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.

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.

Results Map Marketing and Communications Strategy Lab

Caroline Kealey | Principal and Founder, Ingenium Communications and Developer of the Results Map

There has never been a more compelling time for communicators and marketers to deliver and measure value.  This workshop introduces a breakthrough methodology to do just that.

The Results Map is an innovative program that helps communicators and marketers build capacity in strategic planning and evaluation.  This hands-on workshop provides participants with the opportunity to work on their own case studies and work through a powerful process to design a strategic plan focused on measurable outcomes.

The session’s learning outcomes include:

• Proven methodology for developing successful communications and marketing strategies that deliver results
• Techniques for adding value at a strategic level through a results‐based approach to communications and marketing planning
• Practical tools and templates for audience segmentation and stakeholder mapping
  Step‐by‐step guidelines on developing an evaluation framework and reporting plan
• Tips, tools and templates covering the full spectrum of strategic planning (objectives, situational analysis, audience definition, development of a message architecture, tactical planning, evaluation)

You’ll gain access to a binder full of Results Map tools, templates, worksheets and best practices that can immediately be implemented in your day-to-day work.

Join me at MARCOM 2012 for an intensive workshop on May 14, 9:00 am – 4:30 pm.