Teaching “Generating The Publicity Buzz” at Emerson College

Over the last two years I’ve been teaching “Marketing and The Internet” at Emerson College as part of their Professional Studies Certificate Program for Marketing and Branding. I just finished up the Spring 2012 semester and it was terrific. The class is a mix of Emerson Students and working professionals who want to learn more about e-marketing. This past semester included participants working on projects for Balance Spa, Cambridge Systematics, CAPLAWGloria Asselta, Draganfire, Kroc Center, ScooziVeryst Engineering, and Xcitex and it was a terrific semester.

This summer at Emerson I’ll be teaching “Generating the Publicity Buzz,” a course about public relations and help participants learn about public relations and refine their PR skills.

As the course catalog says…

“Participants will learn to promote products and ideas by setting objectives, choosing appropriate messages, selecting effective publicity vehicles, and creating public relations plans. With emphasis on the practical, participants will learn to build public relations contacts, draft media advisories and news releases, set up news conferences, pitch stories and profiles, write opinion pieces, develop media relations with reporters, handle crisis communications, and use the Internet and other new media to generate publicity. Individuals will build a public relations plan for their brands to generate buzz among employees, customers, and the media.”

We’ll use the text book, “The Practice of Public Relations” by Fraser P. Seitel, which is a terrific book. In addition, we’ll have a variety of online readings.

We’re coming up on the deadline for signing up for the course this Thursday, May 17th, so wanted to spread the news in case you’d like to take the class. The class costs $650 for 10 classes, starting June 4th and running until August 6th.

Find out more about the program and sign up before Thursday!

Any questions, please let me know at charlie@layersmarketing.com! -Charlie

15 Steps to Starting a Local Music Festival (in a bad economy)

Last year I had the good fortune to get pulled in to help out with marketing for the first-ever JP Music Festival in Boston’s Jamaica Plain neighborhood.

Put together by Rick Berlin, Shamus Moynihan, and Randace Moore, it was created because they and others recognized that Jamaica Plain has a vibrant music scene that was kind of hiding under the covers. The neighborhood has lots of musicians who lived and work here and we have several other neighborhood festivals, but we all wanted a festival that was all about the local music to bring it to the front and bring together the ‘hood.

The first festival took place on Saturday, August 20, 2011 and was an unqualified success. More than 20 artists and bands performed over six hours to at least 1,200 people. It was a hot summer day, but I, for one, was amazed at how smoothly everything went and what a great time people had.

Afterward, a number of people asked us how we put the event on, especially given how bad the economy is/was, so we’ve put together a two-page pdf document that we want to share with others who want to put on local music festivals around the US and around the world.

We call it “15 Steps to Starting a Local Music Festival (in a bad economy” and we hope others can learn from what the team behind the JP Music Festival have learned and bring more live music to their community!

- Charlie

Teaching “Marketing and The Internet” at Emerson College this spring

Last winter and spring I taught “Marketing and The Internet” at Emerson College for the first time and it was great fun.

I’ve taught seminars and workshops about marketing and social media over the last few years, for The Aldrich Contemporary Art Museum, when I worked at ArtsBoston to arts organizations in Greater Boston, at Boston University, for Future of Music Coalition, at Stone Hill College, and for various Chamber of Commerce associations, so I was excited to have the chance to teach a full semester at Emerson College as part of their Professional Studies & Special Programs.

The 10-week long course focuses on digital marketing…
* building your marketing strategy
* affiliate marketing
* search engine optimization (SEO)
* pay per click advertising
* Twitter
* Facebook
* social media marketing
* viral marketing
* online reputation management
* web public relations
* web development and design
* online copywriting
* web analytics
* mobile marketing
* customer relationship management
* market research
* online surveys

We talk a lot about strategy throughout the semester and, at the end of the course, each student presents their marketing plan for their project, either based on an actual product or service or perhaps based on a product or service you’d like to use as an example.

I really wanted the final result of the course to be a marketing plan that you can use to implement over the coming months and see the tangible results and benefits. The course is very practical in its approach.

Last spring, the students were a mix of people working at small businesses (and strategizing about how to stretch their marketing dollars and their own time) and students working at larger corporations (where some digital marketing practices can be slow to gain traction, as they often do at big organizations!) get them solid results. These included brands like Holly Caldwell, Pearson Higher Ed, Susan Piver, and Theta Nu Xi, so the projects and services the students were working on really ran the gamut.

Using some excellent teaching materials from Quirk, including a free textbook and additional web readings and video that I selected, I found the class really demystified much of digital marketing and helped the students to make smarter decisions about where to put their time and efforts in order to show solid results.

The class costs $650.00 and, since all the readings are online, there is no textbook to purchase. Classes are held on Emerson’s campus, across from Boston Common.

You can register on Emerson College’s site, let me know if you have any questions at charlie(at)layers marketing.com or leave a comment below and I’ll answer.

—Charlie