COPYWRITING Courses
 

Copywriting: Tone and Techniques

In this course you will learn how to solve communication problems with smart, compelling copy. You’ll also learn how to develop essential copy strategies, work through a variety of creative exercises, and express a brand's human truth via the written word.

Copywriting: For Diverse Media

Today’s communicators are called on to write for a growing number of mediums including websites, case studies, blogs as well as traditional print and broadcast media. In this course you’ll develop a concise strategy and content using diverse media.

Copywriting: Campaigns

An exploration of copywriting with the goal of a complete campaign. Short and long copy forms are covered.  The business of copywriting, professionalism, and presentation are key components of this comprehensive course. Plus, this course may be tied to a national or international competition, so that you have an opportunity to show award-winning work in your portfolio.
Course may be held offsite at an ad agency or design studio. Art directors will collaborate with copywriters to bring work to life.

• Copywriting: Radio Production

This Express course will focus on writing and producing an audio or radio script. Students can choose to extend a campaign already started, polish up an existing script, or create something new. On the last session, scripts (including voice talent and sound) will be produced live at a recording studio.  

• Content Writing: Long Form & Web

This course will build the essential skills and use long-form writing techniques to create full-blown, integrated marketing campaigns. The various styles and mediums of long-form content, such as emails, promotional mailers, website content, blogging and more will be covered.  We will discuss how to create a Style Guide for clients in order to codify the learnings into a cohesive takeaway experience.

• Content Writing: Voice and Tone Guides

In this course you will learn to create a robust Voice and Tone Guide utilizing company history, company values, and personas. You will be provided detailed templates, reading assignments and in-class work to help you craft your very-own Voice & Tone Guide that you use for years to come.

• Concepting 1: Ad & Design Techniques

You'll improve your thinking skills as you brainstorm strategies for print, outdoor & guerrilla. This is a technique driven course where you’ll practice approaches used by professionals for unique, out-of-the-box solutions. Working from industry creative briefs, you’ll build advertisements and designs for a variety of brands, products, and services. 

• Concepting 2: Ideation for Campaigns

This course expands your conceptual vocabulary and makes it easier to discover, evaluate and develop big ideas. You’ll improve your thinking skills as you brainstorm strategies. Working from industry creative briefs, you’ll learn and practice approaches used by pros in this technique driven course.

• Concepting 3: Advertising Media

In this course you’ll work on concept creation for a variety of mediums. New techniques will be shared in order to push your brainstorming abilities further and help you understand what makes a great idea that can be rolled-out into a full campaign.

• Art Direction: Campaigns

Copywriters collaborate with art directors to bring work to life. In this course you’ll learn about the job of the art director and how teams work to deliver a single message in an expanded campaign. Here the business side of art direction including estimating, budgeting and freelancing is explored. 

• Teams 1: Competitions

In this teams class you join forces with a partner or small group for a competition project. There is a rigorous amount of work required in teams classes and additional meeting time outside of class will be needed.

• Teams 2: For Social Good

A team experience where students come together to develop work from start to finish. Interactive, social media and digital strategy will be a part of this teams class where you will work on fully integrated campaigns for your portfolio. 

This course will focus on a client that provides social good. Your portfolio should showcase product and service clients from different sectors. This client will be selected from the non-profit or cause sector.

• Project Expansion: Roll-out and Completion

Too often a project does not reach its potential within a single course and additional time and resources are needed to showcase that work. In this course you'll work with an instructor to move projects forward. 


MARKETING STRATEGY COURSES
 

• Digital Marketing and Strategy

The purpose of this course is to get you familiar with the digital marketing ecosystem, including inbound marketing channels, paid tactics, and destination optimization. You will learn the purpose and benefits of each channel and how they work together to increase leads and conversions. The strategic and tactical understanding you gain from this class will allow you to create better campaigns and marketing messaging in the future.

• Digital Strategy: Creative and Social Media

Traditional jobs are changing and greater opportunities are available for the creatives with an understanding and an ability to work in the digital universe. In this course you’ll execute concepts for interactive projects and expand traditional campaigns using social and emergent media. Research and analytics will guide your solutions. Plus, you’ll learn about the many facets of a digital strategist’s job as well as how to showcase strategy in your own portfolio.

