The document discusses tools for public sector marketing campaigns. It outlines 32 common tools categorized by their use in planning objectives, environmental scans, targeting audiences, developing key messages, selecting tactics, and evaluating campaigns. These include free tools from Google, social media platforms, and Statistics Canada as well as paid analytics platforms. The document also provides a fictional example of using the tools to rapidly educate Quebec homeowners about emergency financial aid for flood damage.

1. Who are you trying to reach and how?
Building and using the modern public sector toolkit
Alex Jasperse | @AlexJasperse | linkedin.com/in/jasperse
Jeremy Harley | @jeremy_harley | linkedin.com/in/jeremyharley

2. Our
backgrounds

3. Agenda
Public sector marketing mindset
Understanding our audiences
The modern toolkit
The tools in practice
Resources

4. Reach
The total number of individual citizens
(unique) that are potentially exposed to a
public sector marketing campaign /initiative
Tools
Free or low-cost instruments (industry, in-
house) that help lay and evidence-based
framework for a paid, owned, or earned
marketing campaign/initiative
Definitions
Images: Unsplash

5. Public sector marketing mindset
The Political/political realities
Image: The Ottawa Citizen

6. Public sector marketing is about informing, engaging, and
promoting services, policies, and programs to citizens

7. Our audiences are often mandated
Sources: UK Government Communications Service, Government of Canada Policy on Communications and Federal Identity

8. Even so, we have many opportunities to learn from our audiences

9. We’ve experimented
and evolved our
marketing executions

10. But our marketing initiatives
become political at some point

11. There is frequent pressure for
low-cost, no-cost initiatives

12. Time to plan is often on
short notice

13. Web-centric marketing thinking and
doing (digital first, social first, digital
by default) is becoming a popular
belief – even if the medium doesn’t
fit the objective
Source: The Ad Contrarian
Bus ads by default!

14. The public sector is itself
becoming a visible digital
platform that is deliberately
sought out by audiences when
they need something
127M
webpage vists/year
on Top 50 .gc.ca
Source: Government of
Canada, 2016

15. Image: Destination Canada Library
Understanding our audiences

16. There are many touchpoints and opportunities between
audiences and our messages
Source: Google, Measure What Matters Most

17. Non-linear audience
traditional and digital
media engagement
experiences are the
norm
Source: Rail Europe Experience Map

18. Audiences leave footprints across multiple types
of ‘traditional’ and ‘digital’ media
Source: IAB Canada, Canadian Media Usage Trends (CMUST) 2016

19. Audiences snack on digital
content across a number of
channels and ecosystem of
devices
Sources: J.D. Power, Canadian’s Internet Business

20. In the ecosystem of devices, audiences
use them for different purposes
Sources: Microsoft Advertising, The Evolution of the Multi-Screening Canadian

21. Audience attention span is
short and often divided
Source: Microsoft Advertising, Attention Spans

22. Short bursts of interest and tab universes reign
All digital moments
Weather
Donald Trump
Quebec floods
Facebook
Govt Social Media
Source: Google, How Micro-Moments are Changing the Rules

23. 14.3 trillion+ webpages.
Continually removing noise
and simplying content for
audiences is the dynamic
reality
Sources: Factshunt, Marketoonist

24. Audiences expect to access useful
content in their own terms – not ours
Source: Ontario Digital

25. Audiences are increasingly expecting some kind of convenient
personalization… without it edging on ‘creepy’
Source: eMarketer

26. Image: Justice Canada
The modern toolkit
Mapping common public sector tools

27. We need tools and
toolkits because we
are not in the
business of
assuming

28. “The last decade has seen marketing
deluged with a sea of new tools and
techniques.”
Source: Mark Ritson

29. The modern toolkit might include up to
12 different planning and execution tools
Sources: IAB Canada, AdvertisingAge, eMarketer, Forrester Research, Millward Brown

30. We asked public sector marketers in these organizations what free or
low-cost tools they commonly use to plan (not execute) a
marketing initaitive/campaign
One
anonymous
non-profit

