Summer Series
Strategic Marketing: Tools to Grow Your Business
Six Week* Marketing Course for full time Minority Entrepreneurs
*Final week will be a 1 on 1 consultation with each participant upon course completion
Criteria
Open to full time minority entrepreneurs in Hopkinsville/Christian County, KY
2. Business may only have a maximum of 10 employees (including self)
3. Preference will be given to businesses/owners with less than 10 years experience
4. Class size is limited to six participants
Week Five
Putting it all Together: The Brand Blueprint is the session in which participants merge the brand focused sessions, with the customer focused sessions to establish their brand as distinctively different from their competition. The result is a roadmap to an actionable Strategic Marketing Plan.
Week Four
Every business begins with an idea. Now we need to define how customers will interact with the idea in real life. Experiential Marketing is all about creative and memorable, face to face engagement with customers.
Digital Marketing is all about connecting brands with customers through online communication.
Whichever you choose, the way you tell your story can make all the difference in growing your brand.
Week Three
This session will focus on Target Marketing; Who is your customer & how do you find new ones? Identifying your target audience - who is most likely to buy from you?
Brand Alignment: Does your brand position (from last week) match your target audience?
Week Two
This session will dive deep into Brand Identity by exploring the following:
Brand Heart: Mission statement, Brand vision, Purpose and Core Values
Brand Message: Brand voice, Personality, Tagline and Value proposition
Brand Identity: Logo, Colors, Typography, etc.
Week One
Let’s begin at the beginning. This session will provide an introduction to Strategic Marketing - What is it and Why is it so important?
Presenter Bio
Cassandra Greenfield President, The Greenfield Group
Experiential Strategy & Event Marketing
Cassandra has an in-depth understanding of marketing strategy, event production and execution methods for a wide range of campaigns. Eighteen years as an experiential marketer has taught her to be extremely resourceful, flexible and to maintain a willingness to learn new things. Every position, client or project has required that Cassandra create impactful programs while managing against practical challenges such as budgets or time constraints. Cassandra thrives on these challenges and has risen to meet each project with new ideas and fresh optimism.
Before founding The Kindred Kollective, Cassandra spent several years traveling the country producing event activations for various industries including automotive (Cadillac, Lexus, Kia & XM/Honda Indy Car), insurance (State Farm), entertainment (Rickey Smiley, ESSENCE Fest, Sports Illustrated, State Fair Classic) and consumer packaged goods (Coca-Cola, Dr. Pepper, Coke Black, Garnier Fructis, SoftSheen Carson, got milk?, Sun Chips & Quilted Northern). In addition to the field experience, Cassandra has five years experience on the brand side producing international meetings, conferences, trade-shows and employee engagement programs for a national mortgage firm.
This work was further enhanced while working for two prestigious marketing and advertising firms in Dallas, TX; The Marketing Arm and latitude an affiliate of The Richards Group.