About this Event
Course overview
Your organization already has the raw material for compelling communication: expertise, stories, photographs, recordings, and a point of view. This program helps you turn those materials into a distinctive, consistent brand presence.
You will use AI to support the creative process, from defining your voice and visual direction to developing written content, graphics, and video concepts. The focus is on purposeful communication that reflects your organization rather than generic output.
Throughout the day, you will develop a focused creative package for one campaign. You will choose selected formats to explore in depth and build a process for refining and reviewing materials before publication.
Who should attend
Business owners managing their own marketing; social media and communications professionals; content creators and designers; event organizers; school and nonprofit leaders; and speakers or consultants developing a personal brand.
The course suits people who need to create or commission content and want greater consistency across written, visual, and video materials.
Prerequisites and preparation
No coding, design qualification, or previous AI experience is required. Basic digital skills are expected. Bring a laptop, one campaign idea, examples of your preferred communication style, and a small selection of photos or recordings you are authorized to use. Sample materials can be used instead of business assets.
Learning outcomes
By the end of the program, participants will be able to:
Define a brand voice and visual direction that guide AI-assisted creation.
Organize and select existing assets for a specific campaign.
Develop audience-specific copy with credible details and clear next steps.
Create and refine a campaign visual and a short video concept or script.
Assemble a coordinated draft package and apply a publication review checklist.
COURSE 5 | CURRICULUM AND PARTICIPANT DELIVERABLES
Curriculum
Six one-hour modules including instruction, discussion, and applied work.
Module 1 Brand Identity and Creative Direction
Define audience, campaign purpose, tone, visual preferences, and quality standards. Create a concise brief using examples of language and imagery that reflect your organization.
Working output: A brand and creative direction brief.
Module 2 Building Your Media Library
Organize photographs, recordings, stories, and testimonials by subject, campaign, and permission status. Select materials that support your message and identify gaps to fill.
Working output: An asset-library structure and campaign asset shortlist.
Module 3 Writing and Storytelling
Develop posts, emails, headlines, and scripts using specific facts and an identifiable voice. Adapt a core story to different audiences and refine generic or unsupported language.
Working output: Three related copy drafts and reusable writing instructions.
Module 4 Visual Content Development
Explore AI-assisted design and image editing for campaign graphics, flyers, and social visuals. Refine composition, typography, and brand consistency, and check factual details and image authenticity.
Working output: One draft campaign visual and adaptation directions.
Module 5 Video and Content Repurposing
Turn a recording or campaign idea into a short video concept. Develop a script, shot sequence, captions, and editing brief; examine ways to reuse the material across selected formats.
Working output: A short video script or storyboard and repurposing plan.
Module 6 Campaign Production and Review
Assemble the day’s materials into a coherent package. Review message consistency, factual accuracy, accessibility, permissions, and the audience’s next step. Define remaining production tasks.
Working output: A draft creative package and final review checklist.
Learning experience
Creative demonstrations, guided production, and structured peer critique. Participants develop selected written, visual, and video elements for one campaign; mastering every production tool is outside the one-day scope.
What participants will take away
A brand brief, asset organization plan, reusable creative instructions, written campaign drafts, a campaign visual, a video script or storyboard, and a production review checklist.
Networking: One hour of facilitated peer discussion, professional connection, and exchange of implementation ideas, in person at Guild Hall Learning in Natick.
Delivery schedule and review notes
Time Eastern
Session
9:00–11:00 AM
Modules 1 and 2
11:00–11:15 AM
Break — 15 minutes
11:15 AM–12:15 PM
Module 3
12:15–12:45 PM
Lunch break — 30 minutes
12:45–2:45 PM
Modules 4 and 5
2:45–3:00 PM
Break — 15 minutes
3:00–4:00 PM
Module 6
4:00–5:00 PM
Professional networking and facilitated discussion
Preparation and delivery
Bring a laptop, charger, current web browser, and access to your email for account verification. Use nonconfidential or anonymized materials. Course-specific accounts and any subscription requirements will be confirmed by the instructor before tickets go on sale; do not purchase subscriptions in advance. The day includes a 30-minute lunch break and two 15-minute rest breaks. Lunch is not provided; participants may bring lunch or purchase it from local sandwich shops. Snacks and water are available.
Instructor biography
David Martelli
Educator, Technologist and Entrepreneur | Founder, Guild Hall Learning
David Martelli brings together three perspectives that shape how he teaches AI: the technical depth of a systems engineer, the practical judgment of a business owner, and more than a decade of experience helping people understand complex ideas.
His career includes more than 15 years in the high-tech industry, spanning systems engineering, program management, and software development, with work at Northrop Grumman and the U.S. Department of Defense. That experience grounds his instruction in the realities of building and implementing technology—where reliability, clear decisions, and execution matter.
David also brings extensive classroom and educational leadership experience. He has taught robotics, computer science, physics, and mathematics in Boston public schools and served as Director of Technology and Head of Computer Science and Engineering. Across these roles, he has developed the ability to recognize where understanding breaks down, explain difficult concepts in familiar terms, and guide learners toward independent application.
Today, David leads Guild Hall Learning, a network of STEM education centers where he develops programs and teaches audiences ranging from small groups to full auditoriums. As an entrepreneur and educator, he understands both the demands of running an organization and the process of building new capabilities.
His workshops bring that combination directly to professionals navigating AI. Participants learn how the technology works, where it can contribute to their goals, and how to evaluate and apply it with sound judgment. David makes sophisticated ideas approachable while preserving the depth people need to put them to work.
Registration and participant information
Attendance and tuition
Each course takes place in person at Guild Hall Learning, 19 Willow Street, Natick, Massachusetts, from 9:00 AM to 5:00 PM Eastern. Enrollment is limited to 12 participants per course. Tuition is $695, including Eventbrite ticketing fees. Guild Hall absorbs these fees; no separate ticketing fee is added for the participant. Online attendance is not currently offered.
Accounts and subscriptions
Proposed preparation: Bring a laptop and charger, use a current web browser, and have access to your email for account verification. An account with the instructor-designated conversational AI platform will be required for applied exercises. Additional creative or assistant-building accounts may be needed for particular courses. David will confirm the platform list and whether free accounts are sufficient before ticket sales open. Participants should not purchase paid subscriptions until course-specific instructions are issued.
Event venue & nearby stays
Guild Hall Learning Natick, 19 Willow St, Natick, United States
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