Business

Search marketing, which consists mostly of SEO (search engine optimization) and pay-per-click (PPC) advertising, is essential to any business because it remains the most cost-effective marketing in most cases. The multitude of options and the growing complexity of each option make step one merely prioritizing by cost-effectiveness. This presentation will give you an executive understanding of the search marketing field, prevent pitfalls, and prioritize the top tactics. The second half will entail Q&A and will review audience members’ websites to find immediate improvements.

Rob Laporte and his firm DISC have specialized in search marketing since 1997, and Rob is the most published author in the top print/web magazine in the field, VisibilityMagazine.com.

This workshop looks at the art that comes together each day to create the local paper and how it’s digital distribution becomes the voice of the community. We will review the capturing and recording of events artistically and how the digital age has modified the craft. Reinig Morris is director of digital marketing, Newspapers of New England

This workshop will be geared for people interested in working with youth, particularly by creating partnerships that provide youth opportunities in the arts for community benefit.
Outline:
1. We will first provide an overview of Youth Action Coalition (YAC) programs and mission. YAC has 5 arts-for-change programs in 3 towns in Western MA. All programs aim to empower youth through art making, social justice education and community engagement. Our 4 pillars are “I AM, I CREATE, I BELIEVE, WE CONNECT”. (15 minutes)
2. We will continue on to describe a few of the partnerships that we’ve created, such as Girls Eye View’s work with the Domestic Violence Task Force, Get Up Get Down’s creation of murals for local businesses, visiting artist programs and youth art exhibits with, at and for local businesses. (15 min)
3. Next, we will outline a framework for thinking through these collaborations by sharing our experience and discussing key considerations. (10 min)
4. Then, we would like to break out into small groups by community or region so that audience members have a chance to brainstorm and come up with potential projects and collaborations. Each group will have a chance to share their idea. (30 min)
5. Last, we will allow time for Q&A (15 min)

Imagining ways to work with new partners in your community engaged cultural projects to build new audiences, new alliances, and new economic development.

I teach the basic tools of financial literacy to artists and other creatives, using the language and approach that fits this audience.  Using case studies, illustrations, and worksheets, I present this often dry and boring (though vital) material in a manner that is accessible, informative, and (hopefully) funny.

In this workshop, participants will be coached by a seasoned journalist and award-winning teacher to gain a better understanding of how journalists work.  I’ll talk about the similarities and differences in the specific needs of each group and walk them through the process that I use when interviewing to help them feel more comfortable with future press opportunities.  Participants will also get tips to tune-up existing PR skills and learn how to prepare essential items for working with the press based on their field by learning:

-The difference between a media kit and press kit and why you need both.
-How to present your best self online and make social media work for you.
-The importance of a press release and the secrets to writing one that gets results.
-Why it’s vital to research the media before starting a conversation with them.
-The do’s and don’ts of when you the media wants to talk to you.
-The different types of interviews and how to navigate them without sinking your ship.
-How to follow-up and make the very best impression to create a relationship.

No more butterflies, second guessing and forgotten thoughts to wake them up in the middle of the night.  This workshop will also include a short press release writing activity, fun review game with prizes, and Q&A time.

Wendell Berry wrote “If you don’t know where you are, you don’t know who you are.” Your feelings, experiences and emotions, plus what you know about nature, culture and history, create your ‘sense of place.’ When art is “place-based” or seen through the lens of place, it enriches your life and your region. It helps people focus on what we love and our vision for the future. Explore some prompts and practices to profoundly link your life and your work to the power of place. Your place could be from your past or present. NO experience needed! You’ll leave recharged, with fresh writings and ideas for how to foster a ‘sense of place.

This workshop is intended for anyone — artists, businesspeople, civic leaders and staff, and the general public — who wants to become more comfortable, proficient and effective at public speaking. When your goal is to persuade, inform, entertain or inspire an audience, your focus, and your audience’s attention, should be on your message, not you. Audience participation in this session is encouraged.

This workshop will introduce participants to the power of creating and using short personal/public stories for social action.  First, we will learn the power of story to inspire and motivate.  We will then enter into collaborative story circles where we will begin to build our individual stories.  This workshop is for anyone who would like to encourage others to join in volunteering, enrolling, fundraising or citizen advocacy.

The face of America is no longer white. It is composed of an ethnic mix that drives the economy. Whether you’re a business, a solo artist, or a government entity, you must think in multicultural terms in order to grow. This workshop will discuss 1) the importance of marketing to multicultural audiences for personal and/or business growth and 2) will provide the digital tools needed to reach this burgeoning audience.