MASTERCLASS

the communicatie department as 360° story provider
 

What is it?

Along with the transparency of our society, the complexity of corporate communication and marketing has increased as well. While it was once possible to communicate sequentially via campaigns, today the story is told ceaselessly and via all possible channels.

Nico Van de Velde and Nele Pieters show that in our postdigital world, the communication department needs to be organised along radically different lines to deal with today’s challenges.

On the basis of inspiring examples and a simple framework, we show you step by step how the transparency of today’s society impacts on our marketing and communication. A daring new outlook not only changes the perspective from which we view the marketing and communication department, but impacts on the entire organisation.

For whom is it?

Our workshop ‘The communication department as 360° story provider’ is aimed at business leaders, marketeers and communication managers who are wrestling with the consequences of our hypertransparent society and who need levers to organise their marketing and communication department so that it can deal with the challenges of our age.

Price: 650 euro excl. vat

Workshop 1

the big story and the power of formats

Workshop 2

the communication department as 360° story provider

5 november 2018

8 november 2018

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19h00 - 21h30

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14h00 - 16h30

12 november 2018

15 november 2018

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19h00 - 21h30

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14h00 - 16h30

To communicate consistently and coherently, first of all you need to properly understand what, how and why you want to communicate. By stripping the big story down to the essentials you create a firm stepping stone that can direct all the communication within the company, from product development to marketing and HR. Formats then give you a handy tool to divide the big story into chapters. By having each cog in the organisation tell a chapter, the story will come across clearly to consumers.

This workshop provides insight into how you, as a company, build a story that has sufficient layers so that you can use it to communicate in the long term. We go through the various formats and how these formats are deployed to tell the big story for each department.

Along with the transparency, the complexity of the marketing and communication department has increased as well. While it was once possible to communicate sequentially via campaigns, today the story is told ceaselessly and via all possible channels. This gives the team an entirely different interpretation, so that roles and responsibilities become scrambled.

This workshop provides insight into how a communication department is organised to deal with the postdigital challenges. We go through the various roles and processes in the communication department and show which content types are needed to help foster the organisation.

 

Workshop 3

the community expert as a yardstick for constant transformation

19 november 2018

22 november 2018

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19h00 - 21h30

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14h00 - 16h30

Our world does not stop evolving. Communication channels are constantly changing and trends follow one another in rapid succession. As a company, you have to transform continuously to be able to evolve along with the consumers you want to reach. So it is crucially important always to look at the consumer with a sharp focus and be the first to pick up what is going on with them.

During this final workshop, we take a deeper look at the role of a community expert: how does this central figure ensure that the company constantly has its finger on the pulse and is the first to be aware of changes in society and business.

Price: 650 euro excl. vat

the coaches

Each from their own point of view and background, Nico Van de Velde and Nele Pieters are convinced that companies need to look at their corporate communication differently.

As an entrepreneur and TV maker, Nico has a clear view of good storytelling and he knows better than anyone how to get people moving.

As the author of Community Marketing, Nele has an explicit view of how the consumer must be the pivot of every company and these days is – or should be – the guiding force behind every marketing and communication department.

They both sense that our society has changed and that the increased transparency requires a fundamentally different organisation for communication and marketing departments. Together, Nico and Nele have already challenged scores of companies to examine their organisation critically. They have now combined their common insights in ‘The communication department as 360° story provider’.

Nico Van de Velde

Nico Van de Velde

Nele Pieters

Nele Pieters