Looking to strengthen your station’s marketing strategy?

Strategic Marketing Foundations is a self-paced course designed for PBS member station staff who want to develop more intentional, audience-focused marketing campaigns. You’ll explore the guiding principles behind strategic marketing, including positioning, audience targeting, tone, tactics, and KPIs. Then, you’ll learn how to apply those principles across key campaign elements, such as on-air and email promotion, paid media like Connected TV and social ads, content marketing, events, YouTube, and more.

You’ll also dive into case studies like the All Creatures Great and Small campaign to see how PBS used multiplatform strategies to reach, engage, and grow audiences. With downloadable templates, practical examples, and interactive assessments, you’ll gain tools to apply immediately at your station.

Whether you’re part of a large marketing team or managing promotion on your own, this course offers flexible, actionable strategies tailored to public media. Access this course and more through the PBS Course Catalog.