Workshops & Seminars

Attend workshops and seminars related to industry topics. Attendees will receive a Certificate of Completion at the end of the workshop.

Workshop List

Below you’ll find a current list of workshops. If there’s a topic you’d like to learn about and it’s not listed here, please contact us. We’re sure to have a professional in the association who can help you! Currently these workshops and seminars are only available in Montreal. Here is the list of the next available sessions.

Description

This is an intensive workshop and seminar-style course in search engine optimization (SEO) that is designed to teach attendees to leverage the power of search engines for businesses. Attendees can use what they learn to help them remain competitive in the online world. Whether you’re a marketer, designer, programmer, business owner, you can learn to improve website rankings and visibility in search engine results pages (such as in Google). You will lean the trade secrets that the best of the best in the industry use.

Trying to optimize a website for search engines can be a daunting task given that quality information is very scattered and experienced guidance is difficult to find. This course is designed to be used as an easy-to-understand guide toward mastering SEO. Attendees will solidify their understanding of SEO through practical guidance, helpful tips, real world scenarios, a hands-on approach, and the use of popular techniques and highlighting of important considerations that are critical to successful SEO.

Outline

Part 1: Understanding Search Engines

  • How search engines work
  • Search engine objectives
  • How SEO fits into Internet marketing
  • The essence of SEO
  • The foundation of an overall SEO plan

Part 2: Keyword Analysis (On-site SEO)

  • The 4 categories of keyword terms
  • How to use the keyword analysis process
  • The most important keyword SEO considerations

Part 3: Content, HTML & Structure Optimization (On-site SEO)

  • How to write and optimize text for the web
  • Key aspects of the content optimization process
  • How to structure a website the way search engines "want" to see it
  • What are the most important HTML tags to use

Part 4: Linking (off-site SEO)

  • Why links are important
  • Learn whether items like Google PageRank and Alexa are important
  • How to get other websites to link to yours
  • How you can take advantage of inbound links
  • How to get free publicity that makes both people and search engines take notice

Description

This course has been designed to introduce business owners and workers to the realm of social media, specifically as it applies to businesses. The goal is to set you on the right track with your social media setup and strategy so that you can avoid the pitfalls of social media marketing and maximize the efficiency of your activities within social networks.

The class will help you understand how your company can take advantage of social media to increase revenue, improve customer service, and enhance branding, among other important factors. This is an introductory course. Attendees will gain a reasonable understanding of the various social media marketing options available to them.

Outline

Part 1: Understanding Social Media

  • Why the Rise of Social Media?
  • Web 1.0 vs Web 2.0
  • Consumer/User-generated content
  • Social Media & Business
  • Search/SEO/PPC vs. Social Media Marketing
  • Advantages and limitations of social media for business
  • Essential parts of a social media marketing strategy
  • The importance of authenticity

Part 2: Facebook & Twitter

  • Understanding Marketing on Facebook
  • Google or Facebook: Which is more important?
  • Set up of company pages
  • Engaging your customers
  • Best practices for a successful Facebook business page
  • Facebook PPC
  • Promoting your Facebook page
  • What is Twitter?
  • Twitter best practices

Part 3: Blogging, LinkedIn, Google+, and Other Platforms

  • Blogging and micro-blogging
  • Using existing blogs for promotion
  • Finding great blog sources
  • LinkedIn as a professional network
  • Getting started with LinkedIn
  • YouTube, Flickr, Slideshare, Foursquare

Part 4: Measuring Success & Defining Guidelines

  • Understanding social media measurement
  • Is there ROI in social media?
  • Quantitative vs qualititave measurement
  • Reputation management
  • Measurement and monitoring tools
  • Key aspects of Facebook analytics
  • Defining company policies for employees
  • Differentiating personal accounts vs. business accounts

Description

This class is designed to teach attendees the best practices of writing for search engine optimization purposes. One key factor is to always consider the end user. Who will be reading the text? How can you legitmately sneak important keyword phrases into your pages? Find out in this seminar.

