Connective Strategy
Learn how to use strategy to understand your audience and connect with them.
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In this on-demand Strategy course you’ll get under the skin of your audience and learn what makes them tick, and how to ensure your strategy lands and resonates. You’ll look into research, mapping journeys and explore the concepts of empathy and ethics. This is a vital course for anyone building their skills as a strategist, and wants to build authentic campaigns that audiences connect with.
As someone who works in the commercial creative industries, your job is to connect with people. An end audience to advertise to, sell to, connect with, persuade, and more.
But this audience is busy. Busy living their lives, working, sleeping, seeing friends. In order to reach this audience, you need to cut through. And your best chance at this is down to your strategy.
In this course, we explore how to create a brilliant connective creative strategy. We’ll cover core skills from understanding your audience, researching and empathising with them, and stepping into their world, to connecting authentically to understanding the role of emotion, ethics, and bias, this course will provide a tool kit to create connective strategies of your own.
This course is part 1 of our Strategy 101 series, covering the fundamentals of creative strategy.
Who it's for:
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Those pursuing a career as a creative strategist
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Anyone needing to brief a creative team
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Existing strategists looking for a refresher on core skills
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Those looking to boost strategist thinking for their roles in communications, marketing, or advertising
By the end of this workshop you will:
- Explore ways to research and understand your audience
- Understand the importance of empathy
- Think creatively about how you research
- Explore your audience's journey and the touch points you need to consider
- Explore the ethical considerations when using bias
- Understand how to find your brand's authentic voice
