Strategy/Planning

13 Item(s)

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Content Marketing Strategy: Hints & Best Practices

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

Create a content strategy that matches your business goals!

  • Learn what excellent content strategy looks like.

  • Create great content through social listening.

  • Master advanced content creation tips.

Beyond Impressions: How to Make Your Video Ad Results Stand Out from the Pack

 Free for both 4A's Members and Non-4A's Members

You’re under constant pressure to generate the most impactful video advertising results for your clients—and that’s why you can’t afford to judge a campaign’s success on impressions or clicks alone.

  • Why current standards for video advertising success are limited—and the metrics you should be focusing on instead

  • Why the video dominance of Facebook and Google has been vastly overstated

  • How to leverage video to engage in two-way conversations with consumers, allowing you to learn more about your clients’ target audiences and serve them content that’s more likely to convert

How Agencies Can Harness The Power of People-Based Marketing

 Free for both 4A's Members and Non-4A's Members

Brands want to execute people-based marketing across all channels and devices. How do we know? The largest brands have told us so, and studies by Morar Research confirm that 84% of marketers agree. Driving this demand is the need for more effective audience targeting, more precise and accurate measurement, and a more seamless brand experience across all consumer touchpoints. And these marketers are looking to agencies for help.As the people on the front lines, it’s up to agencies to guide brands toward success, and that starts with leveraging the people-based marketing tactics that are working so well on Facebook—everywhere else, too. In this webinar learn how people-based marketing has to power to level-up your marketing, including use cases from agencies already seeing success.

  • What People-Based Marketing is, and how it’s evolving

  • What agencies need to get started, from the know-how to tools and integrations

  • How and why to execute people-based planning, buying and measurement

  • The results and improvements people-based marketing delivers, from better ROI measurement to improving reach and frequency management

Getting to Your Most Powerful Message

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Use customer insight to create a better message for your brand!

  • Learn to create a Message Matrix.

  • Understand how to use a messaging evaluator tool.

  • Discover how to pressure test your brand.

 

Digging Deep for Customer Insights

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Discover how to use insights appropriately to further your agency’s strategy.

  • Understand what a true insight is - and how to use them.

  • Mine meaningful insights and apply them.

  • Learn how other brands use their media kit and social strategy.

 

The $20T Misunderstood Consumer

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Let’s work together to change traditional agency thinking and market to a diverse female market!

  • Understand what objectifying advertising is, and how to avoid it.

  • Discover the value in marketing to women.

  • Learn to inspire change in your agency.

Beat the Robots: You are the Perfect Machine

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

You already have the tools to be analytical (left brain) and emotional (right brain). Regardless of where your strengths lie, we teach you ways to develop the “non-partisan” brain, calling on the side of your brain best suited to any task.

  • How we are superior to artificial intelligence thanks to our two-sided brain

  • Recognizing opportunities to apply emotion to every task, adding your unique, human qualities and perspective to your work

Beat the Robots: The Gatekeepers Are Human Too

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Whether you are selling a product, an idea, or selling yourself for an opportunity, ultimately the final decision will be made by another human. Stories are the best way to sway decision makers and closing the deal will require the perfect combination of facts and feeling, delivered with impact.

  • The many features and characteristics that all great stories have in common

  • How to craft your own stories using the same tools that great writers have used in literature, drama and business

  • How to use stories to persuade and influence audience opinion and behavior

How Planners Can Go Beyond Ads to Create Powerful Cultural Moments

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

You already have the tools to be analytical (left brain) and emotional (right brain). Regardless of where your strengths lie, we teach you ways to develop the “non-partisan” brain, calling on the side of your brain best suited to any task.

Get ready to truly connect with your target audience with effective and impactful communication!

  • Learn the role and value of different methods of planning.

  • Focus on brand foundations and activations in your advertising.

  • Use data to inform top down and bottom up communications.

Meetings, Pitches, Presentations, Negotiations: Selling Your Work and Selling Yourself

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

All too often we don't present ourselves, or our work, in the right way, and this has a profound effect on our success. This course focuses on how to get your point across effectively and achieve desired outcomes, whether it be your thinking internally, your work to clients, or yourself with regard to career ambitions, promotions and pay. Instructor Cindy Gallop guides students to accurately assess their own value and to present their ideas rooted in the knowledge that they bring something unique and critical to their agency.

  • How to present yourself in such a way that your recommendations sell themselves

  • How to build your profile in your industry

  • To assess the value you bring to your agency, and how to use it to your benefit

  • How to make yourself heard, and have your ideas acted on

Beat the Robots: Ace the Turing Test

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

You and your work should never be mistaken for an algorithm. In this webinar we show ways to present information in person or through media that leverages your humanity by engaging decision makers where they live – in their emotions.

  • The secrets to making attention-getting, memorable live presentations that emotionally engage audiences

  • Ways and benefits of adding emotion to powerpoint and other typically data-heavy media presentations

  • How to edit ruthlessly, using images instead of words to make your audiences feel and act the way you intend

 

Beat the Robots: Your Brand Story

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Whether you have lived a golden life of access and privilege or have overcome massive obstacles every step of the way, your combination of traits and experiences are what make you unique. We share techniques for taking your life story and turning it into your brand story, showing why you are irreplaceable by any man, woman or machine.

  • How to select from the many experiences in your life in order to craft a narrative that makes you stand out from the competition – and the technology
  • Ways to share your story with your colleagues and your industry so you remain top-of-mind when the best opportunities arise

Engaging Hispanics For Growth

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

As your clients embark on the difficult task of delivering growth in a mature market like the U.S., they may be unaware of how their desired outcomes are being fueled or hindered by Hispanics. By executing the action steps in this course, you will be able to shed light on the impact of Hispanics to your client's results, providing them the specifics on the incremental dollars they can drive by focusing on Hispanics, plus the unique insights and strategic approach needed to effectively personalize their offering to capitalize on U.S. Hispanic market growth. 

  • 5 Questions to Assess Hispanic Impact 

  • 5 Ways to Quantify Your Hispanic Opportunity 

  • 7 Cost-Effective Ideas to Generate Insights

  • 3 Approaches to Engaging Hispanics