Write Across Platforms
This is an ONLINE class.
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.
This course is designed to help students find their own creative voice and develop real-world advertising concepts. This class will cover techniques in short and long form writing, brand positioning, writing headlines/taglines, writing for radio, television and integrated media. Students will also be developing effective advertising strategies and copy executions that underline and enable creative marketing campaigns and cultivate clear, logical, and creative copywriting skills. The unique characteristics of digital media and the creation of copy for digital media will be explored.
Work 1:1 With a Working Pro
When you learn at Portfolio Studio, you can rely on a team of working industry experts for guidance and support. Meet some of our brand copywriting instructors:
Steve Leff works in Los Angeles as a freelance copywriter on such award-winning brands as McDonalds, Wells Fargo, GAP, Petco and AARP. He has built concepts across many platforms including radio, television, print and interactive. You can see his portfolio and read more about him here.
Jessica Urgo has lived in 9 states, 13 cities, and worked in some capacity or another at 8 agencies. Her clients have run the gamut from non profits you've never heard of like Sightlife to behemoths like Dominos, and everything in between. A Senior Copywriter at MeringCarson, you can see Jessica's Portfolio here.
What You'll Learn
Session 1: Overview
This session we'll learn about preparation and research on how to develop ideas and concepts.
Session 2: Writing For Print
This session we talk headlines, brainstorming techniques, brand research and the strengths of the print media.
Session 3: Word Building In Copy
In this session we'll formulate copy to create an ad and look at long and short forms. Taglines and slogans will also be covered.
Session 4: Integrated Campaigns
Editing, tone and content is the focus this session. Plus we'll take copy to the web and writing for digital media.
Session 5: Radio And Digital Radio
Determining tone and content.
Session 6: TV
Broadcast TV is still an important media. Here we'll work on translating our ideas to work on television.
Session 7: Social Media And Blogging
This session we develop work for social media.
Session 8: Bringing The Campaign Together
Giving a voice and identity to your campaign.
Session 9: Final Presentation
Course review and presentations.
This course is taught ONLINE with weekly video conferences and instructor feedback.
Need More Info?
We're here to help you discover if this course is a good fit for you goals.