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ICBA ONLINE INSTITUTES

ICBA Online Institutes are our newest education program offering, designed to provide high-quality, relevant, actionable information to our Members. Our Online Institutes are a spinoff of our popular ICBA Institutes that take place each year, in-person, before our annual Conference. They are intensive courses of study that expose participants to the latest thinking and best practices in specific management disciplines.

Recognizing that some stores have limited travel capabilities or might prefer to have the curriculum delivered over several weeks, we wanted to make that same level of advanced education content available virtually, in a multi-part series of one-hour webinars.

SPRING 2019 ONLINE INSTITUTE

The Optimized Bookstore Website

We believe that the experience your customers have online is as important as the experience they have in your store. Just as you make regular adjustments to your store’s floor or displays, you need to make regular adjustments to your website to meet your customers’ needs. But how do you know that your customers are finding what they’re looking for on your website? And what can you do to make it more effective without breaking your budget? We have good news: there are small changes you can make along the way to improve your customer experience online.

Web expert Andy Crestodina has joined us in the Marketing track at the last two ICBA Conferences, and each time, our Marketers have rated his session as highly valuable. Now we want to bring Andy’s expertise to all of our stores. Whether you’re a marketer, a store director, or a buyer, you’ll come away from Andy’s sessions equipped with tools and knowledge that will enable your whole team to be more effective selling and promoting your products online.

This three-part series will begin with a look at your “digital front door”: your homepage and your top products. Then Andy will discuss site navigation, looking at how customers move through your site and to the shopping cart. Finally, he’ll wrap up with a look at how to drive more traffic to your website, whether through social media or email.

The Optimized Bookstore Website is divided into three one-hour sessions:

First Clicks: From Home Page to Top Products

First Clicks: From Home Page to Top Products

Wednesday, April 24, 2019
2PM ET / 1PM CT / 12PM MT / 11AM PT

From the top of the home page to the bottom of the footer, we're breaking down the best (and worst) practices on the digital front doors of bookstore websites.

  • Why do websites fail, according to 12 years of research
  • Product promotion and merchandising
  • Creating a visual hierarchy
  • Guiding visitors deeper into the website

This session will include live reviews of real world examples. Please email MarcyFarrey@ICBAinc.com if you'd like to volunteer your site!

Deeper Clicks and eCommerce Sales

Deeper Clicks and eCommerce Sales

Monday, May 6, 2019
2PM ET / 1PM CT / 12PM MT / 11AM PT

Your site has navigation, but how it is performing? Where are visitors going? When are they adding to their cart? Let's look at how bookstore websites draw in visitors and position products for purchase.

  • How to remove distractions that hurt sales
  • See what your visitors are searching for . . . and not finding
  • Building up your top product pages with compelling content

This session will include live reviews of real world examples. Please email MarcyFarrey@ICBAinc.com if you'd like to volunteer your site!

The Connected Bookstore Website

The Connected Bookstore Website

Thursday, May 16, 2019
2PM ET / 1PM CT / 12PM MT / 11AM PT

All college bookstores have websites, but not all bookstore websites are promoted. In this session, we'll look at how to drive qualified visitors using search optimization, social media, and email marketing.

  • How to grow your email list and...
  • How to send emails that get opened and clicked
  • Polish your social profiles and social content
  • What to put on your thank you pages

This session will include live reviews of real world examples. Please email MarcyFarrey@ICBAinc.com if you'd like to volunteer your site!

Online Institute Registration

ICBA Online Institutes are open to ICBA Members only. The cost for the entire three-part webinar series is $99 per ICBA Member Store ($149 for ICBA Affiliate Member Stores). Once registered, stores receive unlimited seats for all webinars in the series, so the entire store staff can participate with one single registration fee. All sessions are recorded and available for playback the next day.

To register, email Office@ICBAinc.com.

