Marketing Department of One

Atlanta, GA

Tuesday, July 16

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 5:00 pm

Research Basics: Understanding Your Customer Better

  • Qualitative versus Quantitative
  • Asking Good Questions
  • Net Promoter Score
  • ​Exercise: Draft a research plan

Defining Your Target Customer

  • Who’s Your Target
    • Exercise: Who’s in Your Bull’s Eye?
    • Tool: Persona Worksheet


  • Overview
    • Tool: Positioning Formula
  • Unmet need and the problem you’re solving
    • Exercise: Beers with Peers
  • Defining Your Competitive Set
    • Exercise: Where’s Your Sandbox
    • Exercise: Who’s Your Competition
  • Identifying a Strong Point of Difference
    • Exercise: Stand Out From the Crowd
    • Exercise: Climbing Your Benefit Ladder
  • The Reasons to Believe your Point of Difference
    • Exercise: No BS


  • Bridging from Positioning to Messaging and Elevator Pitches
    • Tool: Messaging Matrix
    • ​Exercise: Building Messaging Bridges
5:30 pm - 6:30 pm

Networking Reception (Optional)

Wednesday, July 17

8:00 am - 8:30 am

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 4:00 pm

Developing Your Marketing Plan

  • Preparing to Build a Marketing Plan
    • Exercise: Marketing Pulse Check
    • Exercise: Competitive Detective
    • Tool: Audit Matrix
  • Setting Your Plan Objectives
    • Tool: Planning Worksheet
  • Marketing Strategies
    • Exercise: Establishing Key Strategies
  • The Wonderful World of Tactics
    • Exercise: Tactical Goodie Bag
  • How to Approach Budgeting
    • Exercise: The Price is Right
  • Metrics Overview
    • Tool: Sample Metrics
    • Exercise: Measure Twice Cut Once
  • Marketing Calendar
    • Exercise: The View From Five Hundred Feet
    • Tool: Calendar Template

Putting Your Plan into Action

  • Creative Brief
    • Exercise: Draft a Creative Brief
    • Tool: Creative Brief Template
  • Agency Hiring
    • Exercise: Perfect Fit
    • Tool: Agency Assessment Grid
  • How to Be a Great Client