Canada's only marketing conference developed exclusively for the nonprofit and public sectors - May 30-31, 2017 at the Shaw Centre, Ottawa

Session 9: Who are you trying to reach and how? Building and Using the Modern Public Sector Marketing Toolkit

Do you know what impact your communications makes? How do you know if you are even communicating with or marketing to the right people?

As modern communicators, we instinctively know that our products and messaging needs to be designed with our audiences in mind and with measurable actions. Improving our ability to do so has certainly become easier with the widespread availability of online research and planning tools. With so many tools, which ones are most helpful to improving public sector efforts?

Designed in consultation with practitioners from federal, provincial, municipal, and international levels of government, this session will help you map and apply the essential tools for the modern public sector communicator. With a focus on low-cost and no-cost tools, the objective is to help practitioners identify opportunities to strengthen their current toolkits to increase the return on their efforts and campaigns.

The session will include:

  • Exploration of the current traditional and digital tool mix used by different public sectors to plan, executive, monitor, and continuously evaluate the return on their efforts
  • Problem-solving scenarios to learn how to identify and use the right mix of tools in relation to current public sector communication and marketing issues
  • Review of best practices in using insights and evidence from these tools to secure approvals for future communications and marketing efforts in a public sector environment