Our Web Philosophy
602 Communications has designed a series of web trainings to help transition every aspect of your operation from one that delivers programs on a fixed schedule via a single platform to one that can deliver content on demand, 24/7, across multiple platforms.
Our trainings do not require massive amounts of investment in new technologies. We extract additional value from web technologies already in place, doing more with less. We are also focused on using methods to adjust existing workflows without creating more work for your staff. The goal of our web trainings is to establish new work habits that endure.
Our Web Training Approach
First, we work with your senior managers to establish clear goals, developing a customized web strategy that best addresses your priorities and available resources.
Next, we design a multi-day training using hundreds of examples and proven techniques from inside and outside the broadcast industry to execute the agreed upon strategy. A packet of templates, industry research, and checklists will also be distributed to your staff to reinforce the goals outlined in the training.
Finally, we provide support for 30 days following the training to crystallize the development of new workflow habits laid out in the original web strategy.
Web Sales Workshop
Online advertising requires a completely different sales pitch compared to broadcast advertising. The web is a direct marketing medium, while broadcasting is a branding medium. Our sales strategies and trainings, combine the two, delivering a powerful marketing opportunity to advertisers.
Key Workflow Adjustments Focused on in Our Sales Trainings Include:
1. Increasing Client's Return On Investment
2. Sell Marketing Solutions, Not Advertising or Ratings
3. View Advertisers as a Source of Content
We are also passionate advocates of putting your technology and community to work for you, generating additional revenue outside of your traditional sales staff.
Some highlights of this training include:
- Discuss basic differences between selling broadcast and online advertising.
- Review latest web trends, industry research, and jargon.
- Examine successful examples of online sales opportunities and how to best sell them.
- Analyze advertising categories most likely to spend money online, including suggestions on how to develop leads unique to those categories.
- Supply guidelines on how to educate potential clients on the benefits of advertising online with a particular focus on how online advertising compliments broadcast advertising.
- Demonstrate negotiating tactics to close online advertising deals.
- Outline marketing and financial expectations for clients.
- A packet of templates, industry research, and checklists will be made available to your sales staff to guide them through the entire web sales cycle.
In-depth variations on this training include:
- Develop effective integrated broadcast/web packages to generate new online ad dollars.
- Build community-generated content to tap into the explosive revenue growth of paid-search advertising.
- Use a simple database template to launch a series of different classified businesses including recruitment, real estate, cars, retail, and so much more.
Web Writing Workshop
Web content does not exist in a vacuum. It is a dynamic interactive experience, constantly growing and changing. It is three-dimensional, a blend of text, audio, photos, graphics, video, and interactive applications like message boards or blogs. The best web writing helps people easily navigate your website, encouraging them to extend their visit, as well as push them back to your broadcasts.
Key Workflow Adjustments Focused on in Our Web Content Trainings Include:
1. Go Niche, Go Deeper When Selecting and Producing Stories
2. Aggregate Content, Don't Just Produce It
3. Engage Your Community
Some highlights of this training include:
- Review of basic story telling techniques.
- Writing headlines that are sure to make people click through for more information.
- Techniques to boost your content to the top of search engine rankings.
- Demonstration of how to evolve your stories from stand-alone text articles to three-dimensional interactive experiences.
- Description of written navigation devices to keep people on your site longer.
- Analyze methods to push people back to your broadcast programming.
- Showcase a variety of simple, but effective ways to interact with your community.
In-depth variations on this training include:
- Blog writing for professional journalists.
- Managing community-generated blogs.
Producing On-Demand Content Workshop
As consumers untether themselves from broadcast schedules, they now expect to access news when, where, and how they want it. Broadcasters increasingly have no alternative, but to oblige. Delivering content on demand does not simply mean repurposing broadcast content, but adjusting your news operation to be continuously producing new content around the clock via broadcast, the web, and now cell phones.
Key Workflow Adjustments Focused on in Our Web Content Trainings Include:
1. Go Niche, Go Deeper When Selecting and Producing Stories
2. Aggregate Content, Don't Just Produce It
3. Engage Your Community
Some highlights of this training include:
- Evaluation of daily workflow of producers, reporters, and web staff.
- Identify time-saving techniques to integrate web content into broadcast routines.
- Show producers and reporters how to tell a story using multiple platforms.
- Learn how and when to break news outside of regular broadcast programming.
- Develop specific processes, templates and checklists to adjust workflow.
- Create strategies to help reporters and producers regularly interact with your community.
In-depth variations on this training include:
- Producing a video blog for professional journalists.
- Managing community-generated video blogs.
Multiple-Platform Branding Workshop
As emerging platforms and niche content continue to fragment the audience, marketing strategies need to shift toward time spent with brand, and away from marketing just one medium in particular. Marketing is now a moving target, follow your consumers wherever they want to go. Gone are the days of driving consumers to a single platform at a specified time.
Key Workflow Adjustments Focused on in Our Web Marketing Trainings Include:
1. Showcase Very Specific Web Promises in Your On-Air Promos
2. Promote Customization of Content
3. Create Marketing Advocates
As consumers continue to access content at anytime and anywhere they choose, advertisers will become more concerned with how to get their brand in front of them, no matter where or how they access your content.
Some highlights of this training include:
- Re-engineer your basic marketing plan to shift your focus from the promotion of a single medium to time spent with brand across multiple mediums.
- Enhance and expand free, easy-to-implement online marketing techniques (including meta data, title tags, inbound links, RSS, blog directories, newsletters, and video search engines).
- Learn how to incorporate web content more effectively into on-air anchor banter, reporter introductions/tags, graphics, and bumpers.
- Identify specific techniques to provide daily opportunities for dynamic, two-way connections with your community.
- Analyze case studies of the most effective teasable web components for your broadcasts.
In-depth variations on this training include:
- Strategies to identify and attract niche audiences in your local community.