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:
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:
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: