Marketing in the Public Sector - By Jim Mintz

Since I published my book on branding last year I have received a great deal of feedback on branding topics and have had the opportunity to write a number of blogs on branding.

Recently, as a result of the Tiger Woods situation a great deal of attention has been given to branding.  Branding in the commercial sector is pervasive and fairly easy to understand and recognize. But branding in the public sector is a bit complicated. I have never really given much thought to “Country Branding” until I saw  a Maclean’s magazine screaming headline on their cover in  December  “Why the World Hates Canada.”

I must say as someone who has traveled extensively (in many cases as a Canadian representative of our government) this came to me as quite a shock. As a branding and marketing professional my first thoughts were what is this going to do to the Canada’s brand with potential tourists, investors, or even immigrants.

We have certainly all witnessed the powerful role marketing and branding  can play in advancing a nation, from its capacity to shift perceptions or introduce a new country to the world to its ability to communicate a destination’s focus or superior export.

Country branding offers many benefits according to futurebrand.com:

• Provides the glue among political, social and economic pillars
• Defines how a country’s own citizens and the world perceive it
• Balances substance and form―perception and reality
• Enhances a nation’s ability to achieve its objectives across foreign policy, FDI, trade, tourism, etc.
• Creates a seamless connection between the country’s strategic intent, its marketing and its experience
• Delivers a unifying platform that builds synergy, allowing for cross-promotion and alignment across the public and private sectors

Canada has always had a great international reputation but now it seems its stand on environmental issues may be undermining its standing in the world. Yes it may be true that we have taken “hits” in the past because of the “seal hunt” and the way we treat our aboriginal peoples, but in general Canada had has a strong brand .

For example  the latest rankings from the CBI show our strong position where Canada is ranked second.CBI tracks the perceptions of approximately 3,000 international business and leisure travelers from nine countries—the US, the UK, China, Australia, Japan, Brazil, the UAE, Germany and Russia. The insights from an expert panel of 47 tourism, development, policy and academic professionals are also featured.

Now with issues like climate change and treatment of Afghanistan prisoners our brand may be taking a real hit.

(In my blog I am not going to get into a discussion on climate change, seal hunt, treatment of aboriginals and Afghan prisoners. This is not my area of expertise. Yes I have personal opinions on all of these matters but I prefer my blog focus on marketing issues like branding.)

Tiger Woods like Canada had a tremendous reputation and one of the best brands in sports. Who would have thought in the matter of weeks Woods would be viewed as an adulterer and his brand like is Cadillac Escalade would crash so quickly. He has lost a number of sponsors and it will take years, if ever to redeem himself.  It is hard to remember a brand being destroyed so quickly. “How the mighty of fallen”. Not only has he hurt his brand but he has also seriously hurt the PGA who was very dependent on Woods. Will Woods and the PGA be able to recover from this fiasco remains to be seen? But never think that your brand, no matter how strong, cannot be destroyed in an instant?

So why am I concerned about Canada’s brand and that it might take a “big hit” just like Tiger Woods?

The Ottawa Citizen reports that a new poll gives us something to worry about.

The world thinks a lot less highly of Canada than last year, thanks in large part to our poor showing at the Copenhagen climate change conference and a problematic prime ministerial trip to China. A BBC World Service poll of public opinion across 18 countries released last week found that people’s view of Canada’s influence has worsened during the last year, particularly in the U.S., Britain and China. The poll of more than 20,000 people, which was conducted by international polling firm GlobeScan, showed a decline in Canada’s reputation around the world for the first time since tracking began in 2005.

“Canada still has a very favourable rating overall,” Oliver Martin, a GlobeScan spokesman based in Toronto, told CTV.ca on Thursday. “But that’s largely driven by lack of knowledge of Canada.” “We’re seen as Mounties, snow and polar bears — we’re the warm and fuzzy Great White North,” he added.

But that changed after Canada came under widespread criticism, from environmentalists and other nations, at the UN climate summit in Copenhagen, Martin said. There were sharp drops in positive ratings of Canada in several countries included in the survey, including some of our most important trading partners. In the U.S., the proportion of people who rated Canadian influence as positive fell from 82 per cent to 67 per cent. In the U.K., those who saw Canada as a positive influence fell from 74 per cent to 62 per cent, and in Australia from 77 per cent to 72 per cent.

Overall, comparing views in 15 of the countries that were surveyed last year, the proportion rating Canadian influence in the world as mainly positive has fallen on average from 57 per cent to 53 per cent. Martin said the most likely explanation was that the survey was taken in December and January, when the Copenhagen summit was taking place. Our reputation took the most serious dive in China, which went from 75 per cent to 54 per cent. Martin attributed the slide to widely negative coverage of Prime Minister Stephen Harper’s visit in the Chinese media. “The rhetoric was really dialed up in terms of Canada’s record,” he said. “And all the Chinese media was negative.”The numbers of people giving Canada a negative rating remained broadly steady compared to last year, but those saying that Canada’s influence was neither negative nor positive overall increased.

Canadians themselves are also less positive about their country’s influence than in 2009, with 75 per cent now rating Canada’s influence in the world as positive, compared to 86 per cent last year.

Until this year, perceptions of Canadian influence had been on the rise in many countries. Results last year showed higher positive ratings for Canada in China, the Philippines, Britain and the U.S. — but in all these cases, positive ratings have now fallen

Despite this recent drop in our popularity, Canada is expected to remain among the most positively viewed countries when results on the way other major nations are perceived are released by the BBC in April.

