27th of March.

What needs to be done to improve the poor state of Marketing in the Public and Non-Profit Sectors?

Every day, professionals in the public and non-profit sectors deliver thousands of programs and services to millions of Canadians. Both sectors are adopting marketing approaches to help meet the challenges of complex mandates as well as satisfy client needs in the face of diminishing resources.

Recognizing the growing importance of marketing in these sectors, the Centre of Excellence for Public Sector Marketing and Phase 5 conducted a survey in May 2006 to assess the health of marketing in these sectors. The study was conducted with professionals in marketing-related positions in government and non-profit organizations across Canada. Respondents to the survey were primarily involved in marketing products/ programs/services/policies, overall corporate image/brand management, and social marketing. The survey findings indicate that best practices in strategic marketing management have by-in-large, not been adopted by government and non-profit organizations across Canada. 

Specifically, the study indicated that government and non profits:

• are more focused on tactics and implementation than on strategic marketing and planning;
• do not tend to measure to improve results and ensure accountability of marketing expenditures;
• do not support the marketing function either in terms of funding nor in culture; and
• have difficulty attracting, training and retaining staff within the marketing discipline.

James H. Mintz is formerly Director of Marketing and Corporate Communications at Health Canada. He presently is the Director of the Centre of Excellence for Public Sector Marketing (CEPSM) where he works with a broad range of clients in both the public and non-profit sectors. He is also Program Director of the "Professional Certificate in Public Sector and Non-Profit Marketing" at Carleton University's Sprott School of Business. Jim lectures in the Undergraduate Program at Sprott in his specialty areas of marketing communications and non-profit marketing. He also lectures at the University of South Florida, College of Public Health in Tampa where he teaches non-profit/public sector marketing.

When: Tuesday March 27, 2007 from 11:45 a.m. to 2:15 p.m.

Where: Capone's East Banquet Hall - 831 Industrial Avenue, Ottawa Ontario

Cost: $ 35.00 for CMA members, $ 45.00 for non-members

Download the registration form now.

Plenty of free parking (Includes lunch, coffee, dessert, and a great opportunity to network with many other local marketing professionals.)

Download Jims's presentation here.