COURSE OUTLINE

Progressives always have to adapt modern digital tools for their own use. Facebook, Twitter, Instagram – all tools created for businesses that we try to leverage for good. But increasingly the tools and tactics are more varied, the platforms change rapidly, and organizations are feeling the pressure to keep up.

This course is not just about the “how-to” basics, but where to focus your time in a way that truly makes a difference and builds communities. It draws from social psychology, behaviour change research, messaging, and best practices from the field, distilled into an eight week online course.

Using an online platform, participants work through video modules and exercises to incrementally develop a digital plan for their organizations. Each week features a panel of experts to flesh out the conversation, and peer-support channels and
guidance on the lessons. Many weeks include bonus materials – such as industry reports on top influencers, benchmarks to compare their success to, etc.

At the end of the 8-week sessions, each organization will have an actionable digital strategy, and the tools and knowledge to help them succeed.

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    CURRICULUM

    STRATEGY

    Theory of change. Choosing the tactics
    that reach our goals.

    AUDIENCES

    Who helps us win? How to build
    audiences that get results.

    MESSAGING

    Framing, campaign arcs, editorial.
    Matching your message to the
    audience.

    TACTICS

    How to choose, what each is good for,
    what's possible.

    TOOLS

    Performing site audits, what's out
    there, matching with tactics.

    CONTENT

    Branding, why aesthetics matter, hacks
    and short cuts to execute every day.

    AMPLIFYING

    Ad Buys in a changing environment.
    Organic amplification tactics.

    REPORTING

    Testing, reporting, creating a digital
    culture.

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