Marketing Communications

Executive Service Corps of the Triangle (ESC)

Marketing and Communications:  Raising the Bar

Marketing and Communications: Raising the Bar is a highly practical ESC workshop that provides strategies and tips to help you and your organization improve your communications and marketing efforts. ESC consultant Ed McCraw will lead the workshop.Sign up now and attend ESC’s fast-paced workshop where you will learn:•	The importance of storytelling: Sample: “Do you remember your first kiss? Most people do, because it has a story and emotion behind it.”•	How to create your story and frame it correctly for various audiences: Sample: “No one ever won a debate because the facts are on their side. It’s all about framing and word choice.”•	Fundraising Communications: Sample: “You must cultivate your donors. You should be communicating with them monthly.”•	Lessons on crisis management and crisis communications: Sample: “Covid-19 is stressful and overwhelming. But there are things you can do to help deal with this crisis. And there are leadership traits you must demonstrate.”•	What social media can do and cannot do for you: Sample: “Successful corporations don’t just have a presence on social media. They use it as a strategic tool.”

Ed McCraw is a retired corporate executive who served as a vice president and senior business leader with MasterCard and Verizon in New York. During his career, he led corporate functions that included: integrated marketing and public relations programs, media relations, employee communications, financial communications, and corporate philanthropy.Here in the Triangle, Ed teaches courses in the Kenan-Flagler School of Business at UNC for MBA students. In addition, he was selected to be the Expert in Residence in Marketing at Duke University for the fall semester 2013. He has also lectured at the University of Southern California’s Annenberg School of Communications, the University of South Florida’s School of Business, Duke, Elon and UNC.Ed has also conducted seminars on crisis leadership and communications for many corporate clients and diverse groups including the American Medical Association (AMA), Institute for Defense and Business (leadership courses for US military officers) and the Environmental Protection Agency. Ed has been a consultant for Executive Service Corps for eight years and has worked on projects for more than a dozen local nonprofit organizations. He has also previously served on the Board of Directors for several organizations. He is currently a member of the Marketing Committee for the North Carolina Symphony.

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Marketing Communications

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