Crafting a lead driving marketing campaign is both an art and a science. This session will include client case studies and apply the framework for selecting meaningful tactics, crafting messages that resonate, and understanding the results. You’ll learn the fundamentals of a marketing strategy and discover how to align diverse tactics with your overarching goals. Jen will touch on audience identification and analysis, crafting compelling messages and understanding the importance of measurable results. You’ll leave this talk empowered to not only choose the right tactics but to architect a sustainable marketing plan, ensuring triumph in the ever-evolving realm of strategic communication.

In this talk, you will learn how to:

• Put communication strategy fundamentals to work
• How to select appropriate tactics and craft compelling messaging for your audience
• Understand metrics and be “humble” to the analytics