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

We all know that social media is a powerful tool, but who is doing it well? This presentation will show the best ways to use Twitter, Facebook and regular blogging to get your business out in front of a wider audience.  Using specific examples of successful Social media promoters we will explore the advanced tools you can use to make it easier and reach more people. Discussion included.

 

Learn to navigate the Recorder to promote your events, businesses and organizations. This workshop will explain the how the use of our local newspaper can benefit artists, businesses and towns with wider exposure, broader participation and more reliable, consistent promotion. George Forcier is managing editor and Adam Orth is features editor of the Greenfield Recorder.

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.