Brand Storytelling and Effective Consumer Connection

This event is over.

This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the watilist for this session, please send a note to sescobar@ana.net with your name, email and phone number.

Story has the power to inspire people to take action.  In an age filled with an overload of sound bites and cynicism, a compelling brand story has the influence to move consumers to embrace your brand with loyalty and advocacy.  A compelling brand story may also serve as the rallying point for a shared mission where everybody - consumers and employees - are aligned around the purpose and mission of the brand.  This makes effective and differentiating storytelling a critical element in your digital marketing strategy.

All brands have stories to share and effective storytelling is all about knowing your audience in more detail - what they seek and what they respond to.  This workshop focuses on providing the frameworks, insights, and best practices that will help you to optimize your brand storytelling.  You will learn the key elements of storytelling and how digital technologies have influenced the manner in which a story needs to be told today.   This workshop will also show you how to use buyer personas to make your stories inspiring. 

This workshop is fast-paced with ample opportunities for participation and interaction.  It also offers an opportunity to explore creative options with feedback from peers.  At the conclusion of this workshop, you will have initial story framework that you may use with your brand. 

 

Who is this Workshop For?

  • Marketing and communication professionals and teams who want the opportunity to explore new, creative elements their brand story
  • Non-marketing professionals who want a better understand the use of story in a digital world

Although personal, in-depth experience with digital marketing is not required, participants should have a high-level familiarity with the digital channels used by their brand.

Download the full benefits here


  • Setting the Stage (15 min)
  • Storytelling and Digital Strategy (45 min)
  • Seven Word Stories (30 min)
  • Break (15 min)
  • Elements of Storytelling (60 min)
  • Two Sentence Stories (30 min)
  • Lunch (60 min)
  • Content Marketing & Digital Platforms (30 min)
  • Developing Personas (45 min)
  • Building Your Brand Story (60 min)
  • Presentations (30 min)
  • Closing (30 min)

Instructors

trainer

Nicole Ames

NICOLE AMES, FOUNDER & PRINCIPAL, TWIST IMC

Nicole Ames is recognized for her expertise in digital media and helping marketers understand how new and transformative technologies affect business.

Since founding Twist IMC, Nicole has worked with several leading corporations to help their teams develop and implement effective digital marketing strategies.  She has conducted more than 300 client workshops with industries ranging from technology, healthcare, media, energy, services and consumer products.  Nicole deftly demonstrates how best practices in digital marketing can apply to any organization through thoughtful, strategic planning.

Nicole gained her marketing and media expertise from her executive tenure within the Fortune 500.  As Director of Global Communications at Western Union, she created the first integrated marketing plan for 250,000 agent locations worldwide.  Later, at Liberty Mutual, Nicole managed the award-winning “Responsibility Project” overseeing online and traditional advertising as well as mobile and social media initiatives for the multi-million, dollar, national campaign.

In addition to her consulting business, Nicole is widely recognized for her teaching excellence.  She has honed these skills as an adjunct professor of marketing at the Harvard Extension School and in the MBA program at Boston University’s Questrom School of Business.  Nicole has also developed several programs for working professionals.  She leads a digital marketing program for Harvard’s Professional Development Program and is one of the top instructors for the ANA’s School of Marketing.

Nicole is based in Cambridge, Massachusetts, and is an active member of the Ad Club of Boston and the MIT Enterprise Forum.