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Successfully Managing the Creative Process: New Orleans 

Sheraton New Orleans - 500 Canal Street 
New Orleans , LA  70130 
2/23/2012 8:00 AM  - 2/24/2012 5:00 PM 

Details Schedule Registration Travel Exhibitors
     Successfully Managing the Creative Process Brochure

Listen to a sneak peek podcast by Instructor Dave Hamel, the Founder of Challenger Brand Marketing and Executive Vice President of Marketing Support Inc.

Successfully Managing the Creative Process is designed to give managers a solid framework which they can use in real-world situations to develop and provide strong creative direction, to guide and steward the creative process, to evaluate whether tactical directions are strong, and to present creative ideas to their management.

This program focuses on the underpinnings of effective creative: objectives and strategies. Additionally, it provides hands-on experience in developing and evaluating strategic alternatives.

Session participants will be provided tools that have been successfully used by leading organizations in guiding the creative process.

Who should attend
Both B2B and B2C corporate and agency-side marketers who would like to see improved results in the quality, effectiveness and value of internal and external communications efforts.

Learning Objectives
In two full days you’ll acquire the skills needed to dramatically improve the creative process for your organization, whether you’re working with internal or external resources

You will:

· Understand and practice the development and evaluation of
  a successful creative strategy

· Know the right information that leads to strong creative
  output

· Be better able to align the team on direction

· Understand how Brand Personality is used to strengthen
  creative efforts

· Learn how to strengthen tactical ideation and results

· Develop an understanding of how to better evaluate the
  creative product

· Learn how to better measure the effectiveness of your
  creative

· Be better prepared to present and sell creative direction and
  creative output to your management

· Obtain the tools for future use:
    SMART objective definition
    Strategy alternative outline
    Creative direction brief

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Dave Hamel

Day 1
8:00 AM Registration and Continental Breakfast
8:30 AM Introductions
9:00 AM The manager’s role in the creative process – participant
vs. guide
9:15 AM Objectives – the importance of where it all starts
10:00 AM Understanding Creative Strategy Development
10:30 AM Break
10:45 AM Understanding Creative Strategy Development (cont.)
11:00 AM Creative Strategy Development: class exercise
12:00 PM Lunch
1:00 PM Review of morning, Q&A
1:30 PM Determination of the strongest direction
2:00 PM Brand personality
2:30 PM Creative direction: the creative brief
3:15 PM Examples and discussion of creative directions and
creative
4:00 PM Defining and measuring what is success
4:30 PM Q&A and Wrap Up Day 1

Day 2
8:00 AM Continental Breakfast
8:30 AM Review of Strategy Development
8:45 AM Case presentation
9:00 AM Team exercises in development of creative strategy
per case
Break as needed by teams
11:00 AM Team presentations of creative strategies
12:00 PM Lunch
1:00 PM Continuation of team presentations of creative strategies
1:30 PM Identifying appropriate participants in the creative
process
1:45 PM The Idea: here’s what we’re doing
2:15 PM Development of Tactics
3:00 PM Keeping the process on track
3:30 PM Presenting the plan and the creative
4:30 PM Review, Wrap-up and Q&A

Hotel Air Travel Rental Car Ground Transportation
Training Series Location
Sheraton New Orleans
500 Canal Street
New Orleans, LA 70130
Phone: 1 504.525.2500
Fax: 1 504.595.5552
Reservations: 1 888.627.7033
Hotel Website: www.sheratonneworleans.com

Welcome to the four-diamond Sheraton New Orleans Hotel, a center for all the radiance that makes New Orleans shine. Work, play or simply relax within an atmosphere of endless excitement from the heart of one of the world's greatest cities. Arise to a breakfast of beignets and café au lait. Lounge in the lobby with the new Link @ Sheraton powered by Microsoft. Spend an afternoon shopping Royal Street and the French Market. Relax in Jackson Square or dine at a world famous restaurant in the French Quarter. Hear the sultry tones of a late night jazz show. And place yourself in the middle of it all right here.

