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Brand Positioning for Marketing Success

Create a Clear Positioning Statement Great positioning is the heart of any sound brand strategy. While strategic plans, product roadmaps and communication campaigns enable the brand to operate on an annual basis, they can’t be effective without a clear central positioning strategy that ties everything together. In this virtual workshop, you will master the skills needed to write a clear and effective brand positioning statement that enables breakthrough media communications, sets your brand up for effective long-term strategy and innovation, and helps win the competitive battle in the minds of customers. If you already have a positioning statement, this session will refresh your writing skills and give you new tools to assess and improve your existing statement. In addition, you will leave with frameworks you can immediately apply to your brand or business. If you are in an agency role, you will not only learn frameworks to use in your agency, but you’ll also learn key language and concepts you can use to work better with your clients. Key Takeaways Learn key brand strategy definition, documents and the role of positioning Understand how to define your target audience Understand what to look for when assessing the competition Learn how to […]... read more →

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The Myth of Digital Fatigue: Rethinking Audience Engagement for a Digital-First World

Begins at 1 PM CT “Digital fatigue” is just another way of saying that people are tired of boring marketing. Today, audiences expect more. They want digital experiences that are interactive, engaging and authentically human. Maybe even fun. In this interactive session, VP of Marketing at ON24, Mark Bornstein, will share a new vision for audience engagement in a digital-first world, including: Having an audience centric approach to webinars and events Moving from presentations to serialized programs How to personalize content experiences How to turn audience engagement into data that converts... read more →

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Digital Summit San Francisco 2022

Digital Summit has been bringing the best of digital marketing to cities across the United States for over 14 years, and they are finally coming to San Francisco. AMA SF is partnering with Digital Summit for this event and has negotiated a special member offer. Join us at the San Francisco Marriott Marquis June 6-7 to hear speakers from renowned companies like Twitter, Spotify, Doordash, Deloitte, and Salesforce. This event is sure to be stacked with actionable tips from some of the smartest minds in the digital marketing industry. Check out the current line-up for #DSSF here: https://sanfrancisco.digitalsummit.com/2022/speakers/ Exclusive AMA SF offer: $50 discount for all our members. Enter code AMASF to redeem! sanfrancisco.digitalsummit.com Don't miss this chance to hear from some industry leaders and network with your marketing colleagues from around the Bay Area.... read more →

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Creative Leadership Lessons: Driving Business Impact

Sessions Air at 10AM CDT Daily Becoming a successful creative leader goes beyond delivering high-quality work. In this three-part series, we’ll explore how leaders can plan for creative success, develop a team culture of collaboration, and grow their brand’s authority to drive lasting business impact. Coffee Break Schedule Monday, June 6 Creative Leadership Lessons: Doing More With Less Planning for success at the start of a project allows you to capitalize on that success quickly. Join today’s session to explore steps creative leaders can take to get the most out of every project, and the tools they can use to power creative scale and efficiency. Tuesday, June 7 Creative Leadership Lessons: Working Better Together Successful creative teams need more than all-star talent – they also need team players who collaborate effectively. Join today’s session to explore how creative leaders can build a culture of teamwork and seamless collaboration. Wednesday, June 8  Creative Leadership Lessons: Building Brand Authority Customers today buy on feelings, not just price points. Join today’s session to learn how to build brand authority by knowing what your brand stands for and investing in a consistent identity that connects with your customers.... read more →

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2022 Global Sales Science Institute and AMA Sales SIG Conference

Creating Value for Customers and Companies in a Changing World In the pursuit of sales excellence and profitability, companies and their sales forces must adapt to the new realities of the COVID-19 pandemic, political changes, environmental crises and rapid technological advancements. The 2022 GSSI Conference will focus on how sales forces can successfully navigate such a dynamic world to create value for both their customers and their own companies.... read more →

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2022 AMA Marketing and Public Policy Conference

