MARCOM Professional Development Annual Forum

The social marketing approach will put users on the cutting edge of social change. Social marketing need not be expensive; but a way of thinking and approaching behavioral change and not a way of spending money… it is not an ad campaign! It is a tool; really a process and set of tools wrapped in a philosophy for helping an organization do what it wants to do to better society.

To be successful social marketers should focus on aggressive listening rather than aggressive promotion. The planning process starts and finishes with research, and research is conducted throughout to inform the development of the strategy.

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.