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Executive Education
Clariden Leadership Institute
Designing High Impact EDMs and Marketing Collaterals
Dan Kaufman
Faculty Director
Dan Kaufman, Faculty Director
  • Former Sydney Morning Herald editor and journalist with more than 20 years of communications experience across both print and digital
  • Edited almost every feature section of the paper, from Travel to Health and Science
  • Lectured in communications and journalism at the University of Technology, Sydney 
  • Delivers writing and design workshops for clients including Knight Frank, Macquarie University, City of Sydney, Department of Primary Industries (NSW) and the Department of Main Roads and Transport (Queensland)
Dan Kaufman has been teaching writing and design courses for over a decade. 
He began his career in print magazines before moving to the Sydney Morning Herald, where he worked as an editor and writer for 10 years. In that time he edited almost every feature section, including Travel, IT, MyCareer and Health and Science. 
He then began teaching at the University of Technology, Sydney (UTS), followed by The University of Sydney. He went on to launch Media Survival, where he teaches in-house courses for a wide range of organizations, from large government departments to corporations. His clients include Knight Frank, Macquarie University, Cancer Council NSW, City of Sydney, Department of Primary Industries (NSW) and the Department of Main Roads and Transport (Queensland).
His teaching is hands-on and practical, and designed to help anyone produce persuasive and effective marketing material across a range of mediums, from print to online.

Program Summary

In this 2-day comprehensive and practical executive program, you will be taught how to improve your email and print marketing by crafting effective email subject lines, headlines and intros to increase open rates. You will also learn strategies on how to plan and structure content that is persuasive and well-catered to your target audiences. Furthermore, you will learn what designs work best for both email and print collateral as well as harness the power of storytelling and when and how to use it to connect with your audiences. The course will also let you discover how to create call-to-actions that increase click-through rates. Lastly, you will gain hands-on learning experiences through exercises carried out during the session and be able to put theory into practice immediately. 

Programs, dates and locations are subject to change. In accordance with Clariden Global policy, we do not discriminate against any person on the basis of race, color, sex, religion, age, national or disability in admission to our programs.


According to Forbes, consumers are exposed to more than 5,000 advertisements on a daily basis, but only about 12 will make an impression on them. As more organizations jumped on the content marketing bandwagon, how can you create marketing content that will stand out in this saturated attention economy and capture your target audience’s attention?


This 2-day Designing High Impact EDMs and Marketing Collaterals executive program will teach you how to write a compelling copy that connects with readers to increase sales leads and drive conversion rates. You will learn how to craft headlines that grab people’s attention, write email subject lines that increase open rates, plan and structure content that is persuasive and written with the reader in mind, and create call to actions that increase click-through rates.  You will then learn how to make your copy stand out by using the best possible design – whether it’s for an EDM or a print brochure.


Exercises will be threaded throughout this course so you can put theory into practice immediately. The course will also explain the latest research on usability (both for print and email marketing) and use of case studies to help build an understanding of how different techniques can be used. 


By the end of this course you will know how to write and design marketing collateral that puts the reader first – and as a result, will give you better leads and higher sales.


What You Can Expect

By the end of this program, participants will be able to:

  • Connect with your audience with effective content-driven marketing strategies
  • Improve the usability of your marketing materials by understanding what layouts, designs and typefaces are most effective
  • Curate creative brochure designs, logo designs, packaging, and portfolios
  • Develop the copywriting skills needed to create powerful marketing copies
  • Boost your email’s open and click-through rates through compelling email subject lines and actions
  • Create compelling copies that can be found by search engines and attract more traffic to your website and brand
  • Master storytelling techniques to engage your audience

Who Will Benefit Most

This program is designed for (but not limited to) those who work in: 

  • Sales 
  • Marketing
  • Public relations (PR)
  • Communications 
  • UX (usability) 
  • Advertising
  • Publishing
  • Business development and management
  • Content marketing


Whether you’re a content producer, marketing director, communications manager, digital project manager, sales director, or the managing director of a PR firm, it’s crucial to know what does and doesn’t work when it comes to your content marketing and design – after all, that’s what forms the customer’s first impression of you. More than that, it also makes the difference between success and failure. 


Program Outline

Day 1


Know your audience

  • Setting the right tone and style for your audience
  • Taking a task-oriented approach to marketing
  • Writing with your reader in mind 


How to write clearly and persuasively

  • The power of short, sharp sentences
  • How to make copy easier to read
  • Writing intros that pull people in
  • Exercises that put theory into practice


Sharpening your message

  • Identifying – and clarifying – what you need to say
  • How to plan and structure copy 
  • Writing strong call to actions that drive conversions
  • Editing your own copy
  • A structuring and editing exercise 


Designing effective EDMs

  • How people read EDMs (based on research by leading usability experts)
  • What layouts work – and why
  • Designing for the preview pane and mobiles 
  • Why images can hurt rather than help unless you use them properly


Day 2


How formatting and typography can improve readability

  • What typefaces work best for EDMs and print
  • How to format copy to aid scanning
  • Making your key points and call to actions stand out
  • How to use links, bullet points and subheads properly


Crafting compelling email subject lines and headlines

  • Why print headlines work differently than email subject lines
  • Finding the right angle for your headline and email subject line
  • Different ways you can write a great headline
  • Headline writing exercise
  • Increasing your open rate by using the right email subject line
  • Email subject line exercise
  • A/B testing and other email marketing tips


Designing effective print marketing (such as brochures)

  • How people read print collateral (based on research by leading usability experts)
  • Design principles such as CARP (Contrast, Alignment, Repetition and Proximity)
  • Choosing colours and images 
  • Paper sizes, types and folds 
  • Tips on working well with designers
  • Group exercise in designing a brochure


Making content marketing work for you

  • Building relationships through content marketing 
  • Choosing the right channel for ROI (return on investment)
  • Why storytelling is a marketer’s best friend
  • Storytelling exercise

CFOs Leadership :
Experience Clariden
Discover how our leadership program has shaped the perspectives of CFOs across Asia
Venue: Shangri-La Hotel, Singapore
Date: 13-14 November 2017
Faculty: Dan Kaufman
Early Bird 1: S$2,595 (by 18 Sept 2017)
Early Bird 2: S$2,795 (by 16 Oct 2017)
Regular Fee: S$2,895
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Note: GST is applicable to participants from Singapore registered companies.
Contact: mandy.denver@claridenglobal.org
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