Conscious Marketing
Justice-focused Digital Strategies
with Tristan Katz
April 26th - May 24th, 2024
Registration: $359 / $399 / $449
payment plans & scholarships available
live | online | captioned | recorded
Registration closes April 26
Marketing is something every entrepreneur learns how to do...likely the hard way.
And maybe marketing yourself has felt forced, icky, or narcissistic. It doesn’t have to be this way.
If you’ve ever stared at your Instagram screen, knowing you need to post about an upcoming offering but you’re not sure what to say…
If you’ve ever wondered how to grow your work beyond social media…
If you’ve been curious about newsletter marketing, and how to get people into your email list…
If you’ve felt uncomfortable telling your community about what you do and why…
If you’ve felt called to speak out about social justice-related topics and issues, but have felt unsure of your place in these conversations…
If you’ve seen talk of alt text and image descriptions but have never really understood what it’s all about…
If you’ve watched social movements and activism taking place on social media but aren’t sure how your participation in them might also fit into your marketing plan…
This course is for you.
In my 15+ years of experience in digital marketing, I’ve learned that marketing doesn’t have to follow the rules of dominant culture.
Hi, I'm Tristan Katz (they/he).
I’ve worn many hats in my professional life—I’ve been a journalist, an editor, a barista, a restaurant server and general manager, a yoga teacher, an administrative assistant, a website and graphic designer..and I have more than fifteen years of experience in digital strategies and marketing.
I’ve learned that marketing doesn’t have to follow the rules of dominant culture, that our identities—both privileged and marginalized, are an inherent part of our businesses and professional growth, and that branding is so much more than a logo, color palette, and font selection.
As a digital strategist and equity-inclusion facilitator, my goal is ultimately to embrace the intersections of social change, collective liberation, and entrepreneurship.
I believe that marketing is really a matter of teaching, of discovering our voice, practicing solidarity, and showing up over and over again—in different ways, to share about the work we do in the world.
It’s clear to me that talking about marketing is often a difficult conversation.
Most folks don’t have the tools needed to create meaningful and easeful messaging. Entrepreneurs often get stuck while wanting to make big changes. And then many of us get stuck when it comes to speaking out on important topics.
Rather than taking action to make our marketing equitable, accessible, and even fun, we can be left with discomfort or overwhelm, and nothing changes.
Stay resourced grounded conscious aligned while growing your work.
In this online course, we’ll explore systems and best practices for all things digital marketing, from social media to newsletters, and moving beyond Instagram as the only way to grow.
Throughout our time together, we’ll emphasize how to show up on social media in equitable and accessible ways, and how to root ourselves in social justice practices while building an authentic and genuine digital presence.
We’ll also explore newsletter marketing and tips for moving beyond the “handshake” of social media to engage meaningfully with potential new clients.
Together, we’ll de-center the narrative that Instagram is the only way to grow while also making the most of that complicated space.
Branding, storytelling, and foundational marketing concepts will be core themes woven through each session, along with discussions about boundaries, self-care, critical thinking, social location and positionality, intersectionality and accessibility—together, we’ll explore the deeper awareness that our identities inherently play a role in the process of taking up space on the digital plane.
Michelle Cassandra Johnson, author, social worker, dismantling racism trainer, yoga teacher, activist
“Tristan began working with me and filled what we thought would be an assistant role. I should have known from our first conversation about Tristan's work that the role they would fill would be more vast than coming up with systems for organization and helping me have less emails in my inbox. In the years we've been working together, Tristan has become a collaborator and thought partner.
They have supported me in propelling my work further than I could have on my own. While they are growing their skills in equity and social justice work, they are supporting my work and justice in the world. Integrity is very important to me as is trusting someone with my work and I trust Tristan infinitely. I feel so grateful for this working partnership with Tristan.
Jennifer Winther, Ph.D, Yoga Instructor
“I saw your offerings so many times before feeling it was right, that I'd get something out of it. What I got was both knowledge and connection. Support. Inspiration.
I know that I'm smart enough to find my way through the same questions that you're expressing, but I've also learned how much better life is when I'm in community with people thinking about similar things, wanting to find better ways to be, to do, to grow. I am just so glad I said yes to your offerings when I did, just before this shift. Yes to all the stuff just ahead of us!
Gain skills to show up with your unique voice.
There will be ample opportunities for Q&A and group conversation.
Expect to complete the course with a solid understanding of how you can show up with your unique voice and a series of actions to consider as you implement your learning.
If you’ve ever felt like marketing is hard—if you’ve ever felt like you don’t have capacity for it or like you’re not sure how to create strategies that align with your values, consider joining for this rich exploration. Move beyond those creative and energetic blocks and truly connect with yourself and your clients.
Lean into authentically growing your work with practices that will make meaningful change for you and those you serve.
This is not a conversation about marketing in which we’ll be upholding and perpetuating dominant cultural norms and narratives.
