FOR MORE INFORMATION, CONTACT CONTINUING EDUCATION AT 203-332-5057
 
TO EDITORS: IF YOU USE THIS ARTICLE, PLEASE CONSIDER RUNNING UNDER THE FOLLOWING BYLINE. THE AUTHOR IS A JOURNALISM STUDENT/INTERN AT HOUSATONIC COMMUNITY COLLEGE. NO COMPENSATION IS REQUIRED OR EXPECTED.

RENOWNED MARKETING EXPERT TO OFFER SEMINAR AT HCC

By Brandon T. Bisceglia

BRIDGEPORT - World-renowned author and corporate trainer Jane Cleland will deliver a two-day seminar titled Creating Successful Online and Off-line Promotions  March 23 and 24 at Housatonic Community College.

"HCC is on the forefront of offering a variety of business opportunities and has a strong business environment,” Cleland says of her decision to approach the college as her venue. She believes HCC is fertile ground for up-and-coming business entrepreneurialism.

Cleland, who has an MBA in management and marketing from Babson College in Wellesley, MA, has been giving variations on her personally-tailored seminar for over 20 years, touring all over North America, Europe and Asia. She’s worked with such clients as American Express, Pfizer, and the American Association of Advertising Agencies.
“Going from company to company has been a uniquely informative experience for me,” she says. “I was able to see which principles transferred from client to client.”

One product of that experience was Cleland’s 2003 book, Business Writing for Results, guide to improving the impact of business writing. The book emphasizes a theme that runs through all of her work: that marketing should be “results oriented.”

“I start by helping the person establish what their marketing objectives are,” she explains. “On a website, for instance, is your goal to increase traffic to the site by making it easier to find, or are you trying to provide some kind of informational source? Your objective will play a major role in determining the shape of the site.”

Cleland’s seminar also draws from her experience and adds a personal touch. The seminar concentrates on establishing a methodology for writing promotional material consisting of three steps: thinking, writing, and revising.

Cleland calls such a methodology “counterintuitive,” pointing out that people have a tendency to start by writing in a disorganized fashion, which can throw them off-focus or cause them to leave out important details.

After considering their objectives, participants will create a detailed outline to organize their ideas. Then they will begin work on the writing process. Participants will come away with tangible results, as they create and assess their own sales literature.

“The first thing we do on the second day is give people individualized evaluations of the work they did the day before,” she says.

Those who attend will also explore the similarities and differences among a dozen or more literature formats. Such factors as typography, placement, and wording will be considered in relation to how these factors impact decision making and retention with the reader.

“If you know how people will react to the elements of your promotion,” says Cleland, “you can predict pretty accurately how people will behave.”

Cleland’s website is www.janecleland.net. The seminar runs on March 23 and 24 from 9:00 AM to 4:00 PM with a one-hour lunch break. The fee for the seminar is $995. For more information, go to www.hcc.commnet.edu, or call HCC’s Continuing Education department at 203-332-5057.

Brandon T. Bisceglia is a journalism student/intern at Housatonic Community College.