This summer we have done many hours of training for our clients including:
- Leadership training. The course covered what leadership at different levels in an organization looks like, especially among entry level positions, and it focused specifically on the importance of “leading upwards” or “leading your management’s thinking.” This was done over two 2-hour “Lunch and Learn’s” with about 12 staff in each session.
- How to write a recommendation: This course was aimed at solving the common problem of staff bringing unsolved problems to their manager, expecting their manager to solve them and the manager becoming a bottleneck for decision-making. The course teaches the organization how to push problem solving down to the staff closest to the issues and to force them to think through the problem (analysis), come up with a solution, gain alignment from their colleagues and then put it all down succinctly on paper. The discipline of writing is necessary because the act of writing clarifies thinking and produces better recommendations which take less time for senior managers to approve. This was done over a 2-hour “Lunch and Learn” with about 13 staff in attendance.
- Marketing 101: This course covered the basics of branding, targeting, positioning and messaging. We provided templates commonly used in Tier 1 Packaged Goods Companies to lay out marketing strategies. We explained the most common key measures for marketing programs including CPC, CPM, CPA, Cost of Acquisition and Lifetime Value of a Customer. We discussed how and why to write a good Creative Brief when working with an agency and we provided a good template. We also covered off how to use your annual marketing budget to “test and learn” in a disciplined way so as to become a learning organization capable of making better marketing choices over time. This was done over a 2-hour “Lunch and Learn” with about 14 staff in attendance.
- Google AdWords and Facebook campaigns: We trained 6 staff members of one of our clients in how to create, run and optimize both Google AdWords and Facebook ad campaigns. We also covered how to use the Google Analytics tool to measure Cost of Acquisition for key acquisition marketing programs.