I will be a Workshop Facilitator at Federated Press’ 5th Annual Gaining Public Awareness: Government Marketing Conference, which will be held in Ottawa on December 4, 5 & 6, 2006.

My three-hour interactive workshop is entitled How to Apply Social Marketing, Viral Marketing & "Tipping Point" Concepts to your Public Sector Marketing Strategy. Here is the description:

Social marketing is the use of commercial marketing techniques with programs designed to influence a target audience’s behaviour. The goal is to improve their personal welfare and that of their society. It is an approach that public sector marketing and communications professionals have been applying, with much success, to encourage certain behaviours and attitudes in Canadians. Moreover, viral marketing is any strategy that advances a message through a quick succession of individuals, creating exponential growth in the message’s influence and exposure.

Throughout this conference, you have heard about various social marketing techniques, the growing use of viral marketing, and how Malcolm Gladwell’s “Tipping Point” concepts can be applied to social environments. But how do you put it all together and take those insights back to the office?

 

This workshop will illustrate how these non-traditional concepts can ultimately contribute to your overall marketing program within your organization.

- Identifying your audience: whom do you need to reach?
- Segmentation of your audience, based on predisposition, motives, values, and lifestyle
- What changes are you seeking to achieve your organizations goals?
- Which target audiences should you attempt to influence to meet your objectives?
- Using appropriate marketing strategies and tactics, including positioning, message development and delivery to reach your audience
- Leveraging from partnerships to enhance your credibility and facilitates access to target audiences
- Implementing your advocacy or community development initiatives
- Defining measurements for assessing the impact of your initiatives
- Ongoing monitoring and evaluation to modify and improve your program