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10 MARCH 2022 – 16 JUNE 2022

12 Step Marketing Programme  

Overview

This is a broad Strategic and Practical Marketing programme that will include PR, Communications, Digital Marketing, Social Media and SEO as well as other marketing insights that will help your business grow.

Delivery

The modules can be competed in 2-hour time blocks. There are 12 modules of which some are double modules one week apart giving participants time to test and implement what has been learnt. 

12 periods of 2 hours giving 24 hours of expert tutoring and coaching / mentoring as each session will be engaging and specific to the people in the room. Up to four streams of this programme are suggested so the participants are from similar industries – Products, Services, Retail or F&B. 

Each module will have a short assignment to ensure the learning are being proactively applied into the business over the duration of the programme. On successful completion of the programme, each participant will receive a Certificate of Achievement signed by both ISME and TrainedIn. Reading material and reference sites will be provided to participants before each module so they can prepare and get the most out of the class.

Outputs - participants will have

1

Marketing Action Plan

2

Digital Marketing Plan

3

Communication Plan

4

PR Plan

5

Social Media Schedule

Modules

Day 1 - 2 : Strategic Marketing with Marc Thornton

10th March and 24th March 2022   •   10:00AM – 1:00PM

Content Overview & Learning Outcomes
 
  • Demystify marketing
  • How to write a Marketing Plan
  • Marketplace analysis
  • Market Research
  • Vision and Mission
  • Strategic marketing options
  • Identifying Marketing Objectives and goals
  • Understanding the relevant marketing tools
  • Compiling a Marketing Action Plan for each participant
  • Setting budgets, timeframes and responsibilities
  • KPI’s for marketing activities

Day 3 : Practical Marketing with Marc Thornton

1st April 2022   •   10:00AM – 12:00PM

Content Overview & Learning Outcomes
 
  • Branding and logo development
  • Communicating your message – “Pillars”
  • Brochures and printed material
  • Pricing – 3 different strategies
  • Website strategies and options
  • eMarketing – ezines, email signatures
  • Social media overview and strategies
  • Trade stands
  • Advertising
  • Networking – what is your pitch
  • Intermediaries / referrers
  • Sponsorship
  • Branded material

Day 4 - 5 : PR & Communications with Vivienne Gleeson

7th April and 27th April 2022   •   10:00AM – 12:00PM

Content Overview & Learning Outcomes
 
  • Prepare a situation analysis
  • Define your communications goals and objectives
  • Develop your key messages
  • Define and engage your audience
  • Identify channels of communications
  • Plan and implement your communications plan
  • Evaluate results and measure success
The objective of this module is to start with the basics and to demonstrate the importance of having an effective communications plan. Vivienne will give examples of how strategic communications helps increase turnover and future-proof your business, and I provide tips and advice on how to develop an effective communications plan tailored to suit your needs and capacity.

Day 6 - 7 : PR with Vivienne Gleeson

5th May and 12th May 2022   •   10:00AM – 12:00PM

Content Overview & Learning Outcomes
 
  • What is PR
  • How to prepare a PR Plan
  • Stakeholder Engagement
  • How to write a Press Release
  • Creating a media list
  • Pitching to/engaging with the media (the do’s and don’ts)
  • Defining key messages
  • Telling your story
  • News stories -v- feature stories
  • Evaluating and Measuring results of PR activity
  • Broadcast, print and digital
  • Pitching to journalists (press release writing etc.)
  • Building and maintaining relationships
Vivienne specialises in media relations and can provide lots of advice and tips.

Day 8 - 9 : Digital Marketing with Niall Parfitt

19th May and 26th May 2022   •   10:00AM – 12:00PM

Content Overview & Learning Outcomes
 
  • Identifying appropriate digital marketing channels 
  • Understanding your customers – Customer Personas
  • Keyword research
  • Tools to create an effective digital marketing strategy 
  • Social Media Overview (FB, LinkedIn, Twitter, Instagram)
  • Measuring the effectiveness of social channels
  • Using Social media to increase leads/conversions
  • Email Marketing
  • Measuring success
  • Creating a digital marketing plan
  • The channels that will be used i.e. web, social and video
  • Creating a content strategy
  • Creating KPIs
  • Dashboards, Reports and ongoing measurement
  • Paid Advertising – A/B testing

