The Elevate Workshops: A Complete Guide
Jordan P. Kelley, Content Director, Brand Storytelling
The Brand Storytelling Team, with the support of Story + Strategy, has been hard at work conducting brand research to determine the most salient topics for exploration at this year's Summer retreat for brand storytellers and their partners. The input received from one-to-one interviews with brands has been invaluable, and we're grateful to all who have participated in the process. As a result of your input, we've selected eight topics for this year's Elevate workshops that are a direct reflection of the needs and interests expressed by our community. Here's a closer look at the workshops we have in store for Elevate 2022:
Each participant at Elevate will have to chance to attend 4 out of the 8 workshops - giving you the chance to customize the content that is right for you. Please select 4 workshops below to add to your calendar.
Workshop Block One
TikTok for Brands
10 AM - July 12th and 13th
Redford Conference Center Room A
Although TikTok has been a part of the global consciousness for four years, nailing a brand presence within the social platform can still be very tricky. It’s clear brands want to participate but often don’t know where or how especially considering already constrained content creation resources. Led by Reach Agency Co-Founder Gabe Gordon, this workshop will examine how brands should think about content creation on TikTok by discussing safe entry into the space, pointing at successful examples of brand TikTok content, and how to best partner with and utilize popular TikTok content creators.
Partner & Founder, Reach Agency
Gabe Gordon is the Co-Founder and Managing Partner of Reach, a creative agency built for the evolving world of digital video storytelling. The award winning agency has been recognized for its contributions to digital storytelling for the social generation. Gordon’s success with creator-driven vertical video for social media is demonstrated in his ability to find a natural fit between creator and brand, yielding authentic brand-forward content generated in each individual content creators’ personal style.
Brand Storytelling Organizations Built for Today
10 AM - July 12th and 13th
Redford Conference Center Room B
Branded content is transitioning from a marketing option to an audience attention-capturing essential. New content models demand a new organizational structure, but where is the best place to start? What are the core needs to build a team around? Should new team members come from existing teams or get hired from the outside? This workshop led by Care Access CMO and former SVP, Head of Brand and CCO at realtor.com Andrew Strickman will explore how to plan, launch, and scale emerging content teams - pointing at best-in-class examples, discussing how to integrate with existing teams and when to work a problem in-house vs. outsourcing.