1. ProEd 549
Getting Your Marketing
Right
Instructed By:
Sara Brueck Nichols

2. Are you interested in setting up consultation time with our
instructors?
How about holding a Professional Education class for your
organization?
Professional Education can modify any existing program to meet the needs of your
organization. Custom training or consultation sessions with our instructors can take place at
the University or onsite at the business being trained. A full range of programs can be
developed. Please call for more information, (801) 585-1780.
Classes offered through Continuing Education at the University of Utah are for educational and general informational purposes only. They
are not intended as, and should not be viewed as, a substitute for professional advice or counsel concerning financial, legal, physical or
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particular business, organization, or related model, approach, theory, or practice.
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educational program or service.
Please contact the Center for Disability Services at (801) 581-5020 with any questions.
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

3. PROED 549
Instructor Information:
Sara Brueck Nichols
sarabrueck@gmail.com
12+ years’ experience in marketing strategy development
Course Description: Crafting the right message for the right audience and delivering it via the right tools is
a critical component to success for any organization including nonprofits. This hands-on course will help
you develop compelling and actionable marketing messages, understand how to identify and segment your
audience, choose the right platforms and technologies and create an engaging, impactful dialogue. You will
finish the course with a framework, draft messaging and class feedback to help improve your marketing
impact
Course Objectives: Begin message development process – audience, platforms, technologies &
message structure
Course Evaluation:
• Course evaluations are important to us. We use them to improve our courses for the future
and to gain ideas for new courses. We appreciate you filling out the evaluation form and
placing it in the envelope provided. Thank you!
• If you would like to provide additional comments on this course or are interested in a custom
training or consulting services, please call the Professional Education office at (801) 585-1780
or email us at proed@aoce.utah.edu.
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

4. Action Plan:
• We encourage you to fill out a personal action plan to share with your manager. We have
found when management understands the value of professional development it increases the
support employees need to continue their studies.
AUDIENCE
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

5. • What kind of people tend to support your organization?
• What are their values?
• How do they communicate?
• How do they spend their time?
• What appeals to them?
• What do they dislike?
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

6. • What motivates them to act?
• Who are your three most important audience groups?
Profile 1:
Action:
Profile 2:
Action
Profile 3:
Action:
GOALS & MOTIVATORS
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

7. • Organization Goals
Audience 1 Goals
Audience 2 Goals
Audience 3 Goals
PERSONAS
• Organization
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

8. Context
Challenge
Goal
Persona 1
Daily activities
Who is trusted?
Personal & professional goals in relation to organizational goals?
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

9. Who else is encouraging them to do the right thing?
Where are they in the stages of change?
Persona 2
Daily activities
Who is trusted?
Personal & professional goals in relation to organizational goals?
Who else is encouraging them to do the right thing?
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

10. Where are they in the stages of change?
Persona 3
Daily activities
Who is trusted?
Personal & professional goals in relation to organizational goals?
Who else is encouraging them to do the right thing?
Where are they in the stages of change?
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

11. TAGLINES
MESSAGES
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

12. • Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Story
DELIVERY & TOOLS
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455

13. • Tools
• Message Modification
Informal
Medium
Formal
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Developer’s name Professional Education, University of Utah www.proed.utah.edu 801.585.1455