Tutor:
Joseph Kenneway, TBI Communications
Overview:
Successful, result-orientated marketing involves creating high-impact online and print material. High-impact material can help build brands, develop customer loyalty and generate revenues.
Programme:
- The differences between online and print design
- What is design? Basic building blocks
- Headlines, hooks, body and close - copywriting structure
- Increasing the impact of copywriting by using motivations
- Words as design elements
- How to use images to convey marketing messages
- Communicating brand values in marketing campaigns
- Briefing a designer and working with printers
Learning objectives - by the end of the course delegates will be able to:
Develop creative ideas for both online and print campaigns; identify the elements that create successful, response-generating customer-focused online and print campaigns; understand the process of working with designers to achieve a successful end-result; explain the key design principles that all marketing staff should be familiar with, illustrate how marketing material can form a key element in building your company's reputation and profile through an understanding of brand strategy.
Who should attend:
Marketing professionals who have responsibility for the design and production of both online and print marketing materials. The course is suitable for both those relatively new to marketing and also those with some experience who are looking to refresh their understanding and use of design and copywriting in marketing communications.
Delegate Comments:
'Very useful for those with some experience in marketing and goes beyond publishing industry.
Great interactive course, the knowledge can be applied to many industries outside publishing, insightful comments and knowledge from the tutor.' Lena Jefimova, Cambridge University Press
'It dealt with the challenges I face precisely even though the "Briefing a Designer" didn't apply to me. I can employ the same approach to putting my own designs together. I found this hugely helpful and relevant to me, I'm really pleased I attended.' Juliet Moore, Maney Publishing
'Enjoyable course, Joe is a good presenter.' Carol Millman, Association of Applied Biologists
'During the morning session we learnt a lot of basics which were then developed through the afternoon. I could tell the difference in my work - I certainly feel more confident now.' Sophie Boullin, OECD
'Good introductory starting point with some more advanced elements thrown in. Great to be able to suggest topics in advance which were heeded. Comprehensive slides and info packs with excellent break-out sessions.' Mike Hallworth, Wiley-Blackwell
'Pre-course questionnaire was useful as topics were incorporated into the course. Excellent case studies and notes.' Ali Hill, Taylor & Francis
'Very well-tailored to my level, easy to understand, highly relevant and interesting. Pre-course questionnaire was a good idea as course seemed to address everything. Very much enjoyed the day and learned a lot of valuable tips. Excellent!' Samantha Herbert ,Taylor & Francis
'A well-structured course covering all aspects of relevance to any marketeer!' Rebecca Jeeves, Royal Society of Chemistry
'Very well structured, informative and interactive. Very helpful and knowledgeable tutors. Most welcoming.'
Sophie Villiers, Thomson Learning
'Very good food for thought. Loved the working with groups and exploring ideas - good confidence boost.'
Sapna Choudrie
'Very enjoyable and great practical advice to take forward. Each session was useful - good balance of talk and tasks.' Non Jemini, OUP
'Very good presentations from both course leaders.' Max Espley, TTL
Further Information:
Barbara Holmes telephone +44 (0)1993 772 727 (email)
Amanda Whiting telephone +44 (0)1865 247776 (email) |
