Please join instructor Roni Jackson for an online preview of her upcoming two-part workshop The Brand Experience: Online and Off-Line (Part 1) on February 22 and The Brand Experience: Online and Off-Line (Part 2) on February 23. Students may take these as stand-alone courses. Digital Marketing and Integrated Communications students who take both parts of this workshop will receive credit for one elective towards the certificate.
Part 1: Great brand engagement starts with strong strategy. In this session, students will learn the art of driving consumer action through brand interaction and experiences. Creative ideation, goal setting, and cross-functional team building processes will be taught to ensure you are employing the right tactics to suit market conditions, address key performance indicators, and create remarkable brand activations.
Part 2: Technology and social media have dramatically changed the event landscape. But the future of experiences is bigger than glitzy new technologies or the hyper-connected web of things. Success lies in giving consumers more than what they have come to expect from a brand. In this session, we explore the need to embrace experiences as opportunities to build relationships that are relevant, memorable, and engaging.
Roni Jackson has extensive experience crafting integrated marketing strategies with a focus on consumer advocacy for a portfolio of high profile clients, including Verizon Wireless, MillerCoors, Bacardi USA, and Coca-Cola. Formerly vice president brand activation at Ten 35 and vice president experiential marketing at CommongroundMGS, Roni led cross-functional teams in the concept development, cultural authenticity, content, and social/digital execution of North American campaigns.
Roni received executive producer credit for her work on a 60-minute cable documentary. She also has been a writer and producer for several digital shorts. A fan of the experiential marketing discipline because of its extension into every marketing vertical, she has produced thousands of brand/consumer experiences including corporate meetings, concert tours, comedy showcases, multi-sensory travel experiences, and visual art competitions.
Her entrepreneurial experience allowed her to build and operate a part-time promotional marketing company focused on establishing and introducing emerging artists like Kanye West, John Legend, and Ledisi to new audiences. With multiple years of sales experience in the radio and hospitality industry she crafted multi-million-dollar, revenue-generating programs for key clients, including: Volvo, Chrysler, Pepsi, US Cellular, and Burger King.
In addition, Roni has been the catalyst for award-winning marketing concepts, winning the Ex Award, Pro Award, Silver Reggie, and International Spirits Best Overall Marketing and Best Multi-Cultural Marketing Award. Most recently, one of her programs was recognized in an exhibit at the Smithsonian National Museum of African American History.
Roni has been an event panelist, judge, and speaker for several conferences and award programs for BET, Rolling Out, PRO Awards, NBC 5 Chicago, and Blogalicious. Educated at Hampton University, Old Dominion University, and the University of Chicago, Roni enjoys creating authentic and behavior-changing experiences while buzzing around with her husband and two sons. Roni is a 3x triathlon competitor.