What is this course?
For a year SheSays has been running sold-out one of a kind courses with incredibly positive feedback from our students. Each course is viewed as a system where modules are interdependent and purposely built to:
1. transform you into a doer not just a talker. we like to keep things practical, so we'll focus on the 'how' as well as the 'what'.
2. provoke action - we do this by saying some brutally honest things and by giving you pointers you can start acting upon the very next day
3. instigate reiterative learning - since what we do is based on sharing principles we'll sometimes chop and change sessions on the fly based on what the group wants to get out of the day
And because all our teachers are award-winning professionals who still work in the industry, they actually know what they are talking about.
Who is this course for?
Men or women who from a more 'traditional' strategy or comms planning background who would love to know more about the digital space.
This is not really for hard-core digital strategists who want to learn more - unless you just want to come and meet some great people.
What we'll cover
What do participants expect to learn about digital strategy today?
2/ The Principles of Digital Thinking
How is digital thinking different from the traditional approach to strategy, branding, and marketing? What are the principles of digital thinking? The focus of this module is on understanding micro- and macro- behavioral changes that are happening because of digital, and exploring how planners can build their strategic approach around them. The module ends with a short workshop where participants can apply what they learned in the real-life examples.
3/ Making your briefs digital
How can you use digital thinking to solve a business and consumer problem? This section focuses on infusing digital thinking into creative briefs. We'll analyze the elements of a digital brief and apply them to real-world examples. The section ends with a workshop where participants are asked to draft their own digital briefs for assigned brands.
How can planners can use free digital tools to mine insights that inform their briefs, help test a hypothesis, and/or provide ideas and inspiration? Useful digital tools are all around us, and they are becoming more prominent as a planners’ insight-mining technique. Often, instead of focus groups or future labs, we can just turn to the web to point us in the right direction. In the section, we are using real-world examples to illustrate the utility of digital tools. This section ends with a workshop where participants use the tools to come up with an idea or insight.
5/ Selling Digital - success metrics
How to define benchmarks of success to ensure that our strategy is on the right track? This section explores in depth with different KPIs that help both the client and the agency meet monitor and optimize their campaigns. At the end of this section, there will be a workshop where participants are asked to come up with the most suitable KPIs for a given business and brand goal.
6/ The role of digital strategy within the agency
How does it fit with the creative department? How should strategist work with creatives? How is this collaboration different than in the past and why is this important?
The challenges participants perceive in implementing what they learned.
Alessandra Lariu - firstname.lastname@example.org or +1 646 549 5265
Ana works as a Digital Strategist for Droga5 in NYC. In the past, she worked at HUGE, Inc., Razorfish, The Barbarian Group, AKQA and Wunderman for clients Citibank, Nokia, Toyota, CNN, Target, Kashi, Maybelline, Unilever, and Burberry. Ana often writes about digital marketing for Ad Age, and shares her thoughts on her blog, I [love] marketing. Most recently, Ana presented at the Hyperisland Masterclass, CATFOA series, and Miami Ad School. She was also one of the judges for IAB Awards. Ana holds a Ph.D. in Sociology from Columbia University, where she wrote a dissertation on digital branding.
Farrah Bostic is a strategist and creative technologist with expertise in social media and mobile utilities. She has been a copywriter, planner, brand strategist, and an innovations lead, working for some of the most creative agencies in the world (Wieden + Kennedy, TBWA\Chiat\Day,
Mad Dogs & Englishmen) on some of the most powerful brands in the world (Apple, Microsoft,NBC-Universal Television's Syfy Channel and USA Network). She made innovation her focus as a partner at Hall & Partners, a brand and communications consultancy, and as SVP, Consumer Immersion in the Innovation Center of Excellence at OTX.
Ale is a co-founder of SheSays and has worked as a Creative Director at McCann NY, Agency Republic in London and Framfab/LBi, also in London. In 2010 she was picked by Fast Company magazine as number 29 of 100 most creative people in business beating the co-founder of FourSquare.
Her work has won various awards like Cannes Cyber Lyons, OneShow Interactive, D&AD and NY Festivals. Ale also teaches the prestigious MasterClass for HyperIsland, Boulder Digital Works and Miami Ad School.
THE SMALL PRINT
Tickets are non-refundable (unless the course is cancelled) but we can give you a spot on the next course.
SheSays reserves the right to cancel the course if there are less than 10 students booked. We'll issue refunds for all students booked if the course is cancelled.