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RIC Centre Entrepreneur Workshop: Marketing and Communications Toolkit
November 15, 2018 @ 9:00 am - 1:00 pm
(3 sessions, 4 hours each)
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.
In each four-hour session you will generate a deliverable that you will use frequently in the business development process.
Session 1 – Identify and Define Your Target Audience // November 8, 2018 from 9:00am – 1:00pm
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 15, 2018 from 9:00am – 1:00pm
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 // November 22, 2018 from 9:00am – 1:00pm
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