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.
