Marketing With Media

Spend less time, get more results | taught by Mary Charleson, MBA, CSP

Course description

This course helps entrepreneurs and small business owners get clear on their offering and target audience, while creating a home base (owned media) from which to leverage your message. You'll learn to create a system for managing social media (rented media), gaining publicity (earned media), leverage established channel reach (embedded media) and use a limited marketing budget (paid media) strategically, so you can spend less time marketing while driving sales.

If you suspect you should be using your website better, perhaps blogging, capturing customer information, or publishing an e-newsletter, but you're not sure where to start - this course will help.

If you struggle with the time you spend on social media, aren't sure what platforms to be on, or wonder how to use it well to drive traffic and sales - this course will help.

If you would love to have an article written about your business, or to be featured on a TV or radio show because you know publicity fuels word of mouth, but you don't know how to get it - this course will help.

If you have always wanted to write for a publication, or to be featured as a reporter within your industry, but you're not sure where to start - this course will help.

If you know you need to spend some money on marketing, but you'd really rather spend what little you can afford in a smart and strategic way, and in addition to learning about traditional media you'd like to know how to buy social media reach better - this course will help.

And if you just want all this stuff to work well so you can spend less time at it and get back to working on your business - this is the course for you!

Mary Charleson, MBA, CSP
Mary Charleson, MBA, CSP
President, Charleson Communications. CEO & Founder,

Mary Charleson, is a marketing speaker, educator and strategist. She is the author of two books, Word of Mouth Mouse & Mobile, and Five-Minute Marketing, each featuring tips for the time-starved business leader. Mary is a member of the Canadian Association of Professional Speakers and the Global Speakers Federation. She is one of fewer then 12% of speakers globally who hold the designation of CSP (Certified Speaking Professional), the international measure of excellence for professional competence and proven experience. Mary's career spans over 20 years in media, advertising and education. She has been a popular marketing instructor at City University of Seattle, NYIT (New York Institute to Technology), Capilano University, and guest lecturer at UBC Sauder School of Business.

Mary has worked with hundreds of businesses and organizations to improve their marketing efforts through consulting and speaking. A contributor to Business in Vancouver since 2002 and a monthly marketing columnist for the Huffington Post, her work has also been published in the Globe & Mail, the Toronto Star, the Vancouver Sun, Marketing Magazine, Strategy, Zoomer, Cottage and Outside magazine. Mary is a frequent guest on CBC TV and CBC Radio One offering her opinion on marketing and business trends.

Course Curriculum

Module 1: Getting clear on your offering, target market, and an introduction to the five pillar media approach
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Module 2: Owned media as your base
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Module 3: Your rented media - using social media to engage and broadcast
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Module 4: Your earned media - leveraging publicity and public relations
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Module 5: Your embedded media - becoming a writer or broadcaster on a channel with reach
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Module 6: Paid media - strategically leveraging a minimal budget with paid traditional and digital media + extra tips to organize and manage your 5 pillar media approach easily and quickly
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