Overview

PDT-BusMK-08

Small Business Marketing Day

Launching a business takes dedication, passion, and drive. But the work doesn’t end there – once the doors are open, how do you ensure your business thrives? One key to success is connecting with the people who matter most - your customers.

The inaugural Small Business Marketing Day is a “crash course” on how to successfully design and maximize your marketing strategy. Learn how to increase market reach with guidance on branding, market positioning, social media, and technology. This event is ideal for small business owners and marketing staff, prospective business owners, and entrepreneurs.

For more information, visit: training.unh.edu/smallbusinessmarketing

This event is co-sponsored by the NH Small Business Development Center (https://www.nhsbdc.org

Lunch is included in the tuition.

What You Will Learn

PDT-BusMK-08

Small Business Marketing Day

> Registration & Breakfast / 8:00-8:30am
> Welcome & Remarks / 8:30-8:45am
> Keynote Address / 8:45-9:15am

  • Hit Your Bullseye! Identifying and Reaching Your Target Market - Charlene DeCesare, Charlene Ignites

    The idea of going after a target market is a familiar concept. Yet, so many small business professionals struggle with how to pinpoint and acquire their ideal customer. They worry that if they focus too much, they might be “turning down business.” The reality is that defining your bullseye customer is not only the foundation for a successful marketing strategy, it is critical to overall success and happiness in your business. This session takes a unique approach, and energizes your focus from the inside, out. This session will help you: get clear about who you need to reach, and how to reach them; learn how having internal clarity about why you’re in business and who you most want to serve, directly impacts your marketing effectiveness; better understand how your marketing strategy dramatically increases sales results; and gain renewed energy and excitement for growing your business. Join us for a lively keynote session that will “ignite” your mind and set you up for learning success through the rest of the day.

> Session Block I / 9:30-10:45am

  • Designing Your Brand & Strategy - Scott Stephens, NH SBDC (Marketing Fundamentals I)
    What is marketing? From start-up to established business, the right marketing strategy is paramount to your business development, growth and success. Every small business is different — the marketing plan and strategy for a mortgage broker are entirely different from those of a computer reseller as it is for a restaurant. However, the process of building a plan, sticking to it and applying the time and resources it needs is the common secret to success in your business. Follow along and learn the key components by following a case study of one of America’s most iconic brands.
     
  • Facebook Marketing: A Must for Small Business - Christine Halvorson, Halvorson New Media (Digital Marketing I)
    In this workshop you'll learn why you must include Facebook as part of the marketing mix for your business. You'll learn how to do it strategically and efficiently, without spending all your limited time on the site. Once you've mastered the technology--which isn't hard--you need to master the message and the methods you'll use.  You'll leave this workshop comfortable and confident, inspired not intimidated.  

> Coffee Break / 10:45-11:00am
> Session Block II / 11:00am-12:15pm

  • Introduction to Content Marketing - Candy Osborne, Snowbird Creatives (Marketing Fundamentals II)
    Fact: consumers are already more than halfway through a purchasing decision before they ever contact a sales representative. They’re educating themselves with information they find on the internet and they’re making decisions on eliminating or choosing you with that content. Content marketing is an opportunity for you to help influence decisions made at this and other critical phases of the buyer’s journey. Learn how you can take advantage of one of the most affordable marketing methods to provide the information consumers are looking for and stay (get?) in the game. In this session, you will: learn the difference between content and content marketing; learn the benefits and see examples of content marketing; learn the different stages of the buyer’s journey; learn the types of content people are looking for at each stage of the buyer’s journey; receive tips, tricks and tools for planning and executing content marketing on your own.
     
  • How to Craft a Local Search Strategy That Gets You Noticed - Marlana Trombley, FlowTraq (Digital Marketing II)

    More and more searchers, especially on mobile devices, are looking for local businesses just like yours! If you have a physical location or local clients, bring your burning questions to this session! It's time to turn heads, get noticed and see traction from a well-crafted local search strategy. Learn how to create a Local Search Engine Optimization (SEO) strategy that will help your business standout in the search engine result pages (SERPs). Get step by step directions on how to use local ranking factors like name, address, and phone number consistency (NAP), advanced link building tactics along with creative ways to capture reviews to rise to the top of organic results and even get featured in the carousel! 

