VP Marketing and Brand Strategy at Circa Interactive - USA
As the Vice President of Marketing and Communications at Circa Interactive, Joseph Lapin has created a career around his core passions: storytelling, strategy, marketing, education, and consumer behavior. His journey started after he earned his Master of Fine Arts in Creative Writing, and he moved to Los Angeles where he worked as a freelance journalist and wrote for publications like the LA Times, LA Weekly, Slate, and many more. Joseph brought those storytelling skills to Circa Interactive, where he helped build a digital marketing company focused on creating marketing strategies and brand campaigns for top-tier higher education institutions. Circa Interactive has made the Inc. 5000 list three years in a row, and Joseph is proud of how much they’ve grown in a short time. As Joseph builds his career as an advertising professional, he still works on his craft as an author and essayist.
All Sessions by Joseph Lapin
SALES & MARKETING: Brand storytellingOnline
I will focus on how the “hero’s journey” from literature can also apply to higher ed institution’s marketing and storytelling efforts, as well as larger industries, to inspire brand connection. Once we have a hero's journey, we then have a foundation for a powerful story. From here it's then important to build personas who can help you speak to people on a fundamental, psychological level that connects to them emotionally and can help you develop categories of audience. With a hero's journey in mind and your target audience sketched out, you can focus on leveraging creative, machine learning, and paid advertising tactics to create and scale personal journeys dedicated to not only creating brand affinity but also conversions and growth.