Boost Your Communications Strategy with Behavior Design

February 19, 2019
11:30 AM - 1:00 PM
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University of Denver, University Hall
2197 S. University Blvd., Room 306
Denver, CO 80208

Course Description

Too often, business communicators operate in the abstract. We discuss aspirations like “engagement” or outcomes like “more leads,” instead of the concrete behaviors that successively stack to reach these targets. In this session, you will learn why behavior should be at the core of strategy development, content creation and distribution/promotion planning, as well as how insights and practices developed at the Stanford Persuasive Technology Lab can help you develop campaigns that are more persuasive, more customized and more likely to spur your audience to action.

Why Attend?

You’ll leave this session with:

  • A series of models and methods for implementing the practices of Behavior Design in your own organization
  • Illustrative case studies that demonstrate Behavior Design in action
  • A shift in perspective about how to approach campaign planning

Meet the Speaker

Shannon Fern, Chief Strategy Officer at Communications Strategy Group (CSG), guides the firm’s strategic communications offerings. A strategist at heart, Shannon leads the design and implementation of integrated communications strategies for clients across a variety of industries. She’s helped Kaiser Permanente inspire busy moms to take time out for breast cancer screenings, guided Holiday Retirement through a massive expansion of content marketing, and launched beers with New Belgium Brewing. Her experience includes such brands as Farmers Insurance, Fisher Price, Dick’s Sporting Goods and the PGA Tour. She earned her B.S., with a double major in business administration and communications, from Trinity University in San Antonio, Texas.


$30.00 Member Registration

$25.00 Student/Faculty Registration

$45.00 Non-Member Registration