This one day interactive workshop is designed to provide an understanding of the fundamentals of marketing and their applications in the public sector. In today’s client- and citizen-focused public service environment, with its thrust toward shared services and cost-recovery together with ever increasing marketing efforts by many government departments and agencies, public servants need to be able to effectively determine their organizations’ marketing requirements and to apply public sector-relevant marketing techniques and approaches.
What will you learn?
The workshop will focus on how to:
- Identify the differences between private and public sector marketing approaches, strategies and techniques;
- Demystify marketing jargon to increase understanding and buy-in;
- Develop marketing strategies and plans at the appropriate levels of detail and complexity;
- Develop key steps of market planning to get you “on the right course”;
- Identify, plan and execute the appropriate marketing mix for your needs;
- Create client and customer acquisition, satisfaction and retention strategies within a service delivery framework;
- Create a positioning statement that focuses on your organization’s uniqueness;
- Implement your marketing plans and measure your success;
- Create and continually improve your marketing tool kit.
What will you take away?
- Workbook with how-to procedures, templates and references.
- Exercise handouts.
Professional Competencies
- Thinking Things Through: Innovating through analysis and ideas
Meet Your Instructor
Claude Panneton
Claude Panneton is a former public service executive with over 20 years of communications experience including risk and crisis communications, issues management, strategic communications and oversight of departmental public environment analysis,… Read full bio
Sample Agenda
Day 1
| Activity |
|---|
| Introductions, Review of Workshop Objectives and Program |
| Marketing in the Government of Canada Differences between public and private sectors. Definitions. Typology of government marketing. Understanding why, what, when and to whom we market. Focus on clients versus audiences. Living-up to organizational and client expectations. Mini-exercise: Measuring your client capture potential. |
| Why Do We Need a Marketing Plan? Setting the Stage What is a marketing plan? The marketing plan template(s). Levels of complexity. The marketing development process. Role of research and environmental scanning. SWOT analysis. Starting the marketing plan, defining marketing goals, measurable objectives and results. |
| BREAK |
| Exercise: Working in groups, participants will undertake a SWOT analysis and develop objectives and results for a marketing plan, based on the case scenario. Group reports and discussion. |
| The Marketing Mix – Planning and Execution Building blocks for the marketing plan. Managing the marketing cycle. Different approaches to marketing strategies. Identifying the appropriate marketing mix and developing a marketing action plan. |
| LUNCH |
| Exercise Working in groups, and based on the case scenario, participants will identify their market segments and develop a basic marketing strategy and marketing mix. Group reports and discussion. |
| Understanding the Customer Relationship. Implications for Positioning Key principles of customer relationship. Relationship management techniques. Client focus and service delivery framework. Positioning and messaging – definitions and applications. |
| BREAK |
| Exercise Working in groups, and based on the case study scenario, participants will develop a positioning statement for their organization’s marketing strategy. Group reports and discussion |
| Implementing The Action Plan and Measuring the Success Developing the marketing calendar. Monitoring progress and measuring success. Developing the marketing tools. Reaching, engaging and captivating your targets. |
| Wrap-up and Workshop Evaluation Participants will complete a short evaluation |
The information provided in this course made me think about briefings in a new context. It caused me to reflect on my own strengths and weaknesses. I was already able to apply the lessons learned in a briefing with my manager at break time.