MARCOM Professional Development Forum

Bernie Colterman | President, Colterman Marketing Group (CMG) Canada

One of the biggest challenges facing not-for-profit and government organizations is how to effectively engage and recruit corporate partners. This one-day workshop is designed for fund development and sponsorship managers and related professionals involved in soliciting corporate funds and/or in-kind services who want to take a more professional approach towards selling. It will provide the essential sales training you need to be more effective at reaching potential prospects, presenting your solutions and influencing the decision-making process.

You Will Learn How To:

1. Leverage your organization’s brand and positioning to develop a unique selling proposition that differentiates you from the “competition”;
2. Develop an organizational culture that supports the sales function;
3. Develop a structured sales plan;
4. Effectively promote your sponsorship and corporate partnership opportunities;
5. Identify prospects that are aligned with your organization’s goals;
6. Make contact and build relationships with prospects;
7. Uncover prospect needs;
8. Prepare compelling corporate partner proposals;
9. Handle objections and other delaying tactics;
10. Close the “deal”;
11. Negotiate win-win agreements;
12. Retain sponsors and other corporate partners.

Educational content will be combined with exercises, discussions and hands-on practice to make for a fast-paced and lively workshop. The Course Workbook will help you develop your own Sales Plan.

Jim Mintz | Director, Centre of Excellence for Public Sector Marketing

One of the biggest challenges in Social Marketing Planning is the Implementation stage. Many organizations develop great plans, but poor execution leaves them wondering why they didn’t achieve the desired results. In previous editions of MARCOM, Jim Mintz has taken participants through a proven process for developing their social marketing strategy and plan. At MARCOM 2010, you will learn how to transform Strategies into Action! Jim will briefly review the social marketing plan process and then move into detailed discussions surrounding how to successfully implement your strategy. In this tough economy it’s important to ensure maximum impact for marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated.

You will learn 7 key areas for social marketing plan implementation:

1. What questions to ask when working with marketing and communications suppliers;
2. How to develop a creative brief to ensure your communications agencies remain on strategy;
3. The Do’s and Don’ts for smooth supplier relationships;
4. Innovative ideas to fully leverage a limited budget;
5. How to present and “sell” your social marketing strategy to management;
6. How to approach and capitalize on strategic alliances;
7. How to evaluate your campaign progress and success.

Take the next step: Join Jim Mintz and move your plan into action!

Mike Kujawski | Senior Marketing and Social Media Strategist |Centre of Excellence for Public Sector Marketing

The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences – both external and internal. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe where mass customization and increased relevancy are made possible.
Public sector and not-for-profit organizations need to take a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This workshop is specifically tailored for the government and not-for-profit environments and is designed to provide a practical, concrete approach to using social media. No prior experience is necessary.

What will you learn?

1. An understanding of the basic elements of web 2.0, government 2.0, and all related terms
2. The latest internet usage statistics and social media user segmentation
3. How to determine which social media tactics would make sense based on your organization’s strategic objectives
4. The necessary mindset shift that needs to take place within the organization
5. How to properly use and leverage various tools
6. How to incorporate automated social media monitoring activities into your daily schedule
7. How to properly and accurately measure performance of your online engagement
8. How to save money and time by using free applications
9. How to stay constantly well-ahead of the curve through “crowd-sourced” research
10. The latest government and not-for-profit web 2.0 initiatives and case studies
11. How others are working around and/or within various government policies and acts
12. How to develop a strategic framework for your next social media engagement initiative
13. Awareness of the latest communities, events and working groups related to the evolution of web 2.0 in the public and not-for-profit sectors in Canada and abroad.

What will you take away?

1. Comprehensive Workbook
2. PDF copy of the Social Media Marketing Presentation and Workbook

Mitch Joel, President, Twist Image

Companies still struggle to understand online marketing as a new generation of digital opportunities unfolds. Consumers have never been so powerful. Consumers have never been so connected. Mitch Joel unravels the fascinating world of New Media, Consumer Generated Content and Social Media. Learn how these marketing touch points are creating conversations where the results are staggering and loyalty is off the charts. Words like Social Media and Web 2.0 control every boardroom discussion in relation to growing market share and new Marketing opportunities. Learn how to take part in these communities and conversations.

