During this in-person hands-on course, taking place the day after the APEE 2018 Annual Meeting, you will go through three segments on how to market and message your academic research and ideas. Fast-paced and practical, this course has three “stacks.” Each stack builds on the previous one. It culminates with the creation of a practical outline for writing an op-ed. After you complete the course you’ll be able to, with confidence, market and message your life’s work so that it makes the impact it deserves.
What you'll leave this training with:
- Specific features, benefits, and meaning for your organization’s or department’s research products
- Tips and techniques for connecting your ideas with desired audiences
- A proven model for media preparation
- An outline for an op-ed article suitable for pitching to media.
Who can attend and what is included?
All APEE Annual Meeting attendees are encouraged to apply for this training.
Upon application approval, Atlas Network agrees to pay for one night’s stay at Caesars Palace for the night of April 4 and will provide breakfast and lunch on April 5 as a part of the training. The training will take place from 8:00 a.m. until 3:00 p.m. on April 5.
Contact Lyall Swim at Lyall.Swim@AtlasNetwork.org if you have any question about your participation.
Workshop Curriculum Details — About the Three Stacks
Stack One: Features, Benefits, Meaning (FBM) – Distinct Audience Messaging Architecture
This segment addresses the fatal trap of most of the academic and research industry: over-reliance on communicating only the wonky, technical features of the academic research and ideas. This method of communicating typically alienates a general audience and media, and only appeals to a small group of individuals who are typically already true believers in the ideas. In this lesson you will learn the difference and importance of features-, benefits-, and meaning-based communications.
Stack Two: Five Marketing Lessons from Brain Science – Academic Concept and Idea Beautification
Every member of your audience has a brain – the actual physical powerful organ that controls most of people’s decisions and actions. In this segment, you’ll learn about five lessons from neuroscience about how the brain impacts what people do. This will help you connect your content with your audiences in a more emotionally engaging manner.
Stack Three: Deliberate Message Statement (DMS) – Messaging Model for Media
The DMS – or Deliberate Message Statement – is a tried-and-true method of preparing for media (like TV, radio, in-person interviews, podcasts, and live events). It forces you, the expert, to “get out of the weeds” of your rigorous research and formulate the answer to three critical questions that ensure you will connect with a producer/editor/host’s audiences every time. The DMS will be your new go-to tool for preparing for media, and it will help in many media scenarios, including press releases, in-person interviews, television interviews, and crisis communications.
Final Application: Op-ed Outline Assignment
As a culmination of all three segments, you will create an outline for a future op-ed based on your research. This exercise will help synthesize and apply the three stacks.
About the instructors:
Daniel Anthony is Atlas Network’s vice president of marketing & communications & training. He received his M.B.A. in International Business from The Johns Hopkins University Carey Business School and his B.A. in Foreign Languages from Illinois State University. Prior to joining Atlas Network, Daniel worked for Illinois Policy Institute, one of the United States’ leading state-based, free-market think tanks, overseeing all of the organization’s marketing and communications. Prior to that, Daniel worked as manager of client strategy and brand activation for Saatchi & Saatchi S, the sustainability division of the global ideas firm Saatchi & Saatchi. While at Saatchi, he worked with Walmart, General Mills, Procter & Gamble, and NBCUniversal. Daniel has nearly 20 years of marketing and communications experience and has appeared on various media outlets, including Univision, FOX Chicago News, NBC Chicago, and WGN Radio, focusing on topics such as government transparency and marketing and communications analysis. He is fluent in Spanish and currently resides in Washington, D.C., with his wife and two baby boys.
Dr. Lyall Swim:
Dr. Lyall Swim is the director of training at Atlas Network. In his role, Lyall provides leadership for the entire suite of Atlas Network training offerings. For the past 17 years, he has engaged with more than 20,000 adult learners in dozens of organizations around the world. His focus has been to build increased leadership and operational capacity and enable organizations to successfully navigate various forms of change. He is a sought after speaker on ethics, leadership, innovation adoption, and education innovation. Lyall has also served as an adjunct faculty for Brigham Young University’s Marriott School of Management and has been a guest lecturer at several universities. Lyall holds a Doctorate of Education with an emphasis in organization leadership from Pepperdine University. He also holds a bachelor’s in communications and an M.B.A. from BYU. His research and writing on leadership, ethics, education reform, adult learning, and innovation adoption have been published in a range of peer-reviewed journals and various local and national outlets. Above all, Lyall enjoys spending quality time with his wife and three teenage children.