MARCOM Professional Development Annual Forum

Marketing Strategies:  Going Beyond Advertising

Karine Goneau-Lessard | Chief, Marketing, Health Canada, and
Lucie-Anne Besner | Chief, Marketing, Health Canada

Government and industry as a whole are faced with fiscal restraints and it is a Marketing team’s obligation to ensure that their entire campaign budget provides extra value for money.  One way to survive the long arm of fiscal cuts is to position campaigns in such a way that they show measurable results and go beyond advertising.  Health Canada is continuously challenged to find innovative tactics for its marketing campaigns that fit these criteria.  From branding and partnerships to blogger outreach approaches and social media tactics, Health Canada has an array of campaigns that showcase how marketing can be fiscally efficient while providing measurable results.  In this session, the ins-and-outs of marketing strategy development will be explored, with a specific look at return on investment and target audience appropriateness when considering a variety of marketing tactics.  Based on Health Canada’s best practices and lessons learned, you will be able to discover a broad mix of tactics that can be considered when strategic marketing is expected to go beyond advertising.

• Develop campaign strategies that introduce innovative tactics within their marketing mix
• Evaluate tactics based on their return on investment and audience appropriateness
• Consider best practices and lessons learned when trying to conceive of marketing tactics that go beyond advertising

Join us at MARCOM: May 15, 2012, 1:45 – 3:00 p.m.

Strategic Marketing Planning: Rewiring your Organization for Today’s Challenges

Bernie Colterman | Managing Partner, Centre of Excellence for Public Sector Marketing

“We think we need to go somewhere, but we just don’t know how to get there” Anonymous

This workshop aimed at senior-level staff from the not-for-profit and public sectors who want to take a strategic look at their organization or operation to re-focus efforts, increase relevance, create efficiencies and/or improve revenue. The session facilitator will take participants through a proven marketing model that has been used to “re-wire” a wide range of organizations from the association, non-profit and public sectors.

What you will learn:

• how to take a critical, systematic look at your current operation from a marketing perspective
• how to identify your strategic “sweet spot” for the 3 R’s – Recognition, Relevance, Revenue
• how to develop a strategic framework that will help you shift from your current position to your desired position
• how to build a culture that supports the shift
• how to build an Action Plan that moves the process forward
• how to measure progress

At the end of the workshop participants will have a blueprint for implementing a strategic plan for their organization.

Join me at MARCOM 2012, May 14, 9:00 a.m. – 4:30 p.m. for an intensive day that will fundamentally change your organization.

Results Map Marketing and Communications Strategy Lab

Caroline Kealey | Principal and Founder, Ingenium Communications and Developer of the Results Map

There has never been a more compelling time for communicators and marketers to deliver and measure value.  This workshop introduces a breakthrough methodology to do just that.

The Results Map is an innovative program that helps communicators and marketers build capacity in strategic planning and evaluation.  This hands-on workshop provides participants with the opportunity to work on their own case studies and work through a powerful process to design a strategic plan focused on measurable outcomes.

The session’s learning outcomes include:

• Proven methodology for developing successful communications and marketing strategies that deliver results
• Techniques for adding value at a strategic level through a results‐based approach to communications and marketing planning
• Practical tools and templates for audience segmentation and stakeholder mapping
  Step‐by‐step guidelines on developing an evaluation framework and reporting plan
• Tips, tools and templates covering the full spectrum of strategic planning (objectives, situational analysis, audience definition, development of a message architecture, tactical planning, evaluation)

You’ll gain access to a binder full of Results Map tools, templates, worksheets and best practices that can immediately be implemented in your day-to-day work.

Join me at MARCOM 2012 for an intensive workshop on May 14, 9:00 am – 4:30 pm.

May 14 Workshop:

Social Marketing Planning:  Implementing an Effective Campaign

Jim Mintz | Managing Partner, Centre of Excellence for Public Sector Marketing

They know about us, who cares if they don’t buy from us? Can you imagine any company ever saying this? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. In other words, they would not be satisfied with that answer.
So if the private sector won’t settle for awareness-building only, why do we in the public and the not-for-profit sectors continue to run campaigns that create awareness but don’t deliver the ultimate results of changing attitudes and behaviours?

It’s time to go beyond awareness and start using persuasive strategies like social marketing.

In this tough economy it’s important to ensure maximum impact for our marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated. This workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours. You will learn:

1. How to use a step-by-step structured approach to prepare a social marketing plan: that is actionable; has maximum impact and leads to successful implementation;
2. How to present and “sell” your social marketing strategy to management;
3. How to implement a social marketing program on a very tight budget and still have maximum impact on changing attitudes and behaviours;
4. How to monitor and evaluate your outputs, outcomes and impacts;
5. How social marketing gives you a single approach: for mobilizing communities; influencing the media; advocating key stakeholders and building strategic alliances with business.

The Workbook (included) guides you through the process for creating your own Customized Social Marketing Action Plan. 

Join me at MARCOM 2012 for an intensive day of planning. You’ll walk away with an Action Plan to implement right away.  May 14, 9:00 am – 4:30 pm.