About the course
The Digital Advertising course will equip digital organizers with the knowledge and skills to create impactful digital advertising campaigns. This course aims to foster a deep understanding of how digital advertising campaigns can be harnessed to advocate for social justice and change. We will cover ethical considerations, account setup, strategy, segmentation, creative content, analytics, and ads for multilingual audiences.
*In order to do practice assignments, students will need access to a Meta and YouTube account, EIN Documentation (commonly referred to as a tax ID), Certificate of Incorporation or Formation, Business License, or Form 990. Your organization’s name should match the URL of your website and domain name for the email addresses. If you are unable to access or create an organizational Meta and YouTube account, you can still come to class and learn. Please email digital@repower.org if you have questions.
Who is this course for?
Here are some attributes shared by our applicants:
- Technical Aptitude: Whether you have experience in organizing online or not, we are interested in organizers and campaign practitioners who want to rapidly develop their technical skills.
- Organizing Insight: You don’t need to be a professional politico, but we’re looking for applicants with experience doing organizing work on the ground. That work can be tied to grassroots, electoral, and/or issue organizing. We seek to support organizers who are currently part of a campaign effort or are seeking to build one.
- Dedication to Inclusive Politics and Intersectional Solutions: At re:power, we center race, class, gender and sexuality across all our trainings—it’s part of our practice of inclusive politics. We want organizers to be open to new ideas regarding it and to the ideas and contributions from their fellow organizers who will reflect our diverse communities.
- Graphic Design Experience: Ideal applicants will have a basic understanding of graphic design and/or graphic design tools like Canva.
Course Expectations
This is an interactive course. We ask participants to write in the chat box, share verbally, and participate in group discussions. We understand that folks have a lot going, so if you are not able to participate in group discussions you can let the tech moderator know. We encourage, but do not require, participants to turn on video during breakout discussions.
Lesson Plan
- Module 1: Digital Advertising Fundamentals & Ad Account Setup
- Module 2: Audience, Narrative & Content Development
- Module 3: Strategic Campaign Planning & Management
- Module 4: Advanced Targeting Techniques
- Module 5: Data-Driven Decision-Making & Optimization
- Module 6: Reporting & Budget Management
