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Course 3 · Prove & Show · Module 08

Marketing & Communications

Communicate your work and reach the audiences your mission needs: the people you serve, communities, supporters, customers, funders, partners, volunteers, job applicants and the public. Build a communications strategy on your brand and your evidence, choose channels that fit, tell stories ethically and measure what actually helps.

Part of Course 3 · Prove & Show · US$29, or all five courses for US$109.

You create: Communications Plan

14 lessons and reviews · about 4.6 hours including exercises.

Every lesson has a short video, the written explanation with examples, a guided exercise that saves into your organisation pack, and a sheet in the Marketing & Communications workbook.

Begin this module →
Module introduction

Your lesson sequence

  1. 8.1Communications strategyUnderstand · Video · Reading · Exercise · Excel: Comms strategy
  2. 8.2Audiences and segmentationUnderstand · Video · Reading · Exercise · Excel: Personas · Tool: Customer Persona Builder
  3. 8.3Messaging frameworkDesign · Video · Reading · Exercise · Excel: Messaging framework
  4. 8.4Storytelling and ethical storytellingDesign · Video · Reading · Exercise · Excel: Story consent log
  5. 8.5Website, SEO and discoverabilityImplement · Video · Reading · Exercise · Excel: Website plan
  6. 8.6Social mediaImplement · Video · Reading · Exercise · Excel: Social media plan · Tool: Marketing & Social Planner
  7. 8.7Email, newsletters and supporter journeysImplement · Video · Reading · Exercise · Excel: Email journeys
  8. 8.8Content strategy and editorial calendarManage · Video · Reading · Exercise · Excel: Posts · Tool: Marketing & Social Planner
  9. 8.9Campaigns and calls to actionImplement · Video · Reading · Exercise · Excel: Campaigns · Tool: Marketing & Social Planner
  10. 8.10Community building and engagementManage · Video · Reading · Exercise · Excel: Community plan
  11. 8.11Media relations and press materialsImplement · Video · Reading · Exercise · Excel: Media list
  12. 8.12Reputation, crisis communication and social media policyManage · Video · Reading · Exercise · Excel: Reputation plan
  13. 8.13Measuring communications performanceReview · Video · Reading · Exercise · Excel: Comms metrics
  14. 8.14Your Communications PlanModule review and output
Excel

Marketing & Communications workbook

Module-08-Marketing-Communications.xlsx · included with the course. Sheets: Comms strategy, Personas, Messaging framework, Story consent log, Website plan, Social media plan, Email journeys, Posts, Campaigns, Community plan, Media list, Reputation plan, Comms metrics.

Sheets named after a tool use that tool’s columns, so the workbook can be imported into the Impact Tools without retyping. The file is being prepared and will be available to course purchasers.

Review your saved outputs →

Tools for this module

Each tool is the live version of work you draft in this module. They are optional; the course and its Excel workbook are complete on their own.

  • Customer Persona Builder — Build an evidence-informed customer persona, choose useful channels and create a portrait prompt from the completed profile. Lessons 8.2
  • Marketing & Social Planner — Group posts into campaigns on one calendar, tag each to the objective it advances and the persona it targets, and record results. Lessons 8.6, 8.8, 8.9