While we undeniably live in a toxic, hierarchical culture, we can choose to challenge these systems of oppression, violence, and harm. We can choose to be radical while we grow our work.
In this 18hr online training, we’ll:
Explore systems and strategies to make your marketing work for you, rather than against you
Investigate our roles in “difficult” conversations through the lens of our marketing
Learn practical ways to create impactful newsletters
Cultivate clear actions to show up on social media while also staying aligned, authentic, and boundaried
Be empowered to move away from social media as the only place to grow
Steff Gallante, Mental Health & Trauma-Informed Yoga Teacher, Mindfulness+Meditation Coach, Ayurveda Wellness Coach, & Zumba®️ Instructor
“THIS is the conversation that needs to be happening in the marketing world for ALL wellness businesses who are interested in remaining aligned, grounded, authentic, and conscious while also growing their work in a sustainable way that creates connection and community.
If you're feeling called to disrupt the status quo and center social justice in your work and marketing, you need to run, not walk to this offering from the badass Tristan Katz. Their guidance, generosity, and encouragement has changed all the ways I function in my business and show up in this world.
Janesa Velazquez , yoga teacher dedicated to collective liberation
“Tristan has a Mr. Miyagi-esque way of teaching. I initially went in thinking I was going to learn very specific things (and I did) only to find out that there was so much more.
I learned practical approaches to marketing while tenderly infusing that work with my deeply held social justice values. They give us room for the messiness, for the inquiry, for the learning and unlearning. Tristan creates honest, heart-centered, supportive and affirming containers full of bravery and compassion. They offer real, usable, subject matter lessons but even more importantly, they lead by example and in doing so, have cultivated a community of wonderful, like-minded humans. Yes, it's about marketing, Tristan teaches, but what it's *really* about is building relationships. Wax on. Wax off.
Course Overview & Schedule
Conscious Marketing is a 18-hour LIVE online training; all sessions will be captioned and recorded.
This training consists of six live lectures, plus three hours devoted to Q&A, scheduled throughout the training for additional, ongoing support. We’ll also be joined by three guest speakers who will share their expertise!
Wednesdays & Fridays
April 26th - Friday May 24th
11-1 Pacific / 2-4 Eastern
Session 1
Friday, April 26th
Getting Grounded: Positionality, Privilege, & Intersectionality
During our first session together, we'll ground with group introductions, community-building, and an initial dive into a conversation about social justice.
We'll explore:
Shared language
Assumptions & Agreements
Social location, intersectionality, and proximity to power
How power works and how it relates to our marketing
Our identities and our roles
Allyship, solidarity, and action
Self-study to help you connect with your unique voice
Performativity and perfectionism versus authenticity and vulnerability
Session 2
Wednesday, May 1st
Marketing & Branding 101: Debunking Common Narratives
We’ll begin our second session with a review of the Agreements established in the first session, followed by a check-in and space for additional community-building.
We'll then explore:
Dominant cultural perceptions of marketing and branding
Ways to re-envision these practices from an anti-oppression lens
Centering relationship rather than transaction
Centering authenticity while cultivating boundaries
Staying consistent and dedicated while practicing non-attachment
Focusing on quality over quantity
Non-urgency and non-perfectionism
Session 3
Friday, May 3rd
Solidarity: Creating Meaningful, Change-making & High-Value Content
Our third session will focus on ways we can create content that actually reaches our audience and builds community—content that truly serves the clients and students we want to reach.
We'll explore:
Accessibility and trauma-informed considerations
Centering and serving community
Finding our voice, expressing our values, and staying critical
The power of contributing to existing conversations
Creating equity statements that matter
Cultivating inclusive, liberatory marketing practices
Presencing ourselves so we can show up meaningfully
Session 4
Friday, May 10th
Social Media: Reclaiming Agency While Creating Change
This session will support folks searching for how to be genuine on social media while de-emphasizing the algorithm, the numbers game, and the “posting everyday” or “one right way” marketing paradigm.
We'll explore:
An introduction to social media as a marketing tool
Intro post considerations: how, when, why
Utilizing multiple mediums: carousel slides, reels, static posts, and more
Repurposing and reusing existing content to make your life easier
Moving beyond the sales pitch
Building community
Engaging in solidarity, social justice, and collective liberation
Session 5
Friday, May 17th
All things Newsletters: Moving Beyond Social Media Part 1
Our fifth session will focus on viewing social media as an initial “hand-shake” and making use of newsletters to create agency and build effective community.
We'll explore:
Getting started with newsletters: why and how
Ways to explore impactful newsletter content
The value of repeating yourself and repurposing what you’ve already created
List-building considerations
Scheduling best practices
Lead magnets and sales funnels
Platforms and tools to support you
Session 6
Friday, May 24th
Finding Your Path: Moving Beyond Social Media Part 2
In our last session, we’ll continue to explore ways we can de-center social media as the only way to grow our work in the world, and we’ll have time for final questions and conversation.
