Category Archives: Center of Excellence for Public Sector Marketing

“Strategy before Tactics” is key to Marketing Success

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

One of the most costly mistakes most organizations make is to start rolling out individual marketing tactics without a strong strategic foundation in place. Social media, blogging, website design, email marketing, advertising, proactive public relations … if you don’t combine these individual tactics into a cohesive strategy and develop the right marketing strategy, you won’t get the results that you hope to obtain.

The first step in realigning your marketing approach […]

Share/Bookmark

British Columbia Ministry of Health: Taking a Leadership Role in Social Marketing

In September 2014, I had the opportunity to work with the British Columbia Ministry of Health’s Population and Public Health Division to co-host social marketing sessions in Vancouver and Victoria to explore shared strategic approaches for social marketing and engagement across health promotion and disease/injury prevention partners in British Columbia.

The sessions included presentations from experts on social marketing and behaviour change, branding and the latest trends in marketing and engagement.  Participants also heard about the Healthy Families BC policy framework and the Ministry of Health’s mandate to support a […]

Share/Bookmark

Why the TOWS Matrix is important to Public Sector Marketers

As someone who teaches marketing I am always surprised that most of the participants at my courses and seminars are very familiar with a SWOT analysis (which stands for Strengths, Weaknesses, Opportunities and Threats.) For those who are not familiar with the SWOT analysis – it helps organizations  identify strengths and weaknesses predominantly based on internal factors. Opportunities and threats usually arise from an external environment.

However, very rarely do I find participants who are familiar with SWOT employ  the SWOT/TOWS […]

Share/Bookmark

Why Branding is so important to Social Marketing

Branding in a business organization is pervasive and fairly easy to understand and recognize. However, branding in social marketing is not as common but becoming more popular as it is very effective in creating visibility and ensures memorability.
“Nonprofits and government agencies are generally several steps behind the commercial sector in applying marketing concepts. Branding is a word that is thrown around a lot by marketers of all stripes without a complete understanding of what it actually means. We know we […]

Share/Bookmark