Shasta College

Marketing That Works Series

A Four-Part Series for Growth-Minded Entrepreneurs. Each class description is listed below!

Class 1 - Creating Customer Personas for Laser-Focused Marketing - Understanding your target customer is key to any successful marketing strategy. Well-developed customer or buyer personas are one of the most effective tools to sharpen that understanding. These personas turn disconnected data points into relatable, composite characters that help your team visualize and connect with your ideal customers. 

Takeaway: Each attendee will leave with clearly defined customer personas tailored to their business, along with a list of ways to leverage them in future marketing campaigns.

Class 2 - Kickstart Your Social Media Advertising to Build Your Audience - Social media advertising can be overwhelming at first—new terms, unfamiliar platforms, and constantly evolving techniques. In this two-hour session, we’ll demystify social media advertising, walk through why it’s crucial, how it works, and share best practices to help your ads shine in the crowded digital landscape. Together, we’ll create a Facebook Ad Campaign in eight easy steps.

Takeaway: Gain hands-on experience and leave with the confidence to launch effective paid social campaigns.

Class 3 - The Significance of Traditional Marketing in Today’s World - Traditional marketing methods—print, TV, radio, direct mail, and outdoor advertising—still hold power in today’s digital-heavy world. These channels can create tangible, personal connections with customers that digital marketing may not replicate. This session explores how and when traditional marketing makes sense, especially when combined with digital efforts, and how to determine the highest ROI for your business.

Takeaway: Learn how to blend traditional and digital strategies, and discover regional and national resources to help execute them effectively.

Class 4 - Putting It All Together – Crafting Your 18-Month Marketing Strategy & Budget - Now it's time to turn everything you’ve learned into action. In this final session, we’ll guide you through developing a personalized 18-month marketing plan, complete with clear goals, metrics, promotional tactics, and a realistic budget. Using a template provided by the Small Business Administration, you’ll leave with a strategy that aligns with your business goals and resources.

Takeaway: A complete, customized marketing plan ready to guide your business growth.

Note: The local SBDC has partnered with Shasta College to bring a series of professional development courses. These courses are beneficial to anyone with a small business or those looking to start a small business. Funded in part through a cooperative agreement with the U.S. Small Business Administration, and grants with the California Office of the Small Business Advocate. All opinions, conclusions or recommendations expressed are those of the author(s) and do not necessarily reflect the views of the SBA or the California Office of the Small Business Advocate. Reasonable accommodations for persons with disabilities will be made if requested at least 72 hours in advance of this event; please send an email with the subject header ACCOMMODATION REQUEST to Shasta-Cascade SBDC, Alexander@siskiyoucounty.org, (530)222-8323

Date(s): Class 1 - Thursday September 11, 2025

              Class 2 - Thursday September 25, 2025

              Class 3 - Thursday October 16, 2025

              Class 4 - Thursday October 23, 2025

Time: 3:00pm- 5:00pm 

Fee: $30.00

Location: Shasta College - Trinity Campus - Weaverville CA

Facilitator: Lani Lott

MUST READ: click here to view refund policies -

https://www.shastacollege.edu/about/economic-workforce-development/community-education/important-information/