Brookline Brighton Business Bootcamp Technical Assistance Resources
Photo credit to Leise Jones Photography
Welcome to the Brookline Brighton Business Bootcamp! Boston University faculty Patricia Hambrick, Susan Jung Grant, Kim Donlan, and Amy Shanler, and Boston College professor Joanna Baltes presented workshops for Brookline and Brighton businesspeople during the Spring of 2022. Here are the summaries of the workshops and resources.
Topics included: branding, marketing, public relations, social media, communications, and cyber security.
Course One: CyberSecurity
Description
The Cybersecurity Workshop is a four-part series designed for small businesses to create awareness about the most common cyber threats, introduce the concepts of privacy and data security, and teach practical steps to apply appropriate security and use procedures to reduce cyber risks and uphold customer and employee expectations with respect to their personal information.
Create awareness about the most common cyber threats, introduce the concepts of privacy and data security, teach practical steps to apply appropriate security and use procedures to reduce cyber risks and uphold customer and employee expectations with respect to their personal information. Identify how implementing cybersecurity best practices can be a competitive advantage.
Instructor: Joanna Baltes
Joanna Baltes is an Adjunct Professor for the M.S. Cybersecurity Policy and Governance Program, and a member of the Business Advisory Council for the Cyber and National Security Programs at Boston College’s Woods College. Joanna is a former federal prosecutor at the Department of Justice having served as an Assistant United States Attorney for the Southern District of California, Trial Attorney for the Counterterrorism Section, Detailed Trial Counsel to the Office of Military Commissions in Guantanamo Bay, Cuba for the 9/11 and USS Cole prosecutions, and Counsel to the Assistant Attorney General for National Security.
Joanna’s last position with the Department of Justice was the Chief of Staff to the FBI Deputy Director where she was involved in the day-to-day administration of 35,000 employees and an $8 billion annual budget.
Joanna lives in Northern Virginia with her husband of 22 years and their teenage sons. She received her Bachelor’s degree in History from the University of Arizona; her J.D. and LL.M. in Taxation from the University of San Diego School of Law, and clerked for the United States Tax Court in Washington, D.C.
Course Materials
Workshop Colleagues! I hope the first two sessions have given you have more of an understanding of
the big cybersecurity picture. Then you can start to identify your vulnerabilities and whether those
are risks that can impact your business. Here are some very helpful resources that you can apply to
your specific situation. You can also keep up to date with the latest cyber scams and use some of the
helpful pdfs to create cyber awareness for your employees or colleagues, or even customers, if
appropriate. I do have other resources I can provide if you are interested in learning more about
cybersecurity – just let me know! See you on Monday or at office hours today at Noon! Best – Joanna
FTC: Cybersecurity for Small Business
Companion References/Resources for Workshop 1- Common Cyber Threats
- Internet Crime Complaint Center – www.ic3.gov for reporting stolen finances or identities and
other cybercrimes. - Federal Trade Commission www.onguardonline.gov/file-complaint for reporting fraud
- Federal Trade Commission Scam Alerts: www.consumer.ftc.gov/scam-alerts
- Better Business Bureau Scam Alerts: www.bbb.org/council
- Report and forward phishing emails: Reportphishing@apwg.org and spam@uce.gov
- https://www.ftc.gov/tips-advice/business-center/small-businesses/cybersecurity/phishing
- https://www.ftc.gov/tips-advice/business-center/small-businesses/cybersecurity/business
- https://www.ftc.gov/tips-advice/business-center/small-businesses/cybersecurity/tech-support-scams
Companion References/Resources for Workshop 2 – Mitigation Techniques:
- https://staysafeonline.org/cybersecure-business/
- www.staysafeonline.org/wp-content/uploads/2019/02/Small-Business-Quick-Wins.pdf (This
is what I referenced in class today – If you apply any tips this weekend let me know how it
goes!) - https://www.cisa.gov/cisa-cybersecurity-awareness-program-small-business-resources (Lots
of resources listed here – Start with the Small Business Tip Sheet) - National Cybersecurity Alliance www.staysafeonline.org/email-signup/ Cybersecure My Business
Newsletter
Course Two: Build Your Best Brand
Description
In “Begin your best Branding”, Patricia will help you apply best practices in branding to your own company through workshops and application models.