Description

Internet marketing is rapidly becoming the dominant method to sell your company’s products and services. This seminar will walk you through the powerful methods that you can use to increase sales and leads using the Internet. This seminar will teach you how to look at Internet marketing like you’ve never seen it before. It will simplify a complex world for you.

Outline

Part 1: The Internet Success Model

  • How to get noticed
  • How to persuade consumers to buy from you
  • How to get repeat business
  • Search Engine Marketing
  • Search engine optimization (SEO)
  • Pay per click (PPC - Google Adwords)
  • Paid inclusion
  • Social Media Marketing
  • Social media platforms for business
  • What do networks like Facebook, Twitter, LinkedIn, and Google+ offer businesses like yours?
  • Social media and return on investment (ROI)
  • Mobile Marketing & Email Marketing
  • Mobile / location-based marketing for business (Foursquare, QR codes, etc)

Part 2: Conversion & Resale

  • Email Marketing
  • Customer retention
  • Analysis with Google analytics
  • How to use website information for retaining current customers
  • How to generate repeat sales
  • Description

    This course is intended for those who wish to use Facebook to promote specific products or services. The material covered is oritended towards maximizing sales and increase brand visibility through this social media platform while taking current implemented marketing strategies into account.

    Outline

    Part 1: Setting up Your Facebook Page

    • Account Creation
    • Filling out account information
    • Adding a Facebook profile picture
    • Managing your Facebook account settings
    • Optimizing your Facebook Wall
    • Editing your thumbnail
    • Choosing Facebook menu tabs
    • Finding and installing applications

    Part 2: Publishing Facebook Content

    • Distributing Proper Content
    • Writing authentic updates
    • Sharing relevant links, videos and photos
    • Promoting without advertising clichés
    • Following up with active users
    • Liking other Facebook pages
    • Publishing consistently
    • Facebook Tools
    • Scheduling Facebook content publishing
    • Facebook link checker
    • Facebook website plugins

    Part 3: Facebook Plus

    • Intermediate Customization
    • Customizing your profile picture
    • Creatinng a landing page
    • Designing creative Facebook landing pages
    • Using Facebook Applications
    • Using discussion forums
    • Manage secondary Facebook content
    • Using Facebook groups

    Part 4: Measuring Success

    • Understanding Social Media Measuring
    • Is there ROI in social media?
    • Quantitative vs qualititave measurement
    • Reputation management
    • Social Media Metrics
    • Measurement and monitoring tools
    • Understanding Facebook analytics
    • Reviewing Facebook insights
    • Q&A
    • Questions & Answers

    Description

    Leverage the power, reach and influence of the Twitter social media platform for your own business goals. From product promotion to enhanced customer service, Twitter provides the means of revitalizing your client interactions.

    Outline

    Part 1: Success with Twitter

    • Who is using Twitter?
    • Why is Twitter so valuable?
    • Tweet authenticity
    • Case studies

    Part 2: Twitter in Practice

    • Twitter Do's and Don'ts
    • Twitter and customer service
    • Twitter etiquette
    • Mobilizing followers

    Description

    This course is designed to provide you with the most important web analytics skills. The workshop will primarily focus on Google Analytics.

    Outline

    Part 1: Understanding Web Analytics & Metrics

    • Why do we need metrics?
    • AW Stats, Webalizer
    • Urchin and brief history of Google Analytics
    • Accuracy issues

    Part 2: Setting-up Google Analytics

    • Setting-up an account
    • Terminology
    • Website code
    • Access management

    Part 3: Customization

    • Filters
    • Setting goals
    • Building & tracking funnels

    Part 4: Visitor Analysis

    • Examining visitors and visitor sources
    • Key performance indicators (KPI)
    • Exporting data
    • Google Analytics & Google Adwords
    • Google Analytics & SEO

    Description

    This course is designed for people who want to learn how to increase sales online with pay per click (PPC) services. The workshop focus will be on the world’s most popular PPC advertising tool: Google AdWords. The system is complex and many people who use it will immediately lose money because of a lack of experience. This workshop will help you get the information you need right from the outset.

