizational messages into stories that audiences can understand and care about.
- Create content that communicates brand values without becoming overly promotional.
- Find authentic stories in customers, employees, products, founders, and organizational experiences.
- Adapt stories for different audiences, formats, and channels.
- Create more content and engagement from existing stories and assets.
- Find creative ways to earn attention without relying exclusively on paid media.
- Maintain consistency while allowing stories to evolve across channels.
Who Should Attend?
- Marketing managers, directors, and team leads
- Brand managers and brand strategists
- Content marketing professionals
- Marketing communications professionals
- Social media and digital marketers
- Small-business and nonprofit marketers
- Early- to mid-career marketing professionals responsible for creating or communicating brand stories
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
The best AMA Membership bundle
Non-members that purchase this training will receive details to redeem a FREE 1 year AMA Membership (value $199).
This is the best deal to save on future trainings, exclusive content and tools, and access to AMA networking communities.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
December 3, 2026 | 10:00 AM - 12:00 PM Central Time
Introduction: The Struggle for Attention
Story Grounds Strategy
- Context: Who’s the main character?
- Contrast: What are they struggling against?
- Call to Action: What happens at the end?
- “Let’s Get Scrappy” Activity
Scrappy Strategy FTW
- Dropping a Pin in Your Strategy
- The Six Digital Marketing Objectives
- “Let’s Get Scrappy” Activity
Mapping Your Marketing
- A digital compass to answer what works best and when?
- Strategy sets up measurement
- “Let’s Get Scrappy” Activity
Conclusion: Better Marketers Matter
Nick Westergaard
Author, Educator, SpeakerNick Westergaard is an author, educator, and speaker who helps leaders and marketers connect with their audiences through story. He teaches at the University of Iowa’s Tippie College of Business, where he leads the Story Lab program, and produces and hosts three podcasts: On Brand, Tippie Leads, and Hoover 360. He’s the author of Brand Now and Get Scrappy, a contributor to the Harvard Business Review, and a Moth StorySLAM Champion. His work helps leaders find their voice, share their story, and make an impact.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Marketing managers, directors, and team leads
- Brand managers and brand strategists
- Content marketing professionals
- Marketing communications professionals
- Social media and digital marketers
- Small-business and nonprofit marketers
- Early- to mid-career marketing professionals responsible for creating or communicating brand stories
Can’t Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.