WORKSHOP 4 - Social Media Strategy - Objectives to Implementation (Tiffany St.James)
Nov
20
9:00 AM09:00

WORKSHOP 4 - Social Media Strategy - Objectives to Implementation (Tiffany St.James)

·       Introduction to the Strategy Framework

·       How to set measurable social media objectives

·       Channel Strategy: What channels are good at and how to choose them

·       Creativity and cut through on social media campaigns

·       Content strategy and digital funnels

·       Implementation Planning

·       Measuring effectiveness

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WORKSHOP 6 - Reinventing brand experiences and shopping (Fran Longford and Laura Keates)
Dec
4
12:00 PM12:00

WORKSHOP 6 - Reinventing brand experiences and shopping (Fran Longford and Laura Keates)

HOW INTERACTIVITY IS MAKING PROMOTIONS MORE EXCITING

• Place of promotions in the marketing mix

• Promotional techniques/mechanics

• Promotional technology, trends and issues

VALUE OF EXPERIENCES IN BRAND BUILDING

• What is Experiential Marketing?

• Key experiential considerations

• Experiential case histories

• Experiential technology, trends and issues

HOW TO DEVELOP A SHOPPER MARKETING STRATEGY

• What is Shopper Marketing?

• The brand, the retailer and the shopper

• Shopper journeys and touch points

• Integrated Shopper Marketing campaigns

SHOPPER: IN-STORE/ ONLINE INFLUENCER STRATEGIES

• Impact of digital on in-store Shopper Marketing

• Shopper Marketing and the use of influencers

• Future of Shopper

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WORKSHOP 9 – Brand storytelling and influencer strategies (Jon Burkhart)
Feb
5
12:00 PM12:00

WORKSHOP 9 – Brand storytelling and influencer strategies (Jon Burkhart)

HOMEWORK SET – DEADLINE 20TH FEB

• The changing world of content, influence and media.

• The importance of an overarching brand narrative and content mission statement.

• How content marketing and social media has changed how brands interact with audiences.

• How to develop a brand narrative and messages to different audiences on different social channels.

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WORKSHOP 10 – How to be a strategic partner (Julian Saunders)
Feb
12
9:00 AM09:00

WORKSHOP 10 – How to be a strategic partner (Julian Saunders)

Understanding the client business and the brief.

• What do clients really want and is it clear from the brief?

• How to interrogate a client brief: preparation and research.

• The key elements of the agency brief- problem definition/audiences/propositions.

• Examples of agency briefs.

• How the key elements of the brief fit together.

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WORKSHOP 2 - Consumer psychology, effectiveness and using media (Julian Saunders)
Oct
9
9:00 AM09:00

WORKSHOP 2 - Consumer psychology, effectiveness and using media (Julian Saunders)

  • How do consumers choose and buy?

  • How this is the starting point for designing the use of different media and disciplines.

  • Latest insights from consumer psychology into how humans process information.

  • Building a picture of influence in a particular category.

  • Matching media and methods to your effectiveness model.

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