Marketing Department of One

Registration and Hot Breakfast

We’ll kick off the day with breakfast. 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

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