***If you are considering entering the New Ventures 2018 Challenge and Accelerator, this course curriculum is highly recommended.
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How to Market a Startup - Digital Marketing Camp - 2017
Flywheel Co-work is now offering courses to help the Triads entrepreneurs understand how to solve the toughest problem startups face how to find customers, retain customers and build a brand experience that drives loyalty and referrals. We will cover the basic ingredients of customer discovery, customer segmentation, building a marketing strategy, and implementing through digital and analog channels.
Understanding and keeping up with digital marketing is like drinking from a fire hose. Our goal is to take the mystery out of using the digital marketing toolbox to grow your business by providing excellent, affordable training in social media, the blogosphere, websites, email, and emerging technologies. Properly using digital tools in your marketing program requires a knowledge of their purpose. This is part one of a three part series.
General Public $50 (3essions)
Flywheel Members Free
Students $10 (three sessions)
Or Pay at the Door $20 per session
First Camp January 24th (6:00-8:00PM) Customer Discovery, Brand, and Marketing Fundamentals
Great marketing is not accidental. It is grounded in constant interaction with customers and understanding their problems and aspirations in relation to your brand. This class will focus on the importance of grounding your marketing plan in customer discovery and segmentation, then crafting an authentic brand experience for them in your marketing plan.
Customer discovery and segmentation the starting point
Culture and brand
Defining your value proposition:
Defining your market, market share, and market targets
The importance of storytelling
Crafting your creative strategies
Earned, owed, and paid marketing
What is your North Star?
Selecting marketing channels
Coordination with sales planning
Street smarts maximizing your resources
Advertising and PR options
Structuring implementation your marketing and content calendars
Measuring results lean methods, A/B testing, analytics
SecondCamp January 31st (6:00-8:00PM) - A Deep Dive into Digital Influence Marketing
Influencing consumers in the digital space happens in several ways. We will focus on Social media and the blogosphere.
The Digital Toolbox an overview of the tools and their use
o Social media channels
o Search (SEO, SEM)
o Display ads
Social Media helps drive your business. But, it is a commitment. And, it can be a distraction if you chase bright shiny objects. Come learn the dos and donts and purpose for each of the social media channels
Blogs and Bloggersowned mediaearned media. This is a growing area of digital influence and one you need to know how to cultivate. Learn the difference between managing a blog and managing bloggers.
Third Camp Feb 7thth (6:00-8:00PM) - Websites leveraging yours and others
Your website is your digital anchor. You cannot set it and forget it. Learn the important steps to building a website and what must be paid attention to once its launched. But, your own site isnt your only frontier. Learn how to engage the digital messaging real estate to sell products and services and build your audience and sales.
What makes a good website
Proper steps to building a good website
Search (SEO, SEM)
What youll need for all Camps:
A curiosity to understand the basics of digital marketing and a thirst to learn how to properly deploy the right tools.
Prerequisite Classes: None
Where to go:
All of our courses will be held at Flywheel, our coworking innovation space in downtown Winston-Salem, located in the Center for Design Innovation building in the Wake Forest Innovation Quarter.
450 Design Ave., Third FloorWinston-Salem, NC 27101
What youll learn:
You will learn how to think about digital marketing tools in context of a broader marketing plan. You will learn the purpose of each tool in the toolbox and how and when they should be deployed. And, finally, you will learn what questions to ask yourself to determine if the digital tool is right to use.
What to expect:
During these 2 hour sessions, your instructor will combine lectures and market examples to teach you the fundamentals of the digital marketing. Come prepared with questions relevant to your specific business.What well provide:
Well supply qualified instructors, wireless internet, and an awesome environment for you to learn.
An award-winning designer, Elliot has more than twenty years of experience in the field. The last fourteen having been spent as the founder and creative director of Fifth Letter, a multi-disciplinary, award-winning design studio in Winston-Salem, North Carolina. Since 2005, Fifth Letter has worked with a variety of clients including nonprofits, publishers, universities and emerging businesses.
Elliot's client experience ranges from large companies including Weyerhaeuser, Krispy Kreme, Whirlpool and VF Corporation to educational institutions and nonprofits such as Allegacy Federal Credit Union, Columbia University Press, IFB Solutions (formerly Winston-Salem Industries of the Blind), The University of North Carolina at Greensboro, and Wake Forest University to name a few.
