Conference Preview: Going public

Marketing presents its first conference exploring key issues facing the burgeoning public sector.

The public sector is one of the biggest growth areas in marketing spend in recent years. Government bodies and local authorities have belatedly embraced marketing as a means of raising awareness of initiatives and harnessing the support of their target audience.

Such is the emphasis on marketing within the public sector, the Central Office of Information (COI) is regularly one of the top three spenders in terms of marketing budget every year.

The biggest hurdle in communicating these marketing messages effectively is gaining buy-in from members, communities and partners. Marketing's new conference, Engaging Audiences & Driving Behaviour Change Through Dynamic Public Sector Communications, is designed to tackle this and point the way to best marketing practice in the public sector.

Over the course of the one-day event, taking place at The Dorchester, London, on 28 November, top-level speakers from the public and private sectors will provide insights into issues ranging from how to target hard-to-reach groups to managing an organisation's reputation.

Marketing's role

Representatives from the government, local authorities, city and borough councils, as well as the private sector will present their views on the role marketing plays within public sector strategies.

Questions to be answered include whether marketing is still regarded as a 'dirty word' within public sector organisations, and what the impact of bureaucracy and committee workings has on the smooth-running of marketing campaigns.

Decision-making and measuring effectiveness within political environments are as complicated a scenario as marketers are likely to see, and the conference sessions will go some way to clearing a path through what can appear to be a legislative minefield.

Individual focus groups will deliver insights into specific target audiences for public sector marketers, such as youth and the diversities within ethnic communities.

Additional topics include how to develop fresh and cost-effective communications in the public sector. There will also be a breakout session on evaluating public buy-in and changes in behaviour to illustrate campaign success for specific organisations.

Among the speakers and panelists at the event are: Councillor Simon Milton, leader of Westminster City Council; Gordon Ritchie, head of corporate communications, Glasgow City Council; Joe Simpson, director of marketing and communications, Leadership Centre for Local Government; Matthew Hart, marketing director, lastminute.com; and Martine Ainsworth-Wells, marketing director, Visit London.

The conference is designed to include regular breaks to provide delegates with the opportunity to network and engage in one-on-one conversations with the industry experts present, sharing best practice and visions for the future of public sector communications. Such insight will prove invaluable, given the complex nature of the sector.

DYNAMIC Public sector comms Monday 28 November The Dorchester, London To book a delegate place: Tel 0208 267 4011 Email conferences@haynet.com Web www.publicsectorcomms.com

CASE STUDY

Founded in 1976, The Prince's Trust swiftly established itself as the UK's leading youth charity, offering opportunities to young people, including training, personal development, business start-up support, mentoring and advice.

The creation of this public sector brand has endured some challenges in its development, because it is aimed at one of the most difficult demographics with which to communicate.

Paul Brown, head of marketing at The Prince's Trust, will relate to delegates the marketing challenges the charity has faced and how it has overcome them to design and deliver innovative campaigns on a budget.

He will provide an insight into how public sector marketers can prioritise their communications and create campaigns that raise awareness while generating revenue.

Brown will map out the methods by which effective campaigns can be orchestrated on a shoestring, exploiting existing resources and media channels that generate increased response from below-the-line strategies.

He will also explain how creativity within public sector marketing need not break the bank, and that innovation and cost of promotional material can be balanced effectively.

Given The Prince's Trust's success in maintaining awareness in its brand, Brown's insight will provide a template for the success of public sector marketing strategies and how to overcome challenges through marketing communications.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers