Course curriculum

  • 1

    1 - GET SET FOR SUCCESS

    • Welcome to your pre-conference course (2min)

    • Read: Session Description & Meet Your Instructors (3min)

    • Watch: Overview of Chapters and Lessons (2min)

    • Engage: Sign up for Live Calls (5min)

    • Engage: Complete the Course Pacing Guide (10min)

    • Discuss: Share Your Goals for the Course (10min)

    • Bonus: Look Good and Sound Good on a Video Call

  • 2

    2 - VALUE PROPOSITION & CUSTOMER RESEARCH (45min)

    • Read: What Do We Mean by 'Value Proposition' (3min)

    • Watch: Understanding Your Value Proposition (10min)

    • Engage: Conduct a Distributed Focus Group (30min)

    • Bonus: Slides from "Understanding Your Value Proposition"

    • Bonus: Customer Persona Group Activity

    • Bonus: Customer Persona Group Activity Handout

    • Bonus: Brand & Identity Theory Podcast (50min)

  • 3

    3 - YOUR WEBSITE (1 hr 30 min)

    • Read: Why Do You Have a Website? (3min)

    • Watch: Website Marketing Best Practices (23min)

    • Engage: Observe / Infer / Analyze Homepages (1-2 hrs)

    • Bonus: Conduct a Website Audit (1-2 hrs)

    • Bonus: Access the Website Audit Template

    • Bonus: Website Management Guidelines

  • 4

    4 - SOCIAL MEDIA (1hr 15min)

    • Read: Why is Your School on Social Media? (5min)

    • Watch: Social Media Marketing Best Practices (25min)

    • Engage: Explore & Discuss (45min)

    • Bonus: Conduct a Social Media Audit (1-2 hrs)

    • Bonus: Social Media Audit Template

    • Bonus: Social Media Guidelines

  • 5

    5 - INTRO TO LEAD NURTURING (40min)

    • Read: Inbound Marketing (3min)

    • Watch: Inbound Marketing Inquiry Nurturing (3min)

    • Engage: Build an Email Campaign (30min)

    • Bonus: Slides from Brendan's Presentation

  • 6

    6 - ACTION PLANNING (35min)

    • Read: The importance of Action Planning (5min)

    • Engage: Action Planning Exercise & Template (30min)

    • Bonus: Content Mapping

  • 7

    7 - WRAP UP & REFLECTION

    • What's Next for You?