Whitney Eichinger serves as Southwest Airlines’ Vice President of Culture & Engagement. In her role, Whitney ensures that culture remains at the heart of Southwest’s business. She leads company initiatives designed to better understand, support, and engage Employees across all workgroups throughout their Southwest career.

Whitney first joined Southwest in 1999, serving as a media spokesperson and leader on Southwest’s communications team. In 2014, Whitney moved to Michigan and led a global communications team at Ford Motor Company, followed by serving as Director of Communications and then Vice President Communications at Bedrock and Rock Ventures. In 2019, Southwest was excited to welcome Whitney back to lead the Culture and Engagement Department.

In this video, Cody Ryan Martell shares advice on how to write for the customer's journey. He shares a few examples of projects that he has worked on as the Creative Director at Reset Group and the processes he goes through to be successful. Cody shares:

• Why good writing makes a difference
• How to equip yourself with a strong start
• How to check yourself throughout the writing process.

Part 8 of 8. After watching parts 1-7, you’ll have a base knowledge for getting started on Instagram. In this final session, Anna covers several different methods you can use to make money using Instagram.

Part 7 of 8. Anna covers the key differences in stories and IGTV content. After watching this session you'll understand when and why you should post stories and IGTV content.

Part 6 of 8. In this Expert Session, Anna covers what you need to do to run a successful ad campaign on Instagram. She explains the differences between paid and organic content, why you need both types of content, and she provides a few real-world examples of profitable Instagram ad campaigns.

Part 5 of 8. In this session, Anna covers how to run a successful influencer marketing campaign by describing how to find the right influencers for your brand and how to negotiate the right price point.

Part 4 of 8. In this session, Anna demonstrates different strategies for improving engagement on Instagram. She walks through several examples of how popular pages have gained loyal and engaged audiences.

In this video, Ryan Bennion defines user generated content and how you can take advantage of it in your marketing strategy. He shares a few examples of how he has created user generated content as head of paid social at KURU Footwear. Ryan also covers how you can get user generated content from paid models and paying customers. Hint: it all has to do with the right incentives.

Part 3 of 8. In this session, Anna will go over how to establish your target audience and why you'll need a content strategy. She'll cover different techniques for targeting your audience with content they'll appreciate. She'll also help you understand different content strategies for Instagram and how you can take full advantage of each.

Part 2 of 8. In this session, Anna will go over how to optimize your Instagram profile. She'll cover different techniques for optimization and give examples of clever optimization tricks. She'll also help you understand why you need to be constantly optimizing your profile.