Digital Strategy 101

This webinar is the first in a two-part series, Essentials of Digital Strategy, led by Emerson Collective adviser Kathryn “Kat” Schotthoefer.

In this session, Schotthoefer discusses how to build awareness and effectively engage audiences online, regardless of team size or budget. She also covers what to look for in hiring a digital team, establishing appropriate metrics, and optimizing results.

During this session, Kat explores:

• Audience Segmentation (How can you manage different stakeholder groups?)

• Channel Strategy (Where does your audience exist online?)

• Metrics and Optimization (How do you build an efficient program?)

About the Speaker

Kat Schotthoefer has led digital marketing work for many nonprofits, as well as for companies such as Netflix, Disney, ABC, NBC/Universal, Amazon, Uber, and Warner Bros. In 2017, she founded Original Media Ventures, a studio focused on developing film and TV projects from underrepresented creative voices. In 2018, she launched REPRESENT, a community to offer support, education, and opportunities for storytellers. In 2016, she was awarded the Global Gift Foundation Philanthropreneur Award.

Presentation Materials

• Webinar Presentation Slides

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