Week 1 — Writing That Hooks

Sessions:

• Copywriting fundamentals — what makes a line land
• The anatomy of a great headline — daily headline drills (10 per day, workshopped)
• Writing for attention spans: hooks, body, call to action
• Platform-specific copy: Instagram caption vs. LinkedIn post vs. X thread

Assignment: Write 3 pieces of copy for a real Kampala brand

Week 2 — Platform Mechanics & Audience Growth

Sessions:

• How each platform actually works: Instagram, TikTok, LinkedIn, X — algorithms, formats, timing
• Understanding the difference between reach, engagement, and conversion
• Content calendars: how to build and maintain a consistent presence
• Audience research: who are you speaking to, what do they need to hear?

Assignment: Build a 30-day content strategy for an assigned brand

Week 3 — Brand Storytelling & Camera Confidence

Sessions:

• What makes a company's story worth following — how to find the angle
• Talking to camera: posture, pacing, eye contact, scripting vs. natural delivery
• Short-form video: scripting, shooting, and editing a 60-second brand story
• Guest session: practitioner from Kampala's media or advertising industry

Assignment: Produce and submit a 60-second brand story video

Fellows work in teams of three on real briefs from era92 internally and from partner companies. A Creative mentor reviews all work and gives feedback — but does not do the work for them. This phase is deliberately pressured. Real stakes, real output, real accountability.

Brief Sources

• era92 internal briefs — content era92 Creative or era92 Elevate actually needs: a social media campaign, a reel series, an email sequence, a content calendar
• Partner company briefs — 3 to 4 Kampala businesses who agree to receive free content in exchange for being a named training partner and providing real feedback

Team Structure

• Teams of 3 fellows per brief
• Each team assigned one era92 Creative mentor (2–3 hours per week commitment)
• Mentors review drafts, give written feedback, attend one live team session per week
• Teams present progress mid-phase in a 10-minute internal review

Week 4 — Brief Execution — First Half

Sessions:

• Brief kickoff: teams receive their brief, meet their partner/client
• Research sprint: audience analysis, competitor content audit, brand voice review
• Draft content pieces — copy, captions, video scripts, visuals
• Mentor review session — feedback and revision

Week 5 — Brief Execution — Final Delivery

Sessions:

• Refinement based on mentor feedback
• Final content package produced: minimum 5 deliverables per team
• Internal progress review: each team presents to the full cohort
• Client/partner review — real feedback from the business
• Revise based on client feedback (a professional skill in itself)

The most important output of the fellowship is not a certificate — it is a portfolio. Every fellow leaves with three polished, real-world pieces of work they can show to any employer or client. The week ends in a public showcase event open to Kampala business owners, marketers, and media.

Week 6 — Portfolio Build & Public Showcase

Sessions:

• Select and polish 3 best pieces from Phases 1 and 2
• Write one case study per piece: the brief, the approach, the result
• Professional headshot session and LinkedIn profile update
• Showcase preparation: each team prepares a 5-minute presentation of their live brief work
• era92 Signal Showcase — public event, invited audience of Kampala businesses and media
• Closing ceremony: certificate presentation, incentive announcements