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.

Strategic Marketing Planning: Rewiring your Organization for Today’s Challenges

Bernie Colterman | Managing Partner, Centre of Excellence for Public Sector Marketing

“We think we need to go somewhere, but we just don’t know how to get there” Anonymous

This workshop aimed at senior-level staff from the not-for-profit and public sectors who want to take a strategic look at their organization or operation to re-focus efforts, increase relevance, create efficiencies and/or improve revenue. The session facilitator will take participants through a proven marketing model that has been used to “re-wire” a wide range of organizations from the association, non-profit and public sectors.

What you will learn:

• how to take a critical, systematic look at your current operation from a marketing perspective
• how to identify your strategic “sweet spot” for the 3 R’s – Recognition, Relevance, Revenue
• how to develop a strategic framework that will help you shift from your current position to your desired position
• how to build a culture that supports the shift
• how to build an Action Plan that moves the process forward
• how to measure progress

At the end of the workshop participants will have a blueprint for implementing a strategic plan for their organization.

Join me at MARCOM 2012, May 14, 9:00 a.m. – 4:30 p.m. for an intensive day that will fundamentally change your organization.

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.

Risk, Issues and Crisis Management: It’s Always About Reputation!

David Kardish | Founding Partner and President, The Centre for Excellence in Communications

Be certain! Eventually, there will be a crisis and you will be expected to deal with it! This advanced session underlines the importance that reputation management, communications, social media and responsible stewardship practices play in managing risk, issues and crises. It addresses the inevitability of a crisis occurring and provides the learning necessary to manage and lead the crisis communications response. Through collaborative forward thinking and proven communications and social media processes, you will better understand how to respond to risks, issues and crises while sustaining and even enhancing your organization’s reputational capital.

Join me at MARCOM 2012, May 15, 10:15 a.m. and we’ll navigate these realities together.