In addition to his day job, Elliot has taught graphic design at Salem College and Guilford College, was one of the co-founders and original board members of the Triad NC chapter of AIGA, and dabbles in a few entrepreneurial ventures. He graduated cum laude from Ohio University with a BFA in Graphic Design.
Learn more at http://fifth-letter.com/
For over 15 years, David has created and executed business strategies, marketing campaigns and content for startups, agencies, enterprise and consumer product companies. During that time hes gained experience in numerous skills in marketing, advertising, web design and product development. He now leads Honestly, a marketing and digital products collaborative in Greensboro, North Carolina.
Some of his brand experience includes work for SkyGolf, The Golf Channel, Weaver Investment Company, Smirnoff, Universal Furniture, Discovery Learning Inc., DC Comics/Warner Bros., Wake Forest University, High Point University, USO of NC, JCPenney, IFB Solutions (formerly Winston-Salem Industries of the Blind) and others.
In addition, David taught digital marketing at Greensboro College, has published articles in trade publications and serves as an advisor for local startups and nonprofits.
Learn more at http://honestly.co/
For the last nine years, John has worked as an independent creative director, brand strategist, and alternative to full-service ad agencies.
Formerly the ECD of a $300M agency, John brings to the table 25+ years of advertising experience, 16 of them in New York and Chicago. In fact, hes worked with more national brands than any other creative director in North Carolina, having created campaigns for Coca-Cola, Mercedes-Benz, Perdue, Nintendo, Wells Fargo, Sealy, and TJ Maxx. Creative awards include multiple Cannes Lions, The One Show, Londons prestigious D&AD, Clios, Athenas, and Radio Mercury Awards.
On a project-by-project basis, John specializes in helping brands create simple, relevant messages that cut through todays media cacophony, connecting with people and driving actionall while maximizing ROI as a smarter, more nimble alternative to the traditional ad-agency model. Recent clients include Rally Health, Blue Ocean Strategy, Soccer.com, UnitedHealthcare, Wake Forest University, Lucas b. Natural Dog Toys, and Biscuitville.
An alumnus of the University of Virginia, John moved to Winston-Salem in 2003 and never looked back. He and his French wife Valerie have three amazing children and one badass Yorkie Poo named Rambo.
Learn more at www.johnbrockenbrough.com
As VP of Product Development with Sweb Development -- a digital agency based in San Antonio, TX and Winston-Salem, NC -- Taylor works with a wide range of corporate and non-profit clients on digital strategy and web/mobile projects.
Taylor manages a team of project managers, designers, and developers to deliver innovative and effective websites, native mobile apps, and digital marketing campaigns. He's worked with everyone from Fortune 1000 companies and international advertising agencies to non-profits and solo entrepreneurs. Taylor's expertise is translating business and marketing goals into cross-platform products, and bridging the communication gap between a technical team and less-technologically savvy clients.
Taylor moved to Winston-Salem in 2014 with his wife Katherine, the Director of Hematology and Medical Oncology at the Lexington Cancer Center. He is a Davidson College alum, active member of Stratford Rotary and Salem Presbyterian Church, and father to two rambunctious boys (4 and 1).
Learn more at SwebDevelopment.com
Chace is Director of Strategy at Wildfire, a full-service advertising agency with offices in Winston-Salem NC and Richmond VA. He leads all branding, research, communication planning, and digital advertising projects for agency clients. Ultimately, he helps clients crystalize their brand positioning, hone in on the right target, and create and execute compelling campaigns that build brand equity and drive measurable results.
Chace has partnered with clients from start-ups to Fortune 500s and everything in between. His client experience includes Raycom Media, James Hardie, Hanesbrands, Lowes Home Improvement, Red Hat, Earthkind, Wake Forest Athletics, Speedball Art, Dixie Classic Fair, Lowes Foods, Deacon Club, United Way, and Salem College among many others.
Chace is a Winston-Salem native and a proud Wake grad. When hes not working, you can probably find him out hiking with a Nikon.
Learn More at Widfireideas.com
Additional Couses in the winter and spring will include:
How to Finance aStartupFebruary, 2018 (Wednesday nights,6-8:00pm)
How to Protect aStartupMarch, 2018 (Wednesday nights,6-8:00pm)
Getting Investor ReadyApril, 2018 (Wednesday nights, 6-8:00pm)
Feb 07, 2018
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