• Copywriting: Tone and Technique
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.
• 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.
• Digital Marketing and Strategy
Creatives need an understanding of 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.