The seminar provided very useful info to take back to management in order to make better decisions in our use of social media tools. - Web Communications Advisor, Health Canada
REGISTER FOR 2018  |  Day One  |  Day Two  | 

Digital Transformation of Public Sector Marketing

Embrace Digital Marketing to Connect with Citizens and Meet Your Communication Goals

September 25 - 26, 2018  ·  Ottawa, Ontario
Day One Program Agenda: Tuesday, September 25, 2018
7:30 - 8:30        Registration and Continental Breakfast
8:30 - 8:45
Welcome and Opening Remarks from the Chair
Maria Jose Avendano Chaves, Advisor, Department of National Defence
8:45 - 9:45
Strategic Development and Advancement in a Media Centred Environment
Maria Jose Avendano Chaves, Advisor, Department of National Defence
  • How traditional forms of media are utilized
  • How the industry has shifted its commercialization
  • How the industry has shifted with the rise of social media and the integration of successful campaigning
  • Using a media monitoring perspective in order to analyze how future campaigning will look like and how it can grow businesses or institutions in leadership or media relations
9:45 - 10:45
Delivering Services with Impact through Client Segmentation and Positioning
Thierry Weissenburger, Head of Innovation, Canadian Trade Commissioner Service
  • What is the Trade Commissioner Service (TCS)?
  • Client acquisition and service issues facing the TCS
  • TCS transformation: differentiation of services, digital options, and provision of seamless federal services to businesses
  • Progress and learnings to date
10:45 - 11:00        Networking Break
11:00 - 12:00
The "Hub Approach" - People Focused Service Delivery Using Design Thinking
Scott McNaughton, Chief, User Centred Design Team, Transport Canada
  • How the Hub Process is helping Transport Canada realize its digital vision by uncovering and unpacking the gap between the current state and the digital future state
  • Why Government IT projects fail because we jump into solutions without understanding the problem we are solving
  • What is the Hub Process?
  • How Transport Canada is running over 12 projects through the process and seeing results
  • Theory (design thinking) vs. Reality (project constraints)
12:00 - 1:00        Luncheon Break
1:00 - 2:00
Increasing Citizen Trust and Engagement with Government
Mike Marks, Head of Marketing, Adobe Canada
  • Utilizing citizen journey, mobile, design, relevance and relationship
  • Increase trust and engagement
  • Improve relationship
  • Benefit from cost-effective digital service delivery
2:00 - 2:15        Networking Break
2:45 - 3:45
Creating Better Citizen Experiences with User Experience (UX) Design
Ana Lissansky, Manager, Digital, Invest in Canada
  • Good vs Bad UX
  • Get the basics of the UX process
  • Objectives and budget
  • Examples and case studies
  • Improving a user experience
3:15 - 4:15
Digital Transformation: Increasing the Velocity of Digital Change in the Public Sector
Gil Côté, Digital Transformation Architect, Cancentric Solutions
  • Why is digital transformation so difficult?
  • What is citizen-centred transformation?
  • Role of performance metrics
  • Lessons learned from transformation projects with the Government of Canada
  • Practical advice about how to lead, manage and increase the velocity of transformation in your own organization
4:15        End of Day One
REGISTER FOR 2018  |  Day One  |  Day Two  | 



Your role as a communications professional in the public sector is growing with the need to improve transparency and accessibility, promote new and expanded services, safeguard agency reputation, and maintain public confidence. New distribution tools and emerging channels for marketing communications offer opportunities for improved dialogue and public administration. Staying up to date on media tools and measurement strategies is essential for successfully managing your communications plan.

INFONEX's Digital Transformation of Public Sector Marketing will help you design an integrated marketing strategy that raises the profile of your agency and help you develop high-quality content that is valuable to your audience - the Canadian people. Drawing on lessons learned from both the public and private sectors, this two-day program will provide insight and guidance on key issues such as citizen engagement, setting goals, tracking progress, and measuring effectiveness, tailoring your message for different media users and audience perspectives, and how to appeal to young Canadians.

Get proactive strategies on integrating social media and emerging digital channels into your overall communications strategy. Understand why investing in digital media content is important for the future of your organization. Examine techniques for developing a proactive, crisis communications plan and learn why monitoring and listening to media channels is important. Learn to engage your audience by developing a compelling story - understand the value of narrative - and evaluate analytics tools that will tell you if you are getting the right message across to the right people.

For over two decades, INFONEX has been developing successful training seminars and events to assist professionals like you to meet the high demands of the public service. Join us at Digital Transformation of Public Sector Marketing, in Ottawa, for practical strategies for the next generation of digital platforms and social media initiatives, and take home tips for fostering engagement and cultivating a beneficial agency-public dialogue. Register today!

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