Andrew Finlayson

TITLE:

Executive Vice President, Digital and Social Media Strategies, SmithGeiger

BIO:

Andrew Finlayson currently serves as the senior consultant for digital media issues spanning social media, news apps, streaming video and mobile news consumption. He previously served as director of online content and business development for the Fox Television Stations, as a news director at WSMV in Nashville, where he led the newsroom to No. 1 in the ratings in four of five newscasts, and news director at KTVU in San Francisco, which was honored by the Project for Excellence in Journalism as the highest quality local newscast in the country.

WORKSHOP SYNOPSIS:

Vaccine Motivations and Messaging: Marketing for a new Generation of Media Consumers and Leaders

What motivates people to consider the vaccines being offered for COVID-19? This session will focus on how to shape the messages that could encourage people to get the vaccines.

· Help design a news or marketing campaign that could be used by the university to speak to Webster students, their families, and the local community.

· You will see a break out of the national data for Missouri respondents so that you can design messaging that would directly connect with your region.

· Students will be asked to come up with editorial concepts, public service announcements, and marketing campaigns that will speak to this critical issue facing our community.