We are on the cusp of a truly transformational period in the marketing services industry. Digital services will be ingrained into the DNA of every agency, and blended with traditional methods to execute integrated campaigns. The Digital Strategy and Planning Agency Certification Program is designed to help you capitalize on these opportunities.

You will learn how to:

  • Strategically approach digital through a simple execution framework for the agency
  • Successfully relay the value of digital to agency clients
  • Package and price agency digital marketing services
  • Plan, execute and evolve integrated agency marketing campaigns
  • Track and measure results from agency digital strategies
  • Solidify ongoing agency client relationships.



Class 1

Digital Marketing Fundamentals

Crafting the right strategy for your business takes a visionary approach to understanding the real business value of digital and how to create experiences that customers want. This lesson will start with the basics about how to define value, craft an overall digital approach, and offer a simple framework that brings all the evolving pieces together in a clear way.
Instructor: Rohit Bhargava
Class 2

The Blueprint: Build Your Agency’s Digital Service Plan

Every agency (or at least the ones that will still be relevant in the coming years) is a digital agency. While the resources dedicated to social, search, mobile, web, email and other digital strategies will vary, interactive marketing should be fully integrated into every program and budget. As services evolve, so should pricing.
Instructor: Paul Roetzer
Class 3

Digital Drivers, Success Metrics & The Integrated Ecosystem

Drivers are the messages that inspire people to visit a brand destination. In this class, we review all of the primary types of drivers and how to use them to reach the right audiences. We also look at measurement and how to approach your metrics from the top level to separate them into the various types that are helpful for different situations.
Instructor: Rohit Bhargava
Class 4

Strategy to Prove the Value of Agency Performance

Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about prospects and customers. However, data without analysis is simply noise. Your agency must excel at bringing structure and meaning to the numbers. Be proactive in assessing your performance, and be willing to adapt digital strategies in real-time based on results (or the lack of results). In this lesson, we’ll build an example custom Scorecard to house primary and secondary metrics, and serve as a model for your clients.
Instructor: Paul Roetzer
Class 5

Social Media for the Agency

There is a lot of confusion when it comes to the real value of social media – and brands are making the same strategic mistakes across multiple industries. In this introductory module to social media marketing, you will learn what is (and what isn’t) social media marketing and how to describe its real value. In addition, by starting to look at the five most common social media marketing mistakes, we will set a framework for what types of thinking to avoid on the path to using social media marketing effectively.
Instructor: Rohit Bhargava
Class 6

Foundations for a Visual PR Strategy

Take your news and turn it into visual news. It’s fact: 44% of consumers say they're more likely to engage with brands if they post pictures than any other media. Learn how to use different social platforms to tell a story, and tips and tricks for easy visual reporting.
Instructor: Lisa Buyer
Class 7

The Renewal: How to Solidify the Client Relationship

Only 36% of marketers are firmly committed to their agency partners. In this lesson, we’ll address how you can solidify client relationships and reduce churn through proper upfront expectations, integrated digital services and ongoing performance monitoring. Prove your worth through a measurable, results-driven program.
Instructor: Paul Roetzer
Course Exam

Agency Digital Strategy and Planning Certification Exam

CEO & Founder,  Influential Marketing Group

Effective social media marketing strategies are provided by instructor Rohit Bhargava at the Online Marketing Institute (OMI). Rohit leads the Influential Marketing Group and is an independent marketing expert focused on helping to bring more humanity back to business. For the past decade before starting his own “concierge marketing” consultancy to work with brands on a more exclusive one to one basis, Rohit led branding, digital and social media strategy for dozens of the biggest brands in the world through leadership roles at Ogilvy and Leo Burnett marketing agencies in the US and Australia. He is the best selling author of two books (including the recent global marketing best seller LIKEONOMICS), an engaging keynote speaker, and Professor of Global Marketing at Georgetown University.

CEO, PR 20/20

Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency. Prior to launching PR 20/20 in 2005, Paul spent six years as a consultant and vice president at a traditional public relations agency.

His book, The Marketing Agency Blueprint, serves as a guide for building tech-savvy, hybrid agencies that are more efficient, influential and profitable than traditional firms.

He created Marketing Agency Insider—the hub for a more open and collaborative agency ecosystem—and Marketing Score—a free assessment tool and marketing intelligence engine

He is a speaker, writer and advocate for change and innovation within the public relations and marketing industries. In 2010, he was recognized by Smart Business with an Innovation in Business Rising Star award.

Social PR Author, Evangelist, Journalist and Publi, The Buyer Group

Social media marketing instructor Lisa Buyer teaches effective social media public relations strategies through the Online Marketing Institute (OMI). The author of Social PR Secrets and named one of the top 40 Digital Strategists for 2013, Lisa is passionate and ambitious about how public relations, social media and SEO influence each other.


She is President and CEO of The Buyer Group, an interactive public relations and social agency located in Celebration, Florida and editor for Social #PR Chat covering trends in Social PR, Mobile PR, Brand PR and SEO PR. A columnist with Search Engine Watch and a regular speaker with PubCon, SES and part of the @ClickZ faculty and most recently became an instructor of the University of San Francisco’s online Advanced Social Media certificate program.


How much does this certification cost?
The cost of this certification is $859.

How long does the certification take?
Each certification is broken up into a series of 5-11 classes. Each included class may run between 20-70 minutes in length.

How long do I have to take the certification? 
You are given 6 months to complete your certification following enrollment, so plan to dedicate your time in completing the coursework accordingly. All classes are available on demand and you can take them at your own pace. More time to access the material may be provided on a case-by-case basis. 

What is a passing exam score? How long does the exam take, and how many times can I take it?
After finishing all classes in the certification, you will be ready to take the final exam. To begin click the “Start Exam Now” button underneath the last class in the certification.  The untimed final exam consists of 30-50 multiple-choice and true/false questions. Allow 45 to 60 minutes to complete the exam. Ideally the exam should be taken in one sitting, however, your answers are saved if you need to come back and finish at a later time.

You must pass with a score of 70% or higher to receive a certification of completion. You will have up to 3 chances to pass this exam. You will receive a digital certification via email upon successfully passing the exam. 

Will I be tested on the classes that are electives?
No. Electives are available to supplement the main certification coursework, so you will not be tested on any of the material covered in those classes as they are optional to watch.

Do I receive a physical or virtual certificate or both? 
Upon completion, OMI will send you a digital certificate via email.

What is the teaching style of certifications? Live or prerecorded?  
Certifications feature prerecorded presentations. Essentially, they consist of 20-70 minute video recordings of a narrated slide presentation.

Can I get a copy of presentation slides or other reference material to print/download? 
At this time, course content and other reference materials are not offered in a non-video format. 

How current is the content for the certification programs? 
OMI's Certifications are constantly being updated to match the industry's latest trends and tactics in digital marketing. Content is either updated or replaced entirely in accordance to the most relevant and current information.

Are OMI certification programs accredited? 
The Online Marketing Institute has been involved in online education for digital marketing longer than nearly all other organizations in the space. To address the topic of accreditation, since there is no accrediting body, OMI has gained accreditation from the States of California and Colorado and has been endorsed (and used by) major non-profit associations within the industry including: The Internet Advertising Bureau (IAB), Direct Marketing Association (DMA), Email Experience Council (EEC), Local Business Marketing Association(s), Word of Mouth Marketing Association (WOMMA) and more. OMI’s certification programs were then built through Wharton and it's Interactive Media Initiative to build an academically verified method to teach, train and test. 


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