Updated July 2023

Overview

Strategy Planning Reporting and Evaluation

• Digital adoption and landscape overview
  – Digital usage trends
  – Social media
  – Online video
  – Email
• Digital strategy framework
  – Strategy vs tactics
  – Big picture thinking
  – Always on activity or campaigns
• Reporting and evaluation considerations
  – Google Analytics 4
  – Meta Business Manager/Suite
  – Pixel and Conversion API (CAPI)
• Digital performance metrics

Boosting Website Engagement, Discoverability and Email Performance

• Boosting website engagement
  – What is a good website?
  – UX and UI considerations
  – Applying conversion rate optimisation (CRO) in NFP and government sites
• Boosting website discoverability
  – Understanding search intent
  – Optimising content to meet user needs
  – Keyword research
  – Organising and planning site structure and content
• Email copywriting
  – Email design and copywriting
  – Automation
  – Nurture sequences

Social Media Community Management & Content Marketing

• Organic social benchmarking
  – Facebook
  – Instagram
  – TikTok
  – Government ban issues
• Content marketing
  – Entertainment first
  – Algorithm explainer
  – Video research
  – Copywriting
  – Creative trends
  – Messaging
• Messenger opportunities
  – Instagram Broadcast Channels
  – LinkedIn

Optimising Advertising Performance in NFP & Government Campaigns

• Online ad landscape in 2023
  – Social
  – Search
• Unlocking paid Search
  – Integrating SEM and SEO
  – Understanding search intent
  – Google Grants for NFPs
  – Maintaining a high CTR
• Social media ads
  – Campaign reporting and evaluation
  – Ads Manager insights, Pixel and CAPI
  – Social ad strategy development
  – Awareness vs action
  – On-platform conversions
  – Performance optimisation
  – Creative best practices