We believe in the human capacity for growth and development.
We understand that virtual opportunities and self-guided classes reduce costs and increase access for the widest audience possible, but SYT values the energy created when like-minded individuals gather in a central location to grow and learn together. Every year, SYT hosts 2-day professional development workshops in cities across the country to reach communications professionals where they work and create a network of leaders creating change in the world through the power of their stories.
What you will learn...
Day 1 - The Art of Storytelling for Movement Building
Every marketing campaign boils down to a basic goal – we want to inspire our target audience to act. However, pressure to produce results too often reduces our work to cheesy engagement tactics and clickbait, sometimes bordering on downright manipulation.
An SYT Professional Development workshop opens with an audience-focused approach to communications that respects our audiences' autonomy and seeks connection and inspiration over manipulation and gimmicks. In this regard, Day 1 is all about why we speak our truth versus saying what we think our audience wants to hear.
Together we will explore:
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Resonate over Persuade: How to connect with your audience and maintain their engagement
The stronger your relationship with your audience the more likely they are to give, vote, or support. It’s that simple. However, decades of catchy advertising and social media algorithms have reduced the humans we hope to engage to demographics and broad interest groups. It’s time to remember the power of authentic engagement only possible through sharing values and a common vision for the future.
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Audience Mapping: How to identify your audience and speak directly to them
Who are your people? Beyond simple demographic data points and coded labels, organizations need to have an intimate knowledge of their people, how they think, and what motivates them. During our audience mapping exercise participants will explore their target audience and attempt to see the world from their perspective.
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Your Big Idea: How to generate interest by communicating what’s at stake
The foundation of your most captivating campaign lies in your organization’s unique perspective on the state of the world as it is and a vision for how it could be. The greater the contrast, the more attractive the big idea – after all, Dr. King had a dream, not a mild inclination. Together, we will explore what you believe at the highest level and strategize how to express it to your people.
Day 2 - Speaking Your Truth through Design
We must learn the rules before we can discover our creativity by breaking them. With tools like Canva, Animoto, and ChatGPT, communication professionals are taking control of every aspect of their organizations' marketing materials and content. However, ease of use doesn’t always equate to quality or impactful design.
An SYT Professional Development workshop closes with an introduction to the fundamentals of graphic design and video storytelling, designed to help novices and intermediate content creators elevate the quality of their work.
Together we will explore:
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Mastering Your Smart Phone: How to capture images and video for content
A tool we all have at our disposal and the go to camera for most events. Together we’ll review key settings and leverage the fundamentals of exposure, frame rate, and lighting to capture more captivating images and produce engaging video content.
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Design Over Chaos: An introduction to foundational graphic design principles
What makes certain images stand out? How does design impact how an audience engages with our content? Together we will unlock the power of design concepts like contrast, composition, and type to enhance our designs whether you use the Adobe Creative Suite or Canva.
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AI as Thought Partner & Writing Buddy: How to leverage AI tools for copy writing
AI and ChatGPT are here, but that doesn’t mean you turn your organization’s message over to the robots. With the lessons learned on Day 1, participants are well positioned to optimize their work with AI by learning how to bring intention to the copy generated by ChatGPT and how to enhance AI’s skills by teaching it about your organization’s big idea.
Speak Your Truth Workshops
Check out our upcoming trainings. If you don't see your city on the calendar, let us know, and we will schedule a training near you.