"Strategy Before Tactics"
Throughout his 20-year marketing career, Bernie Colterman has facilitated numerous marketing campaigns for the government, consumer and the business sectors. A master at brokering strategic alliances and partnerships, he has facilitated hundreds of collaborative arrangements for both industry and government, spearheading high profile partnership initiatives for Industry Canada, Canadian Heritage, Province of Ontario and Grassroots National Campaign where he raised over $4 million in private sector sponsorships to support on-line learning projects in Canada’s classrooms; working with national stakeholders including Provincial Ministries of Education to deliver the program.
Bernie offers strategic advice to a wide range of public sector and non-profit organizations in the areas of strategic marketing planning and program delivery, internal marketing, social marketing, performance measurement, partnership development, exhibit management and face-to-face marketing. This also includes conducting extensive marketing research to determine target markets for a wide range of products and services, developing marketing communications strategies and formulating tactical plans. Current and/or recent government clients include the Public Health Agency of Canada, Natural Resources Canada, Public Safety Canada, PWGSC, Ontario Public Health Agency, City of Ottawa, and City of Burlington.
Bernie has a depth of expertise in developing quantitative systems for selecting partners, determining the value of benefits received through collaborative arrangements and establishing performance measurement metrics. This expertise provides client organizations with the information and tools they need to execute effective partnerships. In addition, Bernie played a lead role in facilitating two day-long sessions for the Mental Health Commission of Canada where mental health practitioners from across Canada were brought together to discuss challenges and solutions for achieving a national collaborative effort to reduce the stigma associated with mental health. He also worked on the development of the social marketing and partnership plan for CATSA.
Bernie was the former Co-Program Director and faculty member of Carleton University’s Sprott School of Business, Professional Certificate in Public Sector and Non-Profit Marketing where he taught courses on Partnerships, Strategic Alliances and Collaborative Arrangements. His highly acclaimed Designing and Selling Your Sponsorship Program and Revenue Generation Boot Camp workshops we attended by thousands of professionals over many years.