The results are drawn from a survey of 20,176 adult citizens across 18 countries, conducted for BBC World Service by the international polling firm GlobeScan, together with the Program on International Policy Attitudes (PIPA) at the University of Maryland. http://www.globescan.com/news_archives/bbc_global_canada/

Now it is quite possible that Canada’s brand may improve in future … a lot depends on the Government’s actions in the next few years but a weakened brand is not something we should “take with a grain of salt”.

Some may agree with many or all of our stances on the key controversial issues like climate change and treatment of prisoners that are affecting our brand and some will say who cares what the world thinks of our positions on various issues.

But this is short-sighted thinking . Many companies and personalities have learned that it doesn’t really matter if you think you are right or wrong. Canada, which is very dependent on international trade (and we can’t keep depending on the USA), attracting tourists from around the world as well as attracting the best and brightest immigrants, needs to be concerned being called the “Fossil of the Week” by 450 non government organizations in Copenhagen .

An article by Andreas Markessinis is very revealing:

What does having a strong nation brand really mean in practical terms? Many things of course, but generally speaking countries enjoying a good (and strong) nation brand typically enjoy at least these 10 benefits:

1. They are better at attracting talent – people like scientists, researchers, students or entrepreneurs are better disposed to move there than to other countries
2. Exports coming from that country sell more, and sell for higher prices, which means turning greater margins back to the country
3. Nationals overseas are more likely to get good jobs – foreigners trust people coming from that country more than people coming from other countries
4. More tourists visit the country – foreigners have more interest in good-branded countries and accept to pay higher prices
5. Their culture (language, costumes, traditions, movies, books) is perceived to be more attractive abroad and consequently more successful
6. Their diplomatic interests are reinforced – most countries want to have that good-branded countries in alliance
7. They are less vulnerable to changes in people’s trends, appetites, wishes – they enjoy greater nation brand loyalty
8. Their population is more likely to be respected abroad, be they travelers, sportsmen, tourists, artists, migrants or businessmen
9. They compete from a privileged stand to attract FDI and other sorts of inwards investment
10. They are better positioned to advance their international policy agendas, because they are considered and trusted

These benefits of a good nation brand are very general, but also very real. A good and strong nation brand helps virtually every aspect of a nation’s life. Some say nation branding can cost millions of dollars, but do never forget that having a good nation brand is worth billions.

So maybe I am overreacting a bit here and making the comparison of Canada with Tiger Woods is a bit over the top, but I am concerned. I hope the government and businesses across Canda  are paying attention before it is to late.

Let me know what you think

Upcoming Don’t Miss Events

February 25 & 26, 2010 – Social Media Strategies for the Public Sector (2-day workshop with Mike Kujawski)

March 4, 2010 - Social Marketing Workshop for the Public and Non-Profit Sector (with Jim Mintz)

March 22 – 31, 2010 – Atlantic Canada Marketing and Communications Professional Development Program

March 24, 2010 – Promoting Fuel Efficient Automobiles (free webinar with Pollution Probe)

June 10-11, 2010 – MARCOM Professional Development Annual Forum (pre-forum workshops June 9)

IABC Ottawa presents: Social Marketing Workshop for the Public and Not-for-Profit Sectors

Wednesday, March 4, 2010
8:30 am to 4:30 pm
Hampton Inn and Conference Center – 200 Coventry Road

Messages from social marketing programs can affect audiences in unique and profound ways. Putting together a successful plan can feel haphazard, but it doesn’t have to be. IABC’s all-encompassing, interactive one-day workshop will teach participants the most up-to-date techniques and a proven step-by-step process to bring their plans to life.

Led by Jim Mintz, Director of the Centre for Excellence in Public Sector Marketing, this workshop provides the tools to develop a successful, end-to-end social marketing initiative on your own. Mr. Mintz holds diplomas in both Advanced Marketing Management and Advertising and has provided social marketing advice and consultation to a number of countries. As the retired Director of Marketing & Corporate Communications at Health Canada, Jim has held positions in the private sector, federal government and crown corporations. Jim has lectured at many universities across North America sharing his knowledge and experiences as director to numerous social marketing and communications campaigns in health and social issues.

In addition to being privy to Mr. Mintz’s wealth of experience, participants will also receive a comprehensive social marketing workbook to help guide them through the process for creating their own Customized Social Marketing Action Plan. Learn what makes social marketing different from other campaigns and how it can give you a single approach for mobilizing communities, influencing the media, lobbying/advocacy and building strategic alliances with businesses.

Don’t miss your chance to get ahead!

Register Now

Halifax, Nova Scotia, March 22-31, 2010

The Centre for Excellence in Communications (CEC) and The Centre for Excellence in Public Sector Marketing (CEPSM), Ottawa, in association with Catapult Media, Halifax, are offering a series of professional development workshops for the Atlantic Canada public and not-for-profit sectors in the context of the

Atlantic Canada Marketing and Communications Professional Development Program, Halifax, Nova Scotia, March 22-31, 2010.

WHY ATTEND?

The Atlantic Canada Marketing and Communications Professional Development Program is an opportunity for communications and marketing professionals, executives and managers to enjoy focused and tested professional development and training

Workshop Date Price Registration Status Fundamentals of Public Sector and Non-Profit Marketing
***Workshop will be held at the Four Points by Sheraton Halifax March 24, 2010 $675 Social Marketing Strategies for the Public and Non-Profit Sectors March 25, 2010 $675

• FEES
• 1-Day Workshops $675*
  20% Group Rate Discount for 3+ Individuals from the Same Unit*
• For each workshop, groups of 3 or more will receive a 20% discount of the regular workshop fee for all but the first registrant. Registrations need to be coordinated centrally by the relevant unit, with one registration list for each workshop.

