Ohlone, Fall 2011

Ohlone College – Green Marketing Class

WEEK 1

Learning objectives: Comprehend and apply effective marketing techniques. Understand what makes for an effective marketing strategy and plan. Learn how to create a compelling brand for yourself and/or your green business.

Oct 17

  • Homework: (due by next session)
    • Pick your top three books you are interested in reading from the suggested green marketing books reading list. There will be a drawing in class to determine who gets which book. You will write a book report on the book assigned to you to share with the class on the last session.
    • Complete a [download id="7" format="1"]. If you have a personal brand use this [download id="8" format="1"]. Also available as .PDFs: ([download id="9" format="1"]) | ([download id="10" format="1"])

Oct 19

WEEK 2

Learning objectives: Learn how to set up a professional website that generates quality leads. What’s the importance of your brand, personal or business. Networking!

Oct 24

  • Homework  (due by next session)
    • Complete the “[download id="29" format="1"]” and email it to info@greenmarketingclass.com before Wednesday’s class begins.
    • Make a list of tools that you need to expand your business. Assess what you have and what you need.
    • Begin to plan your website content through an outline or wireframe

 

Oct 26

  • Class Session
    • Virtual Session! Follow the virtual classroom directions here to connect. 
    • Branding - Recorded guest lecture by branding expert Andrew Loesel (click the link to download slides from Andrew’s presentation and to watch the videos)
    • What’s in a green brand?
  • Reading Assignments  (due by next session)
    • http://www.fastcompany.com/magazine/10/brandyou.html - “The Brand Called You” – MUST READ – Great article about personal branding (mentioned during last session)
    • http://www.entrepreneur.com/article/217345 - “How to Conduct Market Research.” Please read this whole article as it will prepare you for next session.
    • http://www.seomoz.org/beginners-guide-to-seo - “The Beginners Guide to SEO.” Read chapters 1-3 as these do an excellent job introducing the concept. You are welcome to read the rest, and I encourage anyone who is taking on a web marketing project to do so, but it is not required.
    • http://www.womma.org/wom101/ - “Word of Mouth Marketing guide.” Skim through this resource to familiarize yourself with it. Word of mouth marketing is the least expensive and often most effective form of marketing you can do.
  • Homework  (due by next session)
    • If you do not have a website, create one for your company or yourself using a free service like www.wordpress.com. Create at least one page or post on your new site. Be prepared to share in class. For help, check out this video guide to getting your wordpress site set up.
    • If you have a website already, enhance it based on what you learned in class. Be prepared to share in class.
    • On your website, write a post about a green marketing topic of your choice and include a link to our Green Marketing Class website. Good articles are at minimum 250 words and it is great to include pictures. Feel free to talk about your personal brand development, marketing plan, the guest speakers, etc.
    • Get 3 business cards/leads at Green Drinks on Thursday! You must followup with at least one of them. To prove that you have followed up, send a copy or BCC the email you send one of these contacts to info@greenmarketingclass.com.

October 27th – Class goes to East Bay Green Drinks!

Networking is a enormously important component of green marketing, and Green Drinks are fun and effective way to do it! The class will meet at 5PM in downtown Berkeley at the Berkeley HUB on the 4th floor of the David Brower Center, and go downstairs for Green Drinks at 5:30PM.

Tasks to complete at Green Drinks: Meet as many people as possible, and collect at least 3 business cards (to bring back to class) of people who may help you on your mission!

Information about Green Drinks: http://www.greendrinks.org/CA/Berkeley

Berkeley HUB: http://bayarea.the-hub.net/public/space__Hub%20Berkeley.html

Address for HUB and Green Drinks:

David Brower Center
2150 Allston Way
Berkeley, CA 94704

Schedule for the evening:

5PM-5:30PM: Meet at the Berkeley Hub (Suite 400, 2150 Allston Way, Berkeley, CA 94704)

5:30PM-8:30PM: Go to Green Drinks downstairs ( First floor, 2150 Allston Way, Berkeley, CA 94704)

 

WEEK 3

Learning Objectives:  Learn the value of social media and how to generate business through the use of it.  How to create a memorable and effective brand

 

Oct 31 – NO CLASS TODAY [Green drinks last week on Thursday instead]

Your task is to complete the homework and readings assigned on October 26th!

