Upon completion of this course, participants will be able to:

• Differentiate between various creator tiers (macro, micro, nano) and select the right fit based on campaign goals.
• Develop a comprehensive **Influencer Strategy** that aligns with both PR and marketing objectives.
• Master the process of identifying, vetting, and auditing creators for brand suitability and authenticity.
• Negotiate clear, legally sound contracts that cover deliverables, payment, rights usage, and exclusivity.
• Ensure strict adherence to **FTC and Global Disclosure Guidelines** for sponsored content.
• Develop effective communication briefs that balance creative freedom with necessary brand messaging.
• Utilize tools and metrics to accurately measure the **ROI and Earned Media Value (EMV)** of influencer campaigns.
• Build long-term, genuine relationships with key creators to foster ongoing brand loyalty and advocacy.

• Influencer Marketing Managers
• Digital PR and Communications Specialists
• Brand Managers and Product Marketing Teams
• Social Media Strategists
• Legal and Compliance Officers involved in marketing partnerships

• Group Influencer Vetting and Auditing Workshop (Hands-on Tool Use)
• Case Studies on High-Profile Influencer Successes and Failures/Scandals
• Individual Exercise: Drafting a Creative Brief and a Compliance-Focused Contract Outline
• Role-Playing Negotiation and Partnership Pitch Scenarios
• Discussions on the Ethics of Disclosure and Authenticity in Influencer Marketing

Unit 1: Foundations and Strategy Development

• Defining the creator economy and the strategic value of earned influence vs. paid reach.
• Mapping campaign goals (e.g., awareness, conversion, reputation) to specific influencer tiers.
• Developing a clear budget framework for talent fees, content production, and platform usage.
• Understanding the ethical implications of transparency, authenticity, and consumer trust.
• The role of automated platforms vs. hands-on relationship management.

Unit 2: Identification, Vetting, and Outreach

• Techniques for utilizing discovery tools to find relevant creators across platforms.
• Conducting a thorough **Vetting Process** to check for fraud, brand safety, and audience authenticity.
• Analyzing key metrics like engagement rate, audience demographics, and past brand collaborations.
• Crafting personalized and compelling outreach pitches to secure interest from top-tier talent.
• Developing a system for tracking all outreach, communication, and relationship stages.

Unit 3: Contract Negotiation and Compliance

• Essential components of an **Influencer Contract**: deliverables, usage rights, exclusivity, and termination clauses.
• Mastering compensation models: flat fees, performance-based pay, and product gifting.
• Mandatory **FTC and Global Disclosure** requirements (e.g., \#ad, \#sponsored) and best practices.
• Managing content ownership disputes and usage rights for repurposing creator content.
• Protocols for handling compliance failures and content that violates brand standards.

Unit 4: Campaign Execution and Briefing

• Writing clear, concise, and inspiring **Creative Briefs** that guide creators without stifling authenticity.
• Managing the content review and approval process efficiently, balancing speed and quality control.
• Strategies for effective communication during the campaign: check-ins, feedback, and issue resolution.
• Techniques for encouraging creators to share campaign results and insights transparently.
• Developing internal brand guidelines for working with talent and managing product fulfillment.

Unit 5: Measurement, Reporting, and Relationship Building

• Defining and calculating the **Earned Media Value (EMV)** and ROI of influencer activity.
• Tracking conversion metrics (e.g., affiliate links, unique discount codes) to measure direct sales impact.
• Developing comprehensive campaign reports for internal and external stakeholders.
• Strategies for fostering long-term, genuine relationships beyond transactional campaigns.
• Building a tiered program for brand ambassadors and ongoing partnerships.