Strategy Boot Camp

FEATURED TRAINING

IPA Digital Performance Certificate, July 3rd

Registration Deadline: May 22, 2019

4A's Members: $450 (Login with your 4A's Profile for Member Discount) / Non-Members: $500

Once course is purchased, please allow 2-3 business days for access to IPA platform. If you have any questions please contact us at Learningsupport@4as.org


Master the basics of Digital Performance Marketing and get your career off to a great start with this brand new certificate. You’ll cover the key disciplines in digital marketing including SEO and Paid Search and develop the skills you need to plan and implement successful digital marketing campaigns. To reflect the pace at which digital is changing, the learning content is continuously reviewed.

What Will You Learn

  • Gain an essential grounding in how to be a successful client manager and strategic thinker.
  • Become better at briefing, planning and executing digital marketing campaigns
  • Understand each of the key disciplines in digital marketing, providing you with a background knowledge that will enable you to hold your own in team and client meetings
  • Learn how to buy traffic through display marketing and how to manage successful campaigns
  • Explore how SEO has evolved and how to make it work for you
  • Understand affiliate marketing, what’s involved and how to manage campaigns successfully
  • Learn about Paid Search and how to efficiently manage your keyword strategies

Who Should Attend

  • Designed for junior practitioners working in the communications industry
  • You may be in your first year within a digital agency or specialist department
  • Ideal for more experienced individuals looking to add knowledge of digital to their existing skill set 

How the Learning is Delivered and Assessed

  • The 10 hours of learning is delivered across 5 modules that can be completed at your own pace, in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.

  • A mandatory, multiple choice self-test, available in the online learning, must be passed before the exam date.

  • This assessment can be re-attempted as needed until you achieve a 75% pass grade. If the candidate does not pass this assessment by the exam date, the final exam will not be accessible to them and they must follow deferral or cancellation policy.

  • The qualification is then assessed via a formal 70-minute online exam at a set date and time, 105-minutes in non-English speaking countries. Candidates must answer 12 short-form essay questions.

  • The pass grade for the final exam is 50%. Candidates who pass the exam will be awarded a digital certificate of completion.

Digital Performance Certificate Syllabus

The IPA Digital Performance Certificate is written by practitioners, for practitioners. The 10 hours of online learning is split into five modules covering five key disciplines.

1. Account Management & Planning

This module looks at what you need to do to be a successful client manager and strategic thinker. It’s less about the nuts and bolts of digital marketing campaigns and optimization and more about what you need to do to understand your client and their business.

  • Making the Case for Digital Marketing
  • Taking a Client Brief & Managing Expectations
  • Audience Planning
  • Reporting
  • Managing Clients

 

2. Paid Search

This module covers paid search, one of the key digital marketing channels. You’ll learn about everything from how to write ad copy, to how to efficiently manage your keyword strategies.

  • Planning PPC Activity
  • Managing PPC Activity
  • Bid Tools

 

3. Display Advertising

In this module, we look at the various ways you can buy traffic through display marketing. We cover everything from native ads on social media, to programmatic display buys. We explain how each works and what you need to do to manage successful campaigns.

  • Display Basics
  • Managing and Optimising Display Campaigns
  • Twitter
  • Facebook

 

4. SEO

Search engine optimisation is all about getting more of the right kind organic search traffic. You’ll learn about how SEO has evolved over the last decade and see that it’s not the dark art it’s sometimes thought to be!

  • SEO Basics
  • Building SEO-Friendly Websites
  • Site Architecture Guide
  • Managing On-Going SEO Optimisation Projects

 

5. Affiliate Marketing

Affiliate marketing is a marketing channel that involves working with third parties on a pay-per-result basis. Here we will explore how it works, find out what’s involved and how to manage and scale campaigns successfully. 

  • Affiliate Marketing Basics
  • Managing and Improving Affiliate Programs

View Digital Performance Certificate Policies

Questions: learningsupport@4as.org

 

Strategy Boot Camp, New York, May 7

 


4A's Member: $750 (Login with your 4A's Profile for Member Discount) / Non-Members: $950

Strategists today are expected to be experts in endless topics, methods and trends. In this highly interactive, hands-on course, we'll cover the mindset, tool set and skill set any strategist needs for success. Participants will engage in real-time practice using a provided case study. 

What You Will Learn
  • Using Your Three Brains
  • Asking Better Questions
  • Applying Convergent and Divergent Thinking
  • Finding Inspiration in Unexpected Places
  • Becoming a Ruthless Reductionist
  • Developing and Delivering Great Briefs
  • Selling in Transformational Thinking 

Who is it for?

  • 0-4 years of experience   

Strategy for Non-Strategists, NYC, May 8

 

Non-Members: $1,050 | Members: $850

 (log-in to see 4A's member pricing) 

No matter what it says on your business card, today you're expected to a be strategist. In this highly interactive one-day course for departments outside of strategy, you'll learn the fundamentals of strategic thinking. Teams will engage in live practice in key areas such as problem reframing, insight generation and strategic articulation. 

