Conservation in America is one of the greatest untold stories of our time. The remarkable successes made by State Fish and Wildlife Agencies remain largely overshadowed by organizations and groups with better funding, better capabilities, more staff and a better plan. Our stories are there to be told and our audience is waiting to hear them. This interactive workshop is designed to help agency staff change that equation by thinking differently about Content as a Marketing tool to tell the rich and powerful stories that Customers want with learn from, enjoy and share.

1. Social Business Workshops
ContentMarketing—SharingStoriesThatSell

2. Workshop Details
Thecostforthistwo-dayworkshopis$2,500plustravelex-
penses.
Theworkshopisdesignedforagencyleadershipseniorman-
agersresponsiblefordesigninganddeliveringCustomerfac-
ingproducts andservices.
AttendeesshouldincludeAgencyDirectorsandtheirchiefs,
plusIT,Legal,LawEnforcementandFinanceleadership.
DirectorsmaywishtoincludeselectCommissionersaswell.
About Us
Bill Creighton is Dakota Partners' Managing Director with an impressive record building, restructuring and re-positioning both
start-up and established organizations. He brings significant experience transforming government, non-profit and publishing
companies into successful Social Businesses. Bill is a digital strategist, organizational leader, business turnaround leader, crea-
tive deal-maker and award-winning journalist with two Pulitzer Prize nominations. His career spans more than 25 years and 76
countries.
C
onservation in America is one of the greatest untold stories of our time. The remarkable successes
made by State Fish and Wildlife Agencies remain largely overshadowed by organizations and groups with
better funding, better capabilities, more staff and a better plan. Our stories are there to be told and our
audience is waiting to hear them.
This interactive workshop is designed to help agency staff change that equation by thinking differently about Con-
tent as a Marketing tool to tell the rich and powerful stories that Customers want with learn from, enjoy and share.
Program Outline—Day 1
State of the Industry — Storytelling is Marketing
 WordsMatter,ImagesMatterMore.
 MyStoryBecomes YourStory.
 Stories DesignedforMobile–FirstConsumption.
 Two–WayConversations.
 DataDrivesContentDesign,SelectionandCreation
 CustomersChooseWhereTheyConsumeContent.
 TrustisEarned.
State of the Agency — How Good is Your Story?
 AgroupassessmentoftheAgency’sstorytellingcapabili-
ties,strengths,weaknessesandopportunities.
Content Marketing — The Details
 CustomersWantStoriesthatEnrichTheirLives.
 CustomersWantStoriesthat GiveThem Hope.
 CustomersWantStoriesthatReflectThemselves.
 PowerfulStoriesareMorePowerfulthanAdvertising.
 GoProChangedtheContentMarketingParadigm.
 ProducingaMeasurableROIWithContentMarketing.
Program Outline—Day 2
Conducting a Content Marketing Audit
Peoplehavebeentellingstoriessincethebeginningoftime.
Andwellbeforethewrittenworddeveloped,imageswerethe
primaryvehicleusedtoconveymankind’sthoughts,hopes
anddreams.
Today’sCustomer isvisuallystimulatedandsuccessfulorgan-
izationshavebecomeexpertsattellingstorieswithimages.
UsingthelessonslearnedfromDay1,attendeeswillcreate
theframeworktoperformathoroughcontentauditasapre-
cursortodevelopinganeffectiveContentMarketingplan.
CompellingContentCreatesPowerfulAdvocates
@ bcreighton bill.creighton@gmail.com 703.850.5711
www.dakota-partners.com