FUNDAMENTALS OF PUBLIC SECTOR AND NON-PROFIT MARKETING (A001)
Atlantic Workshops > Non-Profit Marketing
WHY SHOULD YOU ATTEND?
This workshop is designed for directors, managers, advisors and officers who work in federal, provincial, municipal governments, crown corporations/agencies, non-profit organizations and associations responsible for designing, developing, implementing, managing or evaluating marketing and communication programs.
The world of public sector and non-profit communication and marketing managers is rapidly changing. Increasing demands are being placed on managers to adapt to their new environment. The public and non-profit sectors are adopting marketing approaches to help meet the challenges of complex and difficult mandates and satisfying client needs in the face of significantly diminishing resources. The need for highly skilled public sector and non-profit marketing professionals continues to escalate. These are the people who must effectively bring their organization’s products, services and messages to the marketplace and bring efficiency, rigorous analysis and inspiration to the marketing process. Marketing is proving to be an effective management tool for guiding evolutionary business processes for both public and non-profit organizations.
This workshop will provide participants with an overview of public sector and non-profit marketing, the differences between public sector non-profit marketing and commercial marketing, including myths and ethical challenges associated with this type of marketing. It will focus on the strategic elements of a marketing plan and participants will learn how to transform their organization from using the traditional government communications approach to one using an integrated strategic marketing approach.
WHAT WILL YOU LEARN?
- How to prepare and implement a strategic marketing plan
- How to set realistic, practical marketing objectives and goals
- How to prepare tactical plans that convert marketing strategies into action
- How to evaluate marketing efforts with practical ideas on how to improve execution
- Understand the difference between marketing in the private and public sectors, and ingredients and key factors to developing a customer-centered mindset
- How to introduce a marketing approach to an organization that is presently using a traditional communication/public relations approach, including addressing potential organizational (culture conflict) and recruitment issues
- Knowledge of systematic processes and strategic elements in developing and implementing an action-oriented strategic marketing plan including:
- Reviewing mission and developing measurable objectives
- Analyzing organizational opportunities and threats
- Developing core marketing strategies
- Positioning, branding and segmentation
- Campaign planning and budgeting
- Developing a customer–centred mindset
Agenda |
|
|---|---|
8:45 - 9:15 |
Introductions Workshop objectives and agenda overview. Participants' introductions and expectations. |
9:15 - 9:45 |
Strategic Overview and Definitions and Understanding of Marketing Overview of public sector/non-profit marketing. Review of the strategic elements of developing an action oriented marketing plan. Definitions and explanation of the marketing concept. Group Exercise: Five most important components of a marketing strategy? |
9:45 - 10:30 |
Key Functions of Marketing A review of the key functions of marketing and how they contribute to a public sector/non-profit organization. |
10:30 - 10:45 |
Break |
10:45 - 12:15 |
State of Marketing in the Public and Non-Profit Sector Findings and implications of a major study to assess the health of marketing in the public/non-profit sectors in Canada. Exercise: Is your Organization Marketing-Driven? |
12:15 - 13:15 |
Lunch |
13:15 - 13:45 |
What can Marketing offer a Public Sector and Non-Profit Organization? The ten key contributions marketing can make to a public sector and non-profit marketing organization. The key elements required for an organization to become client-oriented. |
13:45 - 14:30 |
Why do new Products, Programs and Services fail? Five key reasons why government programs and products and services fail and what you and your organization can do to avoid the pitfalls. |
14:30 - 15:00 |
The Challenges of Introducing Marketing Approach Introducing marketing into a public sector/non-profit organization is challenging as marketing is not seen as integral function. Discussion on how to overcome these challenges. |
15:00 - 15:15 |
Break |
| 15:15- 15:45 |
Strategic Marketing Planning Process The strategic marketing planning process... how it works. Key elements of a plan, including developing a PEST/SWOT analysis, setting objectives, segmentation, positioning, branding, reviewing 4 p’s, evaluation and keys to implementing an action oriented plan. |
| 15:45-16:15 | Group Exercise: Name 3 specific actions you are going to take in the next 6 months to improve the marketing of your organization. |
| 16:15-16:30 | Workshop Evaluation and Wrap-up |
Instructor
Jim Mintz
James (Jim) Mintz is Director of the Centre of Excellence for Public Sector Marketing (CEPSM), Ottawa and Program Director of the "Professional Certificate in Public Sector and Non-Profit Marketing" at Carleton University's Sprott School of Business.
When, Where How much?
Date not set
Halifax, Nova Scotia
$675 (+ tax)
Register for a workshop
By mail
The Centre for Excellence in Communications
Suite 214,
223 Colonnade Rd South
Ottawa, Ontario,
K2E 7K3
By email
By telephone
(613) 233 2175
By fax
(613) 233 7617