MARCOM 2010

The premiere educational forum for public and not-for-profit marketers and communicators

Mark your calendar for MARCOM 2010, happening at the Hilton Lac-Leamy, June 10 & 11, 2010.  Plan now to attend the most important marketing event for public and not-for-profit marketing and communications professionals.  What a destination!  Make the most of your experience by planning ahead.

To Register Go to http://www.marcom.ca/

Pre Conference Workshop

June 9, 2010: Pre-Forum Workshop

09:00 – 16:30 Social Marketing Planning – Implementing an Effective Campaign

Jim Mintz | Director, Centre of Excellence for Public Sector Marketing

One of the biggest challenges in Social Marketing Planning is the Implementation stage. Many organizations develop great plans, but poor execution leaves them wondering why they didn’t achieve the desired results. In previous editions of MARCOM, Jim Mintz has taken participants through a proven process for developing their social marketing strategy and plan.  At MARCOM 2010, you will learn how to transform Strategies into Action!  Jim will briefly review the social marketing plan process and then move into detailed discussions surrounding how to successfully implement your strategy.  In this tough economy it’s important to ensure maximum impact for marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated.

You will learn 7 key areas for social marketing plan implementation:

1. What questions to ask when working with marketing and communications suppliers;
2. How to develop a creative brief to ensure your communications agencies remain on strategy;
3. The Do’s and Don’ts for smooth supplier relationships;
4. Innovative ideas to fully leverage a limited budget;
5. How to present and “sell” your social marketing strategy to management;
6. How to approach and capitalize on strategic alliances;
7. How to evaluate your campaign progress and success.

Take the next step:  Join Me and move your plan into action

Professional Certificate in Public Sector and
Non-Profit Marketing

There is a rising need for highly-skilled marketing professionals in the public and non-profit sectors to effectively bring their organization’s products, services and messages to the marketplace.

The Professional Certificate in Public Sector and Non-Profit Marketing provides the information, tools and solutions that are critical for marketers in these sectors to excel in their positions. This program engages participants in a rich learning environment that reinforces theory with practical, real-life examples based upon the extensive experience of the instructors.

This years course is booked but come join us in 2011. If you require information please contact me at:  jim.mintz@publicsectormarketing.ca

If you check out our website you will note that our expertise is developing marketing strategies for public sector and non-profit marketers. Now when we started our organization many people told us we were crazy to set up an organization that only focuses on strategies as most public sector and non-profit organizations are looking for tacticians who do market research, advertising and other forms of communications including on-line products.

Well we are in business for close to 5 years and guess what , we found that a lot of public sector and non-profit organizations who need our services. Now it wasn’t always like that. Most of our clients were like most of you. You work in a government or non profit and your boss or internal client wants to see STUFF . Strategies are not STUFF. Websites. brochures, posters, ads, research studies are STUFF. Anyways why would you want to contract someone to help you with your strategy. Good question! But I would ask why hire an architect or engineer to help you design a building or bridge, why not just hire the construction crew and start building. You save a lot of money and you can get your building or bridge up quickly.

Now can you imagine anyone building a bridge or building with out a plan. Of course not, but in our world of marketing and communications we see organizations spending thousands or should I say millions of dollars producing STUFF and rolling it out with out a proper marketing strategy or plan. If you are one of those people shame on you … you should know better. Frankly the best investment a marketer or communicator can make is working with someone who understands the marketing and communications business and can craft a strategy so that your tactics fit into a plan with measurable objectives, segmentation plan, etc.

If I have learned one thing in my career is tactics with out a strategy is a recipe for disaster. More money is wasted on organizations developing marketing communications programs with out the FOUNDATION of a well thought marketing strategy

A good example is the recent phenomena of social media where now everyone is now trying to get involved in social media but as Mike Kujawski our social media expert points out in an article which will be published in a government newsletter next month:

“Clearly we are seeing major changes in the world of marketing and communications, however before government organizations start developing social media tactics it is important for them to ask some fundamental questions such as: What are the key issues that we are trying to address by engaging in social media? Which channels make the most sense based on our target audience? What are the relevant existing conversations already taking place? How are we going to measure performance? What is our employee social media engagement policy?

Too often we see government departments launch into social media without first having a strategy developed addressing the above (among other things). An effective social media strategy follows a very similar process to a well developed marketing strategy. The problem is most organizations within government departments don’t even have the latter.

Many people who work in the communications function of the public sector do not fully understand the marketing concept and how it can help them achieve their goals and objectives. They need to realize that marketing is first and foremost a process that helps organizations attain their objectives as effectively and efficiently as possible.  It follows a specific process and various frameworks (such as the 4P’s) that have been developed over many decades.

Marketing is one of the most misunderstood words in the public sector, often confused with “promotion”, “marketing communications” and in some cases “public relations”.

So this is resolution time being early in the year. This years resolution is you won’t develop any STUFF without a fully developed marketing strategy.

IABC Ottawa presents: Social Marketing Workshop for the Public and Not-for-Profit Sectors

IABC Ottawa presents: Social Marketing Workshop for the Public and Not-for-Profit Sectors

Wednesday, March 4, 2010
8:30 am to 4:30 pm
Hampton Inn and Conference Center – 200 Coventry Road

Messages from social marketing programs can affect audiences in unique and profound ways. Putting together a successful plan can feel haphazard, but it doesn’t have to be. IABC’s all-encompassing, interactive one-day workshop will teach participants the most up-to-date techniques and a proven step-by-step process to bring their plans to life.

