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

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
8:45 - 9:45
Driving ROI: Maximize the Benefits of Public Sector Channel Shift
  • Go beyond saving money and increasing efficiency
  • Challenges of outdated tools
  • How to advice for email, text messaging and social media
  • Success stories
9:45 - 10:30
Visual Communication and Storytelling
  • Competing for engagement in a changing environment
  • Visual communication: telling your story by many means
  • A visual communication case study
  • Data visualization, infographics, animation and interactivity
  • Best practices for visual storytelling; playing nice in an accessible world
  • Platforms and tools
  • The most important tool
  • An infographic exercise: pulling a visual story from text content
10:30 - 10:45        Networking Break
10:45 - 11:30
Delivering Services with Impact through Client Segmentation and Positioning
  • 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
11:30 - 12:30
"Hub" Process for Intake of IM/IT Projects Using Design Thinking
12:30 - 1:30        Luncheon Break
1:30 - 2:30
Increasing Citizen Trust and Engagement with Government
  • Utilizing citizen journey, mobile, design, relevance and relationship
  • Increase trust and engagement
  • Improve relationship
  • Benefit from cost-effective digital service delivery
2:30 - 2:45        Networking Break
2:45 - 3:45
Applying Design Thinking in Government Communications
  • User at the heart of the strategy
  • Listening - for real
  • Deep customization
  • What are the right questions?
  • Don't tell - show
  • Call to participate vs call to action
  • Deploy design thinking as an organizational strategy
  • Integrate the needs of people, the possibilities of technology and the requirements for government communicates success
3:45 - 4:30
Digital Transformation: Increasing the Velocity of Digital Change in the Public Sector
  • 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
4:30        End of Day One



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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