MARKETING WITH IMPACT: ACHIEVING MORE FOR LESS IN THE PUBLIC AND NOT-FOR-PROFIT SECTORS (A001)

Atlantic Workshops > Low-Cost Marketing

WHY SHOULD YOU ATTEND?

There is a misconception that effective marketing needs to be tied to big budgets with significant resources for branding and paid media (advertising). Increasingly, public sector and not-for-profit organizations are realizing that "big money" doesn't necessarily translate into "big impact" and there are many low-cost tactics that can be strategically employed to achieve organizational objectives. This is particularly important in today's economically challenged environment where we are expected to "do more for less" and demonstrate real impact for our marketing efforts.

This advanced-level educational program is ideal for mid to senior level managers that are responsible for managing multi-faceted marketing communications initiatives and want to achieve maximum value for their marketing communications budget It will help you establish a strategic direction for your campaign, identify the most powerful tactics to achieve various marketing objectives and show you how to leverage each medium. A particular emphasis will be placed on proven social marketing tactics such as partnerships and strategic alliances, face-to-face marketing and internet-based marketing.

This session will also make use of case studies to explore how low-cost marketing strategies were developed from the ground level to achieve various social marketing and communications objectives. The workshop will combine formal instruction with group discussions, case studies and practical exercises. The course materials will guide you through the development of your own plan.

WHAT WILL YOU LEARN?

The workshop will focus on:

• The latest trends in marketing and how the shift from "transactions" to "relationships" is changing the way organizations are communicating with their stakeholders;
• The role of various marketing mediums and their impact on moving target audiences along the causal chain of changed (social marketing) behaviour;
• The role of branding, positioning and the "value proposition" in effective marketing communications;
• A 7-step process for establishing strategic communications partnerships including setting measurable objectives, identifying and prioritizing potential partners, identifying "value propositions", building rapport, developing compelling proposals for private sector and other potential partners and managing collaborative arrangements;
• Why face-to-face marketing is such an important function in the marketing communications mix and how to maximize these opportunities;
• Low-cost — high impact strategies to harness and expand your network through e-mail communications, blogs and other social media tools;
• How other public sector and not-for-profit organizations are using innovative and low-cost approaches to reach and engage their constituents.