Friday, September 13, 2019 from 10:00 AM to 3:30 PM
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SCPA Offices 
106 Outlet Pointe Blvd.
Columbia, SC 29210

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Jen Madden 
S.C. Press Association 

Full Day Digital Advertising Workshop

Sharpen your digital advertising skills and knowledge on Friday, Sept. 13, as SCPA hosts Dr. James Bissell of Aducation for a full-day session on digital marketing and sales. Sponsored by the SCPA Foundation Smoak Fund, this event will be a mix of training and hands-on work catered towards SCPA’s daily and weekly newspaper members. Regardless of your newspaper’s size or resources, you’ll walk away with knowledge of several digital advertising topics.

Your audience and advertisers may have changed, but they’re still there. In addition to print, you may be able to offer your advertisers new ways to reach customers.

The workshop begins with an overall digital review of market trends, advertising sales techniques and combining print and digital strategies with a focus on consumer behavior.  You’ll learn digital marketing terminology, aspects of digital advertising and ideas for selling these products to clients.

Following this introduction, there will be four specialized sessions:

Analytics: Walk through of Google Analytics, a free website data tracking service to measure website traffic as well as Facebook Insights for Facebook Business.

Display Advertising: Display Advertising is online advertising using a visual ad on a website. Terminology, types, targeting and buying techniques will be reviewed.

Search Advertising: Google’s Advertising service for serving text ads at the top of keyword search in Google. AdWords is also referred to as Pay Per Click (PPC) Advertising or Search Engine Marketing (SEM).

Video: Video advertising that occurs before, during and/or after a video stream on the internet. Videos typically run as pre-roll, and ad units are like the traditional spot advertising you see on television. Dr. Bissell will cover Youtube, social video and Over the Top.

Following the session, training materials will be provided online and follow up exams available to get certification.

This workshop is perfect for publishers, ad directors, sales reps and other newspaper managers. Even if you are unsure whether you should be offering these services to your advertisers (either by doing it yourself or using a fulfillment agency), you need to attend.  

Thanks to sponsorship from the SCPA Foundation Smoak Fund, the cost to attend is only $75, which includes a boxed lunch. 

We’re limiting this event to 35 attendees and we expect it to sell out quickly so if you're interested, sign up soon. 

Meet the trainer:
Dr. James Bissell provides advertising education and consulting for Aducation. He has been an educator in higher education for the past 9 years teaching advertising, marketing, management, leadership, organizational behavior and social media management. He is also the co-owner of digital fulfillment agency, PhDesigned. Dr. Bissell consults and trains organizations on digital marketing strategies, management techniques and the development of advertising campaigns.
In addition to his digital experience, Dr. Bissell has a background in newspapers, working several years in sales and marketing, new product development and digital services.

You may have noticed there is not a heavy focus on social media advertising. We’ll offer that as a stand-alone session later in the fall.