MARCOM Professional Development Forum

Destigmatizing Public Sector Marketing

Marketing has its roots in business, and remains a major management function. However, in an era in which governments need to be more responsive and accountable to the needs of the public, marketing can help governments accomplish this goal. With governments spending significant dollars delivering programs and services, there is a need for increased efficiency, accountability and transparency in the processes used to deliver these initiatives. Many government organizations are adopting marketing approaches to help meet two major challenges: the challenge of meeting mandates and satisfying client needs in the face of significantly diminishing resources; and the challenge of meeting specified revenue or cost-recovery targets. As well, with the managerial shift of the public sector to mirror a business-like approach, the adoption of marketing and related managerial practices can serve as a key component in strengthening accountability in government operations.

Get it at MARCOM!  Join Jim Mintz, Canadian social marketing expert as he moderates two practical case studies moving from campaign research to strategic implementation – everything you need to know.  Joining him will be executive directors Bob Oliver of Pollution Probe and Brian Shifman from Smart Commute – North Toronto, Vaughan on the morning of June 4th at MARCOM 2009 – read on…

Going Green: From Research to Program Implementation
Moderator: Jim Mintz, Director, Centre of Excellence for Public Sector Marketing

Case Study 1: Aggressive Listening: The Key to Successful Social Marketing
Bob Oliver, Executive Director, Pollution Probe

Pollution Probe with its partners conducted primary and secondary research on the barriers and opportunities that exist to promoting the purchase of highly fuel efficient vehicles. The target group for the research were members of CAA-South Central Ontario.

The objectives of the research were to determine the decision making process when purchasing a new vehicle; determine what barriers or benefits consumers experience when purchasing a highly fuel-efficient vehicle and determine which barriers or opportunities would be the most effective to target through a social marketing program. The presentation will discuss the results of the research and its implications for community based social marketing to tackle environment issues in the transportation sector.

Case Study 2: From Professional to Personal: Social Marketing’s Intrinsic Value
Brian Shifman, Executive Director, Smart Commute – North Toronto, Vaughan

Strategic social marketing has helped Smart Commute – North Toronto, Vaughan (NTV) continually grow its business while staying true to its core grassroots values. Learn how this membership driven, non-profit organization has been successful in reducing traffic congestion and improving air quality in the Greater Toronto Area. In 2007-08, Smart Commute NTV was able to reduce more than 14 million vehicle kilometres travelled, the equivalent of nearly 1,300 round-trips between Vancouver and Halifax, and all on a fixed budget. Smart Commute has expanded into a provincially supported, award winning showcase program and continues to collaborate with government, private business, and community groups to tackle top environmental and social issues. Brian Shifman, Executive Director of Smart Commute NTV, discusses the achievements, challenges, and future direction of a small organization with a very large reach.

Read their biographies here.

REGISTER TODAY for MARCOM 2009 to find out how to move your audiences to action!

Posted by Mitch Joel, President, Twist Image, on his blog, Six Pixels of Separation, April 1, 2009, 10:31 PM

ALWAYS REMEMBER MARKETING IS NOT ADVERTISING

It’s not just traditional mass media advertising that is being affected by the economy. It turns out that Web advertising is beginning to show signs of economic woes as well, but make no mistake about it, Digital Marketing is still growing and people are still spending money getting their brands online.