ALL BRADLEY GROUP COURSES ARE DELIVERED ONLINE (ZOOM)
Securing Resources Post-COVID
New for 2020
With many businesses having massively downscaled operations, filling their postCOVID priority list will be crucial business reconstruction tasks: re-hiring staff, retraining, reconfiguring supply chains etc. Agencies will need to make tangible, factbased cases to win campaign resources at a time when there will be an unprecedented number of calls on much-diminished corporate cash reserves. This course provides two crucial tools you can work on NOW to help you win back your budgets.
Universal Brand Mapping
New for 2020
Typically, brand maps represent consumers’ perceptions on opposing dimensions, e.g. budget/premium, spicy/mild. But how do these relate to business outcomes? Centrality-Distinctiveness Mapping connects a brand’s position on a perceptual map with sales and price, guides brand strategy and resource allocation decisions, and can be applied to any product/service category, making it an ideal strategic tool for agencies working across many different clients.
Business Strategy Thought Leadership
Equip your client-facing personnel to think and talk strategically about your clients’ businesses and understand how they create value. Participants will learn to identify company DNA and sources of enduring strategic advantage, interrogate business strategy and engage in conversations on how to drive profit.
Influencing the Client
Prepare Account personnel to successfully transition from output-based roles into value-generating, C-Suite relationship-building roles. Four key tools will enable attendees to evaluate marketers’ strategic influence, the strategic role of the marketing department, on which of the four levels of Business Strategy the client sits and be able, as individuals, to climb the Strategic Influencing Pyramid.
Turning Big Data into Big Insights
New for 2020
The tsunami of Big Data seems to have washed away the ability to draw and communicate insightful meaning from it. Grounded in the latest data visualization best practices, attendees will learn to apply the Problem-Solving Cycle to draw compelling insights from data, and then communicate through powerful visuals.
Proving Your Campaigns Work
Successful campaigns create far more business value than clients or their agencies realise. This course focuses on how to identify three key areas of value creation usually missed in campaign reviews that will enable you to demonstrate to your organization the tangible, incremental value your communications create.
Write Winning Case Studies
Learn how to write consultant-standard campaign case studies you can take into the C- Suite of current and potential clients, applying business storytelling techniques.