Nonprofit Marketing Certificate Program

Series of Six Classes

September 6, September 13, September 20, September 27, October 4 and October 11

9:00am - 12:00pm

Whether you struggle with marketing your nonprofit or completely excel, you need to have a measurable marketing plan. These classes are designed to stand-alone or to work in a complete series that will have the attendees walk away with a marketing plan that they can put to use right away. Class participants will have homework each week and are expected to participate in the classroom workshops.

*Please note that these workshops can be taken a la carte.

CLASS 1 - September 6

Taking Stock: Marketing Inventory

To start the process of constructing a marketing plan, you will take a thorough audit of all of your existing marketing tools.

In this class we will:

• Review the elements of the Marketing Mix

• Examine the strengths and weaknesses of your marketing materials, including online presence

• Discover where your organization might have a void in your promotional efforts

• Look at whether your marketing tools effectively convey your mission and brand.

Attendees should bring available printed promotional pieces.

CLASS 2 - Septemebr 13

Laying the Groundwork: Marketing Objectives

Marketing objectives supply the foundation for any successful marketing plan and create bridges that join your organization to your target markets.

Join us and we will:

• Identify your target markets

• Learn the components that every objective should include

• Develop marketing objectives that will aid your organization's success

• Discuss the importance of measuring success through meeting objectives.

CLASS 3 - Septemeber 20

Mapping Your Success: Strategic Communications

Once your marketing objectives are devised, find out how to achieve them strategically. Deliberate communication is the key to your success and will help you to position your organization to attract your desired target markets.

In this class you will discover how to:

• Devise multiple ways to map out your objectives strategically

• Decide whether the strategies that work best for your organization are tried and true or completely unique

• Create strategies that support your objectives and put you on the right track

• Assess your strategies to see what's giving you traction.

CLASS 4 - September 27

Destination Possible: Tactical Implementation

Once you have your objectives laid out and you've decided on the strategies you'll take to achieve them, the tactics make it all possible. We'll also spend some time discussing media relations.

What you'll learn about tactics:

• Differentiate marketing tactics from a to-do list

• Paring down your list to work within your defined timeline

• Give your tactics a litmus test: How do they stand up to your mission?

• Learn how to write and pitch a press release that gets media attention

• Balancing advertising and public relations.

CLASS 5 - October 4

Destination Probable: Timeline and Sequencing

Now that you have all this information (objectives, strategies and tactics), it's important to create a timeline, decide the best sequence, and allocate your resources effectively.

In this session we will assess:

• What needs to happen first and what naturally follows

• Resources that affect how your organization enacts the plan, specifically time, personnel, and budget

• Whether your inventory of marketing tools needs to be strengthened

• How to hire and work with a consultant

CLASS 6 - October 11

Full Circle: Fine Tuning Your Marketing Plan

Whether you just created a new marketing plan or it's a few years old, this session will offer you a chance to fine tune and/or update your marketing plan.

We will:

• Learn how to incorporate emerging media and using apps that make it easier

• Develop unique solutions to outdated strategies or tactics

• Fill in communication gaps with effective marketing methods

• Examine each part of your marketing plan and make sure it's viable

• Forge a schedule for implementation

• Create balance using a variety of marketing techniques.

Trainer: Leslie Smith
Beginning her career at an Orange County advertising agency, Smith soon made a shift to association management and served as the communications director for local and statewide membership associations. She performed various public relations and community outreach functions.

Since founding McCormick L.A. Public Relations in 1994, she has performed a wide array of services covering the gamut of marketing, advertising, and public relations activities. Her clients include businesses of all sizes covering several industries including: nonprofit organizations, business associations, real estate, restaurants, aerospace, government agencies, retail products, and restaurants. She is a creative and strategic thinker, a meticulous planner, a trained facilitator, and a seasoned presenter.

Smith is a past president of the Junior League of Long Beach where she is still a member and lends her talents as an advisor and trainer; has served on the Board of the Fairfield Family YMCA; the Long Beach Area Chamber of Commerce; and held a variety of positions in the PTA including president.

She holds a Bachelor of Arts degree in Communications and a Minor in American Studies from California State University, Fullerton. She has earned a professional writing certificate from California State University, Long Beach.

Note to LACAC Grantees: Certificate programs require advance approval of LACAC by a minimum of two weeks in order to enroll and receive your 50% discount. Read more and access the scholarship application form here: https://www.lacountyarts.org/funding/community-impacts-arts-grants/manage-your-grant/ogp-manage-your-grants-scholarship-program
Attendance Policy: Attendees must attend all 6 sessions to receive the certificate. Sessions missed for half an hour or more are considered absences. If an attendee misses a class, they can make up the missed session no more than six months later with a $25 administrative fee to receive the certificate.
Cancellation Policy: We require notice of cancellation at least 48 hours in advance of the class start time. No refunds will be provided for no-shows or late cancellations. LACAC grantees who register and do not show up will be invoiced for the full cost of the course. You are encouraged to send an alternate if you are unable to attend.
By Registering: You will receive occasional emails about Partnership events, but you can opt out at any time. You also give the Partnership permission to use your image for communications and waive any rights for compensation.