    Outline

    Part 1: Basics & Campaign Set-up

    • What is pay per click?
    • Getting traffic: Where does PPC fit in?
    • Account set-up
    • Google vs Display Network (formely called the Content Network)
    • Setting goals

    Part 2: Campaign Set-up (continued)

    • How to write the best ads
    • How to target a specific location
    • Best practices, tips, and advice
    • Bidding & budgets
    • Trademark & brand name issues
    • Placement of Google Analytics
    • Getting traffic from competitors

    Part 3: Maintenance & Tracking

    • Understanding the key performance indicators
    • Metrics for success

    Part 4: Analysis

    • Figuring out what works and what doesn't
    • How to revise your campaign for even better performance

    Description

    The world of reputation management is a tricky one. Negative content, whether true or not, will hurt your personal brand (your name) and your company. The Internet doesn’t forget. Once information about you is posted, it is out there forever. Have you or your business become the the victim of smeer campaign? Are you losing clients because of bad press? Is your brand’s image being negatively impacted by stories you can’t control? If you answered yes to any of these questions, you should attend this seminar.

    Outline

    Part 1: Understanding Online Reputation Management

    • Basic understanding of reputation management
    • Search engine reputation management
    • The goals of reputation management
    • Where are consumers getting their information from?
    • Dealing with emergency scenarios
    • Crisis planning
    • How to regain and increase sales, trust, and goodwill

    Part 2: Develop an Online PR Strategy

    • Using content to kill bad publicity
    • Search engine optimization (SEO)
    • Using social media platforms (like Facebook)
    • Developing a plan of action
    • Developing social media guidelines

    Description

    This course is designed for those with some experience with Photoshop who wish to learn how to use Photoshop to create web designs. Specifically this class focuses on color theory, typography, and image selection and manipulation.

    Outline

    Part 1: Beginning with Photoshop

    • Understanding the purpose of Photoshop
    • Rasterized graphics vs. vector graphics
    • Designing for web vs. designing for print
    • Preparing your Photoshop document

    Part 2: Something About Colors

    • Introduction to color theory
    • Review examples of color scheme selections
    • Selecting a color scheme

    Part 3: Much to do About Typography

    • Font selection guidelines
    • Kerning, letter-spacing and line-height
    • Font matching
    • Introduction to web fonts

    Part 4: On Images

    • Matching images to content
    • People vs. inanimate objects
    • Optimizing image quality
    • Photoshop image tools
    • Exporting images

    Part 5: Q&A

    • Questions and Answers

    Description

    This course aims to teach you not only how to convert Photoshop web designs into HTML/CSS web pages, but to do so in the most efficient way possible. While the full process from PSD file preparation to website is examined, each part is valuable on it’s own containing design and programming methodologies which are intuitive and effective.

    Outline

    Part 1: What to Keep in Mind

    • Where design and programming meet
    • Conversion retrocausality
    • Images vs. CSS
    • Anticipating growth
    • Fluid vs. fixed

    Part 2: Preparation, Optimization and Export

    • Layer selection, naming and grouping
    • Pixel perfect spacing
    • Guides and slices
    • Naming your slices
    • Saving multiple versions
    • Saving for web
    • GIF, JPG or PNG?

    Part 3: HTML - Theme Skeleton

    • Preparing your HTML document
    • Planning IDs and classes
    • Good and bad HTML structure and formatting
    • Code validation
    • Entering dummy content

    Part 4: CSS - Theme Styles

    • Setting up your canvas
    • Reset stylesheets
    • Using @font-face
    • Converting images to CSS
    • Checking cross-browser compatibility

    Part 5: Q&A

    • Questions and Answers

    Description

    Ecommerce has become a way for individuals to make a little extra money on the side, especially in these difficult times. Online sales also provide an opportunity for existing companies to extend their reach and sell more products and services by creating this new source of revenue.

