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 Two Program Agenda: Wednesday, September 26, 2018
7:30 - 8:30        Continental Breakfast
8:30 - 8:45
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
Connecting the Dots: A Holistic Approach to Improving the Quality of Your Content
Christian Malboeuf-Connolly, Manager, Social Media, Environment and Climate Change Canada
  • The importance of looking at the bigger picture
  • The three key elements to creating content that matters
  • Why and how content can fail
  • Tips on how to connect everything together
10:45 - 11:00        Networking Break
11:00 - 12:00
Giving Voice to Your Data
Cezary Gesikowski, Storyteller and Communications Consultant, Government of Canada

Marketing is a data-driven activity that helps us make decisions based on facts derived from data. The recent explosion in the number of available data sources has led many organizations to analysis paralysis. How do we ensure the data we are collecting is leading to innovation and transformation that deliver desired results? Make the data speak in a voice your audience can understand using following data storytelling techniques:

  • Creating engaging narrative
  • Speaking to the right audience
  • Presenting relevant information
  • Leveraging the power of visuals
  • Letting the audience experience data
12:00 - 1:00        Luncheon Break
1:15 - 2:00
The Changing Landscape of Communications in a Digital Environment
Patrycja Arkuszewski, Executive Director, Digital Transformation, Health Canada
  • Five ways to improve citizen engagement initiatives
  • How to design and implement citizen participation programs effectively
  • Insights into how more citizens can be brought into the decision-making process
  • Latest developments in making government more responsive and effective
  • How to improve the current approach to engagement
2:00 - 2:45
Measuring What Matters in Digital Public Sector Marketing
Sherrilynne Starkie, Digital Strategy Consultant, Sherrilynne Starkie Consulting
  • The necessity for accurate goal setting. That means linking your marketing objectives directly back to the organizational strategic goals
  • Behavioral goals vs and awareness goals. How these take different evaluation approaches
  • What to track? Is it just likes, clicks and visits, or is it something else entirely?
  • Which tools to use. An overview of the listening, monitoring and tracking tools to support digital marketing measurement
  • The importance of agility. How dexterity improves digital marketing effectiveness
2:45 - 3:00        Networking Break
3:00 - 4:00
Halifax Central Library and Marketing Integration: Leveraging Bricks and Mortar to Drive Digital Innovation
Janine Basha, Manager, Marketing and Communications, Halifax Public Libraries
  • A case study about Halifax Central Library and how we’ve leveraged the momentum from the building to reposition our branch in the digital sphere.
  • About Halifax Central Library (the project and the results)
  • Rebrand and 2017-2021 Strategic Plan
  • Website redevelopment and launch
  • Overhaul of social media strategy (focus area - to include specific examples, insights, and results)
  • Development of digital integration strategy
4:00        End of Day Two
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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