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Strategic Foundations: Growing through Communications

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Become an expert in Strategy | Modules Package 1

About this Event

9 Evening/ Weekend Sessions from May 7th – June 5th

Apply By: April 23rd 2021

Learn how to build a strong Strategic Foundation to grow business with communications. Finding the Right Insights, Writing a Sharp Creative Brief and a Comms Plan can help set your creative work up for success.

Ideal for

  • Junior position
  • Those looking to grow internal team

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

How it works

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

		Strategic Foundations: Growing through Communications image

		Strategic Foundations: Growing through Communications image

This package includes 3 skill-building modules:

Module 1: Developing Insights based on Human Data

In this module you will learn how to develop an insight using available research within four sections: consumer (target audience), culture (current trends), category (what business is the client in) and brand (the client). You will be taught the difference between an insight (a human or brand truth) and an obvious assumption (moms are busy).

Key Takeaways

  • Strategic tools and frameworks to support developing an insight
  • Developing a strong insight with sticking power
  • Ensuring the insight is rooted in a human and brand truth
  • Playing to win: standing out from competitors
  • Knowing when to stop

Dates: May 7th, 8th, 19th

Module 2: Brief Writing

Why a good brief is integral to a good campaign, and misstepping this pivotal phase can lead to ad ‘catastrophe’. Learn tips for getting to stronger briefs and tricks to getting the best work out of the creative team, from the document to the briefing itself. Students will leave with a clear understanding of what it takes to cut through the noise and get to the point.

Key Takeaways

  • Brief templates
  • What a good brief looks like
  • What a bad brief looks like
  • The importance of a strong brief
  • The briefing itself

Dates: May 14th, 15th, 26th

Module 3: 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

		Strategic Foundations: Growing through Communications image

		Strategic Foundations: Growing through Communications image
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