CPD Workshop: Campaign in a Day

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Create a compelling, multi-channel campaign from brief to pitch in just one day. Agencies, client-side marketers and those who commission marketing can all benefit from this immersive, intense and fun filled day.

To be confirmed

Cost: £395 (+ VAT). We’re currently assessing demand so if you’re interested in attending a session in Autumn, drop us a line

Overview

There is no chalk and talk in this fast moving workshop. Start with a discussion around what makes good (and not so good) campaigns before taking a deep dive into the four foundations of a solid campaign, and developing your core value proposition.

You’ll then be divided into teams and provided with a brief. Throughout the remainder of the day you will work this up into a full pitch, with short breaks to discuss the customer journey, and work with your expert ‘Creative Director’ who will help you visualise your campaign in the limited time available. At the end of the day you will present to a panel drawn from digital businesses and MMU’s teaching and student faculty. Prizes will be available for the winners.

This is a very hands on participative day – you will leave having absorbed new information, assimilated it, experienced practical application and reflected on the resulting work.

Learning outcomes

Upon completion of the workshop you will be able to:

  • Understand the key elements in constructing a campaign
  • Be able to effectively interpret a brief
  • Formulate a core proposition that appeals to the target audience
  • Have the tools to construct a multi-channel campaign
  • Present/pitch your campaign confidently

What will I learn?

You’ll take away:

A campaign framework

  • A proven and robust methodology that enables you to formulate a compelling proposition, built from market and product differentiation, and brand and audience appeal

An integrated channel framework

  • A customer journey ‘funnel’ that enables you to bring together the right mix of channels to attract, engage, and convert target audience.

  • A content matrix that helps you present key messages in the right format at each stage of the journey, both functional and emotional

A Calculator

  • Drawing upon industry-researched averages, you’ll have a method for budgetting marketing spend to draw your target audience from the point of awareness to conversion.

Measurement

  • In the context of the customer journey, what metrics to measure at each stage.

Who is it for?

This workshop is ideal for agency and client-side marketers, whether you’re relatively new to your role and looking to gain valuable new skills, or you want to refresh your approach and gain new perspectives. It’s also an ideal opportunity for account managers and anyone responsible for commissioning campaigns to understand how the process works, developing ideas side by side with agency practitioners.

Booking

The workshop costs £395 (+ VAT). We’re currently assessing demand so if you’re interested in attending a session in Autumn, drop us a line

Digital Innovation subscribers get a 20% discount. Group bookings of three or more are also eligible for discounts.

Please note that early booking is essential in order for us to keep our costs down. A final decision on whether the event will go ahead will be made no later than two weeks before delivery.

Who are your trainers?

Ben Pask

Ben is one of the co-founders of Rare.

A strategist with a formal education in Psychology & Marketing. Ben has a unique rounded experience in the marketing industry, working for brands, agencies and market research organisations, across many multichannel disciplines. He has consulted in online consumer behaviour for half of the current top 10 global brands, including, amongst others Google, Microsoft and Samsung. Educational credentials include lecturing for econsultancy and Sothebys.

With a background in Psychology, Ben is mostly interested in understanding the underlying motivations that guide human behaviour, and how businesses need to better understand these universal truths of human cognition and social behaviours, in order to make their lives better with digital technology, everyday.

In his spare time, Ben releases records and tours around the UK with his band Limb.

Karl Havard

Karl is the other co-founder of Rare

A hybrid of business and digital strategy, who believes clarity and context are essential.

Karl has 16+ years’ experience in the digital, social, brand and consumer insights business. Fully conversant with the ‘laws of disruption’ Karl has helped several global businesses to formulate and craft innovative and value driving digital solutions that place the consumers’ needs and behaviours at the heart.

Karl is also an Econsultancy lecturer, teaching multi-channel and creative technology strategies to senior business people. He is passionate about education and also works with universities to help grads and post-grads gain real, first-hand practical experience.