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Demystifying Online Ads and Analytics
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11/15/2017
When: Wednesday, November 15, 2017
9 a.m. - noon
Where: Rollins College, Bush Executive Center
Suntrust Parking Garage
150 East Lyman Ave
Winter Park, Florida  32789
United States


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Marketing and advertising have traditionally been a taboo topic for nonprofits, whose boards and supporters sometimes perceive it as an unnecessary expenditure that distracts from the mission. However, in our noisy world -- where Facebook only allows you to reach less than 1% of your followers for free -- digital advertising has become an essential part of the marketing budget.

 

With spending on ads comes an increased need to understand how to measure the success of your advertising and marketing campaigns -- and that's where your analytics come in. But what is the difference between reach and engagement? And what does 'bounce rate' mean anyway? Analytics is more than just jargon; it represents real action opportunities.

 

In this immersive hands-on workshop, participants will learn how to use digital advertising techniques and marketing analytics reporting to cut through the digital noise and reach your audience. You will create audiences for advertising and learn how to put your email lists to work on social media. You'll discover the difference between different types of ads and learn how to make the most of even a small budget. You'll also immerse yourself in your organization's marketing data -- and, most importantly, you'll learn how to put that data to work and keep it relevant for your cause. 

 

Class attendees will learn:

  • How to create audiences and leverage different types of ads
  • How to make the most of a small budget while still reaching new supporters
  • How to read your marketing analytics and interpret your results to ensure future success

Cost: $80 members, $160 non-members

Instructors: Carolyn Capern and Greg Trujillo

Carolyn Capern is the co-founder and Digital Storyteller at CT Social, a digital marketing agency offering website development and social marketing services for corporate, government, and nonprofit organizations across the United States.

The daughter of a librarian and an IBM consultant, Carolyn developed an early appreciation for the parallel worlds of storytelling and technology. Since 2013, Carolyn has served as social media strategist for the Rethink Homelessness campaign of the Central Florida Commission on Homelessness, helping to drive the advocacy effort for the fight to end homelessness in across the region.

Carolyn has been published by the Orlando Business Journal, the International Association of Business Communicators, HostDime, Central Florida Top 5, and more. In 2015, Carolyn co-authored Finding Their Way Home: Rethinking Homelessness for Veterans in Central Florida, a report released by triSect and the Central Florida Commission on Homelessness to announce a historic reduction in unhoused Veterans.

Greg and Carolyn have spoken about social media and digital marketing on Hangouts on Air, at the Florida Bloggers and Social Media Conference, and for individual groups including Orlando, Inc.; the Citrus Club Technology Committee; T-Mobile; the Zebra Coalition; the Grant Writers Network; and the Orlando Regional Realtors Association.

Greg Trujillo is the co-founder and Chief Marketing Technologist at CT Social, a digital marketing agency offering website development and social marketing services for corporate, government, and nonprofit organizations across the United States.

Tech-minded from his early years, Greg built his first computer at age 10 and is trained as a Computer Engineer. Since co-founding CT Social, Greg has developed responsive interactive websites for a wide variety of organizations, and serves as social media strategist and analyst for the Rethink Homelessness campaign and other digital marketing campaigns.

Greg served as the Interactive Project Manager at GoConvergence Digital in the summer of 2012. In his role there, Greg oversaw and developed interactive projects for major clients including BJC Hospitals, Cirrus Aircraft, and the USS Intrepid museum in New York City.

Greg and Carolyn have spoken about social media and digital marketing on Hangouts on Air, at the Florida Bloggers and Social Media Conference, and for individual groups including Orlando, Inc.; the Citrus Club Technology Committee; T-Mobile; the Zebra Coalition; the Grant Writers Network; and the Orlando Regional Realtors Association. 

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