The MarCom Toolkit (Marketing Communication)
(3 sessions, 4 hours each)
Entrepreneur's Toolkit Workshops are hands-on sessions brought to you by experienced entrepreneurs. The workshops offer ventures the tools, mentoring and peer feedback they need to solve specific problems and develop essential business components.
In each four-hour session you will generate a deliverable that you will use frequently in your business development process.
Session 1 – Identify and Define Your Target Audience // July 5, 2017 from 9:00 a.m. – 1:00 p.m.
This session introduces the “MarCom Strategic Framework” and focuses on two key elements: defining your target audience and establishing credibility.
Deliverable: A strategy that helps you target a particular market. You'll also be focused upon identifying and engaging with key thought leaders to enhance your credibility and build a reputation as a leader in your field.
Session 2 – Evaluating Channels // July 12, 2017 from 9:00 a.m. – 1:00 p.m.
Align your marketing objectives with your customer buying process, while examining a variety of marketing channels and activities in this second session. You will evaluate and select the channels that resonate with your target audience.
Deliverable: Development of a brand positioning statement and selection of relevant marketing activities and media channels that will appeal to your market.
Session 3 – Communicating to Customers // July 19, 2017 from 9:00 a.m – 1:00 p.m.
In this final MarCom session, focus will be placed upon developing your message. You will explore communications techniques, identify language that your target market can relate to, and adapt the message across selected media to efficiently and effectively reach your customers.
Deliverable: A series of clearly structured messages plus development of a media selection template and the core components of a media kit.
Please note that doors will open at 8:30 a.m. and the session will begin at 9:00 a.m.