no eecutiv dvelopment a eecutie proram for...

MENDOZA COLLEGE OF BUSINESSNonprofit Executive Development

AN EXECUTIVE PROGRAM FOR CATHOLIC LEADERSHIP

1

MENDOZA COLLEGE OF BUSINESSNonprofit Executive Programs

Using Technology to Promote and Market Your Business

November 17-18, 2015Hilton San Francisco Financial District

750 Kearny Street, San Francisco, CA 94108



2

Tuesday, November 17, 2015 8:00 – 9:00 AM | Continental breakfast

9:00 AM – 4:00 PM | Digital Marketing From A to Z

Presenters: Rob Rohena and Jonathan Kitchens, DIR Incorporated

The budgets for digital marketing are on a consistent upward trend. As a result, both profit-driven and nonprofit organizations recognize the need for individuals who understand business combined with technical knowledge in digital marketing has never been greater. Internet technology also provides the breadth of the qualitative and quantitative data accessible to business leaders and digital marketers today. Armed with the right knowledge and tools, this information can be leveraged to reach new segments through a variety of new media marketing channels.

This two-day course, presented by the University of Notre Dame’s Mendoza College of Business is based on real-life case studies showing current digital and social media marketing practices across the United States. This certification delivers the practical skills and theoretical knowledge needed to add value to your organization’s digital marketing growth.

9:00 – 11:00 AM | How to Structure and Build a Website in One Hour or Less

This mornings session covers the following topics:

• Creating a wire diagram• Selecting a webhost• Selecting a content management system (CMS) platform• Using MS PowerPoint for simple design

10:30 – 10:45 AM | Break

11:00 AM – 2:00 PM | Setting up Social Media Profiles for Business

This session covers the following topics:

• Facebook for Search Engine Optimization (SEO)• Twitter for content distribution• LinkedIn for lead generation• YouTube/Vimeo for driving quality traffic

12:00 – 1:00 PM | Lunch



3

2:00 – 4:00 PM | Inbound Marketing Methodology Foundation

Advances in technology allow marketing and sales professionals to strategically target and influence buyer behavior by creating personalized communication right when the buyer is ready for it. Building an inbound marketing program begins with understanding your ideal targets and knowing when they are ready to move closer to a purchase decision. These are the essential elements to inbound marketing success:

• Building buyer personas• Understanding the customer life cycle

~ Awareness Stage: How to generate interest and stimulate site visitors~ Consideration Stage: How to capture, segment and engage web visitors~ Decision Stage: How to help convert leads, prospects and opportunities to buyers

• Setting your inbound goals

2:30 – 2:45 PM | Break

Rob Rohena is the founder and CEO of DIR Incorporated. As a former marketing director at API Group, Rob has deep B2B expertise with experience leading manufacturers through periods of hyper growth. As CEO of DIR Incorporated, Rob focuses on making it incredibly easy for small businesses to leverage the power of technology to grow revenue. The author of Harvard Business Thoughts: Social Media, and The Content Marketing Journey, Rob has written for industry publications, and has

taught marketing courses at the collegiate level. Rob holds a Digital Marketing Certification from Hatchbuck, an Inbound Marketing Certification from Hubspot, as well as a BS from Indiana University.

Jonathan Kitchens created his first social media account for business in 2006 and has been hooked on the marketing possibilities of social media ever since. Enjoying the rapidly evolving environment, he decided to complete his degree in graphic design with a focus on advertising and continued to pursue his love of marketing. For the last four years Jonathan was involved in the nonprofit world as part of a national marketing think tank crafting the future strategy for The Salvation Army Kroc Centers across the country.

As part of this strategy, he increased the organic social media reach of the South Bend, IN Kroc Center by 500 percent. Jonathan has since re-joined the for-profit sector as a marketing strategist for the major Midwest commercial real estate company, Bradley Company. He continues to create social media marketing strategies for companies who seek to increase their impact to consumers and clients through social media platforms.

5:45 – 8:00 PM | CTI Reception – Wells Fargo Museum, 420 Montgomery St., San Francisco, CA



4

Wednesday, November 18, 20158:00 – 9:00 AM | Continental breakfast

9:00 AM – 4:00 PM | Digital Marketing from A to Z

Presenters: Rob Rohena and Jonathan Kitchens, DIR Incorporated

9:00 – 11:00 AM | Content Drives Inbound Success

In this session we begin to canvas the content used to create inbound workflows at each stage of the inbound marketing methodology.

• Identifying Keywords / Topics• Creating an editorial calendar • Developing high-quality content resources• Content distribution best practices• Content promotion• Blogging like a pro

10:30 – 10:45 AM | Break

11:00 AM – 2:00 PM | Email Marketing on a Shoestring Budget

Your inbound marketing and sales lead hand-off is only as good as the tools you use to make it hap-pen. In this session, we look at several digital marketing tools you can use to put your plan in place, and discuss the pros and cons of each.

• Define email marketing and best practices• List segmentation• Email design and form structure• Lead capture• Lead nurture• Introduction to marketing automation

12:00 – 1:00 PM | Lunch



5

2:00 – 4:00 PM | Inbound Marketing Methodology in Practice

Using the foundation, canvas, strategy, and tools discussed, we will examine real-world application of the Inbound Marketing Methodology.

• Web Tracking for B2C and Nonprofits• Web Tracking for B2B• Building a campaigns strategy• Organize captured leads• Build workflow to grow sales / increase donations• Improve future performance with Key Performance Indicators (KPI)

2:30 – 2:45 PM | Break

HAVE A SAFE TRIP HOME!

no eecutiv dvelopment a eecutie proram for...

Documents