• Putting together a profitable budget
• Avoiding overspends
• Talking confidently with clients about finances
• Understanding the wider agency financials
HOMEWORK SET – DEADLINE 12TH MARCH
• Live examples of creative ideas in rough format.
• The steps to take the ideas and turn them into execution.
• Working with partners and suppliers to deliver campaigns.
• Pitfalls and legal requirements.
• Process and checklist.
• The changing world of content, influence and media.
• The importance of an overarching brand narrative and content mission statement.
• How content marketing and social media has changed how brands interact with audiences.
• How to develop a brand narrative and messages to different audiences on different social channels.
Understanding the client business and the brief.
• What do clients really want and is it clear from the brief?
• How to interrogate a client brief: preparation and research.
• The key elements of the agency brief- problem definition/audiences/propositions.
• Examples of agency briefs.
• How the key elements of the brief fit together.
An overview of marketing regulations - CAP, BCAP and the ASA
• IP – trade marks and copyright, taking inspiration without infringing. What can you use and what should you avoid? How to protect your own work.
• Sales Promotions – mechanics and key T&Cs
• Data data data – the mysteries of GDPR and e-privacy
• Becoming a confident presenter.
• 1st steps to solid preparation.
• Knowing your purpose.
• Creating a structure.
• Managing nerves.
• Being your authentic self.
• Building chemistry – quickly.
HOW INTERACTIVITY IS MAKING PROMOTIONS MORE EXCITING
• Place of promotions in the marketing mix
• Promotional techniques/mechanics
• Promotional technology, trends and issues
VALUE OF EXPERIENCES IN BRAND BUILDING
• What is Experiential Marketing?
• Key experiential considerations
• Experiential case histories
• Experiential technology, trends and issues
HOW TO DEVELOP A SHOPPER MARKETING STRATEGY
• What is Shopper Marketing?
• The brand, the retailer and the shopper
• Shopper journeys and touch points
• Integrated Shopper Marketing campaigns
SHOPPER: IN-STORE/ ONLINE INFLUENCER STRATEGIES
• Impact of digital on in-store Shopper Marketing
• Shopper Marketing and the use of influencers
• Future of Shopper
HOMEWORK SET – DEADLINE 12TH DECEMBER
• Introduction to Client Service
• The Changing Face of Client Service
• Building Strong Client Relationships
• Adding Value to Client Service – how the Diploma can help and how to approach the set brief
• Q and A session
· Introduction to the Strategy Framework
· How to set measurable social media objectives
· Channel Strategy: What channels are good at and how to choose them
· Creativity and cut through on social media campaigns
· Content strategy and digital funnels
· Implementation Planning
· Measuring effectiveness
HOMEWORK SET – DEADLINE 14TH NOV
Different types of creative ideas.
The psychology of responding to ideas.
Techniques for sorting out good from the average – what makes a great creative idea (idea led).
Examples of great creative from around the world and understanding why it is good.
Live examples critiqued.
How do consumers choose and buy?
How this is the starting point for designing the use of different media and disciplines.
Latest insights from consumer psychology into how humans process information.
Building a picture of influence in a particular category.
Matching media and methods to your effectiveness model.
HOMEWORK SET – DEADLINE 10TH OCT
Why brands matter to our clients: economic value of brands
Brand evolution and brands in the interactive age
How to understand a brand.
Brands as the source of creativity and ideas
Roles of brand advertising and branded content