 What You Will Learn

  • Defining Strategy
  • Using Your Three Brains
  • Essential Strategic Questions
  • Interrogating Client Briefs
  • Understanding and Leveraging Research
  • Thinking From the Top Down and the Bottom Up
  • Understanding Insights and How to Have Them
  • Developing and Delivering Great Briefs

4A's Mothers@Agencies: Aug 28-Dec 4

4A's Member: $1,800 (Login with your 4A's Profile for Member Discount) / Non-Members: $2,250

Dates: August 28 - December 4, 2019  Time: 1pm-2pm Eastern

A Transformational Coaching Program for Agency Leaders
Thinking About How to Retain and Grow Your Female Leaders?
  • It’s no secret that a huge opportunity exists to grow women into leaders within agencies. Research shows that motherhood is one of the primary reasons more women don’t grow into leadership roles.
  • Succeeding at the highest level of the agency environment while being a good mother can feel impossible. Overwhelmed by the weight of it all, women often leave the agency business along with their promising careers.
Who Should Attend?
  • This program is designed for valued mothers across all “work” and “mother” levels, including expectant mothers. In coming together with a cross-section of other mothers, the group learns from each other while each participant navigates to her own answers.
  • Note: We also offer agencies the opportunity to run their own private groups. Contact us to learn more.

Launch For Leaders, Los Angeles, October 2-3

Members ($1,950)  | Non-Members($2,500)

Designed to develop the next generation of leaders, Launch for Leaders is a 2-day immersive workshop that provides managers an opportunity to build critical skills to become an effective agency leader.

Over the course of two days, participants will embark and explore key areas of leadership development under the following lenses:

  • Leading the Business: Understand the roles and responsibilities of an effective leader, drive profitability, develop a broader perspective, establish and execute strategic organizational priorities, and create a motivating environment that supports great work
  • Leading Growth: Discuss organic, reactive and prospective new business growth strategies as well as growth through the lens of recruiting and hiring world-class talent
  • Leading Clients:  Uncover all aspects of client leadership from understanding clients, building and expanding relationships, leading clients forward and selling transformational ideas through a challenging client case-study scenario
  • Leading People: Learn critical people skills, such as setting meaningful performance goals, providing effective feedback, collaboration, coaching for better results, dealing with difficult people, and handling conflict

Who Should Attend

This program is designed for high potential employees with 7-12 years of experience who are:

  • Directors or new Group Directors
  • Managers of Teams
  • Interacting with senior-level clients

Launch for Leaders, NYC, Sept 18-19

 

Address: 1065 Avenue of the Americas, 16th Floor, New York, NY 10018

Time: 8:30am - 5:00pm (Breakfast and lunch will be provided) 

Members ($1,950) | Non-Members($2,500)

Designed to develop the next generation of leaders, Launch for Leaders is a 2-day immersive workshop that provides managers an opportunity to build critical skills to become an effective agency leader.

Over the course of two days, participants will embark and explore key areas of leadership development under the following lenses:

  • Leading the Business: Understand the roles and responsibilities of an effective leader, drive profitability, develop a broader perspective, establish and execute strategic organizational priorities, and create a motivating environment that supports great work
  • Leading Growth: Discuss organic, reactive and prospective new business growth strategies as well as growth through the lens of recruiting and hiring world-class talent
  • Leading Clients:  Uncover all aspects of client leadership from understanding clients, building and expanding relationships, leading clients forward and selling transformational ideas through a challenging client case-study scenario
  • Leading People: Learn critical people skills, such as setting meaningful performance goals, providing effective feedback, collaboration, coaching for better results, dealing with difficult people, and handling conflict

Who Should Attend

This program is designed for high potential employees with 5+ years of experience who are:

  • Directors And New Group Directors
  • Managers Of Teams
  • Interacting With Senior-level Clients 

 

FREE COURSES FOR 4A'S MEMBERS

As a 4A's Member, you receive complimentary access to a handful of on-demand courses you can access: HERE 

You will need to login-in with your 4A's profile to access these courses for free.

New Leadership Skills for Client Service Professionals

Free for 4A's Members / Non-4A's Members: $221

Develop the right skillset and mindset to deliver the marketing leadership agencies need!

  • Explore the new leadership skills that marketing professionals need.

  • Learn how agency-client relationships have changed over the past 10 years.

  • Look ahead to the mindset you’ll need to be successful in the future.

How to Increase Your Impact in Meetings

Free for 4A's Members / Non-4A's Members: $221

Increase your impact in meetings and up your influence at work!

  • Increase your speaking time with preparation strategies.

  • Build alliances on your team.

  • Hold the floor for longer using proven tactics.

 

How To Write an Annual New Biz Plan

Free for 4A's Members / Non-4A's Members: $221

Are you ready to perfect your annual new business strategy?

  • Learn to focus on creating a new business strategy in Q4.

  • Understand the basics of managing your team and giving them the information they need to succeed.

  • Uncover how to best manage your timeline.

Driving Social Media ROI: Rules of the Road

Free for 4A's Members / Non-4A's Members: $221

Prove the return on investment with social media marketing!

  • Set actionable goals that will achieve the desired results.

  • Know which metrics to track.

  • Learn how to use social media to map business outcomes.

What It Takes To Be A Successful Agency Manager

Free for 4A's Members / Non-4A's Members: $221

Are you ready to find success as an agency manager?

  • Learn how to improve the effectiveness of your team.

  • Utilize communication to motivate and inspire.

  • Understand the importance of delegation and prioritization.

How to Take Your Creative Ideas and Sell to Clients

Free for 4A's Members  / Non-4A's Members: $221

Having a creative idea isn’t enough. Learn how to sell your idea and achieve maximum business potential!

  • Create a brief that inspires your client to act.

  • Understand the difference between creative ideas and building creativity.

  • Define clear evaluation criteria to ensure all of your ideas go above and beyond.