Marketing Department of One

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

Research Basics: Understanding Your Customer Better

• Qualitative versus Quantitative
• Asking Good Questions
• Net Promoter Score
• ​Exercise: Draft a research plan

Defining Your Target Customer

• Who’s Your Target
  • Exercise: Who’s in Your Bull’s Eye?
  • Tool: Persona Worksheet

Positioning

• Overview
  • Tool: Positioning Formula

• Unmet need and the problem you’re solving
  • Exercise: Beers with Peers

• Defining Your Competitive Set
  • Exercise: Where’s Your Sandbox
  • Exercise: Who’s Your Competition

• Identifying a Strong Point of Difference
  • Exercise: Stand Out From the Crowd
  • Exercise: Climbing Your Benefit Ladder

• The Reasons to Believe your Point of Difference
  • Exercise: No BS

Messaging

• Bridging from Positioning to Messaging and Elevator Pitches
  • Tool: Messaging Matrix
  • ​Exercise: Building Messaging Bridges

Networking Reception (Optional)

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

Developing Your Marketing Plan

• Preparing to Build a Marketing Plan
  • Exercise: Marketing Pulse Check
  • Exercise: Competitive Detective
  • Tool: Audit Matrix

• Setting Your Plan Objectives
  • Tool: Planning Worksheet

• Marketing Strategies
  • Exercise: Establishing Key Strategies

• The Wonderful World of Tactics
  • Exercise: Tactical Goodie Bag

• How to Approach Budgeting
  • Exercise: The Price is Right

• Metrics Overview
  • Tool: Sample Metrics
  • Exercise: Measure Twice Cut Once

• Marketing Calendar
  • Exercise: The View From Five Hundred Feet
  • Tool: Calendar Template

Putting Your Plan into Action

• Creative Brief
  • Exercise: Draft a Creative Brief
  • ​Tool: Creative Brief Template

• Agency Hiring
  • Exercise: Perfect Fit
  • ​Tool: Agency Assessment Grid

• How to Be a Great Client