Led by Jim Mintz, Director of the Centre for Excellence in Public Sector Marketing, this workshop provides the tools to develop a successful, end-to-end social marketing initiative on your own. Mr. Mintz holds diplomas in both Advanced Marketing Management and Advertising and has provided social marketing advice and consultation to a number of countries. As the retired Director of Marketing & Corporate Communications at Health Canada, Jim has held positions in the private sector, federal government and crown corporations. Jim has lectured at many universities across North America sharing his knowledge and experiences as director to numerous social marketing and communications campaigns in health and social issues.

In addition to being privy to Mr. Mintz’s wealth of experience, participants will also receive a comprehensive social marketing workbook to help guide them through the process for creating their own Customized Social Marketing Action Plan. Learn what makes social marketing different from other campaigns and how it can give you a single approach for mobilizing communities, influencing the media, lobbying/advocacy and building strategic alliances with businesses.

Don’t miss your chance to get ahead!

Register Now

MARCOM Professional Development Forum 2010 MARCOM 2010, June 10-11 at Hilton Lac-Leamy in Gatineau, Quebec. http://www.marcom.ca/ Atlantic Canada Marketing AND Communications Professional Development Program Posted on December 16, 2009 by jimmintz | Edit

Halifax, Nova Scotia, March 22-31, 2010

Halifax, Nova Scotia, March 22-31, 2010

The Centre for Excellence in Communications (CEC) and The Centre for Excellence in Public Sector Marketing (CEPSM), Ottawa, in association with Catapult Media, Halifax, are offering a series of professional development workshops for the Atlantic Canada public and not-for-profit sectors in the context of the

Atlantic Canada Marketing and Communications Professional Development Program, Halifax, Nova Scotia, March 22-31, 2010.

WHY ATTEND?

The Atlantic Canada Marketing and Communications Professional Development Program is an opportunity for communications and marketing professionals, executives and managers to enjoy focused and tested professional development and training. The eight courses available have been successfully delivered to thousands of public, not-for-profit sector and other participants. They provide learning that is conceptually rigorous and practical, and that can be applied immediately. And course content is specifically relevant to the challenges faced by Atlantic Canada marketers, communicators and anyone working in related areas.

The Atlantic Canada Marketing and Communications Professional Development Program:

• Provides learning for individual career development and for building organizations’ leadership capacity;
• Offers tools, techniques and strategies to enable managers and their marketing and communications professionals to better serve the needs of their internal and external partners and effectively reach key audiences and markets;
• Helps strengthen organizations’ communications and marketing capabilities;
• Offers access to professional development opportunities while saving costs and time and maximizing training budgets;
• Provides excellent networking opportunities and the chance to see what others in the same professional areas are doing.

WORKSHOP SCHEDULE (Click on each workshop for description) Strategic Communications Workshop Date Price Registration Status Strategic Communications Planning: Critical Steps and Techniques March 22, 2010 $675 Measuring Communications Performance and Success through a Performance Measurement Framework and Strategy March 23, 2010 $675 Fundamentals of Public Sector and Non-Profit Marketing March 24, 2010 $675 Social Marketing Strategies for the Public and Non-Profit Sectors March 25, 2010 $675 Partnership Marketing and Corporate Engagement Techniques March 26, 2010 $675 Strategies for Social Media: Developing a Social Media Marketing Plan March 29, 2010 $675

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Effective Messaging: Strategies and Techniques March 3, 2010 $675

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Competencies for Communications Professionals March 30, 2010 $675 Partnering with the Federal Government: The Communications Dimension March 31, 2010 $675 FEES

1-Day Workshops $675*
20% Group Rate Discount for 3+ Individuals from the Same Unit*

For each workshop, groups of 3 or more will receive a 20% discount of the regular workshop fee for all but the first registrant. Registrations need to be coordinated centrally by the relevant unit, with one registration list for each workshop.

We will issue one invoice for each workshop, based on the number of participants registered. Subsequent additions to the registration list will be included in the group discount rate, with separate invoices issued.

*NOTE: Organizational unit is defined as a Branch, Bureau, Division or Sector.

Regular Workshop Fee $675.00* Group Rates 1st registrant $675.00* 2nd, 3rd, 4th registrants $540.00* each Saving for 3 registrants -$270.00* Saving for 4 registrants -$405.00* Past Participant Discount

Any workshop registrant who previously participated in a CEC open workshop or registers for more than one workshop will automatically receive a 10% discount for each workshop beyond their initial registration.

In-House Workshops for up to 20 Participants from One Organizational Unit

Well suited for organizations with potential groups of communications, policy or program staff working on the same issues and programs.

Workshop duration 1/2 day 1 day 2 days In-House session (Off-the-shelf) $3,000.00* $5,500.00* $8,750.00* Customization cost $1,250.00/day*

* Prices do not include HST

The most recent fiasco with Tiger Woods reminds me of some of my experiences with celebrity endorsers when I ran the marketing and corporate communications operation at Health Canada.

First a bit about Tiger. As Ken Gray points out in his recent piece in the Ottawa Citizen.

“Tiger Woods is probably the greatest athlete of our time. He even bridges ethnicity i.e. a black man with Asian roots who dominates the white middle-aged realm of the fairway. He is the Martin Luther King of the country club, that exclusive enclave of the white and wealthy.

