By: Ted A. Baker, CEO, Muncie Innovation Connector, Inc.
For many business owners, marketing can feel like a collection of disconnected activities, such as a social media post here, an advertisement there, an occasional email campaign, or a new website. But effective marketing is much more than simply getting a business noticed. Done well, it creates a system for attracting customers, building trust, generating opportunities, and ultimately driving growth.
That is the focus of “Marketing Mastery: Marketing That Drives Growth,” the first session in the Innovation Connector’s new Business Impact Masterclasses Series, scheduled for Thursday, September 24, 2026, from 9:30 a.m. to 3:00 p.m. at the Innovation Connector, 1208 W. White River Blvd., Muncie.
The Business Impact Masterclasses are designed to provide entrepreneurs, business owners, managers, and organizational leaders with practical business education that goes beyond the traditional workshop format. “This is not a normal workshop where you sit for an hour, take a few notes, and then go back to your business wondering what to do next,” said Ted Baker, CEO of the Innovation Connector. “We designed the Business Impact Masterclasses to go deeper. Marketing Mastery will give business owners access to experienced professionals, practical strategies, and tools they can apply in their businesses. Our goal is for people to leave not only knowing more about marketing but also better prepared to make marketing decisions that produce measurable business growth.”
The September 24 Masterclass offers a deep dive into the marketing topics that can make the greatest difference for a growing business. Participants will explore strategic marketing, branding and positioning, digital marketing and social media, customer engagement, content strategy, lead generation, AI-powered marketing tools, and marketing analytics. Rather than relying on a single presenter or perspective, the day will feature a blend of local and regional subject-matter experts, giving participants access to professionals with experience across various areas of marketing and business growth.
The day begins at 9:30 a.m. with opening remarks from Baker, followed by a series of focused learning sessions. One featured topic, “Building a Brand That Builds Your Business,” presented by Greg Zirkle of Ball State University, examines how effective branding can build customer trust, increase sales, and contribute to long-term business growth. Additional sessions throughout the day will delve deeper into the strategies, tools, and approaches businesses can use to make their marketing more intentional and results-driven.
The format is a key part of what makes the Masterclass different. Rather than trying to cover a broad subject in a short introductory seminar, the extended format allows time to examine individual marketing disciplines in greater depth, hear from experienced practitioners, connect ideas across multiple sessions, and consider how those concepts apply to an attendee’s own business.
Just as importantly, participants will not leave with only a notebook full of ideas. Each attendee will receive take-home materials and practical resources as part of a marketing toolkit designed to help turn what is learned during the Masterclass into action after the event. The Business Impact Masterclasses model emphasizes practical tools, templates, guides, resources, and implementation strategies that participants can apply within their organizations.
That emphasis on application reflects a broader objective of the Innovation Connector: helping entrepreneurs and growing businesses develop the competencies needed to become stronger, more sustainable organizations. The Innovation Connector’s current strategic direction calls for specialized workshops and training programs that equip entrepreneurs with the skills, knowledge, mentorship, and resources to overcome challenges and grow.
Marketing as a Growth Strategy
For a small or growing business, marketing decisions have consequences far beyond advertising. A strong brand can influence whether a customer trusts a company. A clear marketing strategy can help a business determine where to allocate limited resources. Improved customer engagement can strengthen retention and referrals. Digital tools and AI can improve efficiency, while marketing analytics can help an owner understand what is and is not producing results.
Marketing Mastery is the first of four independent Business Impact Masterclasses at the Innovation Connector in 2026. Future sessions will focus on Technology That Grows Your Business on October 22, Financial Intelligence for Business Owners on November 19, and Growing a Resilient Business on December 10.
Participants can attend one Masterclass tailored to their immediate needs or attend all four for a broader business growth experience. The registration fee for Marketing Mastery is $49, which includes lunch. Participants also receive Masterclass materials, business tools and resources, take-home templates and guides, and a Certificate of Completion.
For Baker, the broader purpose is straightforward: create educational experiences that help local businesses move from information to implementation. “Business owners don’t need more information just for the sake of having information,” Baker said. “They need knowledge they can turn into decisions and decisions they can turn into action. That is what we want these Masterclasses to deliver – practical strategies, meaningful connections, and resources that help businesses become stronger and grow.”
The Innovation Connector is grateful to our community partners for making the Masterclasses possible. These include the Title Partner, First Merchants Bank; Prime Trust FCU; Shafer Leadership Academy; R & R Engineering Co., Inc.; Muncie-Delaware County Black Chamber of Commerce; Whitinger & Company, Inc.; City of Muncie; and Spotted Monkey Marketing.
Marketing Mastery: Marketing That Drives Growth will be held on Thursday, September 24, from 9:30 a.m. to 3:00 p.m. at the Innovation Connector, 1208 W. White River Blvd., Muncie. Registration is $49 per person and includes lunch and Masterclass materials. To register, visit BusinessImpactMasterclasses.com.
