Brand Discovery Workshop, $5,000
Who are you and what do you stand for?
(Also available as one-one-one training for $1,000)
You know what your company stands for and who you are. But your customers may have a different perspective. Your true brand lies somewhere in between. “But don’t we get to define our brand?” Yes, but your brand must be based in reality—or a reality that your customers will accept and believe, and that you can back up with customer service, quality products, unique solutions, or whatever your brand claims to deliver.
In this full-day workshop, you’ll work through:
- 7 components of a successful brand
- The difference between positioning and branding
- How to develop a positioning statement
- The 4-stop brand ladder and how the brand ladder helps unearth your brand
- How to develop a brand platform
- 12 common brand archetypes
Branding is an exercise in self-reflection and self-exploration (on behalf of your company), analyzing others’ perceptions (of your organization), and clearly defining or redefining your brand. During this workshop, you’ll work through a disciplined process to begin developing or clarifying your brand.
Marketing Plan Workshop, $5,000
How to develop a workable marketing plan you’ll actually use
(Also available as one-one-one training for $1,000)
Do you have a marketing plan or do you simply operate on hunches, intuition and “great ideas,” then jump right to tactics? Does the thought of writing a marketing plan bore you to tears or send you running for the hills? The good news is writing a marketing doesn’t have to be a painful, drawn-out process. You can learn how to do it in one day using this 7-step process.
In this full-day workshop, you’ll learn:
- 6 marketing myths and the real “truths”
- How marketing fits into the big picture of the organization
- The difference between marketing, advertising and public relations
- The difference between a push strategy and pull strategy
- When to start thinking about tactics during the planning process
- How to evaluate the success and support your company’s goals
Whatever your reason for not writing a marketing plan, this workshop is for you. Reduce those costly mistakes made due to lack of planning. You’ll leave with a clear understanding of the marketing planning process and a great start on your own plan.
Fun With Grammar Workshop, $2,500
Don’t just write right, write well
(Also available as one-one-one training for $1,000)
There, they’re, their—grammar’s not that hard! You just need to know a few simple rules and hundreds of exceptions! Just kidding…sort of. Writing poorly and making careless errors can make you look lazy, uneducated and unprofessional. Learn how to write clearly and concisely, with purpose, flow and originality while choosing the right words, punctuation and capitalization. You’ll learn:
- 8 common writing problems and how to fix them
- 20 vampire words that suck the life out of your writing
- 50 overused words and phrases
- 10 fundamentals of good writing
- 5 resources that will make you a better grammarian
- 3 unforgiveable mistakes
- Plus tips and tricks for writing emails that get read instead of trash-canned
In this age of decreasing attention spans, you need to get to the point quickly, clearly and succinctly. This isn’t just a grammar course, it’s a “grabber” course!
Marketing Writer’s Workshop, $2,500
How to write compelling marketing content that gets results
(Also available as one-one-one training for $500)
Good writing isn’t just correct, it’s effective—that means it gets the job done. And that’s a lot harder than just writing correctly. Effective writing is clear, concise and compelling. It takes thought, planning, strategy and a little style.
- 8 common writing problems and how to overcome them
- 5 questions to ask before writing any marketing piece
- 10 fundamentals of good writing
- 16 pieces you’ll may be asked to write
- 100 overused words and phrases
If you struggle with writing news releases, brochures, ads, web content or blogs (And who doesn’t?), this workshop is for you. In this half-day workshop, you’ll learn how to tell good writing from bad and refresh your grammar skills, while learning a tried and true writing process for writing effective, results-getting copy.
Press Release Workshop, $2,500
How to write press releases that get published
(Also available as one-one-one training for $500)
Do your press releases get the results you want? Does anyone even still read them? Despite rumors of its demise, the press release is still the preferred format for distributing news and information to the media. A well-written and properly formatted news release is more likely to be printed verbatim than an ill-conceived, unclear or overly promotional one. Learn:
- 10 types of news releases (at least)
- 19 common mistakes
- 6 questions to ask before writing a new release
- 5 key components of any news release
- 18 formatting rules(ish)
- 25+ tips news release writing tips
You’ll leave this half-day workshop with a clear understanding of what journalists want, what (and what not) to include in your news releases, and how to give them that professional look. You’ll also get my free 37-point News Release Checklist so you’ll never forget anything again.
Public Relations Crash Course, $2,500
How to up your PR game and drive profit
(Also available as one-one-one training for $500)
What is public relations? You may not be able to define it, but you’re probably already doing it. Public relations is (ideally) a management function that can also support marketing and help achieve your company’s goals. You’ll learn:
- 1 Cardinal rule of PR
- 6 ways PR helps organizations reach their goals
- 5 steps of the PR planning process
- 10 differences between advertising and PR
- 4 fundamentals of crisis communication
- 9 qualities you need to excel at PR
Learn how tools like news releases, social media, email and more can build mutually beneficial relationships with your publics. We’ll look at examples and discuss which tools to use and when. You’ll also learn where to look for more information including many free resources.
Crisis PR Crash Course, $2,500
How to communicate in a crisis… or maybe prevent one
(Also available as one-one-one training for $500)
What would you do if your company found itself in a natural disaster, harm-causing accident, or management indiscretion? Would you know how to respond and what to say to employees, investors, the media and your community? Mishandling a public relations crisis cause public embarrassment, lawsuits and plummeting stock prices. Prepare now for a future crisis by learning:
- 2 basic types of crises
- 10 fundamentals of crisis communication
- 7 tools for crisis communication
- 5-point template for craft a response
We’ll also look at examples, review case studies and practice what we learned during the session. A crisis may seem unlikely, but investing in a little “insurance” could mean the difference between surviving a crisis or perishing. After this workshop, you’ll be prepared to face a crisis head-on.
A to Z Case Study Workshop, $2,500
How to plan, write and promote compelling success stories
(Also available as one-one-one training for $500)
Have you been talking about writing case studies but still haven’t gotten around to it? Not sure about where to start or how to get the information you need? Case studies can be a powerful marketing tool that showcases your successful projects and highlights your happy customers. But where do you start?
In this half-day workshop, you’ll learn:
- How to recognize a good story
- How to get your employees to bring candidates to you
- How to identify and screen potential candidates (subjects)
- What information to gather internally
- How to prepare for the interview
- Why interviews should be conducted on the phone or in person
- Tips for conducting a good interview
- How to organize, structure and write a compelling case study
- Designing your case study (hint: it’s not an ad)
- Distributing your case study
Having others say nice things about you is always more persuasive than saying it yourself—especially when their opinions are based on personal experience. In this workshop, you’ll earn to develop case studies that market the quality and expertise of your company.