Workshop: Digital Advertising Intensive

09 Feb, 2018

April 25, 2018
9:30 a.m.−4:15 p.m. ET
Washington, DC or Virtual

Join us for a full-day workshop with leading members of the digital advertising industry for an interactive session where attendees will receive an update on the latest tactics, strategies and best practices for making your advertising campaign a success.

This program is eligible for 3 grassroots credits toward the Certificate in PAC & Grassroots Management.


9 a.m. Breakfast

9:30 a.m. Building an Effective Digital Advertising Campaign
We’ll start the day with a broad view of the various options and capabilities in digital advertising. You’ll learn how to build a campaign, develop a target audience and optimize for success. Attendees will plan out a mock digital advertising campaign (laptops will not be needed).

Zoldak Sue1

Sue Zoldak
Founder and Owner
The Zoldak Agency

10:15 a.m. Integrated Digital Advertising Case Study
Attendees will hear an in-depth case study from an organization that recently completed an integrated digital advertising campaign that helped achieve their public affairs efforts.

Tulani Elisa

Tulani Elisa
Director, Digital
Glover Park Group

11:00 a.m. Search Engine and Data-Based Advertising
This session will examine how advertising networks allow organizations to target their ads to users across websites, and how search engine advertising can also be a powerful tool for making your arguments rise to the top of the conversation. Policymakers and potential advocates often turn to a search engine first to find more information about a policy issue or organization. We’ll also discuss how programmatic ad buying works and how sophisticated targeting using data can drive your advocacy message to the right audiences.

Peter Ludgin Headshot 11-15

Peter Ludgin
Vice President
Audience Partners


Nick Meads
Account Executive; Non-Profits

Noon Networking Lunch

12:45 p.m. Advertising on Social Media Platforms
Social advertising may help your organization improve its advocacy and public affairs efforts. Hear about the latest developments in advertising and engagement on Facebook, Twitter and LinkedIn. We’ll also give an overview of unique advertising offerings on these social platforms, as well as recent case studies.

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Jennifer Nedeau Helm
Client Partner, Politics & Advocacy


Erica Pyatt
Senior Account Executive, Advocacy and Government


Caitlin Rush
Client Account Manager, Politics and Advocacy

2:30 p.m. Networking Break

2:45 p.m. Native and Sponsored Content Advertising
A growing trend in digital advertising is the practice of online news publishers offering sponsored or branded content. This session will examine how industry-leading publications are developing new ways for organizations to be heard in the policy arena through unique forms of advertising and sponsored content development.


Annie Granatstein
Head of WP BrandStudio
The Washington Post

3:45 p.m. Monitoring, Measuring and Reporting Digital Advertising Efforts
Measuring your digital advertising campaigns will help position you for success, but this requires understanding what metrics are important and when to increase your organization’s ad budget. Attendees will also learn how to report back to executives and volunteer leadership.


Jacqueline Plunkett
Senior Vice President, Digital Strategy
DDC Public Affairs

4:15 p.m. Adjourn

Event Location

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Public Affairs Council
2121 K Street, NW
Suite 900
Washington, DC 20037
Phone: 202.787.5950

*Participants joining the program virtually will receive an email one week beforehand with instructions for logging on to our web-based platform. On the platform, they will be able to listen and participate through any computer or internet-enabled device, see a video of the speakers, and ask questions and participate in the discussion via a chat box.


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Register Online

  • Members: $595
  • Non-Members: $799

Additional discounts may apply to this meeting. These discounts may include:

For multiple registrants: A discount will apply to the standard member/non-member rate for organizations that register two or more participants for the same meeting. The first registrant will pay full price, the second participant will receive a 10% discount and each additional registrant will receive a 15% discount. To register multiple participants, you may either register online or download the print and fax registration form.

Member discounts: Discounts for members are applied to all Public Affairs Council meetings.

Non-members: Join the Council today, and save by registering at the member rate and using the $200 new-member coupon you will receive. Contact our membership team for information about joining the Council.

Questions? Contact us at 202.787.5950.


Nick DeSarno
Director of Digital and Policy Communications
202.787.5971 | email