Josef Jurkovic | Director and Founding Partner, The Centre for Excellence in Communications

One of the biggest challenges for public sector communicators and marketers is ensuring consistent and coherent messaging across all parts of the organization. Every public sector organization, large or small, has many “touch points” through which messages are disseminated and interactions with target audiences and market segments take place. This interactive session will outline the benefits of developing, introducing and managing a comprehensive internal and external messaging system based on CEC’s Communications Message Pyramid ^TM. The session will focus on a step-by-step approach to public sector positioning and messaging that will improve the consistency, clarity, coherence and impact of your organization’s communications and marketing.

What you will take away?

1. An understanding of the importance and benefits of a positioning-based messaging system;
2. An approach to developing and achieving organizational buy-in to a Communications Message Pyramid for improved consistency of messaging;
3. A concrete example of a comprehensive Guide to Corporate Messaging for use by your internal stakeholders and external partners.

Kelly Lendsay | President and CEO, Aboriginal Human Resource Council

Mastering Aboriginal Inclusion, a ground breaking HR/management program launched in 2008, is helping Canadian business increase their profits through inclusion strategies that result in successful Aboriginal recruitment and retention when the market is hot…..and when it’s not!
Kelly Lendsay, President and CEO of the Aboriginal Human Resource Council, is leading Canadian inclusion innovation through a seven-stage Inclusion Continuum – an employer’s map to inclusive workplaces. The continuum is supported by the council’s Mastering Aboriginal Inclusion program which includes a multi-faceted marketing strategy to identify and engage Aboriginals, stakeholders and private sector companies in the Continuum concept.

Kelly’s use of stories, research and humor will connect you, in heart and mind, to the overwhelming workplace potential of Aboriginal Peoples. Learn how Aboriginal people are moving up their own continuum and making a difference in workplaces across Canada, as well as key strategies on how this concept can be applied to other marketing initiatives.

Campaign #1: Saskatchewan in motion – A Community-based Social Marketing Campaign

Cathie Kryzanowski | Manager, Saskatchewan in motion

Saskatchewan in motion is a province-wide movement aimed at increasing physical activity for health, social, environmental and economic benefits. The campaign combines a social marketing approach with community capacity building by blending a multi-media public awareness and education campaign with community based action that focuses on creating conditions for behaviour change. The in motion campaign inspires action at both the individual and institutional levels and engages broad audiences. This session will provide a brief overview of campaign elements and will focus on “how to’s”, keys for success, bloopers, and important lessons learned.

Campaign #2: H1N1 – Coughing, Sneezing and Vaccines: Convincing Canadians to take Action

Sue Ronald | Director Marketing, E-Communications & Creative Services, Public Health Agency of Canada

In April 2009 the Public Health Agency of Canada launched – what was to become – a $30million+ marketing campaign to provide Canadians with the information they needed to protect themselves from the H1N1 flu virus. As the largest immunization campaign in Canadian history unfolded, marketing tactics ranged from print ads to Google Ad Words, posters to widgets and TV to Twitter – breaking new ground in the federal government. With over 7 million visitors to the Agency’s website (without crashing) , more than 10 million direct mail brochures distributed and 60,000 calls to 1800OCANADA, the importance of research, web analytics and social media monitoring became fundamental to the success of the communications activities. In this session you’ll get an overview of how the campaign unfolded over an 8 month period, including challenges and successes such as: unprecedented cooperation between the federal, provincial and territorial governments,how humour helped every stressful situation and simple, cost effective ways to get the message out.

Topics to be announced, sign up on site.

Suggest a topic by contacting us

Barry Siskind | President, International Training and Management

In this interactive workshop, you will learn:

1. The three steps to creating focused, measurable and achievable objectives which include; Defining your audience, message and metrics.
2. The three steps to choosing places to exhibit including: defining your objective, the audience and the marketing fit.
3. Successful exhibiting when the choice of shows in out of your hands.
4. Identifying the three characteristics of successful booth staff including; knowledge, skills and attitude.
5. The why’s and how’s of evaluating the exhibit effort and the establishment of benchmarks for the future.

