Category Archives: Non-Profit Marketing (charities, associations, etc.)

Branding… the most important component of a Marketing or Communications Strategy

As markets become more competitive, and clients become more demanding, organizations must work harder to secure their fundamental relationships. Building distinctive relationships with their clients and stakeholders is what branding is about, whatever the market, whoever the client. The brand is the marketer’s most advanced emotional tool. It combines and reinforces the functional and emotional benefits of the offering, adding value, encouraging consumption and loyalty.  A good brand facilitates recognition, makes a promise, and, provided the full marketing and communications [...]

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Reflections on MARCOM 2014

Another great year for MARCOM 2014… “Canada’s premiere educational forum for public and not-for-profit sector marketers and communicators”. Great speakers and trade show; great venue at the Ottawa Convention Centre and this year’s food was the best ever. No question that my colleague Claire Mills and the advisory committee, volunteers and sponsors did a great job in organizing and running the event.

The forum Keynote, Mitch Joel, President of Twist Image, was terrific as usual. This year he discussed five [...]

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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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Marketing Education should be a Passion not a Vocation

Many years ago I was asked to give some courses at our local university. Although I was a seasoned professional in marketing and had given numerous marketing presentations, including some guest lectures at universities across Canada and USA, I had not formally taught a university course. So I agreed to teach some marketing courses at the business schools in my community first at the University of Ottawa (B Comm and MBA) and later at Sprott School of Business at Carleton [...]

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