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Mary Olivieri

2.718 Marketing

Mary Olivieri is the President of the fully-integrated marketing and PR agency – 2.718 Marketing and a Second City Training Center student. With decades of Copywriting, Creative Direction, and Strategic Marketing under her belt, she has led scores of Higher Ed communications professionals in delivering materials designed to trigger an emotional response in prospective students, graduate student candidates, parents, guardians…and more. Through custom-created, improvisational-based exercises – her approach to the craft of writing and brainstorming has often been called “Zen-like” and “groundbreaking.” As an award-winning B2B and B2C marketer, Mary has created communications for hundreds of schools, including the University of Illinois Chicago, Herzing University, Kellogg Graduate School of Management | Northwestern, Governor’s State University, and more!

Mary Olivieri’s Session

9:45 a.m.–10:30 a.m. Pacific Time — Thursday, February 24, 2022

How to Use Data to Inform Creative and Copy Decisions

Ever find yourself wondering if there was something more you could do to your content to increase its impact? As a writer you have learned to rely on your gut, and though that reliance has merit, that’s just the beginning. There’s also data – and it’s a real gift for those of us who are expected to create engaging campaigns and content day after day.

Mary Olivieri, EVP and Executive Creative Director of CBD Marketing, will share the secrets of leveraging data in all its forms to boost your content in order to meet your objectives and KPIs.

In this session, you'll learn how data plays a key role in copy development and get answers to:

  • What are the best approaches for getting our audience to engage with our content?
  • Which creative executions will be most effective and how do I go about determining that?
  • How do I know if my content is hitting its mark?
  • What difference does a single word make?

Plus, we’ll feature examples from Blue Diamond Almonds, Whirlpool Corporation and other leaders in their fields.


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