Public sector organizations face distinct challenges in developing and promoting their initiatives, programs, and services to the public. Internally, the marketing function is often misunderstood and narrowly associated with advertising, rather than recognized as a strategic driver of organizational success. As a result, marketing efforts often lack cohesion, direction, and impact, failing to deliver meaningful results. This workshop is designed to bridge this gap by empowering participants with the knowledge and skills necessary to develop and implement a strategic marketing plan that will secure senior leadership buy-in, drive meaningful results, and enhance the reputation of your organization.

This workshop is tailored for professionals working in the public sector, including:

• Marketing and communications specialists
• Program managers
• Policy analysts
• Senior executives
• Anyone responsible for promoting their organization’s initiatives, programs, or services

Through engaging presentation delivery, interactive group discussions, and hands-on, collaborative exercises, participants will gain a deeper understanding of:

• Key concepts, principles, and best practices in public sector marketing and how it differs from the private sector.
• How marketing can be leveraged to achieve organizational goals and objectives
• Identifying and researching target audiences, their needs, and preferences
• The importance of strategic positioning
• Applying the “4 P’s” of marketing (product, price, place, promotion) in a public sector context
• The difference between strategies and tactics
• How to measure the effectiveness of your marketing efforts

• A copy of the presentation slides
• A copy of any workshop MindMap notes and/or MIRO boards generated during collaborative exercises
• An official CEPSM Certificate of Completion
• An optional 30-minute one-on-one consultation with the instructor to discuss your organization’s specific marketing challenges