Download Marketing In the Public Sector

Marketing in the Public Sector
Tuesday, April 24
1:30 – 2 pm
Registration
2 – 5 pm
Marketing In the Public Sector
Nancy Lee, Adjunct faculty, Dan Evans School of Public Affairs and Seattle University
Institute for Public Service
Showcasing real-world examples, this practical planning framework demonstrates how
you can marry commercial marketing concepts into the public sector.
The Marketing Mindset
Marketing is not simply advertising or persuasion. It’s a mindset – a citizen-oriented
approach.
 Focus on the customer.
 Segment, target and satisfy your markets.
 Know and understand the competition.
 Leverage all 4Ps in the toolbox.
 Monitor your efforts and make adjustments.
Communicating Effectively
Know the three steps involved in developing effective communications.
 Develop messages that reflect what you want your audience to know, believe and do.
 Choose messengers that draw attention and influence others.
 Select communication channels that fit your goals, audience and budget.
Social Marketing: Influencing Public Behavior
Understand this unique discipline and how it can be a part of your action plan.
 Learn what it is and why is it so hard.
 Discover the principles that make social marketing easier.
5 – 6 pm
Dinner
6 – 7:30 pm
Dessert and Discussion Roundtables
Time to harness your brainpower! Roundtables topics selected from registrants’
suggestions.
Wednesday, April 25
8 – 10 am
The Web: Your #1 Marketing Strategy
Mark J. James, CEcD, ED Solutions, Inc.
The Internet plays a crucial role in marketing communities. Presented by one of the
leading providers of technology services to the economic development profession, this
session delivers practical, detailed information that will take your website from good to
great.
 Organize your site around municipal services.
 Recognize existing businesses as a critical audience for a community’s web site.
 Give site selectors what they need.
 Analyze and critique your own web site.
 Define the critical data elements of the high performing web site.
10 am – Noon
The Art of Branding
Roger Brooks, Destination Development, Inc.
Branding is the keyword of the decade. It’s also a marketing tool that will help you stand
out from the crowd. This session demystifies and explains the process.
 Find out what is, and isn’t, a brand.
 Learn what it takes to create a successful brand.
 Avoid branding gone bad.
 Cover critical steps in building a brand.
Noon – 1 pm
Lunch
1 – 1:45 pm
Success Stories: What Did They Do Right?
A look at three case studies where sound marketing techniques paid big dividends. Get
the behind-the-scenes lessons learned, and a round of free advice. It may come in handy
in your community.
2 – 4 pm
The Lowly Post Card Makes a First Class Comeback!
Jack Vimer, Wimer Industrial Leadership
How can you cut through the spam, phishing, spyware, on top of the skyrocketing
amounts of legitimate email, written regular mail, not to mention the new breed of robotic
phone dialers? Good news—the post card is back in a first class way.
 Design the post card campaign that works for you.
 Get the inside scoop on a creative approach that gives you a proven 300% better
return on your investment.
 Pick up the 3 How’s of an effective campaign: How many, how often, how big.
 Practice, practice, practice and leave equipped to succeed.