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SUMMARY:Brand Writing - ONLINE - Derek Scheips - 6 sessions, $425
DESCRIPTION:WHEN 6 sessions, September 24 - October 29\nOnline chats Mondays, 8:30-9:30 pm ET \n\nWHERE Online\n\nCERTIFICATE Use this course to earn a certificate in Ad Copywriting or Public Relations.\n\nPRICE\n$425 ($400 for AvantGuild)\n\nCOURSE DETAILS\nA strong brand identity is the cornerstone of a successful business -- think Mac, Coke, Target, and Volkswagen. \'ut a great story is only half the battle. How a story is told can make or break a company. Consumers are assaulted by brand messaging at every turn -- some blaring, some subliminal. How an audience interprets that message influences everything from marketing and sales to product perception and packaging. So how do you cut through the jumble of information and turn your company or product from concept to household name? It starts with a cohesive, well-executed brand message.\n\nWhether you\'re a brand manager, marketer, copywriter, or public relations representative, this course will help you determine the most effective ways to communicate with your company\'s customer. We will address ways to maintain those core values that sparked customers\' interest in the first place while simultaneously making gradual, minor adjustments that keep the company evolving along with the customer.\n\nIn this course, you will learn:\n\nWhy brands have different voices (Mac v PC, McDonalds v \'urger King) and when it\'s time to change\n\n\'rand history, sales data, hero products, and franchising a brand-within-a-brand\n\nHow to adjust your approach to loyal vs. new customers\n\nThe difference between branding in-store and on the Web\n\nHow to convey your message through social media, merchandising, packaging, and copywriting\n\nHow to develop a proprietary language\n\nWhen brand partnership is an appropriate strategy\n\n\'y the end of this course, you will have:A writing portfolio that includes a mission statement, a repositioning brief, Website or product copy, a sample email blast, a sample press release, and a marketing proposal.\n\nThe online classroom has several components:\n\nLessons: Access weekly lectures.\n\nHomework: Share your work and receive instructor feedback.\n\nDiscussion: Exchange resources and ask questions via discussion forum.\n\nChat: Join a weekly group discussion via instant message. Transcripts are available if you can\'t participate.\n\n\n\nINSTRUCTOR BIO\nDerek Scheips has more than a decade of experience as a digital copywriter and web content strategist for global brands including Microsoft, IBM, Citibank, Sony, and Pfizer. At Ogilvy, Rapp Collins, MRM, Draft/FCB, and Wunderman, he\'s worked closely with teams to create copy that\'s compelling and compatible for Web 3.0.\n\nTestimonials\n\n"Derek\'s class was a very informative introduction to copywriting. Thanks to this course, I was able to secure several freelance copywriting clients within a week of our final project." -- Jennifer Clinehens\n\n"I appreciated Derek\'s experience and willingness to share what he\'s learned to give  us a leg up. His lectures were full of information that will be useful to me for a long time." -- Sally Moe\n\n"Derek is an exceptional instructor. He is extremely knowledgeable, resourceful, patient, and really wants his students to be successful. He provides the tools and information to help attain your web copywriting goals. Take his course!" -- Sandy Cogan\n\n"Derek is very friendly and approachable. He is very casual and always makes the chats fun. This was a very enjoyable class." -- Courtney Adams\n\n"Derek is a wonderful instructor. He is an expert in his field and relayed material in a clear, concise, and easy to understand fashion. He was a pleasure to learn from and I hope to take another one of his courses soon!" -- Lisa Plummer\n\n
LAST-MODIFIED;TZID=US-Eastern:20130520T093906
UID:event_7437@mediabistro.com
CLASS:PUBLIC
CREATED;TZID=US-Eastern:20120606T113549
DTSTAMP;TZID=US-Eastern:20120606T113549
DTSTART;TZID=US-Eastern:20120924T203000
DTEND;TZID=US-Eastern:20120924T213000
LOCATION:Online 
URL:http://www.mediabistro.com/Brand-Writing-crs7437.html?c=ical
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