Limited resources and a reliance on low-cost marketing may be hindering your opportunity for growth. Learn how to make a cost-effective and high-impact MarCom strategy that will help you grow your customer base and retain repeat clients.
Marketing and communications (MarCom) is the ability to communicate your brand to your target customers, through targeted channels and messaging that resonates with your customers’ problem or need.
In each four-hour session you will generate a deliverable that will help you create your MarCom strategy.
This workshop is ideal for startups that are ready to build their brand.
How to Apply
There is no application or selection process for the MarCom workshops. Any venture interested in creating a better MarCom strategy is welcome.
Step 1: Click "Ticket" and select the appropriate ticket type. A fee of $100.00 will be required from each participant.
a) If you selected "General Attendance Fee", please provide you company and a detailed description of your business in the registration form. Note that this ticket is not refundable.
b) If you selected "ONE Client Refundable Deposit", please list the regional centre of which you are a member and your current advisor’s name. You will be refunded your $100.00 at the end of the workshop series and upon completion of our post-workshop survey.
Step 2: Fill out the post-workshop survey.
We love to gain feedback on our workshop content and instructors; hence, we are appreciative of the time you take to complete our survey.
Session 1 – Identify and Define Your Target Audience // November 16, 2016 from 9:00am to 1:00pm in Collaboration Room 2
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 // November 24, 2016 from 2:00pm to 6:00pm in Collaboration Room 2
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 // December 1, 2016 from 9:00am to 1:00pm in Collaboration Room 3
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
Doors will open 30 minutes before the sessions for networking and snacks.
All participants will need to sign a non-disclosure agreement (NDA). For more information, please contact email@example.com.
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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