The Challenges of Public Sector Branding
and Positioning (G027)

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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
What is a brand and branding? What does it mean in a public sector context? What are the main issues and challenges in government branding? Branding and communications. Mini-exercise

10:30 - 10:45 AM

Break

10:45 - 12:00 PM

Approaches to Branding
Differences between the public and private sectors. Developing and sustaining a brand image. The benefits and challenges of branding government and its organizations. Branding Quiz

12:00 - 1:00 PM

Lunch

1:00 - 2:45 PM

The Branding Process
Branding as a goal and a process. Essential steps. Key implementation issues. Getting started - The “Elevator Pitch”. Group Exercise

2:45 - 3:00 PM

Break

3:00 - 4:30 PM

Building a Public Sector Brand Strategy
Key elements of a branding strategy: SWOT analysis, branding objectives, architecture, brand promise and positioning, segmentation and messaging, tactics, internal brand, sub-brands, co-branding, monitoring and evaluation, critical success factors, risk assessment. Group Exercise

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
Examples of Canadian and international branding. Lessons learned. Being realistic. Group Exercise

10:30 - 10:45 AM

Break

10:45 - 12:30 PM

The Importance of Positioning
What is positioning and why is it important to branding. The strategic planning context.The positioning process. Developing a positioning statement. Group Exercise

12:30 - 1:30 PM

Lunch

1:30 - 3:00 PM

Brand and Messaging
Linkages between positioning, messaging and branding. The importance of audience segmentation. Messaging around a brand. Developing and living the “Message Pyramid” Group Exercise

3:00 - 3:15 PM

Break

3:15 - 4:30 PM

Brand Implementation Process: Getting it Right
Key challenges in implementing a public sector branding strategy and action plan. Developing the plan. Understanding brand management tools. Asking the right questions. Group Exercise

4:30 - 4:45 PM

Wrap-up and workshop evaluation

Instructor

Josef Jurkovic

Josef Jurkovic is a CEC director and President of Paradigm Communications with extensive experience as a strategic communications, marketing and international public affairs specialist.

read bio

When, Where How much?

September 23-24, 2008

Suite 205, 223 Colonnade Road
South, Ottawa

$ 1350 (+ tax)

Register for a workshop

Online

By mail

The Centre for Excellence in Communications
Suite 214,
223 Colonnade Rd South
Ottawa, Ontario,
K2E 7K3

By email

registration@comcec.com

By telephone

(613) 233 2175

By fax

(613) 233 7617

E-mail Updates

Receive bi-weekly workshop schedule updates by e-mail

Testimonials

"The examples of the other departments/organizations was very useful when "making it real""

"This was an extremely useful tool in preparing for our departmental branding exercise"

"The concrete examples and excellent description of the steps involved in the process were my favorite part"