Print Page   |   Contact Us   |   Your Cart   |   Sign In   |   Become a Member
Building a Strategic Advertising Plan - Cutting Through the Digital Noise, Part 3
Tell a Friend About This EventTell a Friend
 

This is part of a four-part series, Cutting Through the Digital Noise.

11/20/2019
When: Wednesday, November 20, 2019
9:15 a.m. - 4:15 p.m.
Where: Rollins College, Bush Executive Center
SunTrust Parking Garage
150 East Lyman Avenue
Winter Park, Florida  32789
United States


Online registration is closed.
« Go to Upcoming Event List  

Marketing and advertising have traditionally been a taboo topic for nonprofits, whose boards and supporters sometimes see it as an unnecessary expense that distracts from the mission. However, in our noisy world -- with competition for attention at an all-time premium -- advertising has become an essential part of any smart nonprofit's marketing budget. The question is, what is the best place to spend your limited advertising dollars?

 

In this immersive hands-on workshop, participants will learn about an array of digital advertising options that will improve your results. You will explore the opportunities available through Google AdWords, social advertising platforms, media buying, and other paid advertising platforms. You will discuss the differences between different types of ads and how they can be used to reach different audience groups. You'll learn how to create and propose a budget to your leadership and identify techniques to make the most of it by monitoring your campaigns and evaluating your results. By the end of the course, you'll understand the pros and cons of different advertising options, and you'll be ready to recommend a campaign structure that gets results for your organization.

 

This workshop is Part 3 in the Cutting Through the Digital Noise series, learn more about the four-part series here. Although this is Part 3, you do not need to take parts 1 or 2 to participate!

 

LEARNING OBJECTIVES

Class attendees will learn:

 

1.       How different advertising platforms can be used effectively to reach different audiences

2.       What goes into a successful budget and pitch for an advertising campaign

3.       Which advertising platforms and techniques can help you make the most of your budget

Cost: $160 members, $320 non-members

Instructors: Greg Trujillo and Carolyn Capern

Greg Trujillo:

In his role as founder and Chief Marketing Technologist at CTS Agency, Greg works on projects related to strategy and analytics, and has developed responsive interactive websites and applications for many different clients in Central Florida and across the US.

Greg has created and implemented digital and traditional marketing strategies for multiple Central Florida nonprofit marketing initiatives, including the Rethink Homelessness campaign for the Central Florida Commission on Homelessness; the Harbor House of Central Florida Purple Purse campaign; the Step Up Against Poverty campaign for United Against Poverty; the “Our Children, Our Choice” campaign for the Children’s Trust of Central Florida; and the “Together” campaign for Orlando United Assistance Center.

In past roles, Greg has also served as the Vice President of Cardinal Marketing, a firm attached to a general contractor, where he developed and oversaw a small team that implemented text message, billboard, and print marketing projects. In 2012, Greg worked as the interim Interactive Project Manager at GoConvergence Digital where he oversaw projects for clients like BJC Hospitals, Cirrus Aircraft, and the USS Intrepid museum in New York City.

Greg currently teaches marketing courses at the Edyth Bush Institute for Philanthropy and Nonprofit Leadership at Rollins College. He is an active community leader and graduate of the Mayor’s City Academy and Leadership Orlando. Greg currently serves on the board of directors for The Collective and Hero Spark, and is a member of the IDignity Communications Committee.

Carolyn Capern: 

 In her role as co-founder and Digital Storyteller at CTS Agency, Carolyn Capern wears many hats (most often a fedora). She leads the content team and manages projects on a day to day basis with her unique passion for great storytelling and effective, concise messaging.

Carolyn has created and implemented digital and traditional marketing strategies for multiple Central Florida nonprofit marketing initiatives, including the Rethink Homelessness campaign for the Central Florida Commission on Homelessness; the Harbor House of Central Florida Purple Purse campaign; the Step Up Against Poverty campaign for United Against Poverty; the “Our Children, Our Choice” campaign for the Children’s Trust of Central Florida; and the “Together” campaign for Orlando United Assistance Center.

Carolyn has authored reports and studies for clients such as the Central Florida Commission on Homelessness and the Ninth Judicial Circuit Court of Florida. She has written articles, editorials, and interviews for publications including: Orlando Business Journal, International Association of Business Communicators, HostDime, Central Florida Top 5, Google Plus Daily, CitySurfing Orlando, and more

Carolyn currently teaches marketing courses at the Edyth Bush Institute for Philanthropy and Nonprofit Leadership at Rollins College. She is an active community leader and graduate of the Mayor’s City Academy and Leadership Orlando. Carolyn currently serves on the board of directors for The Collective and Central Care Mission, and is a member of the IDignity Communications Committee.

Membership Management Software Powered by YourMembership  ::  Legal