> Networking Lunch & Ask the Experts / 12:15-2:00pm


Two separate tracks will focus on Marketing Fundamentals, and Digital Marketing - choose one concurrent presentation to attend in each session block.

Travel & Site Information

PDT-BusMK-08

Small Business Marketing Day

This event will be held in the Multipurpose Room at UNH Manchester, 88 Commercial Street, Manchester, NH.

Parking Location
Professional Development & Training workshop attendees are eligible for complimentary parking in the Center of New Hampshire Parking Garage located at 65 Granite Street in Manchester.

Center of New Hampshire Parking Garage
65 Granite Street
Manchester, NH 03101

Instructor Bios

PDT-BusMK-08

Small Business Marketing Day

  • Charlene DeCesare

    Charlene DeCesare has been a trusted advisor to executives and companies around the world for more than two decades. As CEO of Charlene Ignites, LLC, she specializes in helping rapidly growing companies fine-tune their marketing strategy and accelerate sales. In the process, she helps leaders and teams overcome what’s really holding them back from achieving the extraordinary – both internally and externally.

  • Christine Halvorson

    Christine Halvorson founded Halvorson New Media, LLC in 2006 to provide businesses and nonprofits with training, strategic consultation and content development in the rapidly exploding world of social media. Christine began her social media career before anybody had a name for it, when she was just a writer. In 2004, she became the Chief Blogger for Stonyfield Farm, the national organic yogurt company based in Londonderry, New Hampshire. There she pioneered the use of corporate blogging by writing and managing five company blogs. After two years as a full-time Stonyfield blogger, she created her own social media agency--Halvorson New Media--which chugged along nicely creating company blogs until 2008, when Facebook happened. And then Twitter. And then LinkedIn, and then...well, you get the picture. Christine is the author of four e-courses for the New Hampshire Small Business Development Center, all of which can be found at their website and for free. Christine also offers her own small business workshops and live webinars on advanced topics in social media. She has taught social media to communications majors at both UNH-Manchester and Southern New Hampshire University. 

  • Candy Osborne

    Candy Osborne is a former broadcast and print photojournalist in the U.S.M.C. and civilian storyteller with more than 25 years of experience creating content and connecting with audiences to elicit desired behaviors. Candy’s military journalism experience provided the foundation to develop her storytelling skills for a weekly newspaper and a daily news broadcast. She further strengthened her creative process skills as a TV production manager, gained additional writing experience at major fashion retailer, Chadwick’s of Boston and honed her content marketing and demand generation skills at the elearning company, Skillsoft. Some of Candy’s contributions have been featured as industry benchmarks by Corporate Executive Board, SmartBrief, and LinkedIn. Candy’s eclectic experience spanning print, video, and digital mediums combined with her journalism roots make her a content-creating powerhouse with a genuine passion for creating and connecting to her audiences. Candy is currently the Owner and Creative Director at Snowbird Creatives.

  • Marlana M. Trombley

    Marlana Trombley

    Marlana M. Trombley is the Director of Marketing for FlowTraq in Manchester, NH and is an inbound marketing enthusiast with a pulse on the ever-changing industry from social media platforms to local search engine optimization (SEO) changes.  She previously worked as a Digital Marketing Strategist at Vital Design in Portsmouth, NH where she specialized in clients focused on local search engine optimization and lead generation campaigns that attract and convert targeted local traffic.  Marlana is also an Adjunct Marketing Professor at Lakes Region Community College and recently completed her time as the Constant Contact's Authorized Local Expert in Southern NH.

  • Scott Stephens

    Scott Stephens meets regularly with Grafton County small businesses out of the Enterprise Center at Plymouth. He earned his BFA from Kutztown University, PA and his extensive background in management, sales and marketing, design, manufacturing and hospitality have proven invaluable to helping many businesses in Grafton County start and grow. He was Creative Director for a number of national publishing firms, started a graphic design and marketing company, managed and designed for a custom cabinet design firm, and did marketing, design and sales for a custom ornamental ironworks fabrication shop. For over 11 years, he and his wife co-owned and co-ran the B&B Colonel Spencer Inn in Campton, NH that they restored and reopened in 2006. In addition, Scott, a 2013 alumni of Leadership NH, was also a founding co-director of Leadership Central NH, an organization developed to cultivate civic awareness and engagement among existing and emerging leaders within the Central NH region.

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