We'll explore:
Websites and what to consider if you’re working with a designer or DIYing it
Podcasting tips, systems, and best practices
Patreon and Substack considerations and “passive” income
Networking and engaging existing connections and community
Blogging, articles, YouTube, and other ways to embrace your unique creativity and capacity in service of your professional growth (without burning out!)
Q&A and Guest Sessions
Wednesdays, May 8-22nd
Q&A : 11-noon Pacific / 2-3 Eastern
Guest Sessions : noon-1 Pacific / 3-4 Eastern
Meet the Guest Speakers
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Raudhah Rahman
she/her/dia
Radical website designer, activist, recovering yoga teacher, & forever student.
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Ilya Parker
he/they
Writer, educator, consultant, founder of Decolonizing Fitness, & activist.
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Brooke Monaghan
she/her
Business coach & consultant, disruptor, podcaster, & founder of Fruition Growth Network.
When you register for Conscious Marketing you’ll get:
Access to a community space, where you’ll receive guidance from Tristan Katz and three amazing guest speakers, support from your peers, additional pathways for ongoing learning, and more
18 hours of live training: a place to learn with others on this path
Video archives with captions of all live content
A rich resource list that we will build together in community
Reflection prompts to deepen your learning
Amber Karnes, yoga teacher, community-builder, and activist
“Tristan and I worked together for a little more than a year and while I initially brought them on to do some little tasks like social media and email support, our working relationship has grown into much more than that! Amidst COVID and all the changes I’ve experienced in my work, Tristan helped me with each pivot every step of the way. They provided unparalleled support when it comes to email, social media, graphics, and more. But beyond that, they’re a strategy partner and a cheerleader, a sounding board and a truth teller.
Apart from the digital strategy services they offer, Tristan is a gifted teacher and facilitator on equity and inclusion. They are skilled in both the heart-work and the practical stuff. Tristan offers simple steps you can take in your life and business to move toward justice and equity.
Lael Petersen, LCSW
“Working with Tristan was a treat. Not only did they teach me the skills to feel confident using Instagram (which I was terrified of), they also helped me remember my WHY for doing this work. Tristan is professional, reliable, kind and encouraging. They have a rare and much needed repertoire of skills.
They understand social media marketing, and they embody a calm and grounding presence. Tristan helped me get clear about what I was trying to create and where I was getting stuck. They gave me practical tools to make marketing easier and took the time to teach me how to use them. They were patient and in each meeting, they gave me more value than expected. As a self-employed coach building an online presence, I highly recommend working with Tristan. You will be grateful for their knowledge and support.
Enrollment is open
Tuition for this 9-part live, online training is $359-$449 USD sliding scale.
Payment plans & partial scholarships are available.
Tiered Pricing Explained:
- Community Rate (supported by your peers)
-Sustainer Rate (covers your enrollment)
-Supporter Rate (covers your enrollment + supports your peers)
If you are able to enroll at the Supporter or Sustainer Rate, your contributions support the ability to offer a lower rate to community members experiencing financial difficulties.
If you would like to clarify which pricing tier is most appropriate for you, please refer to this helpful graphic by Alexis J Cunningfolk: The Green Bottle: Where You Fall On The Sliding Scale
Intention of Equity Pricing Structure:
Please take a moment to consider the intention of our scholarship program and equity pricing structure, which was created in order to amplify training access for those who hold marginalized identities and those experiencing significant financial hardship.
If neither of those qualifications apply to you, we ask you to please consider other payment options, including using the tiered equity pricing structure and payment plans, or supporting others in our community who have decreased access to financial resources by enrolling as a Sustainer or Supporter, if this is accessible to you.
Community
$359
supported by your peers
Popular
Sustainer
$399
covers your enrollment
Supporter
$449
covers your enrollment & supports your peers
Enrollment closes April 26th
FAQs
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This course is for entrepreneurs in any industry, and for folks looking to support clients and organizations with digital marketing strategies.
Yoga teachers, wellness professionals, coaches, and creatives will most benefit from this learning community.
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Yes, all sessions will be recorded and available within 24-48 hours of the live session. It’s highly encouraged that you attend live, as you will get more out of the interactive parts of this course. But you can participate via the recordings if that works best for you.
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Apart from some recommended reading assignments, there are no prerequisites to join except the willingness to stay open to new information and resilient to change. Homework will be offered throughout but it will be entirely optional.
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You have access to the student portal for one year past the start date of the live portion of the training, to access / view your course materials and live session replays.
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Yes, you may split your tuition into 3 monthly payments. Each pricing tier has this payment plan available.
Partial scholarships can also be arranged directly through Accessible Yoga School.
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The refund policy for this course is as follows:
Request for cancellation of enrollment from the course one week or more prior to the course commencement date, will receive a full refund / cancellation of any pending payment plan charges.
Request for cancellation of enrollment from the course within one week of the course commencement date will receive a 50% refund of the total course fee.
No refunds will be granted once the course live Zoom sessions have commenced.