14: Marketing & sales
Wednesday, April 24
Friday, April 26
Guiding Questions
To whom will you market and how? How can you use content marketing to your advantage? What messages will you project? What is the conversion funnel, and how do you use it to plan your marketing strategy?
Class Topics
W, 4/24: “How to market a media nonprofit,” Guest speakers, Halle Stockton and Jennie Liska, editor-in-chief and director of revenue and operations at PublicSource
F, 4/26: Workshop: Marketing
Read This:
Readings with annotations are due before class on Wednesday of each week. All readings, videos, and webpages are available on Perusall, accessible through the course’s Canvas page. Please refer to the Readings on Perusall prompt for instructions. You must read on Perusall to get credit.
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Read: “Marketing your venture to audiences” Elizabeth Mays (MIE). At the end of the article, there are also training links for a few types of online ads (Instagram, etc.). Feel free to skim any that you find interesting.
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Read: “A Blog for Underdog Stories”(Tyler O’Shea). This is a good example of how writers can use SEO to grow audiences organically (aka, people just stumble upon your work through Google searches and the like).
- Browse: The PublicSource website to familiarize yourself with the Pittsburgh media nonprofit before our guest speakers come to class. NOTE: This is not on Perusall. You just have to visit the website by clicking on the link.
Do This:
For Wednesday: Chief marketing officers- full draft of marketing section due to Canvas discussion board by 5 p.m. ET
Chief financial officers - final draft of funding and revenue section due to Canvas discussion board by start of class
For Friday: Everyone- letters and line edits for marketing section due to Canvas discussion board by start of class