Now corporations must be wringing their hands about picking celebrities to endorse products. The Tiger was about as squeaky clean as anyone, though the occasional f-word was picked up on TV mikes when he sliced a drive. That’s about it.

Now every celebrity endorsement will undergo the sniff test. Any little stink in a background will rule out the multi-million-dollar contracts. And who among us, even the fundamentalist TV preachers, doesn’t have a bit of a skeleton rattling around in the closet?” (Ottawa Citizen)

As mentioned, I have had my own experiences with celebrities and TV talent myself. One example was running an anti-drug campaign (marijuana) and finding out that the young lady we featured in the  ad was reportedly a “pot user”. Fortunately we were able to get the ad off the airwaves before any serious damage to the reputation to the national health department. After that experience we made sure to draw up a legal waiver which we used to negotiate with talent we used for our social marketing campaigns on the broadcast and print media.   This is clearly not a “fool proof” solution but at least it gave us some assurance that the talent we used for our advertising did not abuse alcohol, use drugs or smoke etc.

On the celebrity front we had an incident that kept me up for many nights. It was a campaign we ran with Wayne Gretzky, when he was in his prime in the late eighties and early nineties, for an impaired driving campaign on radio and the poster media. We also had produced brochures and other educational material featuring the famous 99.  At the time Gretzky was to Canada what Tiger Woods is to the USA  (before the Thanksgiving Massacre). He was loved by all Canadians both English and French and other cultures (believe it or not we actually used Gretzky in our French ads using his high school French and coaching from one of my staff). The campaign was going quite well until a few weeks into the campaign I am standing at the local convenience store in my neighborhood and I see Gretzky on the cover of a  Cigar magazine smoking a big fat “stoogie” . Yes, our poster boy for Health Canada is featured on the cover of Cigar Aficionado.

Now, to many of you, this may not be a big deal but trust me our anti- smoking group at Health Canada were not pleased. Fortunately the campaign ended a few weeks later but we certainly were much more cautious when we used celebrities in subsequent campaigns .

So if you think using celebrities have risks for commercial marketers, public sector marketers have additional risks as there is an expectation from  the public  that not only does the celebrity have to be squeaky clean but they expect the same from the organization who is using the celebrity. Health Canada is not Nike or Gatorade, but  I would argue we in the public sector have much more at stake. Is there a solution? Not sure. Who would have believed that Tiger Woods would be a risk? But here we are. Maybe Taco Bell had it right using the Chihuahua-without-a-past for its commercials, Next time a tiger endorses something, it will be Tony the Tiger.

Sean Smith in his article 10 worst celebrity endorsements reminds us that you never know when you  celebrity choice can backfire.

• “When WalMart asked Kathie Lee Gifford, a  talk-show host in 1990s who was considered a role model for working mothers, to put her name to a range of clothing, they probably had no idea how the move would change the face of retailing in America.In 1996, the US National Labor Committee found that Gifford’s clothing line was being produced at a sweatshop in Honduras by 13- to 15-year-old girls, working up to 75 hours a week for 31 cents an hour. One of the workers, Wendy Diaz, captured the nation when she came to the United States to testify about the conditions under which she worked.”
• “Kmart was hoping that Martha Stewart’s “Everyday” line would salvage the one-time retail giant from the depths of bankruptcy. Instead, soon after the line was released, the Feds charged Stewart with insider trading. Although Stewart and her brand (which is now being run by Macy’s) were able to recover, Kmart never did.”
• “Pepsi made a similarly controversial step in appointing Britney Spears as the voice of a new generation of pop idols, long before her “breakdown” in 2007.”

So you just never know when a celebrity can suddenly “go off the rails” .  I guess it is Sponsor beware.

If you have not signed up for our Professional Certificate for Public and Nonprofit Marketing time is running out. REGISTER NOW

http://www.comcec.com/atlantic/index.html

During these tough economic times for public and non profit sector organizations  the Centre of Excellence for Public Sector Marketing (CEPSM) has decided to offer a special consulting opportunity for those who require social marketing expertise but  can not afford the prices of high priced consultants. We do this because our Centre is committed  “To advance the marketing discipline in the public sector”.

We are offering our 3-Step Social Marketing Consultation for under $5,000.

We are  now offering  both nonprofit and government organizations an easy and affordable way to acquire expertise from senior marketing strategists to help develop a successful social marketing strategy. The entire process can be completed in less than 3 days!

How does the 3-Step Social Marketing Consultation work?

1. Orientation

First, we familiarize ourselves with your organization, objectives, issues, target audience (s), marketing communications activities, existing research and other information that helps us understand your environment.

2. Strategy Development

Once the initial orientation has been completed, experts from the CEPSM will conduct a strategy session with the team responsible for developing and implementing the marketing initiative. CEPSM facilitates the planning session with the support of its exclusive strategic social marketing workbook used to speed up the process.

3. Fine-tuning

At the end of the facilitated session the organization will have formulated a framework for a social marketing plan from which details such as specific time lines and costs can be completed at a later date. Following the session, our consultants will work with the project leader to fine-tune the plan. In addition CEPSM experts are available via e-mail or telephone to discuss any questions.

Why should you consider a consultant to assist you in preparing a plan?

• You will receive help with the complex planning work

The problem facing most public sector and non-profit project managers in trying to develop a social marketing plan is that there is a lot of information that needs to be absorbed and analyzed. We will help you select the pertinent information required for the plan.

• Your strategy will be ready by the set deadline

Many times, managers are under pressure to have the plan “done yesterday”. Hiring an outside expert will keep your efforts focused on completing the plan by the specified date.

