Category Archives: Center of Excellence for Public Sector Marketing

State of Public Sector and Non-Profit Marketing

Organizations in the public and non-profit sectors have long debated the applicability of marketing concepts and management approaches, many of which stem from private sector notions of consumption and economic choice, as well as an environment in which market forces rule. In recent years, however, there has been growing recognition that marketing can be used to enrich public sector and non-profit management and to better serve citizens and stakeholders.

Some government organizations are turning to the following specific applications of […]

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Strategy is doing the right things. Tactics is doing things right.

In our experience at the Centre of Excellence for Public Sector Marketing (CEPSM)  one of the biggest and costliest mistakes many public sector organizations make is to start rolling out individual marketing tactics without a strong strategic marketing strategy in place. Social media, blogging, website design, email marketing, advertising, proactive public relations, face-to-face marketing … if you don’t combine these individual tactics into a cohesive marketing strategy, you won’t get the results that you hope to obtain.The first […]

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Mistakes to Avoid in Social Marketing (Behaviour Change)

I was recently asked to give a presentation in Toronto to the Canadian Partnership for Responsible Gambling’s (CPRG) symposium, “Social Marketing for Responsible Gambling: Leading the Way to Behavioural Change”. The two-day symposium was organized by member organizations of the Canadian Partnership for Responsible Gambling .

My presentation at the conference was on mistakes I see organizations make when trying to develop and/or implement a social marketing strategy. As a managing partner and senior consultant at the Centre of Excellence for […]

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Marketers Need Communications and Communicators Need Marketing

 

From time to time, practitioners in the field of marketing and communications get into a debate about the differences between marketing and communications and more importantly, about which takes prominence in an organization. First, let’s look at terminology. In order to clarify things, the term communications is somewhat of a misnomer. The field of endeavour is actually called “public relations” but a number of years ago, public relations became somewhat pejorative and fell out of favour. As a result, public […]

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