What is this course?

• Data-driven communications
• How to create and run a marketing campaign
• Personalization of visual media
• Business development & sales
• Using XMPie plugin for Photoshop & InDesign
• Mail merging in Microsoft Office

Prototypes

• Salespeople
• Entrepreneurs
• Designers
• Developers
• Data managers
• Project managers

Ahmed Sagarwala (Am)

Harmony Printing Limited, Toronto

Automation / W2P / XMPie / Finance

Freelancing since 2003

GIF workflow

From 10 minutes to 3 seconds

My approach

• Technology is second
• Intention comes first

Technology is a tool. Plan the story and leverage the tool.

My approach

• Cameras on (strongly recommended)
• Recordings
• Pauses
• Appreciating diversity
• Continuous improvement
• Measuring success
• Design❣️

Software

• Microsoft Word + Excel
• Adobe InDesign + Photoshop
• XMPie uCreate + uProduce + uImage

Virtual lab computer access will be required*

Expectations

You should be familiar with Adobe Photoshop, Adobe InDesign, MS Word, and MS Excel.

You've taken a marketing or sales course before.

Assignments

• 35% Lab submissions
• 10% Individual assignments
• 55% Group Project

Labs

• Submissions are due Sunday @ 11:59pm
• Typically a PDF submission (multiple records)
• Campaign components for a hypothetical travel company
• Assigned tasks can be completed during labs
  • 10-30 minute intro
  • 1-1.5 hour task
  • Some group-based lab work (interviews, tasks, etc.)
• I'm available for clarification and guidance during labs

Group Project

• Work as a team to design & execute a marketing campaign
• Groups are formed based on the course survey
• Each group will have specific deliverables
  • Campaign pitch, proposal, and iteration
  • Data capture, workflow, and QC checklist
  • Final submission (output example & write-up)
• Work on a campaign for a specific vertical...

Group Project (55)

1. Pitch (5)
2. Data Capture (5)
3. Campaign Strategy (15)
4. Campaign Iteration (5)
5. QC Checklist + Process (10)
6. Final Project Submission (15)

Verticals

1. Dental clinic
2. Yoga studio
3. Car dealership
4. Coffee shop
5. Credit card loyalty program
6. Cellphone company
7. Investment platform
8. Veterinarian
9. eSports platform
10. Surf/skate shop

Individual Contributions (15)

1. Customization Research Paper (10)
2. Participation (2)
3. Customization Example (2)
4. Class Survey (1) * let's do this now

Guest speaker: Junaid ALi

Creative Technology Manager
@ The Marketing Store

10+ years working with XMPie