The Challenges of Public Sector Branding
and Positioning (G027)
Workshops > Government > Complete List > Challenges of Public Sector...
WHY SHOULD YOU ATTEND?
What is a brand? What constitutes branding? Is branding possible for governments and public sector organizations? What are the key branding challenges and issues faced by governments? What lessons can governments learn from commercial branding? What's the difference between messaging, positioning and branding? How are they linked in doing strategic communications? How can you structure messages to reach different audiences while maintaining overall coherence and consistency? These and many other questions will be addressed in this two-day workshop designed to provide understanding of branding, positioning and messaging and their application to the challenges faced by federal government communicators.
WHAT WILL YOU LEARN?
The workshop will focus on:
- Understanding the differences between public and private sector branding
- Key issues and challenges in government branding
- Current Canadian public sector branding examples
- The branding process
- Branding benefits and challenges
- Linkages between branding, positioning and messaging
- The positioning process
- Crafting and applying a positioning statement
- Ensuring the branding - positioning - messaging linkage
Agenda Day 1 |
|
8:45 - 9:15 AM |
Participant Introductions and Workshop Overview |
9:15 - 10:30 AM |
Branding Basics |
10:30 - 10:45 AM |
Break |
10:45 - 12:00 PM |
Approaches to Branding |
12:00 - 1:00 PM |
Lunch |
1:00 - 2:45 PM |
The Branding Process |
2:45 - 3:00 PM |
Break |
3:00 - 4:30 PM |
Building a Public Sector Brand Strategy |
4:30 - 4:45 PM |
Wrap-up and Q & As |
Agenda Day 2 |
|
8:45 - 9:00 AM |
Day One Review |
9:00 - 10:30 AM |
Public Sector Branding Experiences |
10:30 - 10:45 AM |
Break |
10:45 - 12:30 PM |
The Importance of Positioning |
12:30 - 1:30 PM |
Lunch |
1:30 - 3:00 PM |
Brand and Messaging |
3:00 - 3:15 PM |
Break |
3:15 - 4:30 PM |
Brand Implementation Process: Getting it Right |
4:30 - 4:45 PM |
Wrap-up and workshop evaluation |