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Digital Comms Planning

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Modules Package 4 | Master Digital Communications Strategy

About this event

12 Evening/Weekend Sessions from May 17th – June 17th

Apply By: May 14th 2021

Digital Communications are more important than ever in the new online world. Setting your team up with a proper Digital Strategy in terms of content, channels, and tracking will make sure your campaigns will perform as best as they can.

How it works

  • 3 - 4 module courses
  • Feedback sessions
  • Virtual, online classes with industry professionals

What you get

  • Become an expert, add foundational knowledge & skills in one area
  • 27-36 hours of class
  • Digital Badge Certification
  • Access to M.AD School of Idea’s international network
  • Advertising’s industry connections

*Please note Job Grant applications need to be submitted 2 weeks in advance start of the program.

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This package includes 3 skill-building modules:

Module 1: Making with Measurement in Mind

Master the basics of measurement within social media from organic to paid work streams, and how to link KPIs back to your marketing objectives.


  • Key objectives in social media buying & related KPIs
  • An explanation of terms (measurement,variables, test & control group, methodology, correlation, validation, optimization)
  • An overview of Nielsen brand effects study (platform agnostic) and creative compass (FB only)
  • Understand flight model and how backend optimization works for creative
  • Brief examples and creative outputs and report summary

Dates: May 17th, 18th, 27th

Instructor: TBA

Module 2: Communications Planning

This course will provide an in-depth understanding of planning in the digital age. Understand a target audience and their media habits to connecting during micro-moments, and understand how to present communications in the digital space and adapt/create messaging goals for each medium.

Key Takeaways

  • Understanding target audience (tribes) and their media usage behaviour
  • Opportunities to connect across the consumer journey
  • Digital channels (SEM, Display, Social, Web, etc.,) Consumer-first marketing: adapting to context and triggers
  • Communications planning framework

Dates: June 4th, 5th, TBA

Instructor: Kira Montgomery, Head of Connections Strategy @ Juliet Creative

Module 3: Social Engagement through Paid Media

Learn how to develop break through content strategies with amplification from paid media – from innovative formats to whitelisting influencers to advertorials and brand integrations. Successful campaigns consist of both organic and paid assets. A good campaign should never just use one or the other.

Key Takeaways

  • Introduction to paid media KPIs and paid media analysis
  • Ethics and best practice for paid media strategies
  • How to negotiate with vendors
  • Extrapolating complex objectives into actionable media plans
  • Audience Mapping in Media Overview

Dates: May 31st, June 1st, 10th

Instructor: Soumita Banerjee, Director of Performance @ Reprise Digital

Module 4: Cultivating your Content & Community

Social media has the power to transform a shared interest into a powerful community through content. The community manager is the key to curating elements that inspires connection and interaction between brand and person.

Key Takeaways

  • Community Management 101: brand voice vs. service rep and brand handle hygiene
  • Understanding of the types of community management tools & terms (CMS, chat bots, automated messaging, surprise & delight, escalation matrix)
  • Customer relations strategies
  • Identifying organic creative opportunities within the community
  • Developing an escalation matrix

Dates: June 7th, 8th, 17th

Instructor: Matt Stasoff, Strategist, Digital & Social @ Anomaly

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