Category Archives: Professional Certificate in Public Sector and Non-Profit Marketing

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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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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It’s time to run campaigns that go beyond awareness!

Back by popular demand, Stephen Thomas Ltd and the Centre of Excellence for Public Sector Marketing (CEPSM) return with an exclusive one-day workshop in Toronto and Ottawa: Beyond Awareness: Creating Social Marketing Campaigns that Change Attitudes and Behaviour.

TORONTO

October 23rd, 2013
Intercontinental Hotel, Yorkville
Register: https://www.eventbrite.ca/event/4490585462

OTTAWA

November 12, 2013
RA Centre, Outaouais Room, 2451 Riverside Drive, Ottawa
Register: http://cepsm.ca/products-page/categories/beyond-awareness-creating-social-marketing-campaigns-that-change-attitudes-and-behaviour-2/

Awareness, awareness, awareness are you getting tired of hearing that word, don’t you want to move to something more substantial like changing people’s attitudes […]

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