Located on historic Canal Street just steps from the French Quarter, the Sheraton New Orleans Hotel is a short walk from Bourbon Street, Mardi Gras parades, Jazz Fest activities, Harrah’s Casino, the Ernest M. Morial Convention Center, the Aquarium of the Americas, IMAX Theater, Riverwalk Marketplace and the assortment of renowned restaurants and live music clubs of the Vieux Carré.   

Room Rates:

$209.00 Single/Double Occupancy

$239.00 Club Level Single/Double Occupancy

Rates are subject to applicable state & local taxes, currently 13% & a $3.00 occupancy tax per room per night (subject to change without notice)

Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call 1 888.627.7033 & mention the American Marketing Association LinkedIn. You must make your hotel reservations by February 1, 2012 and properly identify yourself to qualify for the special group rate.  

A deposit equal to (1) one night’s stay is required to hold each reservation. Such deposit shall serve to confirm the reservation for the date(s) indicated, and, upon, check-in, shall be applied to the first night of the reserved stay. The deposit is refundable if cancellation notice is received at least seventy-two (72) hours prior to arrival and a cancellation number is obtained.

Check in time is 3:00pm, and check out is 12:00pm. Anyone arriving earlier than 3:00pm will be checked in as soon as room(s) become available. Guests checking out early will be assessed an early departure fee of one night’s room & tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Area Attractions, Events and Tourism
Please visit the Convention and Visitors Bureau website for the city of New Orleans at www.neworleanscvb.com

Conference Attire 
Conference attire is business casual. Meeting rooms tend to be cool so you may wish to bring a sweater.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Rental Car

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama

or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.

When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:

http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null

Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com. 

To make a reservation online click here:

https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama

or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Area Airport

Louis Armstrong New Orleans International Airport (MSY)
Distance from hotel: 15 miles
Drive time: 20-25 minutes depending on time of day & traffic

Directions

From Louis Armstrong New Orleans International Airport:

Take Interstate 10 East to the New Orleans Business District.

Continue on to the Poydras Street Exit.

 Continue down Poydras Street to Camp Street.

 Turn left on Camp Street.

Go 3 blocks and the hotel will be on the right side on the corner of Camp and Canal.

From East:

Take Interstate 10 West to the Canal Street Exit #235B.

Turn right on Canal Street.

The hotel is about 10 blocks down on the right side (at the corner of Camp Street).

From North:

From the Causeway exit, take Interstate 10 East to the New Orleans Business District.

Continue to the Poydras Street exit.

Follow Poydras Street for approximately 8 blocks.

Turn left on Camp Street.

Continue on Camp Street for approximately 3 blocks.

The hotel will be on the right.

From South:

Take Highway 90 to the Westbank Expressway.

Proceed on the Westbank Expressway to the Crescent City Connection (approximately 10 miles).

From the right lane, exit at Camp Street (8 red lights).

Turn right on Canal Street.

Transportation

Taxi Cab
Taxis are readily available at the Louis Armstrong New Orleans International Airport.  Rates are approximately $35.00 one-way from the airport to the Sheraton New Orleans (rates are subject to change without notice). The hotel Doorman will be happy to assist you with taxis during your stay.

Shuttle Service
Shared ride service between the Sheraton New Orleans Hotel and Louis Armstrong International Airport is available through New Orleans Airport Shuttle. Rates are $20.00 per person one way and $38.00 per person roundtrip (fares are subject to change without notice). Call 1 504.522.3500 for information or make reservations online at least 24 hours prior to your flight departure time at http://airportshuttleneworleans.hudsonltd.net/res?USERIDENTRY=SNO&LOGON=GO

For additional ground transportation options please visit the Louis Armstrong International website at: http://www.flymsy.com.

The hotel is also located right on the Streetcar line. Streetcars provide transit along Canal Street and up St. Charles Avenue. Cost: $1.50.

Parking at the Hotel
Valet parking service is available on a first come first serve basis (spaces are limited and oversized vehicles are not permitted). Vehicles are secured in a covered garage adjacent to the hotel. The overnight parking rate for cars is $33.54 including tax per night (subject to change without notice).

 

 

There are no exhibit opportunities with this event.