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When: Wednesday 13th June
9:15am - 5:00pm
Where: The Marketing Institute
South County Business Park
Dublin, Dublin  D18 E659
Presenter: Colleen Savage
Contact: Jenny Bishop
01 216 0220

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Content & Storytelling

Having a compelling story is key to connect with our customers, and how we tell the story needs to match the medium where we are connecting.  To create a great story we need to understand our audience, our medium and what emotion we want to elicit.  Our session will focus on using the craft of storytelling to uncover what we want to say, to who and how- to help us commission and deliver really cuts through. 

Key Details

Date: Wednesday, 13th June

Time: 9.15am - 5.00pm

Location: The Marketing Institute, Leopardstown, Dublin 18





Member Rate: €250 - Non-Member Rate: €500

The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.


Creating content offers wonderful new opportunities to extend the reach and engagement of consumer campaigns.  To develop and understand which type of content works best for the brand challenge we are facing, we are going to look at how the craft of storytelling can help.   

The first step is the discovery stage exploring what is the emotion and message we want create.  The second step is to decide how best to deliver this message in terms of medium, style and plot- which requires us to understand where the audience are most likely to be receptive to what we want to share.  The crafting and production of content is a highly creative process and we will share some lessons from the world of film and TV, with script editor Rachel O’ Flanagan sharing her expertise.  Finally we will look at how we optimise the delivery of the content and learn from great examples across a range of mediums.

This is a learn and do session, with participants expected to try out some creative techniques across the session, culminating in a content brief/ pitch session. 

What We'll Cover

  Overall look at how story telling can help with key business challenges – sharing insights, change management, leadership, sales, harnessing data, creating engaging content and briefing new communications campaigns

  Identifying the role of content in your overall brand and consumer strategy

  Discovering which elements of your message are most compelling and link into wider consumer insights and potentially existing story frameworks.

  How to shape these elements into a compelling story and tell the story in the most impactful way

  Three step process to create a bridge between your content and the audience: create, craft and engage.

  Lessons from the frontlines:  The craft of storytelling in film and TV- Rachel O’Flanagan

  The challenges of creating online stories and new strategic directions, opportunities to optimise.

  Learning as you go:  Improving consumer understanding which can be used for strategy on segmentation, branding, product development , communications and branding

  Developing your own approach to briefing and creating content for your brand.


Click register button above or contact Jenny at or 012160220.

Course Trainer

Jan Richards

Colleen Savage

Strategic Planner and Brand Story shaper

Colleen grew up in a family of retailers, who always understood the power of a good story- both to enjoy and understand life but also to connect to their customers.  She believes that telling a story is key to connecting with our customers, but also in being clear about what we do and why we do it.

As part of her strategic consultancy, Savage insights, Colleen runs training courses with large telecommunications providers, DIT, media agencies, research companies and data analysts to bring the story telling approach to how they engage clients.  More recently she worked closely with the management and workers of Bord na Mona to create an online story about their heritage and new strategic direction.

She has also worked with the Wavemaker media agency as a strategic planner and brand storyteller, to understand how new ways to tell stories with content can add to the reach and engagement of consumer campaigns.

Special Guest

Rachel O’Flanagan has worked as a story consultant on a wide range of television and film productions. The script consultant is key to ensuring that scripts connect with audiences and achieve commercial as well as artistic success. She has used these skills to train advertising professionals on visual story telling. As a highly experienced lecturer and thinker on the art of story, she carries a wealth of stories in her head at all times!

Book now

Click register button above or contact Jenny at or 012160220.


Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.

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