A MARKETING STRATEGY FOR 2021

     
A COURSE FOR IN-HOUSE MARKETERS AND ENTREPRENEURS WHO NEED TO USE THEIR TIME AND ATTENTION AS EFFECTIVELY AND EFFICIENTLY AS POSSIBLE - STRATEGICALLY.

By the end of this 12 week course you will have created a 2021 marketing strategy and plan that supports the organisation's business needs and is realistic from a capability, capacity and budgetary perspective. 

By going through a tried and tested process you will unlock ideas and unleash creativity while defining a real sense of intent. It will give you confidence and reassurance that you’re on the right path - with the plan to deliver it. 

This course is designed for a very specific type of marketing professional. One that has likely grown into the role and moved to it from sales or customer service. Maybe they were in an administration position and have shown themselves to be great at social media or messaging. They are just a very capable individual but a little junior in business more generally. Alternatively it will suit an entrepreneur who is currently holding the marketing function but needs to be efficient and effective with their time and attention.

If you fit the description above then the joy of people like you is usually that you are keen, and grab hold of opportunities - the challenge is that often you haven't been exposed to marketing from a strategic approach and so your activities risk being without a clear business focus.

If you recognise the individuals described above in your team or as you yourself then this course maybe perfect for you. 

OVERVIEW 


We will cover a variety of in-house marketing topics from defining a clear strategy, setting goals and relevant channels to creating audience personas, writing a great brief and managing budgets. 

We will also discuss brand definitions, tone of voice and characteristics to ensure consistency of brand beyond creative execution. 

The course is a mix of pre work, group sessions, assignments and recommended podcasts as well as talks. Each individual will also receive three two hour sessions to specifically discuss their needs or those of their organisation. 

The group will have access to a members only facebook group throughout the course and for the six months following in order to discuss assignments, ask questions and bring live business challenges to a safe group of like minded individuals. 

Every attendee will sign an NDA and all sessions will be held in the strictest confidence to ensure the conversations are detailed enough to be useful without compromising their employer or brand. 

BENEFITS FOR THE ORGANISATION

  • A robust marketing strategy for the new financial year from April. 

  • Improved grip on data and need for planning and analysis.

  • A marketing strategy and plan owned by colleagues and created under the guidance of an experienced brand and marketing expert.

  • An empowered colleague with a wider knowledge of marketing and business as a whole. 

  • Confidence.

BENEFITS FOR THE ATTENDEE

  • A group of likeminded peers in a safe environment.

  • A greater depth of knowledge in marketing, brand and business. 

  • A clear and confident plan to take forward.

  • Access to on going information and recommendations. 

  • Confidence.

WHO IS THIS FOR

 

In-house marketing managers working alone or within a small team without a strategic marketing director or guide. Entrepreneurs and small business leaders.

DURATION

 

24 hours working time plus assignments over 12 / 13 weeks.

 

NEXT COURSE

  • January  - March 2021
     


COURSE AGENDA

  • Week 1
    Prework and data collection.
    121 Coaching session
    Assignment 1
     

  • Week 2
    Business goals and market analysis
    Group session 1
    Assignment 2

     

  • Week 4
    Audience needs and attention
    Group session 2
    Assignment 3

     

  • Week 6
    Brand, Value proposition and messaging
    Group session 3
    Assignment 4
    121 Coaching session

     

  • Week 8
    Strategic activity

    Group session 4
    Assignment 5
     

  • Week 10
    Tactical planning

    Group session 5 
    Assignment 6
     

  • Week 12 ans 13
    Sense check and lead with confidence
    121 Coaching session
    Group session 6

PRICE (excl. VAT)

  • £1,200 per attendee.

  • £2,200 for two attendees from the same organisation.

  • £1,000 for charities or self funders.

TERMS

Full payment due 30 days prior to start date or on sign up if within 30 days. 

LOCATION

Sessions will be via zoom.

Or email with questions

sammy@yourbackpack.co.uk

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