The Role of Marketing in Imagining a Better Post-Pandemic World: Addressing Structural Disparities, Sustainability and Social Change As we reach towards a new normal, it’s important to consider ways that those of us in the Marketing and Public Policy community can advocate for hopeful, positive change, focusing on ways to reduce structural disparities, advocate for sustainability and harness the power of social change. The COVID-19 pandemic has significantly impacted lives and livelihoods with consumers, businesses and policy-makers grappling with job security, finances, caregiving, health concerns and more. Communities of color and women are disproportionately affected and economic disparities are clear. Globally, inequity is highlighted with limited vaccine access available to many developing countries. Going forward, we hope to highlight research that not only furthers understanding of the impact of these disparities but also investigates strategies to attenuate them.... read more →

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Copywriting for SEO

Grow Traffic From Organic Search To appear in more Google search results, we all know we need to create more high-value content for our target audience. But where do we start finding out what these people want, what Google puts on that all-important first page and how to get these people to our website? This hands-on workshop will answer these questions and more, showing you how to grow your traffic from organic search and what to do with these new visitors to your website to maximize ROI on your hard work.   Who Should Attend? This workshop is for digital marketers looking to grow traffic, authority and loyalty for their company.   What’s Included 3 hours of live instruction starting at 10:00 a.m. Central Interactive Q&A and hands-on exercises Resources, tips and best practices On-demand access for six months Plus, collect 3 CEUs Key Takeaways Learn how to grow traffic from organic search by writing the content that Google wants Understand how to optimize the appearance of your company on search engine results pages to maximize brand awareness and clicks Make the most of this extra traffic to your website, converting it into leads and sales... read more →

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4 Outdated Email Practices & How to Modernize your Email Marketing Program

Digital marketing changes by the minute. And while today’s marketing leaders are quick to embrace the next, new technology, “tried and true” channels like email are often not given the attention they deserve despite their ability to consistently generate revenue. TUNE IN LIVE on Wednesday, June 15th at 12pm CT / 1pm ET / 10am PT to hear from Danielle Gallant and Megan Farquharson, two Email Strategists from Validity, as they discuss 4 common email marketing practices that may be hurting you more than helping you, and the steps you can take to supercharge your email program and drive more conversions. You will learn how to: Deliver better, more personalized email campaigns by incorporating subscriber feedback and engagement signals “Level Up” your email creative strategy by leveraging machine learning and AI Measure the things that matter by ditching antiquated “Vanity Metrics” and diving below the surface with your campaign reporting and analytics to understand what’s really going on with your subscribers Don’t wait – save your spot today! ... read more →

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AMA Virtual Conference: Marketing in Higher Education

Learn from the top marketing thought leaders on what the future holds for higher education, and how marketing can play a role in decision making. Join us for this free event as we dig in to answer these questions and more. This virtual event is a chance to spend time with those who share your challenges, questions and goals. You’ll also have the chance to network with fellow marketers and talk with solutions providers. Registration is free for this event. By attending this event, you can earn continuing education units (CEUs) toward maintaining any AMA Professional Certified Marketer ® credential. To learn more about pursuing certification or to claim your credits, click here.... read more →

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How to Write a Powerful Creative Brief

Save Time and Inspire Creativity Great advertising and communications campaigns start with great creative briefs, but it’s often easier said than done. Mediocre briefs lack the clarity that misdirects creative teams and sends client-side stakeholders spinning out of alignment. With a great creative brief, rework is avoided and the team gets clarity, inspiration and efficiency. In this hands-on workshop, you will master the skills needed to write effective creative briefs, identify great strategy and properly inspire creative teams to produce great work. Key Takeaways Understand the real purpose of creative briefs Optimize your creative development process for less creative rework Learn how to develop the heart of your strategy before writing the brief Learn how to proficiently write each creative brief component See real-world creative brief examples Collect tools, templates and best-practice frameworks to immediately apply   What’s Included 3 hours of live instruction starting at 10:00 a.m. Central Interactive Q&A and hands-on exercises Resources, tips and best practices On-demand access for three months Plus, collect 3 CEUs... read more →