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#
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Module
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Length
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Takeaway / Content Summary
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1
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Day 1: Course Introduction
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0H:30M
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- Establish the learning objectives of participants
- Understand how each participant’s digital work gets done (internal / external)
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2
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Consumer Digital Behavior
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1H:0M
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- Today’s consumer and their digital behavior: Desktop, Mobile, Social, Local
- Consumer decision journey
- ·Individual Exercise: sketch your personal digital touch points
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3
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Brand Marketing Objectives in the digital context
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0H:30M
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- The Funnel and the Loop: Connecting the brand’s business objectives with the consumer journey
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4
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Brand Digital Strategies
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0H:45M
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- Three digital campaigns case studies
- Summary of best and worst practices
- Group Exercise: Analysis of case studies using the Three Easy Pieces tool
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5
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The Digital Landscape: What’s in the Tool Box?
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0H:30M
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- Making sense of the chaos: digital channels and platforms
- The “Always On” brand
- Paid, Leased, Owned, Earned media
- Digital Trends: what can I expect in the next few years?
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6
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Owned Media & Content Strategy
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0H:45M
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- Definition and role of owned media
- Brand storytelling and content: development, management, and distribution
- Owned distribution channels: web sites, email, blogs
- Owned non-digital channels
- Guided Individual Exercise: Create an inventory of your brand’s owned assets
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7
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Leased Media
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0H:45M
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- Definition and role of leased media
- Developing and managing consumer communities
- Platform-specific discussions of good practices: Facebook, YouTube, Pinterest, Google+, Twitter
- Checklist Exercise: Evaluate your brand’s Social Maturity
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8
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Paid Media
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1H:15M
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- Definition and role of paid media
- The always addressable consumer
- The interplay of creative ideas and media formats
- Examples: Search, Display, Social, Mobile, Gaming, Apps, Sponsored content
- Group Exercise: evaluate sample campaigns; did the brand meet their objective?
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9
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DAY2: Earned Media
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0H:45M
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- Definition and role of earned media
- Sharing, ratings, reviews, blogs: understanding and moderating the conversation
- Nurturing brand ambassadors
- Guided Individual Exercise: Use digital tools to look at what folks are saying about your brand today.
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10
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Evaluation and Measurement
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1H:00M
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- What can be measured in Owned, Leased, Paid, and Earned
- Campaign Optimization
- What should be measured: developing relevant KPIs for your brand
- Exercise: Connecting brand & business results with digital metrics
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11
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Building the Consumer Relationship
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0H:30M
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- Moving from a campaign approach to an “always on” consumer relationship
- Connecting with the “always addressable” consumer
- Case Study: CRM, CXM examples and evaluation
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12
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Executing digital plans for maximum success
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0H:45M
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- Optimizing the agency relationship
- Briefing for digital work
- Managing digital projects: understanding the workflow
- Working with multiple agencies
- Checklist: defining digital deliverables in your brief
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13
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Putting it all together: developing the integrated marketing plan
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1H:45M
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- How Traditional Marketing and Digital Marketing intersect
- Individual Exercise: identify current and potential intersection points for your brand
- Integrating digital: applying the Three Easy Pieces tool to your marketing plan
- Closing Exercise & Discussion: what will I do in the next two weeks based on what I have learned?
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