Week 1: Your Online Audience

• Broadcasting vs. narrowcasting
• Online demographics
• Audience Analysis
• Online and Offline audiences
• Website Visitor Surveys and Polls

Week 2: Getting the word out

• Branding your website
• Search Engine registration
• Banners (Paid & Free)
• Reciprocal Linking
• Campaign URLs & Landing pages
• Lead generation tools

Week 3: Engaging your online community

• Viral Marketing / Word of Mouse
• Email Campaigns
• Building your email list
• Avoiding spam
• Online tools for managing email campaigns
• Relationship building
• Online Volunteers
• Members Only
• Online Advocacy/Cyberactivism
• ePetitions

Week 4: Marketing Campaign Strategies

• Integrated online/offline campaigns
• Strategic communications planning
• Mini-site -- campaigni-specific websites
• Strategic alliances
• Understanding online marketing results
• Setting goals for online marketing