Rather than 'ticking the box' of the mobile 'channel', why not be smart about the best use of mobile as technology, platform and channel for your client's brand? This all day class will teach what mobile is and what it can do - and more importantly, whether and how to use it to connect with consumers.
What we'll cover
PART 1: MORNING
An Intro to Mobile. What it is, who is using it, how they're using it, what it means for culture, and for brands. How to figure out whether and when to propose mobile as part of a solution - and how it should work with the other pieces of the puzzle.
Exercise: [Mobile] + [Target] + [Brand] - doing the research to get the data about what kind of mobile is right, if it is, and in what contexts. So this is consumer research stuff through the lens of Mobile.
Leave-Behind: A bibliography of great research resources (mostly free) about mobile adoption & usage, with some pretty current stats in an 'at a glance' format on adoption & usage by age, gender, etc.
PART 2: AFTERNOON
The Do's and Don'ts - a Primer. This is what will soon be the basics - apps & beyond, what's an API, who are the major players as partners/platforms, who are the major vendors for production/measurement, selling in Mobile (There's probably no "one sentence" answer to "What is Mobile?" - probably more like 3-5 models for using Mobile that then need their own one-liner…).
Exercise: Based on Exercise 1, a mobile-based solution to [Mobile] * [Target] + [Brand] * [Objective]… What would you make for this target, knowing how they use mobile in this category, on behalf of this brand? Which partners would you turn to and why? How would you pitch this to a client?
Leave-Behind: A bibliography of key partners/platforms with links to their APIs and a brief description of what each platform API really offers; plus names of production companies & measurement products for mobile implementation
637 West 27th Street - 8th floor
New York, NY
9:00 am - 5:30 pm EDTAdd to Cal
Farrah Bostic is a strategist and creative technologist with expertise in social media and mobile utilities. She has been a copywriter, planner, brand strategist, and an innovations lead, working for some of the most creative agencies in the world (Wieden + Kennedy, TBWA\Chiat\Day, Mad Dogs & Englishmen) on some of the most powerful brands in the world (Apple, Microsoft,NBC-Universal Television's Syfy Channel and USA Network). She made innovation her focus as a partner at Hall & Partners, a brand and communications consultancy, and as SVP, Consumer Immersion in the Innovation Center of Excellence at OTX.
Ale is a co-founder of SheSays and has developed award-winning mobile solutions for clients like MasterCard, Gen Mills and Nikon. She worked as a Creative Director at McCann NY, Agency Republic in London and Framfab/LBi, also in London. In 2010 she was picked by Fast Company magazine as number 29 of 100 most creative people in business beating the co-founder of FourSquare.
Her work has won various awards like Cannes Cyber Lions, OneShow Interactive, D&AD and NY Festivals. Ale also teaches the prestigious MasterClass for HyperIsland, Boulder Digital Works and Miami Ad School.
This class hasn't been reviewed yet.