MARCOM Professional Development Annual Forum

Get Volunteering: An Integrated National Communications Case Study

Jeronimo De Miguel | Assistant Vice-President, External Relations, Manulife Financial
and
Graham Machacek | Director, Marketing, Communications and Business Development, Volunteer Canada

Volunteer Canada and Manulife Financial released the results of a pan-Canadian research study in December 2010 that provided insights on Bridging the Gap between what Canadians look for when they consider volunteering today and how organizations engage volunteers. We then implemented two complementary, parallel campaigns titled “Get Volunteering” and “Building the Bridge” – the former to inspire and motivate Canadians to volunteer, the latter to enhance the ability of the voluntary sector to engage Canadian volunteers – all as part of a two-year social marketing campaign spanning 2011-2012 and coinciding with the 10th anniversary of the International Year of the Volunteer.

• How to leverage multi-partner cross-sectoral relationships to advance a shared passion and priority objectives;
• Identify important strategic considerations for large-scale marketing campaigns;
• Executive effective marketing plans with tactics that get results (i.e., Get Volunteering Facebook app, Manulife Matching Tool, Volunteer Quiz, etc.).

Join us at MARCOM 2012, May 16, 1:30 – 2:45 p.m. and walk away with valuable lessons learned.

Marketing Reframed:  An Unforgettable Tour of Digital Marketing

Christopher Penn | Director of Inbound Marketing, WhatCounts

In this session, join author, speaker, and veteran martial artist Christopher S. Penn as he takes you through digital marketing in a completely different way. Rather than focus on the shiny object of the moment, Mr. Penn will take you on a tour through a variety disciplines to help you become a better marketer. Learn how influence and persuasion can be combined with social media platforms, how behaviour and psychology can inform your campaigns, and how centuries-old strategies and ideas from Mr. Penn’s Togakure Ryu ninja martial arts can transform how you see and do marketing. You’ll even be guided through a one-of-its-kind mental exercise that can help you reframe your most serious marketing problems so that you can see them in a whole new light.

Past Audience Feedback

“Christopher Penn was a speaker at MARCOM Annual Forum 2011 in Ottawa. He is a solid expert in the field of email marketing. His session was extremely well received and most wanted much more of his time. He has a keen sense of humour and is generous with the information he shares. It’s a pleasure to highly recommend him as a speaker and educator and good luck getting his time! He’s one of the most responsive professionals I’ve ever met and is distinctly humble – what a rare combination. So many could learn from his example. Bravo!” – Claire Mills, PMP, CEPSM

“I thought your presentation was truly one of the best sessions I’ve ever attended in my 15 years as an educator. I thought that every moment of your session was well planned out, fun and impactful and you motivated us to feel empowered to implement solutions for our programs and students.” – Robert Dais, Massachusetts Department of Higher Education

“Chris will melt your brain. It’s just that simple. He understands how online marketing works but more importantly he knows how to make it work for you. Smart, clear and insightful.” – Mitch Joel, President, Twist Image

“I am consistently impressed with Christopher’s grasp of online marketing trends… he has a very solid grasp on effective interactive marketing techniques and is able to bring the uber-techie talk right down to the ground level.” – Scott Monty, Global Digital Communications Manager, Ford Motor Company

“If you wanted top quality delivery, professional production, and something that would sell FOR you, I’d hire Chris in an instant. He’s professional, reliable, a leader, and very personable.” – Chris Brogan, President, New Marketing Labs

Learn more and connect with Christopher!

Join me at MARCOM 2012, May 15 from 1:45 – 3:00 p.m. and we’ll take the tour together.

Back by popular demand, Hubert Sacy returns to MARCOM 2012 to share his wealth of experience in social marketing.

Launch of the Low-Risk Drinking Guidelines: Éduc’alcool’s integrated social marketing campaign
Hubert Sacy | President of Société nouvelle and Director General of Éduc’alcool

The National Alcohol Strategy Advisory Committee (NASAC) developed Canada’s Low-Risk Drinking Guidelines (released November 25, 2011) to reduce Canadians’ risk of alcohol-related harms and to help them make more informed decisions about alcohol consumption. As part of Canada’s National Alcohol Strategy, Educ’alcool launched the largest-ever integrated social marketing campaign to support the promotion of these Low-Risk Drinking Guidelines. The marketing activities surrounding the campaign involved research, public relations, TV, cinema, web, print, posters, POS and viral. Target groups included everyone who drinks alcohol which is 4 out of 5 people (excluding children).

Results and lessons learned will reveal: 1) Rigour still works, 2) Don’t wait for others, just do it! 3) Morale and guilt are useless. 4) Have fun!

Join me at MARCOM 2012, May 15, from 10:15 – 11:30 and take away some social marketing lessons learned.

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.