Smart Messaging for Marketers and Entrepreneurs
No matter how amazing your offering is, if the right audience doesn't know about it, it may as well not exist. This workshop is designed to help you discover your brand, establish your audience and identify the right platforms to help your content really connect.
During this workshop, you'll:
- Learn about best practices of marketing branded content.
- Develop messaging for a sample campaign.
- Attain effective marketing strategies that deliver results.
Meet Your Instructors
Adrian J. Hopkins
As a Content Strategist, Adrian J. Hopkins helps companies advance their business goals by taking a research-based and audience-driven approach to storytelling. At The New York Times, his team is responsible for bringing the award-winning creative capabilities of T Brand Studio directly to companies and agencies seeking brand-owned content.
Prior to The New York Times, Adrian led strategy and business development initiatives at Viacom and Bureau Blank, a boutique creative agency. His expertise in research, copywriting, pitch development, and communications strategy have helped his teams create successful network launches, national public awareness campaigns, and corporate rebranding. Past clients include The City of New York, New York University and Bloomberg Philanthropies.
Adrian is also a widely published writer whose career advice and personal narratives have been featured in The Daily Muse, Time, Newsweek, USA Today, Forbes, Mashable and as a most recommended story on Medium.
Originally from Richmond, VA Adrian studied History at Yale and Media Studies at The New School.
As the Social Media Manager for the First Lady of New York City, Jess Matthews runs point on Chirlane McCray's social media strategy to better connect her with everyday New Yorkers and to bolster her many successful efforts such as expanded access to Pre-K, feminine hygiene products and mental health care (#ThriveNYC).
Prior to the Mayor's Office, Jess helped to pioneer audience development for T Brand Studio, the award-winning creative studio at The New York Times. In this role, she managed on-site and paid distribution campaigns for branded content while collecting, analyzing and presenting performance data for each campaign.
With almost ten years of experience in social media marketing, Jess' expertise in distribution and user-generated content spans work with small start-ups such as CourseHorse and large organizations such as Google, BMW, Citibank and OWN.
Originally from Raleigh, NC, Jess is a graduate of Hampton University and New York University.
Not Sure About Taking the Course? Here's What Our Grads Are Saying...
"...I never realized the role digital marketing plays in our everyday lives. I now know how media companies distribute, and curate content, and most importantly, the vital skills I need to thrive as a woman of color in the tech industry." - Paulana L. Lamonier, 2020Shift Alumna