Atlantic Canada Marketing AND Communications Professional Development Program

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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.


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
Strategic Communications Planning: Critical Steps and Techniques
March 22, 2010
Measuring Communications Performance and Success through a Performance Measurement Framework and Strategy
March 23, 2010
Fundamentals of Public Sector and Non-Profit Marketing
March 24, 2010
Social Marketing Strategies for the Public and Non-Profit Sectors
March 25, 2010
Partnership Marketing and Corporate Engagement Techniques
March 26, 2010
Strategies for Social Media: Developing a Social Media Marketing Plan
March 29, 2010
Effective Messaging: Strategies and Techniques
March 3, 2010
Competencies for Communications Professionals
March 30, 2010
Partnering with the Federal Government: The Communications Dimension
March 31, 2010


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


Beware of Sponsorships with Celebrities if you work in the Public or Non-profit Sector

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.

Post script

October 2012

The Implosion of Lance Armstrong’s Endorsement Empire: $30M and Counting

Longtime Sponsors Cut Ties; Losses Could Cost Cyclist as Much as $30 Million



CEPSM offers 3-Step Social Marketing Consultation for under $5,000.

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.


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 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


Centre of Excellence for Public Sector Marketing

Ottawa-Toronto-Regina- Calgary

T: 613.731.9851 ext.18



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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!