What if your work on free enterprise at a University Based Center could truly shift a regional or national agenda?

You spent months, maybe even years validating the impact of free-market ideas with rigor. And all of this effort deserves as broad an audience as possible.

During this in-person hands-on course, taking place the day after the APEE 2019 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.

Apply here!

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 shared accommodations in a double-occupancy room for a one night’s stay at the Atlantis Paradise Island for the night of April 8 and will provide breakfast and lunch on April 9 as a part of the training.
The training will take place from 8:00 a.m. until 3:00 p.m. on April 9. 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 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.

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Terms and Conditions of Attendance at Atlas Network's Three-Stack Approach to Marketing and Messaging Academic Research & Ideas

Your attendance at Atlas Network's Three-Stack Approach to Marketing and Messaging Academic Research & Ideas Training indicates your agreement to the following terms and conditions. All event attendees must register in advance of admission. A valid photo ID is required for registration and admission.

Decorum
This event is held for the benefit of our think tank partners in the global policy community as indicated on atlasnetwork.org/partners/global-directory. Anyone who attempts to attend this event without properly registering will be removed. Atlas Network further reserves the right, at its sole discretion, to physically remove from the premises any person, regardless of registration status, who in our judgment threatens to disrupt, inhibit, or undermine the quality of this event or the activities of our guests. This policy also applies to anyone who is responsible for bringing another person to the event. “Premises” shall be defined by Atlas Network in consultation with venue management and local law enforcement.

Additional conditions of attendee conduct may apply pursuant to Atlas Network’s agreement with the owner of the event venue as well as local law enforcement. Any person who is removed may be subject to arrest or detention by law enforcement for violation of this policy or the codes of the jurisdiction of the event. Nothing in this policy is designed to infringe speech or conduct on public property. By registering for or attending this event, you agree that Atlas Network as well as its partners, contractors, and vendorsassumes no liability for injury, damage or loss which may be related in any way to traveling to, attending, or traveling from this event, or with implementation of this policy.

Emails and Onsite Photography
By registering for and attending Atlas Network's Three-Stack Approach to Marketing and Messaging Academic Research & Ideas, you consent to interview(s), photography, audio recording, video recording and its/their publication. Images, videos, and/or audio recording may be used to promote this event and similar Atlas Network events in the future and highlight Atlas Network's partners' and the broader network's growth and impact. By registering, you also consent to receive important Event news and reminders via email.
Recording

Atlas Network prohibits all unauthorized audio or video recording, image capture, or any form of transcription and transmission of event presentations and activities, including but not limited to statements by presenters, materials displayed or offered during presentations, and comments by event attendees captured without their express consent. Atlas Network further reserves the right at its sole discretion to authorize select audio or video recording and/or transmission of the event, as well as the taking of photographs during the event. Anyone so authorized agrees to use any and all such recordings or images only with Atlas Network's written consent, and agrees further to make them available without charge to Atlas Network for its unrestricted use. Atlas Network will have anyone conducting unauthorized recording or photography removed from this event, and may pursue at its discretion all available criminal and civil remedies.

Packages
All packages, bags, and other containers are subject to search, and may be required to be stored during the event. 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 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. __________________________________________________ Terms and Conditions of Attendance at Atlas Network's Three-Stack Approach to Marketing and Messaging Academic Research & Ideas Your attendance at Atlas Network's Three-Stack Approach to Marketing and Messaging Academic Research & Ideas Training indicates your agreement to the following terms and conditions. All event attendees must register in advance of admission. A valid photo ID is required for registration and admission. Decorum This event is held for the benefit of our think tank partners in the global policy community as indicated on atlasnetwork.org/partners/global-directory. Anyone who attempts to attend this event without properly registering will be removed. Atlas Network further reserves the right, at its sole discretion, to physically remove from the premises any person, regardless of registration status, who in our judgment threatens to disrupt, inhibit, or undermine the quality of this event or the activities of our guests. This policy also applies to anyone who is responsible for bringing another person to the event. “Premises” shall be defined by Atlas Network in consultation with venue management and local law enforcement. Additional conditions of attendee conduct may apply pursuant to Atlas Network’s agreement with the owner of the event venue as well as local law enforcement. Any person who is removed may be subject to arrest or detention by law enforcement for violation of this policy or the codes of the jurisdiction of the event. Nothing in this policy is designed to infringe speech or conduct on public property. By registering for or attending this event, you agree that Atlas Network as well as its partners, contractors, and vendorsassumes no liability for injury, damage or loss which may be related in any way to traveling to, attending, or traveling from this event, or with implementation of this policy. Emails and Onsite Photography By registering for and attending Atlas Network's Three-Stack Approach to Marketing and Messaging Academic Research & Ideas, you consent to interview(s), photography, audio recording, video recording and its/their publication. Images, videos, and/or audio recording may be used to promote this event and similar Atlas Network events in the future and highlight Atlas Network's partners' and the broader network's growth and impact. By registering, you also consent to receive important Event news and reminders via email. Recording Atlas Network prohibits all unauthorized audio or video recording, image capture, or any form of transcription and transmission of event presentations and activities, including but not limited to statements by presenters, materials displayed or offered during presentations, and comments by event attendees captured without their express consent. Atlas Network further reserves the right at its sole discretion to authorize select audio or video recording and/or transmission of the event, as well as the taking of photographs during the event. Anyone so authorized agrees to use any and all such recordings or images only with Atlas Network's written consent, and agrees further to make them available without charge to Atlas Network for its unrestricted use. Atlas Network will have anyone conducting unauthorized recording or photography removed from this event, and may pursue at its discretion all available criminal and civil remedies. Packages All packages, bags, and other containers are subject to search, and may be required to be stored during the event.