This week is week 10 of the 4th cohort of Digital Marketing at General Assembly Atlanta. Because we had such a huge class (19 students), we split up “demo night” into two nights. Last night was the first of those two. Now, by “demo night”, we don’t mean the students did a demo of a product or anything; however, they did have to demonstrate their complete understanding of branding, metrics, content (owned & paid), the necessity of a marketing calendar, and the math of the marketing funnel. And, they had to apply this knowledge to an actual, real-world project. Here’s a summary of DGM4 Demo Night #1.
- A. Bloch Photography: wedding photography business run by the wife of our student. They realized that they were really good at signing new clients, but very weak at getting leads into the top of the funnel.
- Chromatics Hair Salon and Color Bar: A hair coloring salon whose website was many years old and did not accurately portray the brand. This organization had a strong history of metrics through the funnel, but didn’t actually have a marketing funnel process set up to nurture clients through their appointments.
- GA Farmers Market Association: An association of local farmers markets (participant in the recent 48in48 weekend) is launching a new website and developed a strategy to bring more awareness and participation in local food sources through the aggregated marketing of all farmer’s markets in the area.
- Mwangaza Children’s Foundation: An orphanage in Kenya dedicated to finding homes for children orphaned by AIDS organizes a 5k fundraising run. Their website is outdated and needs a marketing vehicle for promoting the 5k race and for turning race participants into loyal fans and supporters.
- Cody Uncorked: A food blogger who is already successful needed a strategy and process for maintaining an editorial calendar and attracting food-related brands to become sponsors.
- Project FRIENDme: A travel maven couldn’t find an app for creating and maintaining friendships that wasn’t a Tinder clone. So she’s designed her own app and the marketing strategy for launching and growing the app.
- Georgia Science & Robotics Academy: A nonprofit S.T.E.M. academy dedicated to training 2nd-12th grade students to be proficient in each component of S.T.E.M. The organization needed a new digital strategy for creating more awareness of the problem (lack of STEM education in schools) and support for its weekend and summer camps.
- YELLS: Youth Empowerment through Learning, Leading & Serving is a nonprofit neighborhood organization dedicated to maintaining the Franklin Road (Marietta) community that was disrupted by development. The organization is very active on Facebook, but wants to be more proactive in sharing the community content via email and gathering donors and donations to keep the community alive.
- Joyluxe Boutique: This new women’s clothing designer offers a mix of California Chic and Southern style. Joyluxe needed to better understand their audience and how and where to meet them online to attract the right audience into their ecommerce store.
I’m very proud of all of these students who hung in there and learned through the pain of Google Analytics that marketing really is all about the numbers. It was a really fun night learning and sharing about all their projects. I am confident that these new marketers will be breaking new ground for wherever they apply their new trade!
DGM4 Demo Night #2 is Thursday. Can’t wait! The next cohort of Digital Marketing at General Assembly (DGM5) starts November 9.