Day 10 - 11  : Social Media with Niall Parfitt

2nd June and 9th June 2022   •   10:00AM – 12:00PM

Content Overview & Learning Outcomes
 
  • Introduction to Social Media Channels
  • Twitter | Facebook |  LinkedIn | Instagram
  • Finding the right channels
  • Social Media Awareness
  • Connections, Engagements, Conversions, Metrics of Facebook, LinkedIn, Twitter, Instagram 
  • Understanding paid advertising
  • Getting Conversions
  • Social Scheduling Software (Buffer, Hootsuite)
  • Video/Images (Video Creation, Canva)

Day 12  : SEO / Web with Niall Parfitt

16th June 2022   •   10:00AM – 12:00PM

Content Overview & Learning Outcomes
  • What is Search Engine Optimisation?

  • How SEO impacts the Online Customer Journey

  • SEO Tools

  • Keyword Analysis

  • Digital Copywriting

  • Measuring Performance

  • Determining KPIs

  • Interpreting the code on your website

  • Search Engine Optimisation Tools

  • How to audit your website.

  • Implement SEO practices.

  • Backlink strategy

  • Pay Per Click Adverts alongside SEO

  • Social Media alongside SEO

The Speakers

Taste 4 Success Skillnet

The Taste 4 Success Skillnet represents a significant, innovative and strategic collaboration between a growing number of member companies across a number of specific food and beverage sub-sectors, such as production, processing, artisan and services.

The Taste 4 Success Skillnet started out with a small group of 16 companies in 1999 based in the north west of Ireland, and since then it has grown its membership to over four hundred active members across a national base.

The network offers training programmes and to give support, impetus and trainee numbers in order to run cost effective and localised training for its members. To become a member of the network (free membership)  click here to find out more.

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TrainedIn

TrainedIn has been helping these very people during the COVID-19 Crisis by hosting webinars to connect them with potential clients.

In 2019, our founder, Sorcha Finucane, conceptualised the idea of TrainedIn. It’s mission? To make researching and booking training courses so much easier.

As TrainedIn was being built, Sorcha realised that she could use the technology to help with another subject she felt passionately about: enhancing sustainability for small businesses and freelancers.

TrainedIn launched in April 2020. Yes, right at the start of the Covid-19 lockdown. (The first one…!) Throughout the year, TrainedIn has been running free webinars to connect freelancers and small training businesses to potential clients. Our promise is always to match highly skilled professionals with the individuals and businesses looking for their services.

Photos by Sean Brosnan | www.brosnanphotography.com

Marc Thornton

Marc is managing director of DTA Marketing, a well-established Marketing and Training consultancy in Dublin. He is a Fellow (FIHI) and former council member of the Irish Hospitality Institute. He regularly gives seminars on marketing, selling and customer care. He has assisted over 500 companies with their marketing and addresses over 2,000 people annually at conferences and workshops. Marc has written many articles for business publications (Sunday Business Post, Business Plus, Sunday Tribune etc) and has published a book on customer care called – “Winning Lifetime Customers”. He is a leading marketing, sales, and customer care specialist in the hospitality market. He has worked with hotels, restaurants, bars in Ireland, UK, and international markets. He is a business and life coach as well as mentor to ambitious staff.

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Vivienne Gleeson

Vivienne Gleeson is a Communications Consultant and Mentor with 15 years’ public relations and project management experience working with clients in corporate, consumer, hospitality, food, health, environment, and charity sectors. Vivienne helps businesses grow by developing effective communications plans that are tailored to suit their needs and capacity. She specialises in client and media relations, project management, and stakeholder engagement.

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Niall Parfitt

Niall Parfitt, owner of his own digital marketing business and is a digital consultant with 18 years of experience in digital marketing having worked with a wide range of businesses from large organisations to SME’s including UTV, Ulster Bank and Queen’s University. Niall is experienced in all areas of digital marketing, certified in Google Adwords, Google Analytics, Hubspot and Hootsuite and is a specialist in LinkedIn, Lead generation and B2B marketing. Niall holds a BA Business and Management and was awarded the Belfast Telegraph prize for Marketing. Niall also holds a MSc in Organisation and Management from Queen’s University, Belfast and a professional diploma from the Chartered Institute of Marketing (CIM). He is also a HubSpot Partner and a member of the Chartered Institute of Marketing.

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