PBS: Activating Existing Data for Marketing

Self-paced

Enroll

Course Dates:

Ongoing

Duration:

Self-Paced

Commitment:

2h30m - 3h00m

Audience:

Public Media Staff

Course Type:

Open Entry/Open Exit

Credential:

Certificate upon Completion

Course Overview

Public media stations collect valuable audience and donor data every day, but too often outreach remains broad and undifferentiated. This course will help you move from bulk marketing to targeted, data-informed activation using tools and systems you already have. You will identify what data exists at your station and understand how your systems connect. From there, you will design a segmented email campaign aligned to one clear goal and build a right-sized activation plan that includes measurement and ethical guardrails. By the end of the course, you will have a practical, actionable Data Activation Plan ready to implement at your station.

What You'll Gain

Map your station’s data landscape and identify what audience and donor data is accessible and ready to use today.
Tools to develop vertical and horizontal video strategies that fit your audience and brand
Design a segmented, lifecycle-informed email campaign using first-party data from your CRM, email platform, or Passport.
Evaluate retargeting and lookalike audience strategies for paid and social channels, including Meta and Roku.
Select a primary KPI and build a realistic measurement plan aligned to your campaign goal.
Apply ethical guardrails to ensure your data activation strategy is consent-based, transparent, and responsible.

Target Audience: Public Media Staff

Course is offered by Public Broadcasting Service

Meet Your Instructors

Angela Moreira

Senior Marketing Manager, PBS SoCal

Angela Moreira is Senior Marketing Manager at PBS SoCal, where she leads campaign planning, marketing strategy, and paid media across Southern California. With extensive experience in streaming advertising and digital marketing, she specializes in turning audience insights into strategic campaigns that drive engagement and build connections with diverse communities.

Natalie Benoy

Data Scientist/Analyst, PBS Utah

Natalie Benoy Natalie Benoy is a Data Scientist/Analyst at PBS Utah and a member of the Passport Station User Group (SUG) and Digital Media Advisory Council (DMAC). She holds a B.S. from Pitt and an M.B.A. from the University of Utah, and brings six years of prior experience in marketing and digital media before joining the Data Team.

Stacy Shaffer

Senior Director, Marketing Operations & Business Intelligence, PBS SoCal

Stacy Shaffer has been with PBS SoCal for 15 years, spanning marketing, technology, and audience strategy. She leads integrated marketing efforts across campaign planning, advertising, email, and social media, while overseeing the organization's marketing technology stack and audience data strategy. She holds a B.A. and M.B.A. from California State University, Long Beach.

Full course description