Category Archives: Integrated Marketing Communications / Advertising

Marketing Articles to Read this Summer

Summer is a good time to catch up on your reading. Here are 11 articles on marketing which should keep you up to date on some very important developments in the world of marketing.  Trying reading them while enjoying your favourite beverage.

4 Tips for Adopting a Customer-Centric Mindset

If you’re taking an integrated marketing approach, your customers need to be driving the decisions your company makes.

Otherwise, your brand could risk becoming irrelevant—or, worse, offensive—to your audience.

When customers are embedded […]

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“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 […]

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Role of Advertising in Government

I spent many years directing major government advertising campaigns for the federal government. I am a very strong believer in government using advertising campaigns to promote programs, motivating audiences to improve their health and other important issues. During my career in government, I can honestly say that the motivation for the campaigns my team were involved with focused on important topics and issues particularly social marketing campaigns in the health area whose main objectives were to change attitudes and behaviours.

I […]

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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 […]

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