Webinar INTEGRATED STORYTELLING
Webinar INTEGRATED STORYTELLING
100% web based!
DATES: October 7, 14, 21, 2020 from 9 to 12, online
TRAINER: Klaus Sommer Paulsen (AdventureLAB, Denmark)
Founder & CEO of AdventureLab Klaus has been working with storytelling and media for more than 30 years and digital multimedia and experience design since the mid-1990s. Besides his work as a designer, concept developer and more, Klaus has been teaching student and professional programs regularly for a quarter of a century. He has designed and is teaching the only BA-level course in Themed Entertainment in Scandinavia and is Chair of the Educational Board for VIA UC Film and Transmedia’s program in Multiplatform Storytelling and Production. Furthermore, he is a member of the Themed Entertainment Association’s International Board as well as other boards of directors and advisors.
AIM of this programme is to teach methods of integrated storytelling in context of product/service development, marketing and brand management in order to create wholesome product/service experience and brand story on different physical and virtual platforms.
TARGET AUDIENCE: Specialists and managers in the field of marketing, advertising, brand management, quality management and service design.
After passing the training programme, the learner will:
- know the concept of storytelling as a narrative method and its main principles;
- understand the connection between storytelling and the context of organisational marketing, communication and brand management;
- know how to analyse the specifics of customer/user segments, and evaluate and plan their roles in telling a brand story;
- know the specifics and principles of storytelling in offering products/services via different sales platforms (physical and virtual);
- know how to compile and write a story in coherence with a brand and plan a related customer/user experience;
- know the pre-requirements of realising the brand story of an organisation.
TIMETABLE AND TOPICS:
DAY 1 – Oct 7, from 9 to 12
Story as a strategy, Story doing, Brand story, New audience roles, Modular storytelling
The class begins with an introduction to storytelling as a strategy tool and the relevancy to multiple industries. We explore the opportunities of story doing, which means designing a narrative in a way that enables us to develop an experience. We refer to the customer, user, client or guest, as the audience. In this first session, we focus on the audience and their roles, from passive observers to contributors and creators. The strategy we take and the approach toward our audience will define our narrative structure.
Another critical topic is Modular storytelling, which is a method of designing narratives in modules, that can work as stand-alone micro-stories. This methodology is essential to succeed in spreading a story on multiple platforms, media and spaces and keep its consistency and key message.
Project Briefing: Learners will be distributed into groups. The first group based homework assignment will reflect the theory covered the same day.
DAY 2 – Oct 14, from 9 to 12
Experience strategy, Modular experience design, Memory design coding, Emotional design, Experiential narrative
The day begins with feedback on the project work submitted by the groups and setting the stage for the following theory and methodology. The focus of the second class is Story Experience Design. Now that we know how to create narratives that align with a strategy and put the audience in the centre, it’s time to create those experiences that will not just tell a story but be integrated with the business model and service design. To take a further step into different layers of experience design, and explore how emotions and memory coding can create a stronger connection with the audience, and a longer-lasting, positive impact.
Another important topic that we cover is experiential narratives, which is a step by step description of the experience. An experiential narrative can be used to pitch a project or perhaps to do an early test of an experience concept with an audience. This method is very useful in delivering an accurate description, and even more, bring the audience in the centre of this experience as if they really go through all the steps we are describing.
The last-mentioned topic is especially important for the assignment related to the general project and will become the framework for the final project presentation.
DAY 3 – Oct 21, from 9 to 12
Horizontal integration, Vertical integration, Application across industries
The third day of this course will focus on aligning all the previously explored theory and methodology with industry requirements and business goals. A great concept will not see the light of the day if the needed team is not on board, or if all the logistics are not in order. After going through the submitted video presentation of the project outcomes, we move on to the application and integration of the concepts into a business structure.
Here we cover the topics of horizontal integration and vertical integration. The Horizontal Integration of a story creates consistency in communication with the audience. It includes branding, transmedia, multimedia communication. Whereas the vertical integration takes the story through the different level of organisation, the message is taken through to various departments, it is considered in project management and planning, it essentially becomes a part of the organisation and the brand DNA. And we’re going to take a look at how it can be done and what steps need to be taken to have a smoothly running project.
We end the training with an extended Q&A session and discussions.
REQUIREMENTS FOR COMPLETION:
Participation in online interactive learning on three dates and submission of one individual pre-assignment and two group based homework assignments. Two homework assignments will be introduced during the 1st and 2nd day of training. Pretraining assignment information below:
Presentation: October 7, 2020
Find an example of a well-functioning brand story, that truly represents the values of the brand. It might be a video, social media or an online presentation; the format does not matter. What matters is, that it is a good, relatable story, that goes beyond being a sales pitch. In fact, a good story almost never contains a sales pitch. For guidance of elements in a good story, take a look at Pixar’s 22 Rules of Storytelling. The brand story you choose does not have to apply every single rule, but it will help you in telling the difference between a rich story with relatable characters, and advertising copy.
Be prepared to give a 5-minute online presentation on October 7, explaining why the brand story that you chose is nothing less than a GREAT story. If any slides or visuals are to be included in your presentation, please send them as a PDF to klaus [ät] adventurelabstudio.com no later than 13:00 on October 6.
Should there be any questions,
please contact Klaus Sommer Paulsen: klaus [ät] adventurelabstudio.com
Pixar’s 22 Rules of Storytelling
Storytelling Beyond the Screen
Klaus Sommer Paulsen: “Taking The Next Step In The Evolution Of Storytelling” p. 11 - 20
Anthology download: www.adventurelabstudio.com/project/storytelling-beyond-the-screen/
Once Upon A Time … How To Tell Your Brand Story
Storytelling By Design
Fee (VAT included): 156€