• 3:00 PM EST
  • 2:00 PM CST
  • 12:00 PM PST

Wednesday, February 10, 2021

COVID-19 Vaccine Messaging Master Class

By Ben Kaplan, CEO @ TOP Agency

COVID-19 Vaccine Messaging Master Class

How to ensure your messaging hits the mark.

With the COVID-19 vaccination rollout underway, it’s critical that the public are consuming credible messaging from responsible sources to enable sensible decision making and successful implementation of vaccine programs.

Controlling the messaging is key and with so much information available for consumption online, it’s vital that those working in a government capacity ensure that their message is heard above all others.

In this webinar, TOP Global CEO Ben Kaplan will draw upon years of experience in delivering large-scale communication campaigns for government authorities to give a master class in COVID-19 vaccine messaging, highlighting the tactics and methods required to spread the correct messaging in an effective and efficient way, ensuring maximum reach across the general public.

Wednesday, February 10, 2021 3:00 PM to 4:00 PM EST 2:00 PM to 3:00 PM CST 12:00 PM to 1:00 PM PST 60 minutes

With the COVID-19 vaccination rollout underway, it’s critical that the public are consuming credible messaging from responsible sources to enable sensible decision making and successful implementation of vaccine programs.

Controlling the messaging is key and with so much information available for consumption online, it’s vital that those working in a government capacity ensure that their message is heard above all others.

In this webinar, TOP Global CEO Ben Kaplan will draw upon years of experience in delivering large-scale communication campaigns for government authorities to give a master class in COVID-19 vaccine messaging, highlighting the tactics and methods required to spread the correct messaging in an effective and efficient way, ensuring maximum reach across the general public.

What you’ll learn

  • How to drive the news coverage by being timely and opportunistic
  • How to utilize rapid response PR to insert vaccine messaging into trending news
  • How to media train potential spokespeople and government leaders to better communicate key talking points
  • How to drive and direct media interviews to get your vaccine messaging across
  • How to leverage story blueprints to generate media interest and press coverage
  • How to make your messaging 3X to 5X more efficient with “stackable content” creation
  • The social media blueprints that increase your messages shareability
  • How to use A/B testing to maximize results
  • How to create newsworthiness with data
  • How to “seed” messaging with influencers who will spread it faster
  • How to leverage social media and influencer channels to distribute key messages to niche groups who might not otherwise hear them
  • How to measure overall effectiveness and report back key metrics to important stakeholders

About the presenter

Ben Kaplan

CEO @ TOP Agency

Ben Kaplan is a rare "quadruple threat" marketing and media expert: Over the course of his 20-year career in the media, he has been featured on 5,000+ TV and radio shows (such as Oprah and Good Morning America), served as a media spokesperson for major brands (such as Dr. Pepper and U.S. Bank), founded a leading global marketing agency with clients like Citibank and Budweiser, and worked as a syndicated columnist and commentator (including columns for The New York Times and TIME).

Reserve your spot

  • 3:00 PM EST
  • 2:00 PM CST
  • 12:00 PM PST

Wednesday, February 10, 2021

COVID-19 Vaccine Messaging Master Class

By Ben Kaplan, CEO @ TOP Agency