From time to time, the Triangle AMA will profile one of its valued sponsors. In this post, we tell you about ASPE-ROI, a Triangle-based training and e-learning company. ROI Production Manager Katie Cothran gives us some insight into the company’s business.
Tell us about your company. What do you provide and who is your target market (or markets)?
ASPE-ROI is one of six divisions of ASPE. The ASPE-ROI division trains professionals who want to improve their marketing skills, specifically getting them up-to-date with digital marketing. There are several ways to take our classes:
- In-person classroom – we hold open enrollment courses across the United States.
- Virtual – these are live, instructor-led courses that are taught via Cisco Webex.
- Onsite – if you have five or more people, we can bring the course and instructor to you.
- eLearning – we now have an eLearning Executive Certificate in Internet Marketing that you can earn at your own pace.
Primarily we provide courses that focus on content marketing, SEO, AdWords, analytics, data-driven marketing, Agile marketing, lead generation, marketing strategy, customer retention, email marketing. But we also believe that knowledge should be shared, which is why we hold free web seminars almost every week. We also have a blog on which we cater to the requests of our customers, providing a mix of opinion pieces, how-tos and news about the latest trends in marketing.
The average ASPE-ROI student varies greatly because we have a wide selection of courses. In class we’ve seen CMOs, presidents, CEOs, marketing directors as well as marketing managers and specialists, web developers, product managers, marketing analysts, content developers and more titles than you can imagine. We’ve even had CIOs and IT managers due to the continual integration between marketing and technology. But honestly, anyone who has an interest or is in a marketing-related career would be a potential student.
What is the history of your company? How did you get started and how have you evolved over the years?
ASPE, Inc. started in 2004 with training project management and business analysis professionals. That division became ASPE-SDLC and is the largest division. It’s also now the top provider of Agile training in the country. Then ASPE-IT was introduced, and currently that line focuses on Microsoft Sharepoint and Server training.
In 2009, we introduced ASPE-ROI due to the overwhelming shift to digital marketing. With a background in training, we knew we could provide a great experience to a new segment, and there were people who needed to quickly learn digital marketing skills. Our first class was called Internet Marketing Implementation. It was a hodgepodge of everything digital you need to know now. We still have limited offerings, but our courses have evolved with our audience.
You have a number of different classes that might be of interest to marketing professionals. Tell us about them.
Currently we have 25 courses at ASPE-ROI. For a full listing, you can visit our website at www.aspe-roi.com. All of them have hands-on activities and focus on real-world marketing, not just theory. Here are brief descriptions about our top courses:
Google Marketing Boot Camp is a three-day intensive course on everything Google that deals with SEO, PPC and Analytics. In this class students learn how to increase web traffic, refine SEO tactics to rank higher in search results, use AdWords to implement display and search ad campaigns and analyze key indicators from Analytics to help meet business goals.
Content Marketing Boot Camp is a two-day course that explores how to use content marketing as a long-term strategy. It helps students define their customer personas, gives ideas about how to better reach and engage your audience, and how to measure your efforts made in content marketing.
Social Media Boot Camp is a three-day course that goes through the ins and outs of Twitter, Facebook, LinkedIn, Google Plus, YouTube and Pinterest. Many people think they know how to use these platforms because they have a personal account, but the capability is infinite. It’s not just about monitoring what’s being said and having a social media plan, it’s grown into its own field, and integration is key.
Agile Marketing Boot Camp is based on the Agile Marketing Manifesto. So many marketers say they are agile, but when marketing teams implement Agile Marketing, they get more done, adapt quicker and relieve some of the stress associated with marketing silos that have become obsolete. During this two-day class, students build their marketing model and also learn how to practice Scrum within marketing.
Mastering Google Analytics allows students to learn more about their customers through the data. Students learn how to optimize site performance, analyze trends, calculate ROI and revenue, interpret visitor behavior, define KPIs and set up supporting reports, and use Google Analytics to its fullest potential. On day three students have the opportunity to take the Google Analytics Individual Qualification exam in class and can become Google Analytics certified.
Mastering Google AdWords – Google AdWords is constantly changing, and the rules surrounding PPC evolve just as quickly as search updates. This class teaches the intricacies of the AdWords tool, including building custom campaigns, performance tracking, quality score analysis, and more. On day three in class students have the opportunity to take the Google Advertising Foundation Exam, the first step to becoming fully certified in Google AdWords.
We’ve also developed the Executive Certificate in Internet Marketing with Saint Louis University to offer a credential to marketers that shows they are proficient in digital marketing. There is an in-class as well as eLearning version of this.
I also can’t give enough praise about our instructors. Every time we see evaluations come back from students, they consistently say how great our instructors are.
What is the one thing that people don’t know about your company that you’d like them to know?
If people knew ASPE’s “Main Things.” Almost five years after starting I can tell you what they are and what they mean to our business without hesitation.
Have Fun – Our company culture is different than any other I have worked in. As a whole we have goofballs, nerds, loudmouths, intellectuals, pranksters, baby boomers, introverts, generation Xers, millennials and more, and somehow we all get along.
Make Money – Let’s face it, if you’re a business and you don’t want to make money, you should probably make a life-long career in the non-profit sector. That being said, our pricing is competitive within our industry and we pride ourselves on not nickel and dimeing our customers.
Service Cubed – Provide outstanding service to our customers, our instructors and each other. We train hundreds of professionals every month. Our training advisors could probably individually name 90% of them and what class they took. Our customer service team will walk through any situation until our customer is satisfied.
Is there anything else you’d like to say about ASPE?
AMA members and friends get a 20% discount for any APE-ROI course. The code is TriAMA13.