Advanced Marketing Writing

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

• 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

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

• 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