MARCOM Professional Development Annual Forum

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.

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.

But, the conversation continues…
Follow @marcomforum and keep the engaging conversations and sharing going.

Thanks to the incredible number of tweets, people who couldn’t make it got in on the conversations and top tips.

We’ll be wrapping it up and pointing you to the analysis. We’ll be sharing photos too, so stay tuned.

In the meantime, mark your calendars now for MARCOM Annual Forum 2012: May 15-16 at the Ottawa Convention Centre.

Get Ready, Get Registered.  Friendly faces are preparing to inspire you and help to drive your strategy.

Are you ready?  Have you registered?

Marketing is changing every day and this is your opportunity to stay on top of this change.
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