• Your strategy will be developed using a proven planning process

Often members of the team that are developing the plan (i.e. communications managers, marketing managers, program managers and marketing suppliers) have different ideas about what should be done and have a tendency to focus on tactics before the research and analysis has been completed. The facilitated session takes you through a proven planning process to ensure you come out with a strategic, cross-functional, integrated social marketing plan.

Why CEPSM?

• We are affordable

We have a great deal of experience developing many plans on numerous issues and topics, the learning curve on our part is minimal, which means that you don’t need to pay for “ramp-up” expenses. At the end of this process, you will have a strategic social marketing plan from which you can start implementation.

• Our process is a proven winner

The process we use to develop the social marketing plan has been used to launch many successful campaigns and we continually refine our approach to achieve more efficient results.

• Our process includes a comprehensive workbook

Our social marketing workbook provides a step-by-step structured approach which speeds up the entire planning process and provides a documented structure for you to refer to throughout the planning and implementation process.

What types of issues do we address in the Planning Session?

• What does the primary or secondary research tell us?

• What is the focus and purpose of the campaign?

• What are the best practices and lessons learned?

• What are the social norms?

• What is the best way to segment the market?

• What are the target audience barriers for adopting the desired behaviour?

• Would upstream efforts be appropriate for this campaign?

• What are the measurable knowledge, belief and behaviour objectives?

• What is the overall positioning and message?

• What are the 4P’s (product, price, place, promotion)?

• What strategies and tactics will we use to deliver the campaign?

• Who should we develop strategic alliances with?

• How will we measure the actual outcomes of the campaign?

Where would the planning session be held?

The Planning Session is usually held at a mutually convenient time at your place of business; however if you do not have access to facilities, alternative arrangements can be made.

Who should attend?

The team responsible for the social marketing strategy should participate in the session, including representatives from your communications and research staff or suppliers, (if appropriate). We suggest no more than 10 participants to ensure a productive session.

How long is the strategy session?

Normally the session ranges from 1.5 to 2 days depending on the complexity of the project.

How much does this consultation cost?

A full strategy session (1.5 to 2 days) plus preparation by the CEPSM consultant prior to the session as well as feedback from us after the session costs $4,500 plus GST. Travel and accommodations are extra.

What follow-up services does CEPSM offer?

• We offer a professional coaching service, designed to assist organizations in implementing their social marketing plan. This includes attending meetings, providing on-going advice on any aspect of the plan, reviewing statements of work for suppliers and reviewing strategies, tactics and results.

• We also conduct social marketing workshops . We can conduct in-house training sessions tailored to the specific needs of your organization (e.g. “train the trainer” sessions);

• Follow-up services are very reasonably priced . CEPSM’s experienced consultants have saved clients hundreds of thousands of dollars over the years by ensuring that strategies and tactics are implemented in the most cost effective and efficient manner.

Does CEPSM also provide other consulting services?

Yes, CEPSM provides a full suite of consulting services in the field of public sector and nonprofit marketing. Our prices are very reasonable. Please visit www.publicsectormarketing.ca to find out more.

What are the Next Steps?

Contact us today to learn more about this 3-Step Social Marketing Consultation or any of our other public sector or non-profit marketing services.

Jim Mintz

Director

Centre of Excellence for Public Sector Marketing

Ottawa-Toronto-Regina- Calgary

T: 613.731.9851 ext.18

F:613.731.2407

E-mail: jim.mintz@publicsectormarketing.ca

CEPSM Website: www.publicsectormarketing.ca

Twitter: www.twitter.com/jimmintz

Subscribe to my blog: www.jimmintz.ca

Spaces are still available for the Professional Certificate in Public Sector and Non-Profit Marketing

Program Starts January 20, 2010! Register Today!

• Do you work in the government, a crown corporation/agency, a non-profit organization or an association?
• Are you responsible for marketing products or services, social marketing, generating revenue, community outreach, strategic communications or web/digital marketing?
• Are you frustrated that most programs offered in marketing or communications are not designed for the public or non-profit sectors?
• Do you feel that you are falling behind because you are not up-to-date on the latest marketing communications technologies and strategies such as web 2.0?
• Do you want to gain value-added skills to improve your expertise in marketing and communications?

The Professional Certificate in Public Sector and Non-Profit Marketing offers in-depth, advanced-level training in core areas that are critical for marketers in these sectors to excel in their positions. The program provides intensive training of two days per month over a six-month period.

We still have spots open for this very popular program! Be sure to reserve your spot for this cutting-edge learning experience!

In my blog on municipal marketing I discussed the importance of marketing as an important function for governments , particularly cities.   Clearly 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, especially in the area of tourism promotion there is a need for increased efficiency, accountability and transparency . 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 public sector operations

I also pointed out that in recent years many cities and regions have chosen to market themselves in one fashion or another.  Such marketing initiatives characteristically suffer from a lack of creativity and innovation and tend to be out of the box campaigns , and therefore fail to benefit from the lessons that decades of marketing experience in the private sector have taught managers in business. Such difficulties can be minimized, however, with overall expert marketing oversight and approach.

One area where cities spend lots of money is in the tourism area. Tourism marketing is a challenging  area of marketing and requires a strong  marketing and branding strategy. Let’s take Ottawa for example.  Ottawa is a superb tourism destination. It must  be, because visitors still continue to show up even though this city traditionally does a terrible job of selling itself.

Noel Buckley, the president of Ottawa Tourism,  states that “The lifeblood of tourism is marketing.” So you would think that the city would have a great marketing strategy!