    Outline

    Part 1: Ecommerce Basics

    • What is ecommerce?
    • How it works
    • How you benefit
    • What can you sell online?
    • E-commerce as a stand alone business
    • E-commerce to enhance your existing business
    • Coming up with a strategy and business plan
    • Don't make the "amateur mistake" of not figuring out where your customer will come from
    • Choosing a shopping cart
    • Sell directly on Facebook
    • Key considerations (shipping, payment, etc)
    • DIY vs hiring a company
    • Time investments

    Part 2: Promotion & Sales

    • Google Adwords (Pay per click / PPC)
    • Search engine optimization (SEO)
    • Using SEO to cut advertising costs
    • Social media marketing
    • Sell a product before you have it: pre-sales (more advanced idea for established carts)
    • Tracking and measuring success
    • Understanding consumer behaviour
    • Measurement and monitoring tools
    • Quantitative vs qualitative measurement
    • Email marketing for retention
    • Reputation management

    Description

    This course is designed for beginners in the world of website creation who wish to build and maintain their website based on the popular WordPress Content Management System (CMS). Attendees will be introduced not only to useful concepts and definitions, but also to practical step-by-step instructions covering important points from installation to publication.

    Outline

    Part 1a: Choosing & Setting up Wordpress

    • Understanding Content Management Systems (CMS)
    • Advantages and limitations of a CMS compared to Static Pages
    • Advantages and limitations of a CMS compared to Static Pages

    Part 1b: Installing Wordpress

    • Checking your server specifications
    • Unpacking, file transfer and installation
    • Initial site setup

    Part 2a: Understanding the Wordpress Backend

    • Navigating the Wordpress backend
    • Customizing the Wordpress backend
    • Understanding the terminology

    Part 2b: Managing Content

    • Creating and publishing pages, posts, categories and tags
    • Menu management
    • Populating links directory
    • Managing comments

    Part 3: Working With Plugins

    • Understanding the plugin concept
    • Pros and cons to using plugins
    • Finding useful plugins
    • Installing and removing plugins

    Part 4: Working With Themes

    • Finding quality Wordpress themes
    • Installing Wordpress themes
    • Managing Wordpress themes

    Part 5: Q&A

    • Questions and Answers

    Description

    This course is designed for those comfortable with the basics of the WordPress Content Management System (CMS) and would like to become more proficient with the platform. Amongst other points, participants will be exposed to plugins which expand administrative features of the WordPress CMS as well as introduced to programming tips to enhance theme performance and accessibility.

    Outline

    Part 1a: Preparing Your Website by Deciding on Plugins

    • Checking plugin compatability
    • Verifying existing plugin support
    • Reviewing plugin limitations

    Part 1b: Website Backup

    • Backing up server files and website database
    • Confirming a successful backup

    Part 2: Theme Modification & Understanding Theme Structure

    • PHP format overview
    • Understanding Wordpress theme files
    • Understanding Wordpress functions

    Part 3: Wordpress Programming Tips

    • Beautification programming examples
    • Usability programming examples
    • Accessibility programming examples

    Part 4: Intermediate Wordpress Tips

    • Understanding the newest Wordpress features
    • Custom post types
    • Custom menus

    Part 5: Q&A

    • Questions and answers

    Description

    One of the hottest areas in mobile marketing is the use of QR codes. You've seen them everywhere and wanted to learn about how you can benefit from them. This seminar will show you powerful ways to boost your business with these 2-dimensional bar codes.

    Outline

    QR Marketing

    • Understanding Mobile Marketing
    • What is a QR code and where did it come from?
    • How do QR codes fit into mobile marketing
    • Create your own QR code
    • Customize your QR code
    • QR codes and marketing