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High Impact Marketing Communications College

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Overview
The High Impact Marketing Communications College program enhances the capabilities of marketers who are engaged in managing the development of the brand’s marketing communications – most notable advertising.

 

Who Would Benefit From This Program?
All marketing managers, and their agency personnel counterparts, who are engaged in managing the development of the brand’s marketing communications to customers – including those senior managers who are responsible for approving the communications. These managers would be involved in the development of marketing communications such as journal ads, TVC advertising, sales aids, etc. They are also responsible for managing creative resources. Ideally, these managers would have first participated and successfully completed the Strategic Positioning & Marketing Communications College program.
 
Program Objectives
The objectives of the High Impact Marketing Communications College program are to manage the development of leadership communication campaigns. Leadership communications go beyond achieving high copy testing scores in marketing research. They contribute to the achievement of stretch business objectives (i.e., sales, market share and profitability), contain an ownable and provocative Campaign Idea, get talked about, endure for many years and work across a broad range of media vehicles. Accordingly participants learn how to develop a strategically appropriate single-minded Creative Brief, recognize a BIG idea, coach to add value to the creative product ensure the execution creates impact in the marketplace. Specific objectives are as follows:

Creative Brief Development:

1. 

Understand the role and importance of the Creative Brief;

2. 

Develop/understand the “Essential” Creative Brief;

3. 

Gain appreciation for the role of the Marketing Objective in leadership communications;

4. 

Learn how to discover “legitimate” and “productive” Customer Insights;

5. 

Develop a Communications Strategy that promises a relevant, meaningfully differentiated Benefit in influencing Target-Audience preferences and Purchase Interest leading to the achievement of the Marketing Objective; 

6. 

Create a process that ensures understanding of, and compliance to, the Creative Brief; 

7. 

Use the Creative Brief Scorecard to guide, assess and adapt the Creative Brief for effective focus of the agency and client brand management team; and

8.  Establish clear direction to assist in the development of leadership marketing communication.

 

The BIG Idea:

1. 

Understand the role of the Campaign Idea in driving memorable Strategic Communication in the marketplace;

2. 
Learn the components of the Campaign Idea (i.e., Naked Idea, Key Copy Words and Core Dramatization) and appreciate how they need to be in synch to register a single-minded message with the Target-Audience; 
3. 

Learn how to identify the Campaign Idea in any communications (if an idea is truly present); 

4. 

Learn how to assess the Campaign Idea for being on-strategy AND motivating the Target-Audience behavior to achieve the Marketing Objective; 

5. 

Use Tissue Meetings to get a plethora of raw Campaign Ideas to generate more and better quality ideas in less time; 

6. 

Coach the agency to add value to the productivity of the Campaign Idea;

7. 

Determine the difference between a mediocre and BIG Campaign Idea; and 

8.  Gain knowledge of alternate ways to optimize the value of key Campaign Idea components.
 

Execution:

1. 

Appreciate the role of execution in driving impact in the marketplace by capturing interest and engaging the Target-Audience in the Campaign Idea through the message delivery; 

2. 

Appreciate principles of leadership print advertising;

3. 

Understand different TVC execution formats and their impact on Target-Audience memorability; 

4. 

Learn the components of storyboards and how to assess them;

5. 

Coach to add value to the storyboard to realize the potential of the Campaign Idea;

6. 

Gain practice assessing and coaching storyboards; and 

7.  Develop communications with strong brand linkage such that the Target-Audience will remember the brand and its benefit from the communications.

Program Type

This is an intensive three-day course developed and taught by Brand Development Network International instructors and consultants, using customized cases with numerous, practical real-life examples from around the world combined with plenty of “hands-on” experience.

 

Global Marketing Competency Addressed

  • Marketing Communications Strategy Development
  • Assessing Execution against Strategy and Objectives
  • Developing Leadership TVC and Print Advertising Communications
  • Coaching to Add Value to marketing Resource Teams
  • Creative Resources
  • Creating and Nurturing a Productive Client-Agency Relationship
Additional Information

This program has been conducted within a wide range of industries for Fortune Top 100 companies throughout the world over the past several years. Participants have typically taken the Strategic Positioning & Marketing Communications College prior to taking this program. Similarly, this program receives among the highest ratings by participants for “usefulness” (What Others Say) in managing the marketing communications development process.

 

Delivered By

BDN International instructors/consultants who each have more than 25-years experience and have served leadership positions in in-line marketing and general management. Additionally, all have extensive experience working with many different industries (e.g., consumer, beverage, pharmaceutical, medical devices, financial, B2B, etc) throughout the world. All have had extensive experience managing the development of marketing communications working through ad agencies, promotion agencies, Public Relations firms, among others.

 

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