Category Archives: Marketing Strategy

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 [...]

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Why Political Parties should have Marketers run their Campaigns Part 4: The Ontario election

In 2011 I wrote a blog Political Parties should have Marketers run their Campaigns. Subsequently, I wrote two more blogs on this topic Why Political Parties should have Marketers run their Campaigns Part 2: The US election and Why Political Parties should have Marketers run their Campaigns Part 3: The British Colombia election.

First let me say, that I have no partisan interest in any political party but am writing this blog as a marketing professional and someone [...]

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Importance of properly briefing your Marketing and Communications supplier

One of the biggest challenges for public sector and non-profit marketers is how to brief an advertising agency or a marketing and/or communications supplier. How well you brief determines what you get back. The communications or marketing supplier is only as good as the briefing they get from you the client.

Do all great marketing and communication campaigns come from great briefs? No. But the chances of getting good if not great work are increased significantly by a proper briefing into [...]

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Why Political Parties should have Marketers run their Campaigns Part 3: The British Colombia election

This is the third in a series of blogs on why Political Parties should have Marketers run their campaign.  My last blog on this topic is Why Political Parties should have Marketers run their Campaigns Part 2: The US election

First let me say, that I have no partisan interest in any political party but am writing this blog as a marketing professional and someone who writes on marketing topics which deal with public sector organizations.

My key point in [...]

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