31. Most had well-established marketing
processes and techniques, but their
toolkits are still being built out
Image: Altimer Group

32. The toolkit we built out
contains the 32 most
commonly identified
marketing tools
categorized by typical
sections of a marketing
plan/strategy
Background tools
Objectives tools
Environmental scan tools
Target audience tools
Key message tools
Tactics tools
Evaluation tools

33. Image: Unsplash
The tools in practice
Fictional marketing initiative

34. Background tools Objectives tools
Environmental scan
tools
Target audience tools Key message tools Tactics tools Evaluation tools
The toolkit
We used this standard marketing brief structure
as the toolkit for the 32 tools we found
Templates
Typically in-house, but tons of examples
from UK Government Communications
Service, IAB Canada, and more

35. Background tools
Image: Globe and Mail

36. Background tools
Google Alerts
Intel alerts relevant to the emerging
issue
Google.com/.ca
Custom search to understand the
relevant public sector players
Social Dashboards
The new TVs in the office

37. Background tools
Practitioner result?
Launch an urgent marketing initiative to educate
flood-affected Quebec residents frustrated with
conflicting dialogue from insurers, the media, and
friends about the emergency financial aid the
federal government can immediately provide to
them

38. Image: Globe and Mail
Objectives tools

39. Objectives tools
Marketing funnel or loop
Model to generally plan marketing initiative
activities and focus on the right end goal
SMART objectives
Establish specific objectives to evaluate the
marketing initiative
KPIs and trackers
Clear end goals and metrics to accurately track
achievement of these goals (frameworks, UTM
codes, link shorteners)

40. Objectives tools
Practitioner result?
Build awareness of emergency financial aid offered by
the federal government to 3.3 million Quebec
homeowners potentially impacted by the May 2017
floodwaters, with an increasing urgency for up to 2.6
million Quebec homeowners to immediately apply for
federal financial aid.
Image: CBC News, Government of Canada, Canadian Press

41. Image: Globe and Mail
Environmental scan
tools

42. Environmental scan
tools
PEST analysis
Generally summarize the political, economic, social, and
technological environment a marketing initiative/ campaign
will go into
Google e-scan / social dashboards
Custom search previous Canadian flood response public
sector marketing initiatives / see how people are talking
about and experiencing the event
Ads of the World + Behance
International, national, and sub-national public sector
planning and execution case studies

43. Environmental scan
tools
SWOT framework
Help focus marketing tactics in areas of strength and
opportunity to minimize low-return efforts
Order Paper Questions,
Communities of Practice
Behind-the-scenes and practitioner insights

44. Practitioner result?
Environmental issues are high on the public agenda
with an increasing share of political dialogue during
the spring season.
Major flooding events globally and in Canada has raised the profile of
government financial aid to affected citizens.
However, as a hot topic in the media, environmental conversations are
often noisy.
Opportunities exist to build upon previous Government of Canada flood
relief marketing efforts exists. Extensive access to global, national, and
local public sector flood relief campaigns exists to budget, focus, and
execute the campaign.
Environmental scan
tools

45. Image: Globe and Mail
Target audience tools

46. Target audience tools
Statistics Canada
Demographic insights:
Geography, homeowner age,
gender, income, profession
Facebook Ads
Manager iOS
Audience reach and interest-
based (psychographic)
insights

47. Target audience tools
IAB Canada CMUST
eMarketer
comScore
PRIZM5
Media in Canada
Numeris
Primary and secondary data/insights on all media
channels (traditional/digital) to develop a media
neutral strategy

48. Target audience tools
Practitioner result?
Of Quebec’s 3.3 million homeowners, focus on Quebec’s largest
group: Generation-X-to-Baby-Boomer segment
• Reach of 1 million homeowners, 45 to 64 years old
• 50% male, 49% female
• 89% French speaking, 11% English speaking
• Average income of $50k/year
• Service sector jobs (retail, health care, or social care) or retired
• Strong sense of belonging to Quebec and local community
• Moderate interest in federal government programs/services
• Mostly traditional media consumption: 34 hours/week with TV, 17
hours/week with radio
• Increasingly digital: 16 hours/week with internet + devices
• Access news/information content on desktop (68%), followed by
mobile (22%) and tablet (10%)
Image: Democrat and Chronicle