I recently noted in an Editorial in my local newspaper (The Ottawa Citizen November 14, 2009) that my home town actually had a branding strategy. I was impressed until I actually read  the key elements of the  strategy .

Ottawa Tourism’s branding strategy is based on   “four pillars” :

• Ottawa as a capital city (Parliament Hill and environs);
• Ottawa as a cultural centre (our museums and galleries);
• Ottawa as a place to enjoy nature (the Gatineau Hills and green space);
• Ottawa as an urban experience (restaurants and shopping).

This is it … the branding of the capital of Canada.  How did they come up with these “four pillars”. Is it based on marketing research?   Are the messages in the tourism marketing being picked up by recipients of these messages.  I actually checked a few web sites to see how Ottawa is described. For brevity I will just describe the Yahoo site. ( many of the other sites were not much different)

This is how Yahoo describes Ottawa

The capital of the second biggest country on the planet, OTTAWA struggles with its reputation as a bureaucratic labyrinth of little charm and character. The problem is that many Canadians who aren’t federal employees – and even some who are – blame the city for all the country’s woes. All too aware of this, the Canadian government have spent lashings of dollars to turn Ottawa into “a city of urban grace in which all Canadians can take pride” – so goes the promotional literature, but predictably this very investment is often resented. Furthermore, the hostility is deeply rooted, dating back as far as 1857 when Queen Victoria, inspired by some genteel watercolours, declared Ottawa the capital, leaving Montréal and Toronto smarting at their rebuff.

In truth, Ottawa is neither grandiose nor tedious, but a lively cosmopolitan city with a clutch of outstanding national museums, a pleasant riverside setting and superb cultural facilities like the National Arts Centre, plus acres of parks and gardens and miles of bicycle and jogging paths. It also possesses lots of good hotels and B&Bs and a busy café-bar and restaurant scene – enough to keep the most diligent sightseer going for a day or three, maybe more. Here too, for once in English-speaking Ontario, Canada’s bilingual laws make sense: Québec’ is just across the river and on the streets of Ottawa you’ll hear as much French as English.

I guess you will find the “four pillars” in this description but is this how the folks responsible for tourism in Ottawa want their city to be described?

The editorial in the Citizen goes on to say:

In many ways, the national capital ( which is what Ottawa is sometimes called when it  includes the Quebec side.) is not a very visitor-friendly place. The signage is weak. Visitors staying downtown will often have no clue how to find the ByWard Market.

“We need to direct people better, and that means big signs pointing to the major sites. Instead, we opt for subtlety. We’re so subtle that some sites are almost impossible to find. It’s amazing that we all aren’t stumbling across people driving Edsels still trying to locate the west end of the Ottawa River Parkway.

Our main tourism information bureau is located across the street from Parliament Hill. That’s nice, but most other cities — even ones with a much smaller tourism industry than Ottawa’s — know that tourism information booths need also to be on the edge of town to catch motorists. This is especially important for the capital region because most of our visitors arrive by car.

Tourism has a central role to play in the economic future of this city — a city whacked by the decline in high tech. It’s fortunate that Ottawa has a good product to offer, but as the folks at Ottawa Tourism are trying to convince anyone who will listen, even the best products need to be vigorously marketed.’

Well  maybe  the folks at Ottawa Tourism should consider a strategy and messages that will generate some excitement about this wonderful city. The “four pillars”  reinforces the perception that Ottawa is a tired, old bureaucratic city with “little charm and character”. Maybe the good folks in Ottawa Tourism should  take a trip to Montreal to see how you market a city .(yes I am originally from Montreal)

Perhaps we need a fresh approach on how we market this city. Ditch the pillars and start thinking like a marketer rather than a bureaucrat.  Only bureaucrats would come up with “four pillars” .

On another note I am pleased to be included in the new edition of ‘Effectively Engaging People’. The original version, produced to celebrate the first World Social Marketing Conference in September 2008, showcased a diverse range of social marketing opinion. But while many of the world’s top social marketers took part in the conference, there were some notable absences. This edition showcases opinions for top social marketers from around the globe.

Professional Certificate in Public Sector and Non-Profit Marketing

Program Starts January 20, 2010! Register Today!

• Do you work in the government, a crown corporation/agency, a non-profit organization or an association?
• Are you responsible for marketing products or services, social marketing, generating revenue, community outreach, strategic communications or web/digital marketing?
• Are you frustrated that most programs offered in marketing or communications are not designed for the public or non-profit sectors?
• Do you feel that you are falling behind because you are not up-to-date on the latest marketing communications technologies and strategies such as web 2.0?
• Do you want to gain value-added skills to improve your expertise in marketing and communications?

The Professional Certificate in Public Sector and Non-Profit Marketing offers in-depth, advanced-level training in core areas that are critical for marketers in these sectors to excel in their positions. The program provides intensive training of two days per month over a six-month period.
Special Announcement: We have added a new module and seminar leader this year which should be very exciting. Mike Kujawski from the Centre of Excellence for Public Sector Marketing will introduce you to the new world of social media, web 2.0 and digital marketing !!!!

We still have spots open for this very popular program! Be sure to reserve your spot for this cutting-edge learning experience!

5 reasons you should register:

1. You will learn marketable skills such as how to use the latest technologies in marketing communications such as social media/web 2.0
2. You will share experiences with marketers in your sector and expand your network for future collaborations.
3. You will be taught by top professionals in the field who are able to apply real world experiences to their teaching
4. You will be provided with comprehensive take home materials.
5. You will develop an “action oriented” strategic marketing plan for your organization

THE BEST PART- this popular program is fast-tracked to allow you to fully develop your marketing skills and receive your Professional Certificate in Public Sector and Non-Profit Marketing in just 5 months of part-time study, ideal for both you and your employer.