Glenn Brunetti | Manager, Marketing & Information Services, City of Hamilton
Cathy Kealey | Service Delivery Experience Architect, City of Hamilton

The Ontario government funded the City of Hamilton to develop an immigration portal to support the integration of skilled immigrants. Through an intensive research-based, citizen-centred design process, the City created a strategy that truly met audience needs. The strategy addresses policy, new media, and how to improve online services. Participants will be taken through a multi-media demonstration and engage in discussion surrounding the approach and key components for a winning portal to include:

• The user-centred design process and why it works;
• The merits of incorporating skills from a multi-disciplined team;
• The importance of integrated marketing communications;
• How to measure and evaluate throughout a portal project.

Bernie Colterman | Director, Centre of Excellence for Public Sector Marketing

Increasingly, government organizations are turning to private sector partnerships as a means of reaching and influencing audiences. However, many partnering initiatives “fall flat” because of either a lack of strategic focus or internal buy-in. This session will examine the essential steps in implementing successful partnering initiatives in a government environment and demonstrate how various techniques have been adopted to establish collaborative arrangements with some of Canada’s top brands. A particular emphasis will be placed on managing internal processes to ensure that your partnering initiative gets the buy-in and senior-level support it needs to be successfully implemented.

Linda Smith | Communications Consultant, Maple Leaf Foods

For Maple Leaf Foods, 2008 was a year to recall. Maple Leaf products were linked to 22 deaths related to a listeriosis outbreak and the company needed more than a crisis plan during this major event. This session will cover the values that drove the company’s actions and related communications efforts. Communications Consultant, Linda Smith, will share the communications strategies demanded of them during that most trying time. Participants will walk away with a unique perspective of the power of authenticity in crisis communications and concrete lessons learned.

Stephanie Smith | SFS Enterprises

In an environment of recession, the not-for-profit sector can be forced to face tough competition for financial support. Will introducing membership in an organization, increasing membership fees or expanding the membership base help close the gap?
An effective membership program starts with a sound strategy. That includes examining the value and purpose of your membership and thinking through what it needs from you. Many organizations don’t take the time to address basic strategic questions behind their membership program and wonder why they are not achieving their objectives. This session will explore key considerations behind successful membership programs. It will also examine trends and issues related to marketing to new members/supporters.

Guy Laflamme | Vice-President, Capital Experience, Communications and Marketing, National Capital Commission

How do you combine educational activities, multi-sensory experiences, new technologies, and interactive platforms to bring forth national pride and to celebrate our collective heritage?
Innovative product development strategies as part of the marketing mix have allowed the National Capital Commission to engage Canadians from across the country.
Winter Sound and Light shows, vibrant commemorations, events recognizing the country’s artistic excellence, experiencing an international hockey championship on the largest ice rink in the world, are some of the powerful products developed to position the Capital and to communicate Canada to Canadians.
This workshop will make you experience the passion that drives the NCC team to go beyond traditional forms of public events. Learn how to create lasting memories for the entire nation through high quality productions that lift the soul and mind.

Facilitator: Jim Mintz | Director, Centre of Excellence for Public Sector Marketing
Karen Dufton | Senior Director General, Service Canada, Head, Marketing and Communications
Greg MacDougall | Director, Communications, CATSA
Lisa Allaire | Director General, Production and Advertising Services, Department of National Defence

What is a marketing-driven organization? What are some of the challenges faced in transforming a bureaucratic culture into a customer-centric organization? How do you get buy-in across the organization? These are some of the questions that will be answered by our panel of public sector marketing leaders who will share their experience and expertise on how they are creating a dynamic marketing culture in their organizations and what you can do to advance marketing as a powerful business transformation tool.

