This document outlines an agenda for a digital marketing workshop. The workshop will: - Explain the current digital landscape and how to identify brand and audience online - Discuss the most effective marketing channels and strategies for content, posting, and measuring success - Include exercises to help participants understand their brand and audience personas and priorities for goals and metrics - Emphasize continuous testing and improvement of digital marketing strategies

1. 1Proprietary to Double Dragon Coaching
EMPOWER YOUR BRAND,
ENGAGE YOUR AUDIENCE
Authenticity in Digital Marketing
2Proprietary to Double Dragon Coaching
EXPECTED OUTCOMES
BY THE END OF THIS WORKSHOP, YOU WILL:
• UNDERSTAND THE CURRENT DIGITAL LANDSCAPE
• KNOW WHO YOUR BRAND IS ONLINE
• KNOW WHO YOUR IDEAL AUDIENCE IS AND HOW TO TALK TO THEM
• KNOW THE MOST EFFECTIVE MARKETING CHANNELS FOR YOUR MESSAGE
• HAVE A CONTENT AND POSTING STRATEGY
• KNOW THE MOST RELEVANT KPIS
• KNOW HOW TO MEASURE AND REPORT ON SUCCESS

2. 3Proprietary to Double Dragon Coaching
THE FUN WE HAVE PLANNED FOR
TODAY
• EMPOWERING WARM UP QUESTION
• BIG REVEAL
• TRANSFORMATION
• DANCE BREAK
• WHO, WHERE, HOW
• CENTERING AND VISIONING
• VISION TO REALITY
• CONNECTION AND MUTUAL ACCOUNTABILITY
• EPILOGUE
4Proprietary to Double Dragon Coaching
EMPOWERING WARM
UP QUESTION

3. 5Proprietary to Double Dragon Coaching
IF YOUR BRAND WERE A
PERSON AT A PARTY,
WHO WOULD THEY BE?
What are they doing? Who are they talking to? What do they look like?
What’s their favorite thing about the party? What kind of party is this?
6Proprietary to Double Dragon Coaching
BIG REVEAL

4. 7Proprietary to Double Dragon Coaching
WE WILL COVER:
• WHO YOUR TARGET AUDIENCE IS
• WHAT COMMUNICATION CHANNELS TO USE TO REACH YOUR AUDIENCE
• WHEN AND HOW TO COMMUNICATE WITH YOUR AUDIENCE
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DIGITAL MARKETING IS A CROWDED, NOISY
LANDSCAPE

5. 9Proprietary to Double Dragon Coaching
AUTHENTICITY SETS YOU APART
10Proprietary to Double Dragon Coaching
ON YOUR WAY OUT OF
THE PARTY…

6. 11Proprietary to Double Dragon Coaching 12Proprietary to Double Dragon Coaching

7. 13Proprietary to Double Dragon Coaching 14Proprietary to Double Dragon Coaching

8. 15Proprietary to Double Dragon Coaching
YOUR BRAND IS A
SUPERHERO
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WE WILL COVER:
• STRENGTHS OF YOUR BRAND
• MOTIVATIONS FOR YOUR WORK
• NETWORKS TO SUPPORT AND EXPAND YOUR MARKETING IMPACT

9. 17Proprietary to Double Dragon Coaching
YOUR BRAND IS A SUPERHERO
Superpowers and
Strengths
What is your brand’s
superpower (unfair
advantage)?
What strengths does your
brand summon forth when
evil strikes?
What gifts does your
brand offer humanity?
Values and
Motivation
What core pillars guide
your brand on its
adventures?
What drives your brand to
be a superhero?
What brings your brand to
full power?
Allies and
Organizations
Who does your brand
want to fight crime with?
Who does your brand
want to study and train
with?
What organizations align
with your brand’s vision?
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WIN-WIN

10. 19Proprietary to Double Dragon Coaching
AUDIENCE
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AUDIENCE
Who
…is your target audience?
…do you want your fans
to be?
…are you competing with
for your audience’s
attention?
Where
…does your brand spend
time online?
…does your audience
spend time online?
…can you reach your
audience best?
How
…are you communicating
with your audience?
…are you actively
engaging with your
audience?
…are you providing
value?

11. 21Proprietary to Double Dragon Coaching
EMPOWER YOUR BRAND,
ENGAGE YOUR AUDIENCE
Authenticity in Digital Marketing
22Proprietary to Double Dragon Coaching
I

12. 23Proprietary to Double Dragon Coaching
KAIZEN IS THE PRACTICE
OF CONTINUOUS
IMPROVEMENT
Small, steady steps add up to big success
24Proprietary to Double Dragon Coaching
GOALS AND SUCCESS

13. 25Proprietary to Double Dragon Coaching
WE WILL COVER:
• MOST RELEVANT KPIs
• HOW TO MEASURE AND REPORT ON SUCCESS
• HOW TO ADAPT AND EVOLVE STRATEGIES
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SMART PLAN
S
M
A
R
T
SPECIFIC
MEASUREABLE
ACHIEVEABLE
REASONABLE
TIME-ORIENTED
• What is the very first
step?
• How will you know once
you’ve finished?
• Is your initial step possible
to achieve?
• How reasonable is it that
what you’re saying can
be done at this time?
• What’s your deadline for
completing this first step?

14. 27Proprietary to Double Dragon Coaching
CONNECTION AND
MUTUAL ACCOUNTABILITY
28Proprietary to Double Dragon Coaching
EPILOGUE