49. Image: Globe and Mail
Key message tools

50. Key message tools
Google Trends
Real-time resource to see search
behaviour trends to design key
messaging
Social Dashboards
Provides perspective on how an
event is being experienced, helps
build empathy in messaging

51. Practitioner result?
Emergency financial aid is available from the federal government to assist Quebec homeowners whose
homes were damaged by the May 2017 floodwaters
Images: Canadian Press, Government of Canada
Key message tools

52. Image: Globe and Mail
Tactics tools

53. Tactics tools
Target audience tools
Reuse info to identify audience-minded tactics
Best practices + analytics
Analysis of marketing initiative tactics and their
results + review of in-house analytics
Tactical landscape research
Primary and secondary research on paid, owned,
earned media tactics across industries
Sources: Ad Council, Millward Brown

54. Tactics tools
Earned (75%)
Lead with social media announcements and
calling TV and Radio journalists from: Quebecor’s
TVA, Radio-Canada, CBC Radio Canada. Engage
appropriate political influencers.
Radio (51% reach*), TV (6.5% reach*), social (0.01% reach)
*Duplicated (non-unique) reach
Owned (20%)
Use the high-reach Canada.ca website
platform to announce emergency financial
aid funding
Web (22% reach*)
Paid (5%)
Use paid social media (Facebook
promoted posts) and digital radio as
additional layers of targeted
awareness
Social (44% on-target reach)
Practitioner result?
Based on the marketing initiative’s objectives (rapid education, encourage applications) and the target audience’s media
consumption, implement these layered tactics:
Images. Montreal Gazette, Government of Canada

55. Image: Globe and Mail
Evaluation tools

56. Evaluation tools
Alerts/Media monitoring
Evaluate the immediate impact (output) of earned marketing
efforts
Basic analytics
Often existing in-house tools (web analytics, emails/DMs, 1-800
calls) and industry tools (Similar Web) to evaluate an initiative's
performance
IBM Watson Tone Analyzer
Roughly analyze the positive/neutral/negative tone of the
marketing initiative's impact (outcomes)
Statistics Canada
% changes (conditional on campaign/initiative)

57. Practitioner results
Primary objective (action)
X# of emergency flood relief applications from
Quebecers aged 45-54
X# of applications from Quebecers
Evaluation tools
Secondary objectives (education)
X# of impressions and web views (+ time on site, bounce rates, CTRs)
X# of media pickup
% of positive-neutral-negative tone of conversations
X# of social media follower +/- changes

58. Resources
Image: Digital Trends

59. Background tools
• Google Alerts
• Google Custom Search
Objectives tools
• Marketing funnel
• McKinsey Marketing Loop
• Google KPIs
• UTM Codes
• URL Trackers (ex. Bit.ly)
Environmental scan
tools
• PEST Framework
• Google Custom Search
• Ads of the World
• Behance Network
• SWOT Framework
• Order Paper Questions (Government of Canada)
• Communities of Practice (in-house)
• Dashboards (ex. Hootsuite)
All tools (1/2)

60. Target audience tools
• Facebook Ads Manager
iOS
• Statistics Canada
• IAB Canada CMUST
Reports
• eMarketer
• comeScore
• PRIZM5 iOS
• Media in Canada
• Numeris
Key message tools
• Google Trends
• Dashboards (ex. Hootsuite)
Tactics tools
• Millward Brown
• Ad Council
• Best practices (in-
house)
• Statistics Canada
• IAB Canada CMUST
Reports
• eMarketer
• comeScore
• PRIZM5 iOS
• Media in Canada
• Numeris
Evaluation tools
• SimilarWeb
• Google Alerts
All tools (2/2)

61. Who are you trying to reach and how?
Building and using the modern public sector toolkit
Alex Jasperse | @AlexJasperse | linkedin.com/in/jasperse
Jeremy Harley | @jeremy_harley | linkedin.com/in/jeremyharley