About the Instructor

Andy Crestodina is a co-founder and Chief Marketing Officer of Orbit Media, an award-winning 38-person digital agency in Chicago.

Over the past 18 years, Andy has provided digital marketing advice to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs, and hosts a little marketing podcast.

Andy has written hundreds of articles on content strategy, search engine optimization, influencer marketing, conversion, and Analytics.

  • Top 10 Online Marketing Experts to Watch, Forbes
  • Top 50 Marketing Influencer, Entrepreneur Magazine
  • Top 25 Content Marketers, Express Writers/Buzzsumo
  • Top 100 Digital Marketers, Brand 24
  • Top 10 Social Media Influencers to Watch, Social Media Explorer
  • Top 50 Content Marketing Influencers to Follow, Outbrain

He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

SPRING 2018 ONLINE INSTITUTE

Visual Merchandising Online Institute: Strategies & Techniques from the Outside In

As part of ICBA’s continuing efforts to emphasize the importance of Visual Merchandising, and capitalizing on the success of the Visual Merchandising Institute at the ICBA Conference in Anaheim, we proudly introduce the ICBA Visual Merchandising Online Institute (VMOI).

The VMOI is a series of four (4) webinars that review and build on effective VM strategies and techniques with the goal of uniting VM as a signature marketing tool and key component in driving conversions and sales. Each of the 4 webinars is valuable as a standalone session, but together, they will provide a comprehensive array of tips and ideas to maximize your VM efforts. Whether you have fulltime VM associates, or if VM is a part of everyone’s job, the VMOI will emphasize practical and realistic techniques that don’t require a big budget or a massive store remodel.

The series starts with a detailed analysis of the important role the exterior of the store plays in capturing the consumer’s attention as they approach the store. The series then continues as customers step into the interior and move through departments, finally arriving at checkout. The VMOI will help you improve the shopping experience, beginning the moment the shopper engages and interacts with the visual environment to the moment they exit the store as a satisfied customer! The sessions will cover visual merchandising strategies and intents, incorporating trends and concepts from the current retail environment, all with the end goal of supporting sales and communication in your store.

The VMOI is divided into four one-hour sessions:

Exteriors – The First Marketing Moment

Exteriors – The First Marketing Moment

Tuesday, May 22, 2018
2PM ET / 1PM CT / 12PM MT / 11AM PT

This webinar explores Exteriors as important merchandising and marketing tools. It will review the components of façade, campus signage, eCommerce and social media as a digital window, and the traditional categories of windows. The Exterior displays create talking points amongst consumers and other retailers ultimately encouraging the stop-and-shop experience.

Key Components of Webinar 1:

  • Define types of window displays and functions
  • Review of why we display, and the key strategies and intent
  • Exteriors
  • Review of “best in class” techniques for each window type
  • eCommerce and social media as a digital window
  • How to use the following in support of specific strategies and intent: Color, Line, Height, Composition, Signage, Copy, Lighting, Props, and Mannequins

Touch Please – VM Techniques to Support Personalization, Engagement, & Sales

Touch Please – VM Techniques to Support Personalization, Engagement, and Sales

Tuesday, June 5, 2018
2PM ET / 1PM CT / 12PM MT / 11AM PT

This webinar continues the journey of the shopper throughout the store, especially looking at ways in which stores are within a store. The digital channel, cross merchandising, and product adjacencies work together to create a branded experience.

Key Components of Webinar 3:

  • The importance of proper product adjacencies
  • Cross-merchandising as an “on-trend” marketing tool
  • Store-within-a-store and point-of-purchase display functions
  • Incorporating gender-neutral displays and other retail trends

The Transition Zone – Engagement Starts Here

The Transition Zone – Engagement Starts Here

Wednesday, May 30, 2018
2PM ET / 1PM CT / 12PM MT / 11AM PT

This webinar teaches the importance of on-trend and correct merchandising at the entrance of the store, and in the decompression zone. We’ll examine how to create effective sightlines and use lighting as a supportive tool for cultivating a personal connection to space, with the end goal of driving sales.

