About this workshop
The digital landscape moves at lightning speed. Every industry has been affected by the advances in digital marketing—from healthcare to education to civic tech. Has your manager recently assigned digital marketing responsibilities to you? Do you work for a non-profit organization or government agency, and handle all things digital on your own? Then this data-driven marketing workshop may be just what you need—specifically created for nonprofits and government agencies interested in gaining a deeper understanding of how to use data to support your digital marketing efforts.
This four-hour, project-based class will equip you with tips and strategies on how to devise your marketing strategy, what digital channels are available to you, how to use them for advocacy efforts (or other organizational goals), and how to track and analyze all of your marketing efforts with data-driven decisions.
- Learn how to create a data-driven digital marketing strategy
- List and execute at least 5 key best practices on data-driven marketing for advocacy
- Identify commonly used KPIs and metrics to track and optimize
- Describe common channels and tactics for data-driven strategy
Prereqs & Preparation
- Project that you want to focus on
About the Facilitators
Sharon Lee Thony
Sharon Lee Thony is a marketing professional with over 15 years of experience in digital marketing, brand strategy and instructional design. She is currently a Lead Instructor of Digital Marketing at General Assembly, teaching courses and workshops such as Google Analytics Bootcamp, Email Marketing for
Entrepreneurs, SEO for Startups and Beginners, Social Media Strategy & Mapping, Facebook Advertising for the Win, Digital Marketing Bootcamp, as well as General Assembly’s Digital Marketing certification program
for which she designed the 10-week curriculum.
By day, Sharon is the Head of Marketing at a social impact arts organization in the Hudson Valley, leveraging all marketing channels to acquire new patrons, donors and corporate partners. In what remains of her spare time, Sharon is CEO/Co-Founder at a socially conscious media and entertainment startup.
Sharon has work on both the agency and client sides of marketing, having helped to shape and launch iconic brands in luxury hospitality, beauty and personal care and non-profit industries. She holds an MBA from The Wharton School, University of Pennsylvania and a BA in Psychology from New York University.
Fiona has spent nearly ten years as a marketing and communication professional and a writer, and currently serves as the Director of Marketing and Membership at Civic Hall. Before Civic Hall, she supported the growth of Zipcar’s membership and marketing from startup to acquisition, from the West Coast to the East Coast, growing the organization through integrated and customized digital and field marketing. She has written educational materials for Scholastic, amplified student startups at the NYU Entrepreneurial Institute, and told countless stories through infographics, essays, poetry, interviews, and videos.
Fiona is passionate about social equity, undoing racism and patriarchy, and connecting immensely talented people for meaningful social change. Her writing is her therapy, and she belongs to numerous writing communities, including Voices of Our Nation’s Art (VONA), a writers of color collective. When not writing, Fiona is likely dancing at her favorite soca party, visiting her beloved SF Bay Area, or off on a retreat breathing deeply and trying not to think so much.