Learning Objectives
- Understand what makes a strong brand
- Aligning brand with target audiences
- Understanding how to leverage the strengths of your brand
Course Deliverables
- Personifying your target audience
- Clearly articulating what makes you special
- Identifying the single most important thing to your audience about your brand
Key Course Topics
- Branding
- Positioning
- Leveraging your brand to success
Patricia Hambrick
Patricia Hambrick began teaching marketing and branding to MBA students at Boston University after running marketing organizations for companies such as Reebok, L’Oreal and many others. She is known as an expert on “Branding”, having created unique brand positionings for large companies as well as start ups and early stage such as Bag Borrow or Steal, in what the NYT called “Netflix for high end handbags”.
You can learn more about Patricia on Linked In and at hambrickgroup.com.
Course Three: Tell Your Story So Others Will Listen
Description
Develop a storytelling strategy that moves people using traditional and digital media to create compelling communications.
Instructor: Susan Jung Grant
With two decades of experience teaching at multiple levels – undergraduate, masters, MBA, PhD, and executive – I support students, leaders and teams in their understanding of marketing strategy, growth and the consumer connection. My research, which has been published in top-tier journals, investigates consumers’ social and cognitive psychological processes in persuasive communications.
As a marketing professor at Boston University’s Questrom School of Business, I have led curriculum innovation, introducing new courses, new techniques and new programs. I earned a PhD in consumer psychology and an MBA from the Kellogg School of Management and a bachelor’s in English literature from the University of Pennsylvania.
Course Four: Creating a Digital Experience
Description
Learn ways to apply digital technology to engage consumers prior to purchase, enhance the consumption experience, and build long-lasting relationships for omnichannel retailing.
Learning Objectives
- Introduce best practices for using SEO (search engine optimization) to bring traffic to your
site/store. - Seeing your business from the customer’s perspective
- Understand which communication tools and processes help deliver a consistent digital presence
that does not take all your time - Turn what you know and do into content marketing that drives customers to your site/business
- Learn smarter ways to create and post social media posts using SEO tactics
Instructor: Kim Donlan
Kim Donlan is the CEO of RedSwan5, an agency pioneering a new framework for creating unique messaging and business strategy that is built on a customer centric approach. She leads brands on the precise path to the #1 position. Kim spent her early career developing messaging and positioning for 10 of Boston’s top tech and consumer IPOs, was named top Woman in Marketing Technology for the development of her web application, Perfect Pitch. She has led 5 VC-backed technology companies – each of which had a successful exit.
Kim is also a Marketing Lecturer at Questrom School of Business and Bentley University. She received her BSBA from Northeastern University, a Master’s in Media Psychology from William James College, is a certified Web Design and Developer.
Course Five: Attract Customers with Best Practices
Description
Course 5A, Marketing Best Practices, taught by Susan Jung Grant
What local retailers, service providers, and small businesses can offer its customers that large enterprises cannot is an outstanding level of high-touch, highly individualized, personal service that comes about because local operators can know their customers better than large national competitors can. We call this the practice of customer intimacy; it is not only the path to loyalty, but it is a source of innovation and sustainability that is deeply aligned with your customers.
Course 5B, Public Relations, taught by Amy Shanler
Continuing the conversation about marketing, this session will dive into social media and public relations. Often seen as the “free publicity” arm of marketing, public relations is so much more. In two sessions, you will expand your knowledge of stakeholder relationships, and through deeper understanding of your audiences, including your customers, how you can move from merely a transaction to a long-term mutually beneficial relationship.
Instructor: Susan Jung Grant
With two decades of experience teaching at multiple levels – undergraduate, masters, MBA, PhD, and executive – I support students, leaders and teams in their understanding of marketing strategy, growth and the consumer connection. My research, which has been published in top-tier journals, investigates consumers’ social and cognitive psychological processes in persuasive communications.
As a marketing professor at Boston University’s Questrom School of Business, I have led curriculum innovation, introducing new courses, new techniques and new programs. I earned a PhD in consumer psychology and an MBA from the Kellogg School of Management and a bachelor’s in English literature from the University of Pennsylvania.
Instructor: Amy Shanler
Amy Pavel Shanler has 25 years of experience managing communications activities for multiple organizations and industries, including retail, technology, business, health care, and entertainment. Most recently, she has been co-directing the award-winning PRLab at Boston University, the nation’s longest-running, student-led public relations agency, named “Best Training/Education Program” by PR News’s Agency Elite awards in 2018.
Previously, Amy was director of public and media relations for Royal Philips in North America, and director of PR strategies and community relations for the office products giant Staples.