Banner Image

The Adirondack North Country Association (ANCA), the North Country Chamber of Commerce, and Workshop are pleased to offer a cost-effective, 8-week virtual training series that will help you and your business find and attract new customers by taking your digital marketing strategy to the next level!


  • One 1.5 hour class per week, from February 3, 2022 until March 31, 2022 (8 classes in total)
  • 9:30am-11am each week
    • no class the week of February 24th

WHERE: All classes will be held virtually


  • FREE for clients enrolled in ANCA’s Center for Pandemic Response (CPR)
    • Click here to learn more about ANCA CPR and begin the enrollment process today (more information is below)
  • $75 for all other participants for the series
    • The total value of this program is $3,000!!

WHY: This training series is perfect for any business looking to learn more about

  • The differences (cost, reach, effectiveness) of digital marketing versus other platforms
  • Identifying your audience and how that impacts your digital marketing strategy
  • Developing, updating, and/or improving your website
  • Search Engine Optimization (SEO) and why it matters
  • And so much more!

The full class schedule and descriptions are below. All classes will be taught by the talented team at Workshop, a full-service marketing agency located in Lake Placid, NY.


Contact Joel Wood at (518) 563-1000 or via email

  1. Introduction to Digital Marketing
    Thursday, February 3
    9:30am -11:00am

    This introductory class sets the tone of the series and offers and overview of what comprises digital marketing. It explores how important digital marketing is for your business and how digital marketing tactics compare to traditional methods in terms of effectiveness and cost.

    Instructor: Paula Tancredi Penman
  1. Website Development Basics
    Thursday, February 10
    9:30am -11:00am

    Having a website is an opportunity to make a great first impression and be recognized as a legitimate business. Using an out-of-box platform, like WordPress or Drupal, learn how to launch and maintain your site, create content to tell your story, and master the basics of website updates.

    Instructor: Chris Boggs and Rebecca Northrup
  1. Beginner’s Guide to Search Engine Optimization
    Thursday, February 17
    9:30am -11:00am

    If people using search engines cannot find you, none of the rest of your work matters. The world of local and mobile-friendly search engine optimization is complex and ever-changing. By understanding the basics, even a small amount of SEO knowledge can make a big difference to your website’s visibility. Learn what search engine optimization is, why it matters.

    Instructor: Chris Boggs
  1. Content Strategy
    Thursday, March 3
    9:30am -11:00am

    Content is the foundation of an online brand, and therefore a smart content strategy is absolutely necessary. Learn and discuss how to deliver personalized content, provide customers with a unified voice, and how to create unique customer experiences.

    Instructor: Rebecca Northrup and Allie Withee
  1. Public Relations and Influencer Marketing
    Thursday, March 10
    9:30am -11:00am

    When the media or an industry expert articulates your story to your audience, your audience takes action. Learn how to identify the narratives that matter and develop them into stories that the media wants to tell. Discuss how to find an influencer and how to leverage the impact with their audience.

    Instructor: Rebecca Northrup
  1. Web Analytics: what is it, how do I get it, what does it mean?
    Thursday, March 17
    9:30am -11:00am

    Better understand who is seeing and responding to your digital marketing strategy. Learn how to track results on various sites (web, social media) and what you should do based on those results.

    Instructor: Chris Boggs and Allie Withee
  1. Pulling It All Together: Prioritizing and Budgeting Across Digital Media
    Thursday, March 24
    9:30am -11:00am

    Now that you have learned about different ways to create compelling, audience-oriented content it’s up to you to decide where to allocate your resources to make the most sense for your brand. Discover different ways to think about prioritizing Paid and “Owned” digital media channels and how to strategize, from available budget, to broader seasonality and industry/service niche considerations, to incorporating your value propositions and “calls-to-action” consistently.

    Instructor: Allie Withee and Chris Boggs
  1. Expert Panel Discussion
    Thursday, March 31
    9:30am -11:00am

    The instructors return, along with a couple of colleagues, to discuss the digital marketing industry, what you can do on you own, when to know to ask for help, clarify any topics and answer any additional questions.

    Instructor: Rebecca Northrup, Allie Withee and Chris Boggs

Instructor Bios:

Chris Boggs: Senior Director, Search Engine Optimization (SEO)
Chris has been involved in digital marketing for over 20 years, directly helping clients with SEO, Paid Search, Analytics, and Social Media. Chris has world-wide conference speaking and partner event experience on search engine marketing, social media, and integration tactics including the promotion of better SEO integration across marketing channels.

Rebecca Northrup: Senior Director, Digital Marketing/Creative
As the Director of PR, Rebecca leads her team to secure consistent, targeted media coverage for our clients, working with legacy clients to keep messaging fresh, while bringing new tactics into the traditional PR mix. Her creative content development strategies and cultural insights are fueled by a passion for brand storytelling and forging connections between clients and audiences. Rebecca holds a bachelor’s degree in Print Journalism from Harding University.

Paula Tancredi Penman: Director, Client Services
Paula is an experience marketer with expertise in traditional and digital media in industries such as healthcare, non-profit, higher education, and local tourism. She earned her MBA from Yale University and enjoys partnering with clients to affect strategic and marketing solutions. She leverages her BA in English Literature to assist in content management. Mostly, Paula enjoys working with clients to deliver solutions and results.

Allie Withee: Manager of Paid and Search Media
With a background in statistics and analysis, Allie applies data-driven insight as her primary approach to media planning, optimizing campaigns, and providing in-depth reporting and analysis. Allie has experience working with a variety of clients across many verticals. Her strategic approach to addressing clients’ goals, making data-driven decisions, and breadth of knowledge of marketing services has translated to consistent top-level results.

*This training is made possible by 

ANCA Center for Pandemic Response (CPR)

Complete a CPR interest form to begin the no-cost, no-obligation ANCA CPR enrollment process today. 

Would your small business or nonprofit benefit from free and low-cost services to recover from COVID-19 disruptions and plan for the future? ANCA CPR is a team of partners working with businesses to develop individualized resilience plans through low- and no-cost webinars, work groups, individual consultation, and ongoing support. In addition to this digital marketing program, ANCA CPR may be able to help you with strategic planning, reducing energy and overhead costs, enhancing welcoming and belonging, transitioning your business to new ownership, and more! Learn more about ANCA CPR.

ANCA CPR and this Virtual Digital Marketing Training are funded through the U.S. Department of Commerce’s Economic Development Administration (EDA) and The Mastercard Impact Fund, administered by The Mastercard Center for Inclusive Growth.

      Events & Programs



upstate united

good life




Sign Up for Chamber Email

Privacy Policy