The Multi-Channel Marketing Academy, a two-month digital masterclass for brand leaders in the outdoor space and beyond, debuted this May to widespread praise. Created by Verde Brand Communications founder and "Channel Mastery" podcast creator Kristin Carpenter, the course offered immersive training on topics ranging from brand storytelling to communication during times of crisis—like, for instance, right now. It was attended by dozens of content specialists in the outdoor industry.
"This is the way the world works now. Unless you’ve been living under a rock, you’re aware of all these topics," said Mike Hattrup, product manager and content director for Fischer Sports. "What Kristin did was put them into a comprehensive package that allows you to level up your marketing efforts and move into the future."
This fall, the course is returning for a second round, with some of the original participants—including Hattrup—rejoining for another eight weeks of instruction.
"It’s like reading a book a second time. There’s things you’re going to learn that you missed the first time around. There’s a lot of information to process," Hattrup said.
The fall curriculum will focus on many of the same topics as the spring lessons, with some tweaks made to account for changes in the industry due to the pandemic. Seven modules will be presented over eight weeks. Participants will take deep dives into the following topics, structured as a mix of video and audio webinar training.
- Where your brand is now and where you want to take it
- Identifying and deeply understanding your target consumer
- Understanding your consumer decision journey
- Creating experience through brand storytelling
- Creating your best multi-channel mastery strategy
- Growing and nurturing your community
- Developing a repeatable go-to consumer strategy
Carpenter said she treated the first round of the course as a "lab" to figure out what worked and what didn't. After gathering input from students, the fall program will incorporate more networking among participants and a greater focus on budget management.
Registration opens September 15 and the course begins on the 28th. The timing, said Carpenter, is meant to coincide with planning for Q1 and Q2 of next year.
"The goal is to have everybody done by the time they leave for Thanksgiving with their plans in place for the first half of next year," she said.
This season's course costs $895 per student for "Tier 2," which includes eight weeks of content, weekly trainings with Carpenter, and access to a private Facebook group. For "Tier 1," priced at $1,495, participants get all of the above plus three one-on-one coaching sessions with Carpenter.
"The seven topics presented in the class are a framework," said Carpenter. "Ultimately, we want to teach brand leaders how to evolve what they're doing within that framework. That way, through anything that happens—even a pandemic—they can apply the lessons and adapt quickly to changes in consumer sentiment."
More information about the course and its contents is available here.