 

Nov 2

Class Session – Virtual Class

  • Virtual Session! Follow the virtual classroom directions here to connect. 
  • Web page for today’s class: http://www.greenmarketingclass.com/ohlone/november-2nd-class/
  • Complete your assignments:

    • Make sure to email your homework assignments from October 26th before class starts!
    • HW Due: Your website url with an article
    • HW Due: BCC’d or copied email you send to a Green Drinks contact/lead
  • Market Research
  • Web marketing strategy
  • Social Media Marketing with Facebook, Twitter, etc.
  • Search Engine Optimization (SEO)

Reading Assignments  (due by next session)

Homework  (due by next session)

  • Set up a CRM database (in Insightly, Zoho, or Excel) and add at least 10 contacts or prospects relevant to your business or job hunt
  • Create a facebook, twitter, or LinkedIn page for your business or personal brand. Highlight your skills, experience and strengths. Share with your network, and ask for “likes”, “follows”, “friends.” Follow

 

WEEK 4

 Learning Objective: Identify your target market (or employers), so you will get the most out of your marketing efforts. Learn how to develop content that will build trust and generate leads for your business. Create an understanding on how to engender customer loyalty and make real business connections.

Nov 7

Class Session

  • Bill Brittan guest lectures about marketing in the home energy efficiency industry.
  • Student elevator pitches – what are you doing, where are you headed, why does it matter?
  • [download id="33" format="1"] - how to identify the customers or employers who will be most receptive to your offer.
  • Building your brand with content.
  • Setting up your online presence.
  • Students share their CRMs and where they met people (greendrinks).

Reading Assignments  (due by next session)

Followup Readings

Homework  (due by next session)

  • Create at least one new page on your website with content that will help build your brand.
  • Identify your target market and be prepared to share during the next class.

 

Nov 9

Virtual Class Session – Class Starts at 3:20PM

Reading Assignments  (due by next session)

Homework

  • Get your elevator pitch ready for Monday’s class with guest lecturer Celia Canfield. Celia is an amazing marketer and entrepreneur who is very well connected in the Bay Area green sector. Do your best to impress her on Monday and you will get great feedback and probably some new connections!
  • Continue work on your website and marketing plans.

 

WEEK 5

Learning Objective: Effectively present the value and benefits of green and discover how to win customers. Understanding whether your career path is as an employee or an entrepreneur in the green economy.

 

Nov 14

Class Session:

  • Review final assignments due (only two more weeks of class!)
  • Students partner up to discuss their websites, marketing plans, etc. You will work with your partner on your marketing plans for the next couple weeks.
  • Guest lecturer Celia Canfield teaches [download id="31" format="1"] and coaches students on their elevator pitches. Celia also presents [download id="32" format="1"].

Reading Assignments  (due by next session)

Homework  (due by next session)

  • Create a list of 5-10 prospects for your services or as job leads and add them to your CRM.
  • Write/re-write your personal and/or company bio. Bring a printed copy to class
  • Create a communication that you can send to your database (newsletter or announcement)

Nov 16

Class Session

Reading Assignments  (due by next session)

Homework  (due by next session)

  • Finalized marketing plans are due in class on Nov 21.  Bring a printed copy to our final class on Monday

WEEK 6

Learning Objective: Use techniques taught in class to get and track quality leads and take your business and career in energy efficiency to the next level.

 

Nov 21

Class Session

  • Guest Lecturer and Green Jobs Guru Leonard Adler presents “Tips for Your Green Job Search”
  • Be prepared to present your elevator pitches to Leonard!
  • Marketing Plan review – your marketing plan is due today. Students will be assigned partners and we’ll review your plans in class.

Reading Assignments  (due by next session)

Homework  / Final Assignments

  • Based on feedback received in class, improve your marketing plan and send it to your partner (assigned in class) by 3PM on November 23rd.
  • Post completed book report for the book you chose at the beginning of the course to wwww.greenmarketingclass.com. It should be in the format of the provided instructions (see website for format). MUST BE POSTED BY NOON on November 27th
  • Read and review your partner’s improved marketing plan, and grade it as if you were an instructor. Bring the graded copy to next class, and submit your review & grade via email to info@greenmarketingclass.com.

 

Nov 23 – NO CLASS – Happy Thanksgiving! 

 

WEEK 7

Learning Objective: Bringing it all together – the Effective Green Business Marketing toolkit.

Nov 28

Class Session – FINAL CLASS!

  • Review of topics learned
  • Student elevator pitches
  • Students pair up to review each other’s marketing plans.
  • Celebration!


November 30

Instead of holding the final class via a virtual session, Ohlone students will attend/volunteer at a green business event in November. As their final project, students are required to publish a 400-500 word blog post about the event, their experience, the type of people they met, and to forward at least email exchange completed with one of the contacts. Possible green events include:

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