Driving Effective Digital Engagement with Your Brand Story (201) (Virtual Open Enrollment) | School of Marketing | ANA

Driving Effective Digital Engagement with Your Brand Story (201) (Virtual Open Enrollment)

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

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 we walk you through the steps to driving consumer engagement with a brand’s digital presence by homing in and getting clear on an effective Brand Story for a sample brand. Having established a clear Brand Story, you will then learn how to leverage that Story to drive digital consumer experiences that resonate with customers and drive lifetime value.

*This workshop is the second in a 2-part series designed to help you understand how a strong Brand Point of View and relevant messaging results in better connections with consumers in the digital world.

For greatest benefit, participants are strongly encouraged to take the first workshop in this series. You can sign up for the first workshop in the series here.

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.