“

“I found the course excellent and know it will be useful in my current capacity at Industry Canada and in future positions. I was especially impressed with the quality and variety of instructors and felt that their differing backgrounds and experience brought a lot to the course. I have recommended it to my colleagues on a number of occasions and will continue to do so.”
Linda Diaz, Senior Project Officer, Strategic Communications and Planning, Industry Canada

This course will change the way you approach membership marketing and the development of strategic partnerships in your association. This course is a pre-requisite for effective Not-for-profit sector marketing. Finally – a comprehensive marketing course that speaks to the needs and realities of not-for-profit associations.”
Monica Helgoth, Director, Strategic Partnerships, Canadian Dental Hygienists Association

For more information please contact
Sprott School of Business
T: 613.520.3486
E-mail: profdev@sprott.carleton.ca

Register Now! »

Sometimes I wonder if public sector health marketers are being made to look like a bunch of incompetents ( “keystone cops “). H1N1 communications, at least in Canada, has been an unmitigated disaster and the big question mark is why is this happening? Many of the public health communicators I have had the opportunity to work with over 25 years are the best communicators you will ever meet. They are extremely professional, very experienced and are excellent communicators. Add to this that public health departments across Canada at all levels of government have been planning for this pandemic for close to three years. How with all this experience and planning can we have one of the worst communication screw-ups in the history of the public sector?

Was it a coordination problem? Do we have too many levels of government involved in public health who speak a different language… is this our “Tower of Babel’?  Did the public health administrators responsible for H1N1 overrule communication advice from their communications people.  Did the political folks at all levels of government get involved in and refuse to take advice from their communication experts in public health? This will not be the first time this has happened. Did the media overplay the H1N1 story and panic Canadians unnecessarily? Did the original pandemic communications  plans and strategies get overtaken by panicked officials who over reacted to the situation?

Did the local public health administrators underestimate the potential for a larger population wanting the vaccine , even if they were not in the priority group? ( I won’t go into hockey players and people with money jumping the queue.).

 

 

Understandably a mass vaccination of this type has never happened in anyone’s lifetime. The closest comparator is the polio epidemic in the 1950s where schools were the chief locations for inoculation. The target groups were school-age children not the general population. This  was a relatively easy task compared to H1N1.  However, there’s a lesson to be learned from polio inoculation… implementation was highly decentralized. Today, people are being funneled into too few spots as in a traffic jam when the on-ramps feed into a narrower highway. Where were the computer-modelers and experts  when we needed them?

 

Some people suggested that the military should have taken over this operation as they are renown for handling crisis with precision and more important they have a chain of command. Yes a “chain of command” is that what’s missing in public health? Did it occur to us that maybe Canada with its layers of bureaucracy  is  not set up for managing crisis and emergencies.

Our Auditor General states in her most recent report that the federal government  has not moved quickly enough to get ready for pandemics, natural disasters and terrorist attacks that can cause major damage to the country.  She states that  the government still reacts to matters such as the H1N1 pandemic or major blackouts on a “case-by-case basis,” eight years after the Sept. 11 terrorist attacks in the United States highlighted the need to prepare for emergencies. She states the Department of Public Safety, created in 2003 to co-ordinate how different branches of the federal government work together in emergencies, has not carved out the appropriate leadership role.”Canada needs to have a planned and coordinated approach in place so that federal, provincial and municipal agencies know what part they will play in managing a crisis. AMEN!!!

A report of the National Advisory Committee on SARS and Public Health October 2003 in response to  the circumstances surrounding the outbreak of Severe Acute Respiratory Syndrome [SARS] provided a “third party assessment of current public health efforts and lessons learned for ongoing and future infectious disease control.”

Here is what the report  said 6 years ago:

“The Committee sees an urgent requirement for multijurisdictional planning to create integrated protocols for outbreak management, followed by training exercises to test the protocols and assure a high degree of preparedness to manage outbreaks ( That’s a mouthful). The SARS experience highlights the need to mobilize selected groups of skilled personnel into epidemic response teams . Last, the Committee determined that neither Health Canada nor most jurisdictions and institutions have developed sophisticated frameworks for risk communication during a public health crisis. The CDC has a comprehensive crisis communications training program that, in our view, bears close study and early adaptation by Canadian governments and institutions.

A key requirement for dealing successfully with future public health crises is a truly collaborative framework and ethos among different levels of government. The rules and norms for a seamless public health system must be sorted out with a shared commitment to protecting and promoting the health of Canadians. Systems-based thinking and coordination of activity in a carefully planned infrastructure are integral in public health because of its population-wide and preventive focus. They are also essential if we are to be effective in managing public health emergencies. Indeed, Canada’s ability to contain an outbreak is only as strong as the weakest jurisdiction in the chain of P/T public health systems. Infectious diseases are an essential piece of the public health puzzle, but cannot be addressed in isolation, particularly since in local health units, the same personnel tend to respond to both infectious and non-infectious threats to community health. The Committee has accordingly recommended strategies that will reinforce all levels of the public health system as well as integrate the components more fully with each other.

So after the SARS epidemic and a significant  report with many recommendations, did we learn anything? Keep in mind that this report was responsible for the creating of the Public Health Agency of Canada.

As usual I would love to hear from readers of this blog.