The MarCom Toolkit (Marketing Communication)
(3 sessions, 4 hours each)
*Doors open at 12:00 pm. Workshops start at 12:30 pm.
Entrepreneur's Toolkit Workshops are experiential, hands-on workshops facilitated by experienced entrepreneurs. The workshops offer ventures tools, mentoring and peer feedback to solve specific problems and develop essential business components.
Marketing and communications (MarCom) is the ability to communicate your brand to your target customers, using channels that find your target customers and messaging that resonates with your customers’ problem or need.
Due to limited resources, many new ventures rely on low-cost marketing and communications strategies and activities to develop and scale their businesses. This workshop series examines the principles of marketing and communications strategies and provides relevant frameworks and tools for you to increase opportunities for growth
Session 1 – Identify and Define Your Target Audience
March 10, 2017 // 12:30-4:30pm
This session introduces the “MarCom Strategic Framework,” and focuses on two key elements: defining your target audience and establishing credibility.
Deliverable: A strategy to build a target audience, as well as identify and engage with key opinion leaders (KOLs) to build domain leadership and credibility
Session 2 – Evaluating Channels
March 17, 2017 // 12:30-4:30pm
In this session, you will align your marketing objectives with the consumers' buying process while examining a variety of marketing channels and activities. You will evaluate and select which ones are the most relevant and credible with your target audience.
Deliverable: A strategy to evaluate and select relevant marketing activities and media channels to complement your customers’ buying process, and develop a brand positioning statement.
Session 3 – Communicating to Customers
March 24, 2017 // 12:30-4:30pm
In the final MarCom session, the focus will be on developing your message. You will explore communications techniques, identify language that resonates with your target market, and adapt the message across the selected media that efficiently and effectively reaches your target market.
Deliverable: A series of clearly structured messages, a media selection template and key components of a media kit
Cost of Workshops
The Entrepreneur's Toolkit Workshops cost $100 to attend. There are two different ticket types that can be purchased:
1. ONE Client Refundable Deposit
Purchase this ticket if you are a client of:
- Innovate Niagara
- St. Catharines Small Business Enterprise Centre
- Niagara Falls Small Business Enterprise Centre
Purchase this ticket if you are a client of a regional innovation centre (Ontario Network of Entrepreneurs). When prompted on the registration page, please list the organization of which you are a member and your current advisor’s name. You will be refunded your full ticket price at the end of the workshop series and upon completion of our post-workshop survey..
2. General Attendance Fee
Purchase this ticket if you are not currently a member of an organization with the Ontario Network of Entrepreneurs.
**The post-workshop survey must be completed within four days of the last day of a workshop series for a registration deposit or discount to be refunded.If you would like more information on our workshop programs or how to become a client of a regional innovation centre, please contact firstname.lastname@example.org.
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