The Creative Facilitator Virtual Workshop

The skills to develop persuasive marketing campaigns

From long-term brand building to short-term activations, the best way to accomplish a marketing objective is with a persuasive campaign. After all, it’s a persuasive campaign that gets the target consumer to take action and consider one brand over another.

Our Creative Facilitator Workshop teaches you how to lead a process that generates persuasive brand and activation marketing campaigns.

It's a lot simpler than you think

Our course is organized using a step-by-step approach. It starts with recognizing what your client is looking to accomplish with their marketing and ends with a persuasive campaign that gets them to that goal.

A hands-on learning experience

We believe that you can only learn these techniques by actually doing them. So, this workshop isn’t for those who want to sit on the sidelines.

For three concentrated workshop days, we put you into realistic business scenarios where you work through every step of the campaign-creation process with your team. Our coaches are there to help you along the way, so as you practice, you continue to improve as a creative facilitator.

You’ll graduate with the skills, resources and support you need to confidently lead a team of people to create persuasive campaigns.

In this workshop, you'll learn how to:

  • Turn a promising marketing idea into a persuasive campaign.
  • Work with and manage the cast of characters involved in the project.
  • Help the client select the right marketing objective for the campaign.
  • Use effective tools and techniques to generate ideas.
  • Ensure that the chosen campaign is relevant to the target, custom to the brand and accomplishes the marketing objective.
  • Get your client to agree on a timeline to get the campaign to market.

Who should attend this workshop?

The thing our most effective facilitators have in common is that they are comfortable leading a group and they don’t have the need to be at the center of the conversation. They are comfortable playing the role of the “guide on the side” while they help their teams collaborate and reach the desired outcome.

Many of our graduates work in marketing and sales where they are already expected to come up with persuasive ideas. That said, some of our most successful graduates hold administrative and technical jobs as well.

Workshop Agenda At-A-Glance

This is a hands-on, learn-by-doing workshop.

Our promise: You will be ready to facilitate the Persuasive Campaign Process for an important client or company project immediately following the workshop.

All times listed in the agenda below are Eastern.

Day One


Hands-on introduction to your new role as a Creative Facilitator.

Workshop expectations, resources and housekeeping.




What is a persuasive campaign and how do you know you have one?


Introduction to detours.


Teacher demonstration - How to facilitate using detours.

Hands-on practice – Facilitate using detours.


Coaching and peer feedback.

Day one wrap-up - Debrief, clinic and coaching.

Day Two


Introduction to idea generation.

Teacher demonstration – How to facilitate an idea-generation session.

Introduction to Facilitator Process Tools.




Hands-on practice – Facilitate an idea-generation session.

Working in teams, you will facilitate an idea-generation session for a marketing project we assign you.


Introduction to criteria.

Teacher demonstration – How to facilitate the selection of the best idea.

Hands-on practice – You will facilitate the selection of the idea that will become a persuasive campaign.

Day Three


Debrief, clinic and coaching Idea Generation and Criteria.


Understanding the difference between brand-building and activation marketing objectives.

Persuasive campaign standards and ingredients.

The role of Communication Tools in a Persuasive Campaign.




Introduction to development.

Facilitator Tools for development.

Teacher demonstration – How to facilitate a development session.




Hands-on practice – Facilitate a development session.

Working in teams, you will facilitate a development session.

Coaching and peer feedback.


Day two wrap-up.  

Day Four


Debrief, clinic and coaching the Development Step.


Introduction to identifying a marketing objective.

The role of the facilitator in identifying a marketing objective.




Teacher demonstration – How to facilitate the identification of a marketing objective.

Students prepare to facilitator the Objective Step.

Hands-on practice – Facilitate the identification of a marketing objective.


Final debriefs and clinic.



If you anticipate the need to miss any portion of this workshop, we ask that you select a different date.

Meet Your Teachers

Gerry Tabío
President and Founder

Early in his career, Gerry learned about the power of ideas and became a passionate student and teacher of various tools and techniques to help his team innovate. Gerry’s early success in media took him from promotions to Marketing Manager and later, General Manager. There was so much demand for the tools and techniques from other media companies that Gerry founded Creative Resources to teach companies how to develop marketing ideas for their customers and their media brands.

Gerry is motivated by the belief that ideas are the core of all successful marketing programs, that ideas are the outcome of a creative process, and that process is most productive when managed by a facilitator. His obsession is to help companies develop a marketing idea-generation “machine.”

Always learning from his customers, Gerry’s laboratory includes teaching and coaching media sales professionals for some of the most respected media companies in America as well as facilitating marketing projects for clients such as NASCAR, North Texas Chevy Dealers, J. Jill, and Rich Dad - Poor Dad.

Students of the Creative Facilitator Workshop will enjoy Gerry’s passion for marketing and idea generation, and they will benefit from his commitment to a simple, repeatable process to help them be effective in the real world.

Kandice Herndon
Director of Facilitator Development

“How can I help?” When you get to know Kandice Herndon, you will come to understand that when she asks you this question, she means it. 

Kandice became a trained facilitator of the Creative Resources Process while working in media sales and Sales Management in Houston. Her passion for teaching and coaching led her to become an Executive Performance Coach for Star Performance Group and then to join the Creative Resources coaching team.

As a Senior Consultant for Creative Resources, Kandice works on the front lines with Sales Managers to drive performance by helping them take a marketing approach to sales. She continues to learn by doing - facilitating and coaching marketing projects for clients like Mattress Firm, David Weekley Homes, Anheuser-Busch, and McDonald’s.  

In her role as Director of Facilitator Development she combines her passion for marketing and ideas to help graduates from our Creative Facilitator Workshop lead profitable idea-generation sessions in companies all around the world. Every one of them knows that if they need any advice, from preparing for their next session to debriefing the last one, they can count on Kandice to roll up her sleeves and ask, “How can I help?”

I like that we got to take what we learned and put it into action in real time, each day.  It helps to absorb the process and learnings. – Jaime Rodrigue, Triad Retail Media

I believe helping my AE’s probe deeper will uncover potential opportunities that otherwise would not have been discovered.  – Jeff Fritz, Spectrum Reach

When someone says . . . “I need an idea”, I will be able to facilitate a persuasive campaign from start to finish!  –  Kaye Postregna, Bonneville International

The development process will pay off for me the quickest.  I have a meeting on Friday to do just that – so glad to be coming out of the workshop fresh to facilitate that meeting.  –  Morgan Jessup, Spectrum Reach

I like the formal structure and that, as a creative facilitator, I can customize it to my approach and style. –  Alissa Marti, Connoisseur Media

The Creative Facilitator Virtual Workshop

Sep 27-30, 2021 Register