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.

An important stream each year at MARCOM is social marketing.

Influencing opinion and changing behaviour is becoming increasingly important. Social marketing seeks to influence and change behaviour to benefit the target audience and society at large. The problem facing most public sector and non-profit managers, is trying to develop a social marketing plan as they often have more information than can possibly be absorbed. They are also under pressure to have the plan done “yesterday” and to have the behaviour changed by “tomorrow”.

Anyone trying to understand a target
audience and how to influence their attitudes, values and beliefs will
want the latest expertise and MARCOM delivers some great sessions:

May 31 – Workshop:  9:00 a.m. – 4:30 p.m.
Social Marketing Planning: Implementing an Effective Campaign

It’s time to go beyond awareness building and start using persuasive strategies like social marketing.  This intensive one-day Workshop will provide you with a workbook that guides you through the process for creating your own customized plan.
Jim Mintz | Managing Partner, CEPSM

For those non-profits and associations using social media who may not be realizing its real marketing potential as a means for developing and influencing relationships with members, funders, media, decision-makers and other key target communities, this session is for you.
Keenan Wellar | CEO, LiveWorkPlay
Stacey Diffin-Lafleur | Senior Director, Marketing and Communications, United Way Canada

In 2009 the Ontario Government reacted to a possible Mumps outbreak with a social marketing campaign.  What resulted was a fascinating multi-media integrated campaign with staggering results.
Dennis Edell | CEO, Rain43
Yvette Thornley | Assistant Director of Communications, Ontario Ministry of Health and Long-Term Care

REGISTER NOW :  Early Bird only 2 weeks away – April 15th

Full Link for those who need: http://www.marcom.ca/index.php/forum/tuition-fees/

Blog post:  Six Pixels of Separation, April 20, 2010, by Mitch Joel, President of Twist Image

If Marketing is doing its job, Marketing should be invisible to the consumer.

That sentence would have never made any semblance of sense in the days when mass media advertising ruled the Marketing landscape. As we transition out of one phase and into another (where Marketing platforms like Social Media, Customer Service, and more play a larger part in the Marketing ecosystem) and make a slight shift away from continuously (and obnoxiously) blasting and cramming these advertising messages into every waking moment of a consumer’s life, perhaps the companies that will truly benefit from their Marketing expenditures will be the ones who make the Marketing seamless… nearly invisible to the consumer.

Read more…

Marketing Magazine dubbed him the “Rock Star of Digital Marketing” and in 2006 he was named one of the most influential authorities on Blog Marketing in the world. Mitch Joel is President of Twist Image – an award-winning Digital Marketing and Communications agency. In 2008, Mitch was named Canada’s Most Influential Male in Social Media and one of the top 100 online marketers in the world. His first book, Six Pixels of Separation, named after his successful Blog and Podcast (www.twistimage.com/blog) will be published in the Fall 2009 on Grand Central Publishing – Hachette Book Group (formerly Time Warner Books).

Mitch Joel will deliver the Opening Keynote on June 10th at MARCOM.  Are you registered?