In collaboration with Tasha Prados CEO & Founder of Duraca Strategic, an expert in branding & marketing, and Startups Ignite Mentor, we present the Brand Positioning and Messaging Accelerator and Integrated Marketing Accelerator.
Ready to develop your brand position and marketing strategy, or take it to the next level? We won’t just talk about doing it, we’ll actually do it!
Track 1: Business Strategy, Brand Positioning & Messaging Accelerator
What’s in a brand? Actually, everything. It’s not just what your company does or sells, but who you are as an organization. What you stand for. Defining your brand and truly understanding your audience should be the foundation for your business strategy.
In this intensive track, we’ll help you build or refine your brand from the ground up. With step-by-step guidance and industry-leading practices, we’ll help you examine your market and audience to identify the gaps and opportunities your brand can leverage based on your values and strengths. Rather than talking at you (ok…there will be some of that) and leaving you on your own activate what you learned, we’ll take you through process so that you emerge with a brand that will resonate with your audience(s) and have the messages to bring it to life.
Prerequisite: A solid understanding of your business model and markets you are pursuing. Graduates of Startups Ignite Accelerator are automatically qualified.
Format: We’ll have five online, interactive workshop sessions. After each session, you’ll have additional work to complete before the next session.
You’ll come out of this accelerator with a deep understanding of your market, competitors, and most importantly, your audience. You’ll create a fully developed brand position based on your organization’s strengths and the gaps and opportunities in the market. You’ll develop appealing key messages for your target audience(s) based on industry-leading practices.
Session 1: Brand Positioning and Strategy
You’ll learn what makes an impactful brand and how to evaluate your market and competition to find gaps and opportunities.
Session 2: Weaknesses, Opportunities, Threats) & PEST (Political, Environmental, Social, Technological) Analysis
Now that you have a solid understanding of the landscape in which your organization is operating, you’ll examine your organization’s unique strengths and weaknesses.
Session 3: Audience Definition and Analysis, Brand Positioning
Based on behavior change science, we’ll delve into the barriers and motivations of your audience(s) to taking action. We’ll put together all the pieces so far – the environment and market in which you’re operating, your organization’s unique position, and the needs of your audience – to craft your brand position.
Session 4: Messaging Workshop
Now that you’ve (re)defined your brand position, we’ll develop the key messages your organization will use to prompt your audience(s) to take action.
Session 5: Wrapping it all up
After an intense week, you’ll take a moment to reflect on all you’ve accomplished, ask any final questions, and discuss next steps for (re)launching your brand.
Track 2: Integrated Marketing, Audience & Content Strategy Accelerator
Crafting an effective marketing strategy is about reaching the right audience at the right time in the right place with the right message. Truly understanding your audience and how to promote behavior change is key for driving results.
In this intensive track, we’ll help you build or refine your marketing strategy from the ground up. With step-by-step guidance and industry-leading practices, we’ll help you determine how to reach your audience(s) to achieve your business objectives. Rather than talking at you (ok…there will be some of that) and leaving you on your own activate what you learned, we’ll take you through process so that you emerge with an integrated marketing strategy, content, and launch plan to start your campaign.
Prerequisite: If you have not taken the Brand Positioning and Messaging Accelerator, you’ll need to demonstrate a solid brand position and understanding of your market.
We’ll have five online, interactive workshop sessions. After each session, you’ll have additional work to complete before the next session.
You’ll come out of this accelerator with a deep understanding of your audience and how to reach them. You’ll create an integrated marketing strategy complete with objectives and key performance indicators. You’ll develop the content that you’ll use to reach your audience at the right place and time, and with the right message. When you finish, you’ll be ready to launch your campaign.
Session 1: Integrated Marketing
You’ll learn what “integrated” marketing really is and define your audience and your campaign objectives.
Session 2: User Journey, Developing Audience Insights
We’ll get inside the mind of your audience(s) to understand the right time, place, and message to reach them.
Session 3: Media Strategy and Evaluation Development
We’ll begin to develop your integrated marketing strategy and the key performance indicators (KPIs) you’ll use to evaluate your campaign’s success.
Session 4: Channel and Content Strategy
We’ll flesh out the channels and tactics you’ll use to bring your campaign to life.
Session 5: Wrapping it all up
After an intense week, you’ll take a moment to reflect on all you’ve accomplished, ask any final questions, and discuss next steps for launching your campaign.
When & Where: Workshops will be held online
Cost: The value of this program is $5000. Duraca has partnered with Startups Ignite to bring the cost to $300 for one track or $500 for both.
The accelerator program will be with a small, intimate cohort—this will ensure you get plenty of hands-on help and ensure you’ll get to know your cohort well.
All participants will have or be building passion and purpose-driven organizations. Being part of a cohort of other like-minded changepreneurs and social enterprise leaders will grow your network and inspire you.
You’ll get guidance every step of the way from an award-winning industry expert.
About the Teacher: Tasha is the CEO & Founder of Duraca Strategic, where she partners with passion and purpose-driven organizations to help them maximize their impact. Tasha is a bilingual and multicultural strategist with ten years of international project management, communications, and marketing experience with the world’s leading brands, publishers, and nonprofits. Tasha has developed strategy and executed multimillion-dollar integrated campaigns for clients like Intel, Rolls Royce, the U.S. National Institutes of Health, the U.S. National Science Foundation, and the U.S. Peace Corps. Her work has received over a dozen industry awards, including from the Shorty Social Good Awards, the Public Relations Society of America, and the American Advertising Federation.
Questions? Reach out to email@example.com