• Social Media: Marketing and Strategy

Advanced approaches to sophisticated and innovative media marketing strategies and rollouts are presented here. You’ll develop the skills and knowledge that will enable you to articulate a long-term strategic vision in a variety of digital mediums. Big data, search engine optimization (SEO), emergent technologies, and digital delivery systems are addressed.

Interaction DESIGN courses

• Visual Design: Principles for Web

Using no coding, this course covers the best practices and graphic elements of successful web design. Emphasis is placed on understanding the basics of web design, anatomy of a web site, web design unity, elements of web design, web typography, adaptive and responsive design, mobile first and user experience. You will use photoshop in this course.

Mobile Experience: Design for Apps

A continuation of our Web and Mobile Design course with the integration of app design. Emphasis is placed on understanding the basics of mobile app design and user experience.  This is a visual design course. 

User Experience & Design Thinking

An exploration of user experience principles for the creation of digital products.  You’ll learn to effectively organize and communicate information, uncover the psychology of interaction principles, prototype and plan, and implement design for clarity and fluency for diverse devices (websites, tablets and mobile).

Coding Basics: HTML and CSS

Basic languages HTML and CSS that are needed for the creation of websites is the focus of this course and other languages including JavaScript, PHP, JQuery, Python, and Ruby will be introduced. You’ll use text and imagery to create impactful interactive experiences.

Portfolio
 

• Portfolio 1: Resume and Employer Outreach

This course helps you learn to present yourself in a way so that employers can see your real potential. You’ll conduct career research, write an attention-getting resume and cover letter for the creative industries and build your Linkedin profile. Professionalism, information about interviewing, and presentation skills will round out this course.

• Portfolio 2: Showcasing Your Work

This course helps you learn how to present your advertising, design, web, and process work for the industry. We'll move your portfolio online. One-on-one guidance with layout, editing, content writing, and positioning will be provided.

• Portfolio 3: Building Your Brand

Position yourself in the industry with a personal brand. In this course you'll create the brand pieces you need to start your job search. You'll write a personal manifesto, a tag line, and develop a logo for use online. 

FREE, SELF-DIRECTED COURSES
 

• The Creative Process: The Basics

The creative process is a step-by-step procedure that helps creatives generate and execute ideas and develop them through finished work. This short, self-directed course explains and demystifies the creative process and teaches you how to start using it for better outcomes.

• Creative Briefs: The Basics

The brief is an essential tool for working on an advertising or design project. A brief guides art directors, copywriters, designers, and other agency members throughout the creative process and helps work to stay aligned with agency and client goals and objectives. This short, self-directed course helps you understand and write a creative brief and provides relevant examples so you’re ready to jump right in on client-based work.

• Elements of an Ad: The Basics

Although advertisements vary, there are some basic components that all creatives need to know. This short, self-directed course is important for any student that wants to take advertising courses and discusses the components of an ad as well as the terminology used in the industry.

• Contracts and Forms: Freelancing Basics

If you’re hoping to succeed as a freelancer, you’ll need a carefully crafted set of contracts and forms. Whether you want to work as a copywriter, art director, designer, or strategist, this course takes you through the “must-have” documents you’ll need to do business. Resources are provided throughout the course, and each session is carefully broken down and will help you design the contract and forms you'll need to get started.

• Industry Jobs: Career Insight

This course helps you understand your career options in advertising and design. Although we focus primarily on creative jobs, there's info for the left-brained thinker, too. 

PORTFOLIO STUDIO CALENDAR 2017-18
 

Summer-1, 2017: June 5 - July 29

Summer-2, 2017: August 14 - October 7

Fall 2017: October 23 - December 16

Winter 2018: January 8 - March 3

Spring 2018:  March 19 - May 12

Classes that land on national holidays will be made up during the week after the term, or on a date agreed upon by the class participants. No classes will be held during the week of Thanksgiving.