Communications
Capacity-Building Program

A complimentary communications resource for Walton Family Foundation grantees in Northwest Arkansas. Developed to provide relevant, capacity-building support for grantees’ communications opportunities and challenges.

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Join Our Group Video Calls

Growing Your Organic Search Visibility in the Age of AI

October 15, 2025 at 11:00 a.m. CT
Led by Caleb Byrd

Organic search is experiencing its most significant transformation in decades. Between Google’s evolving search features and the rapid rise of AI-powered answer tools, consumer behavior is shifting, and so is the way brands must approach visibility.

In this practical webinar, we’ll break down how these changes affect search, brand trust, and discoverability, and give you a clear roadmap for adapting your strategy.

You’ll learn how to:
• Understand the evolution of search behavior across Google and AI tools
• Optimize your presence for high-intent local searches
•Reinforce credibility and trust signals that influence rankings and conversions
• Adjust your technical and content strategies for AI-driven analysis and visibility

By connecting today’s trends with what’s coming next, you’ll leave equipped with actionable insights to future-proof your organic search strategy. Whether your focus has been on content development, technical SEO, or simply staying ahead of industry shifts, this session will help you plan with confidence.

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About the Host

Caleb Byrd is an SEO strategist with eight years of experience at mhp.si, where he helps brands integrate organic search into broader marketing strategies. He began his career as a content producer before putting on a strategic hat and entering the world of SEO. Today, he focuses on marrying content, data, and strategy to drive measurable growth.

He has led enterprise-level content and conversion initiatives, helped small businesses dominate local search, and developed forward-looking strategies to prepare brands for the AI-driven future of search. His expertise lies in helping organizations identify, reach, and convert the right users through organic channels.

Caleb holds a B.A. in Communications and Political Science from Ouachita Baptist University. Outside of work, he’s a proud owner of two corgis and an avid Premier League soccer fan.

What to Spend Where: Making the Most of Your Marketing Budget

November 12, 2025 at 11:00 a.m. CT
Led by Whitney Burgess Scales

This session helps grantees understand what matters most, what they can DIY, and what to prioritize at different budget levels. It removes the guesswork from communications planning and helps teams make confident, high-impact choices.

Key Points:
• Budget tiers: what you can do with $1K, $5K, or $15K
• Sample spending plans: social boosts vs. paid placements vs. contractor time
• Low-cost/high-impact tactics: repurposing content, partnering with others, leveraging grant resources
• When to invest vs. when to pause

Takeaways:
• Practical guides for making smart spending decisions
• Permission to not do everything
• Real-world examples of doing more with less

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About the Host

Whitney Burgess Scales is an award-winning and enthusiastic marketing strategist committed to maximizing growth with measurable results for clients. As vice president of marketing strategy and shareholder at mhp.si, Whitney leads strategy development and oversees execution for clients, monitoring performance and marketing insights that can be leveraged to make business decisions to drive overall success. For over a decade, she has counseled clients of all sizes, driving a better return on investment with strategy-first, performance marketing. She has been honored to share her passion for digital at conferences across the country.

Whitney earned a bachelor’s degree in business administration with an emphasis in marketing from the University of Arkansas at Little Rock and received the Dean’s Award for Excellence from the School of Business in 2020.

A graduate of Leadership Greater Little Rock (Class XXXIII), Whitney sits on the Community Advisory Council for Crystal Bridges Museum & The Momentary and serves as Member At Large for the Rotaract Little Rock Chapter. She is also an active member of Create Little Rock, the Google Ads Advisors Panel, and the National Society of Leadership Success.

Reaching the Right People: Audience Segmentation Without the Jargon

December 10, 2025 at 11:00 a.m. CT
Led by Whitney Burgess Scales

This session introduces a simple, clear approach to audience segmentation, helping organizations focus their efforts where they’ll have the greatest impact.

Key Points:
• How to define and prioritize audiences (e.g., donors, policymakers, media, communities served)
• Matching message and medium to the audience (e.g., don’t use Instagram just because everyone else does)
•Tools for narrowing focus without losing inclusivity
•Examples of right-sizing outreach: when a small list outperforms a big splash