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Luke Luckett (Founder, Projectize Media) & Anne Bertelsen (Founder & President, MAi Strategies).
Thu, Oct 23, 2014 @ 06:30 PM   $65   General Assembly West, 10 E 21st St, 4th Fl
 
     
 
 
              

      
 
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Luke Luckett Photo






Founder,
Projectize Media





Anne  Bertelsen Photo






Founder & President,
MAi Strategies







About This Class

Communication planning is both art and science: The art of defining a product or services' target audiences, and the science of uncovering the best messages and communication channels to reach that audience.



In this introductory class, you'll learn strategies and tools that marketers use to define and build a communications plan that supports business objectives and drives results. This class is ideal for product marketing managers, growth hackers, engineers looking to deepen their knowledge of the media and marketing ecosystem, and brand managers looking to increase impact with an array of digital channels.




Prereqs & Preparation

Students should have a basic understanding of how the media business works as well as an understanding of basic differences between the companies who market, who publish content, and who curate entertainment and report the news. Students should also have a basic knowledge of marketing principles - e.g. unique selling proposition, value proposition, audience targeting, etc.



Please bring a laptop, pen/paper, or whatever you prefer taking notes with.




Takeaways

  • Learn how to understand the components of a communications ecosystem.

  • Be able to define the difference between a paid, owned, and earned media strategy for any type of content.

  • Find out how to incorporate a deeper understanding of the media and marketing ecosystem into the day-to-day role in product, sales, marketing, etc.

  • Learn how to evaluate results from campaigns and use them to manage a campaign in motion to drive greater results.




About the Instructors


Luke Luckett Photo





Founder,
Projectize Media



Luke Luckett enjoys sitting at the crossroads of three converging functions: project management, B2B sales, and product marketing. He spent five years building communities, membership, industry standards, and educational events for the leading online media trade association, the Interactive Advertising Bureau (IAB). Prior to the IAB, Luke managed business technology sales at Qwest Communications (now CenturyLink), and photography sales and licensing at Getty Images. Luke founded Projectize Media in 2012, and through this venture consults on event marketing, product launches, and industry relations efforts for several growing technology players. He holds a Bachelor's Degree in Social Sciences with a concentration in Media Studies from NYU, and enjoys Bikram Yoga, indoor cycling, traveling, and working with innovative companies.







Anne  Bertelsen Photo





Founder & President,
MAi Strategies



Anne Mai Bertelsen is the Founder and President of MAi Strategies, a marketing consultancy specializing in the art of strategy and the science of data to help marketers and brand executives - from Fortune 100 companies to non-profits - develop and execute breakthrough, effective, integrated marketing and digital strategies. Her clients - which include American Express, Aetna, and the United Nations - have all benefited from Anne's guidance developing compelling new products and marketing communications strategies. In addition to consulting, Anne writes about marketing, social media, and product development, and her writings have been published by MediaPost, the Harvard Business Review Blog, and Digiday:Daily. Anne holds a B.A. in History and Spanish from Rutgers University and an M.A. in Political Science and Quantitative Methods from New York University.





 
 
 
 
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