Marketing campaign

How to build a marketing and comms campaign using AI?

  • ChatGPT
  • Claude
  • Microsoft Copilot

1960 € per session, excl. VAT

In short

This training is for marketing and communications professionals and content creators. Participants use AI tools (ChatGPT, Claude, Copilot) to build a cohesive campaign. They produce a brief, a multichannel content kit, and an editorial checklist, enabling them to create adapted content that respects tone and quality for increased effectiveness.

Why this training?

The problem
Marketing and communication teams struggle to create consistent campaigns and content tailored for each channel.
What it costs today
The produced materials lack uniformity, tone, or quality, which reduces their overall effectiveness.
Why this skill
This skill is necessary now to quickly structure campaigns and their content, while adhering to brand criteria.
What you gain
The participant and the company gain better designed campaigns and more reliable content, increasing team autonomy.

Objectives of this training

  • Clarify the audience, objective, offer, and available proof for a campaign.
  • Analyze customer questions and objections to refine messaging.
  • Create a consistent page, email, and publications from a single brief.
  • Adapt language, length, and call to action for each distribution channel.
  • Control facts, usage rights, consistency, and quality of produced content.
  • Build an editorial calendar and test indicators linked to the campaign objective.

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing managers
  • Communication managers
  • Content specialists
  • Digital content producers
  • Campaign managers

Prior skills

  • AI Fundamentals and AI Prompting completed, or equivalent experience (a learning prerequisite, not a registration condition).
  • Knowledge of the company's business context
  • Understanding of strategic communication objectives
  • Familiarity with digital communication tools
  • Ability to identify core company messages
  • A paid subscription to an AI solution offering the features used, the organisation’s authorisation for third-party tools, and the actual accounts and access rights.

To prepare before the session

  • One computer per participant.
  • Access to AI tools (ChatGPT, Claude, Copilot) with necessary authorizations.
  • A business case to work on, using fictitious or anonymized data.

What you will work on

  1. Set the Brief

    This block allows for clear definition of the audience, objective, offer, available proof, tone, and brand constraints.

  2. Explore Angles

    This block allows for analysis of customer objections and comparison of different concepts and hooks for the campaign.

  3. Produce and Adapt

    This block allows for generating a page, email, and publications, adapting them for each channel from one brief.

  4. Edit and Measure

    This block allows for validating content quality and compliance, then establishing a distribution and monitoring plan.

What you take away

  • A structured campaign brief.
  • A tailored multichannel content kit.
  • A complete editorial checklist.

Method and assessment

  • Demonstrations with explanations using a concrete case
  • Guided exercises followed by application to your role
  • Peer review of results and source verification
  • An individual or team action plan

Assessment is formative: participants complete and review a practical case linked to the intended deliverable (A campaign brief, a multichannel content kit and an editorial checklist). Criteria include meeting the brief, accuracy, checks performed and the ability to explain decisions. Each participant identifies an application to test in their own work.

Frequently asked questions

What is the concrete outcome for my team after this session?

Your team will be able to develop clear campaign briefs, produce multichannel content kits, and create editorial checklists. This improves autonomy and the quality of productions. Teams will be better equipped for message consistency across each channel.

Who should participate and what should one know before attending?

Marketing and communication managers, content specialists, and campaign managers are key participants. It is essential to have knowledge of the company's business context and an understanding of strategic communication objectives. No pre-existing skills on specific tools are required.

What data or documents will we use and how is our information protected?

The session uses a business case provided by the participants. We use fictitious or anonymized data for practical exercises. Company information is treated with the strictest confidentiality and is not retained after the session.

What specific exercise will be carried out on our organization's case?

Participants will work on their own business case to develop a comprehensive campaign brief. They will then produce a content kit adapted for multiple channels and an editorial checklist. This exercise allows for direct application of the concepts learned.

What are the limitations of the tool and who validates the final result?

Artificial intelligence tools like ChatGPT, Claude, or Copilot are assistants for creation and structuring. The final validation of content and strategies always rests on the human expertise of the team and relevant managers. The tool assists but does not replace critical judgment.

How does the session adapt to our organization's business or specific cases?

The session is centered on the specific business case brought by each participant. Practical exercises are conducted directly on this case, allowing for complete customization. This ensures that the deliverables produced are immediately relevant and applicable to your company's context.

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