ANA Disruptor Series: Driving Effective Digital Engagement with Your Brand Story (201) (Virtual) | School of Marketing | ANA

ANA Disruptor Series: Driving Effective Digital Engagement with Your Brand Story (201) (Virtual)

Establishing an Effective Digital Brand Connection 201
(Virtual Half-Day Workshop)

Virtual Workshop Description
Many marketers still struggle to connect digitally with customers in ways that clearly and authentically communicate the brand essence – and why your customers should engage with you.

The idea that you can convince customers to engage or purchase simply by telling them to is flawed; today ‘story doing’, showing, and acting on how your business can improve your customer’s life is essential to make a lasting impression.

Too often, brands today talk about who they are, their funding, or technical issues at a level that only an engineer could grasp. Talking this way alienates customers and, consciously or subconsciously, leaves a poor taste in their mouth, further risking losses in revenue and market share for your brand. Marketers need to clarify their brand’s voice, personality, and purpose to tell a story that resonates across all digital touchpoints and helps drive customer value.

In this workshop – the second in a two-part series on creating effective digital connections with consumers – we walk you through the steps to driving consumer engagement with your digital presence by homing in and getting clear on your Brand Story. Having established a clear Brand Story, you will then learn how to leverage that Story to drive digital consumer experiences that resonate with your customer and drive lifetime value.

* This is the second installment in the ANA’s full day Establishing an Effective Digital Brand Connection workshop, designed to drive customer lifetime value in the digital world.

It is suitable for both B2B and B2C audiences. Examples and exercises can be tailored to fit either scenario.

Target Audience
This workshop is for marketing and brand managers responsible for building a successful web presence and activation strategy, including:

  • Marketing Managers
  • Digital Marketing Managers
  • Community Managers
  • Social Media Managers

It is particularly relevant for brands that:

  1. want to build competitive advantage with their digital presence;
  2. are struggling to improve reach and customer loyalty but aren’t sure why;
  3. have limited (or no) dedicated content marketing team and need tools to help maximize resources and manage responsibilities efficiently.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to evolve a legacy website to engaging content and social hub
  • How to create content that is meaningful and engaging to drive reach and distribution

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to activate their Brand Story to connect with consumers in an authentic and meaningful way that drives CLV
  • How to maximize your customer’s digital experiences

This workshop helps attendees improve marketing ROI by teaching them:

  • How to define and capture leads across the customer life cycle

Download the full agenda here


  • Jay Mandel

    After nearly twenty years serving some of the world’s largest Fortune 500 companies in senior marketing roles, Jay now channels that experience to help organizations and individuals deliver emotional and meaningful connections with customers.