Key Components of Webinar 2:

  • The Do’s and Don’ts of the “Decompression Zone”
  • The importance of proper VM to create “Hot Spots”
  • The “arena principle” as a key technique for proper sightlines
  • Obstructed pathways
  • Pick-up windows and partnerships
  • The importance of the four (4) senses: Sight, Smell, Sound, Touch
  • Connecting across channels for success

Turf-Defending – The Importance of Clear Branding and Visual Communication Across Departments

Turf-Defending – The Importance of Clear Branding & Visual Communication Across Departments

Tuesday, June 12, 2018
2PM ET / 1PM CT / 12PM MT / 11AM PT

The final webinar of the series discusses communication techniques to support clear branding across departments and channels using guidebooks, VM calendars, signage, technology, and floorplans to promote traffic flow.

Key Components of Webinar 4:

  • Creating standards that don’t stifle creativity
  • Folding and hanging standards
  • Store flow and directional signage
  • The role of technology in creating a signature space that doesn’t exclude other departments
  • Planograms and VM technology to support guidelines and standards

All webinars will address the key strategies and intents of merchandising applied to specific areas and displays geared toward the college store market, emphasizing Profit-generating, Excitement-generating, Turf-defending, and Transaction-building.

ICBA Online Institutes are open to Members only. If you participated in the VMOI and would like to view the recordings, email Office@ICBAinc.com.

FALL 2017 ONLINE INSTITUTE

Managing Your Most Importance Resource

“Managing Your Most Important Resource” consists of four modules, each addressing a major Human Resource management topic. As an integrated series, it represents a comprehensive program, from HR strategy and succession planning to the nitty gritty of interviewing and performance appraisal. Most importantly, “Managing Your Most Important Resource” has been developed exclusively for college stores.

The four one-hour modules are:

Recruiting for a Service and Value Mindset

Recruiting for a Service and Value Mindset

The people you hire and promote are reflections of what your store values. The most important decision you make as a leader is whom you select to represent your brand. Yet, hiring managers don’t spend the time to properly prepare for this important discussion.

Learn how to better prepare for the interview and how to separate those who will improve service at your store from those who will not.

Effective Performance Management

Effective Performance Management

For years, both managers and employees have dreaded the annual performance review, and some large companies have recently ditched them in a high-profile way.

But when all is said and done, we still need to make sure our employees get feedback, and they are growing and developing. Millennials especially want constant feedback and won’t be satisfied with just an annual process.

Attend our session on how to provide frequent and meaningful performance feedback that matters to both you and your employees. We will discuss how to give both good and not so good news and most importantly how to turn the conversation into improving performance and employee development.

Onboarding for Rush

Onboarding for Rush

At one of the busiest times in your store a large percentage of your staff is new. What first impressions are they leaving for your customers? Learn how to prepare your new hires and improve retention and engagement.

The process of helping our new hires get acclimated to our business and our culture is important. Consider these statistics:

  • Up to 20% of employee turnover happens in the first 45 days
  • New employees who went through a structured onboarding program were 58% more likely to be with the organization after three years
  • Organizations with a standard onboarding process experience 50% greater new hire retention

Learn how to prepare your new hires and improve employee retention and engagement.

Looking to the Future: Succession Planning

Looking to the Future: Succession Planning

Succession planning is a process for identifying and developing internal people with the potential to fill key business leadership positions in your store. Succession planning increases the availability of experienced and capable employees that are prepared to assume these roles as they become available.

Learn how to prepare for the future of your independent store with a proven process for differentiating talent.

“Managing Your Most Important Resource” has been developed exclusively for ICBA by Audrey Southard, former SVP of Human Resources for Follett Higher Education Group.

ICBA Online Institutes are open to Members only. If you participated in the HR Online Institute and would like to view the recordings, email Office@ICBAinc.com.