Daily Agenda

Course Design & Daily Plan

Winterim – March 2 – 14, 2020

Inside Advertising teachers: Bill Bucklin & Leesa Lawson

Mr. Bucklin, william.bucklin@formanschool.org Cell: 860-480-6795

Ms. Lawson, leesa.lawson@formanschool.org Cell: 860-921-3892

Monday March 2nd

Big idea: How does advertising influence and transform our daily lives? Are we aware of this or not?

• We’ll study the work from the first Creative Revolution in advertising to uncover why these campaigns were so successful, and how they apply to the new digital revolution. We’ll map out the advertising and marketing principles these campaigns followed.

• These principles are the basis for student’s campaigns. Students will be required to solve creative problems daily, write headlines and body copy, web copy, and emails.

• Hands-on: Students choose a brand to work on from a list of non-profits in need of help.

Tuesday, March 3rd

Big Idea: How are consumer insights used to shape consumer behavior?

• Demonstration of how research uncovers consumer insights and how those insights are used in traditional and digital campaigns.

• Demonstration of how positioning/ branding has categories of information that all marketers should address in order to be successful at getting people to buy. We will show examples and then students must find their own real-world examples.

• We’ll study advertising campaigns from New England that broke through entrenched messages and mindset barriers and carved out a creative strategy.

Wednesday, March 4th

Hands-on experience from the real-world. Students will get a chance to see all the roles within an integrated advertising agency and ask questions of professionals on the frontlines.

We’ll visit Adams & Knight – Connecticut’s largest full-service advertising agency. We’ll talk to creatives in every department. See firsthand how they use research and branding to inform their creative ideas.

Thursday, March 5th

Big Idea: We’ll review the work of the second Creative Revolution. How do these techniques inform a new digital revolution? And how do traditional and digital work together?

• Demonstration of how headlines and visuals work together to persuade. We will study the best writing of this era and what makes good copy. We’ll pay close attention to campaigns that use storytelling for memorable effect. Design versus decoration and how the visuals drive home the message will also be covered.

Friday, March 6th

Eli Morgan Gesner ’88 via Skype.

• Real world insights from a serial entrepreneur and graduate of Forman who has created many companies and consults with Nike.

• Focus on memorable taglines of past eras and how taglines are used today.

Saturday, March 7th

• Big Idea: How is online research used?

• Review how research is used to influence consumers. How to conduct your own research.

• Hands-on and real-world example: Students will have a chance to understand how analytics are used by Qauntilope via a Skype visit with an executive from Quantilope.

Monday, March 9th

Hands-on or real-world experience. We’ll see how the experts create at Mintz & Hoke Advertising.

Tuesday, March 10th

Big idea: How is advertising used or abused? Can campaigns create a better world and advance ideas that everyone agrees on?

• Focus on social responsibility from Juul to Patagonia: campaigns that kill and those that save the world.

• Changing consumer tastes over the years: from body odor to vaping.

Wednesday, March 11th

Hands-on real-world experience. We’ll go inside Overabove, one of Connecticut’s fastest growing creative advertising/marketing agencies. We'll talk to social media experts and videographers.

• Special focus on digital and social media campaigns by a recent college graduate that works at Overabove.

Thursday, March 12th

Big Idea: Can advertising create a better world? How?

• Review public service campaigns from New England: Special Olympics, CT Homeless, AIDS, and the Catholic Church.

Friday, March 13th

Students work collaboratively throughout the two weeks, but this is the final push to put all their principles into practice and finish their campaigns.

Saturday, March 14th

Present your campaign. Students demonstrate how they’ve incorporated all of the principles of effective marketing/advertising in their campaigns.