Facilitated by Michael Peterson and Laura Helgert
This virtual, weekly, six-week course will take you through the process of creating a marketing plan. Participants should be prepared to work on a specific product launch. In addition to course meetings (via Zoom), there will be approximately 2 to 4 hours of independent work required each week.
May 25th
Presentation: Overview of what a marketing plan is. Questions to generate deeper thought for each participant into their motivations behind running their craft business and their short and mid-term goals, leading to insight into marketing strategies that reflect these "whys."
Homework: Research competitors as inspiration/insight; review 2-3 competitors - their websites, their social media, how they package and market their products - and make note of strategies that can be incorporated into your business and marketing.
June 1st
Opening discussion: Each participant presents on their competitor research and insights they have gained into their own practice.
Presentation: Overview of market research strategies and NAICS codes; discussion of how to research NAICS codes with the support of Square One.
Homework: Participants contact Square One to figure out their NAICS code and receive market research information for their sector.
June 8th
Guest Presenter: Daria Malin of Boost Strategic Coaching
Presentation: Translating market research into a marketing plan.
Homework: Participants begin sketching out and rough-drafting ideas for their marketing plan.
June 15th
Opening discussion: Participants share their marketing plan sketches and rough drafts.
Presentation: We will discuss as a group strategies for developing a marketing plan outline, including: where to promote, how you are going to promote your products, how many products you want to promote for this launch, and the types of products/packages you will be promoting.
Homework: Participants work on their marketing plans.
June 22nd
Discussion: Refinement of marketing plans with group and individual feedback.
Homework: Participants finalize their marketing plans.
June 29th
Guest Presenter: Daria Malin of Boost Strategic Coaching
Final Presentation: Participants pitch their marketing proposals and receive feedback from the Daria, Laura, Michael, and each other.
Métis artist Michael Peterson developed and co-leads the Saskatchewan Craft Council’s Professional Practices program. He is Executive Director and Co-Founder of Void, a non-profit screen print and risograph studio in Saskatoon, as well as the brand Shop Cold Pizza. He served as Nuit Blanche Saskatoon’s Curator from 2017-19 and is Project Manager for the University of Saskatchewan Art Gallery’s multi-year project Shared Spaces, exploring how Augmented Reality can create opportunities for connection through art. Michael received his BFA from the University of Saskatchewan in 2009 and his MDes (Master of Design) from Emily Carr University of Art + Design in Vancouver in 2015.
Laura Helgert co-leads the Saskatchewan Craft Council's Professional Practices Program. For close to a decade she served as Persephone Theatre's Box Office and Rentals Manager and is currently Box Office Manger for the Saskatoon Fringe Festival. She is Chair of the Saskatchewan Playwrights' Centre and Manager, Operations and Finance for Shop Cold Pizza. During the day, Laura works as Executive Services Coordinator at the accounting firm EY where she supports three partners, including the Managing Partner.
Our marketing specialist for this course is Daria Malin of Boost Strategic Coaching. Daria is a strategic advisor to business owners and professionals in the areas of business development, personal branding, and advertising. Daria is also the author of Hands-On Marketing: The Small Business Owner’s Guide to Advertising and Branding. With over 20 years' experience in sales, marketing, and media advertising, she brings clarity to the process of building a business and provides audiences with measurable steps to take their career to the next level. She motivates professionals from every walk of life and stage of success through her interactive sessions and attendees leave energized and inspired to set and achieve their next big goals.
Given the challenging times we are in there is no charge for SCC members to participate in this course. "Professional Practices" is a program of the Saskatchewan Craft Council, with funding support from Creative Saskatchewan. This course is only available to members of the Saskatchewan Craft Council.