Creative Strategy and Copywriting for Integrated Marketers

Overview
According to marketing guru Phillip Kotler, we are now in the “Age of Collaboration” where we are battling for the hearts, minds, and spirits of consumers.” Which means we can no longer advertise. We need to energize.

Creative Srategy and Copywriting for Integrated Marketers is a two-day, roll-up-your-sleeves workshop at which you will learn how to plan and develop creative strategies that are meaningful to your customer—and how to create advertising that sells products, grows your business, and builds relationships over the long term. To demonstrate the concepts taught in class, you’ll see multiple case studies of ECHO Award-winning campaigns.

DAY 1 will focus on creative strategy. You will learn how to identify your most powerful Customer Value Proposition, write a creative brief, characterize your best customers, and leverage social media.

DAY 2 will stress creative development. You will learn the strengths and weaknesses of all direct response channels, the four questions you need to answer before you start a program, and get copywriting tips and design tenets.

• Features, benefits, and value props
• The creative brief: a blueprint to smart creative
• Getting into the customer mindset
• A survey of modern response marketing communication channels
• How to create an unforgettable brand experience
• Explore how social media fits your advertising program

• Learn the difference between a feature, benefit, and value
• Understand how to write a creative brief and characterize your best customers
• Discover 15 copywriting tips and 6 design tenets

Course Type
In-Person Only

Course Duration
2 days

Registration Rates
DMA member $1,399
Non-member $1,699