Claude Leger | Founding Partner, OSL Marketing

Increasingly, corporations are looking for new and innovative ways to connect with customers through sponsorships and other forms of community investments. And more and more, not-for-profit organizations are looking to leverage their brands and unique market position with the private sector as a means of generating support for causes and other member-based programs. Even though it seems like a “perfect marriage”, there stills appears to be a chasm between the two sectors.
This session will explore how not-for-profit organizations can close the gap and make meaningful connections with companies. It will help you examine if you have the culture and tools in place to generate corporate interest and ultimately create long-term partnerships that benefit you, the company and most importantly, the customer.

Marilyn Goodwin | Manager, Market Research and Sales, CBC/Radio-Canada
Leo Hussey | Vice President, Foundation Research Group
Maïalène Wilkins | Project Director, CROP

Mobile-only households are growing and currently represent 8% of the Canadian Population (20% in the US). Do marketers and researchers using traditional survey data need to worry about including this growing segment?
CBC/Radio-Canada conducts an annual media technology survey based on a traditional telephone survey of 12,000 Canadians. A concurrent survey of 500 mobile-only respondents was completed to determine how they differ from the general population and to quantify the necessity and feasibility of including mobile-only respondents in future survey research.
This session will be of interest to marketers, researchers, media planners and advertisers who rely on media research to make business decisions and those who question the necessity of including the mobile-only population in future research.

Participants will learn:

1. The latest trends in media technology adoption and use;
2. How those who live in mobile-only households differ in terms of their technology use and phone usage patterns;
3. Whether or not mobile-only respondents should be included in traditional media research in the short or long terms;
4. Limitations and challenges of conducting research with the mobile-only population in the English and French markets.

We are scouting marketing excellence to recognize at MARCOM 2010.
If you have a campaign that deserves recognition and you would like to participate in a roundtable presentation and display in the Showcase, then contact us.

Terry O’Reilly, Host of The Age of Persuasion on CBC Radio

Witty and erudite, Terry O’Reilly shows us how advertising works, and why it matters. Drawing on examples, both classic and new, he examines what makes the great campaigns tick and where big ideas come from. He provides the inspiration, and the tools, to produce great ads that will pierce through the media clutter, get noticed, and resonate completely. O’Reilly is an ad man in love with the promise of advertising, but not blind to its shortcomings; he once aired an episode called “23 Things I’d Change About Advertising”. He delights both general audiences (who will see how ads reflect social change) and advertising veterans (who will be inspired to higher standards and fresher work.) Pointing to trends and dispatching timeless lessons, O’Reilly looks at what animates creativity and how the art of persuasion informs our culture.

Terry O’Reilly will be available to sign copies of his book in the Chapters Booth at 12:15 p.m.

Mike Kujawski | Senior Marketing and Social Media Strategist, Centre of Excellence for Public Sector Marketing
Nicholas Charney | Project Manager, Federal Relations and Issues Management, Indian and Northern Affairs Canada

1. Aligning objectives with your overall strategy
2. Determining key performance indicators
3. Selecting the proper web metric tools and applications
4. Proving the return on your effort and investment
5. Government examples of proper social media performance measurement

Linda Williams | Director, Branding, Brown Communications

“Brand building” is today’s marketing mantra. It makes sense for powerhouse commercial brands, but what does branding really mean for the public and not-for-profit sectors? Brands that are manufactured externally through communications have a short shelf life. Successful brands are built from the inside out.

1. Learn how to develop essential brand components and apply them within your organization
2. Find out how to engage citizens with a consistency of message while remaining prudent with stretched budgets
3. Discover the key steps to keeping your brand alive through practical case study demonstrations

Linda Williams is a brand and marketing specialist managing well-known brands (Kool-Aid and The Real Canadian Superstore). She has a wide range of consulting experience including public sector organizations (education, conservation, energy, work safety and immigration) and the not-for-profit sector (the arts, sport and recreation and charitable foundations). Join Linda as she shares her hands-on experience and proven exercises to help you start the branding process.

Campaign #1: Canadian Forces Recruitment

Diane Duford | Director, Advertising and Marketing Services, Department of National Defence

Campaign #2: RCMP Recruiting: A new era in Target Demographics

Christina Cefaloni | Royal Canadian Mounted Police