Many federal agencies are tasked with educating the public as one of their primary goals. The Track Group has partnered with the Graduate School, USDA to present Marketing Public Programs aimed at educating government communicators and media affairs staff.
This foundation course "Marketing Public Programs" provides agencies with the perspective and tools to effectively communicate to a wide variety of stakeholders.
"Leveraging the Media" Getting Your Message Out" expands on communicating via the media and is currently offered as "contract" training conducted for your agency on-site or at one of our locations. Email Alan@trackg.com for more details on this new course.
"Marketing Public Programs" Course Description: Social marketing is the application of commercial marketing techniques to address social problems and influence the public's behavior. This course offers participants the opportunity to understand, learn and practice social marketing skills and concepts in support of their agency’s mission. Learn a comprehensive framework for planning and executing effective social marketing campaigns, and the key marketing concepts (Target, Resonate, Action, Connect and Keep) you can use to promote behavioral change in areas such as the environment, public health, homeland security, access for all, compliance and other critical issues/programs.
Course Objective: By the time you leave, you will have an effective marketing strategy for your own program and the skills to implement it immediately.
"Leveraging the Media: Getting Your Message Out" Course Description:
The government communicator is the pivotal agent in the information exchange. The communicator provides information, compiles and analyzes opinion, and interprets reality for government policy shapers, the media and the people. In order to successfully meet such a formidable challenge, the government communicator must know how to work with and through the media, how to craft and deliver clear, understandable messages and how to read public opinion. This course provides insights and practical knowledge on delivering the message to the intended audience through the news media.
Course Objective: By the time you leave, you will know how to use the media in order to reach your audience and get your agency’s message out.
Contact Alan@trackg.com to discuss a customize presentation of this new course at your agency location or at one of our venues.
Who Should Attend? All new and experienced federal, state, and local agency public affairs officers, outreach and communications specialists, program and marketing managers, and anyone involved with communicating and implementing their agency's mission and or programs. This course is also appropriate for non-profit organizations and association employees.
Who Teaches This Course?
We use a team approach where you can expect to hear from multiple instructors and we frequently include guest speakers. The video to the right is a brief montage of a recent course and the link below shows longer video clips of each speaker. The media course is taught by Bob Zachariasiewicz, a federal employee and media relations expert. He has extensive experience in utilizing the media in delivering a message to his intended audience.
Video of American Public: How Does The Government Impact Their Lives and Insights Into Behavioral Change
(To play videos, click the arrow on the picture)
Video of Recent Attendees: Importance of This Course
Montage Video of Instructors & Guest Speakers
Actual Recent Comments From Participants..
"Presenters were particularly adept at relating course concepts to practical applications through video clips, print media, etc."
"Great materials, good energy levels, and good interaction of the class"
"The three presenters were very knowledgeable. Great to have a book to reference"
"Moved at a good pace - always engaging"
"It opened the audiences’ eyes to various kinds of marketing tools and an overview of the idea of social marketing"
"It was intellectually stimulating – both in the specific content and discussions and by providing some points of departure that could pay off for our organization and partnering with other established programs"
"Impressive and engaging video clips and stimulating discussion with good audience participation. Created supportive and informal atmosphere"
Upon completion of the "Marketing Public Programs" course, you will understand:
The new battleground in communicating & reaching out to the public
Key environmental trends commercial marketers exploit for themselves
How to use the latest research on resistance & motivation for behavioral change
How social marketing uses commercial marketing tools to create behavioral change
How to think like a marketing practitioner and how to segment and understand your audience
The TRACK Marketing Framework – Target, Resonate, Action, Connect, Keep
How to develop a strategy using the 6 Ps of the social marketing mix
How to follow the social marketing process to develop an effective program
How to use audience research techniques to build and test your strategy
How to design effective messages and materials
How to work with partners to get your message out
How to use cutting-edge technologies to put the new media to work for you
How to get the most out of your budget -- even if it's small.
How to develop strategies for measuring and evaluation program effectiveness
How to build and maintain relationship and retention strategies with your target
How to determine successful budgeting strategies for your campaign
Upon completion of the "Leveraging the Media: Getting Your Message Out" course, you will:
Define your target audiences and key publics
Develop succinct, meaningful messages that resonate with target audiences
Deliver messages easily and effectively develop metrics to adjust communications tools and measure success
Determine appropriate media to carry messages
Better understand value and limits of the news media and reporters
What You Receive
Two solid days of dynamic training in a world-class facility with public marketing, communication and outreach experts.
Breakfast coffee, mixed beverages, and snacks in the morning and afternoon
Metro accessible facility.
One hour, one-on-one consulting time with The Track Group scheduled after the course.
Course material and worksheets.
Many dates include frequent guest speakers from within the government who share their real world experiences with you.
Contract Tuition Options (suitable for groups)
We offer contract tuition for Agencies/Organizations/Groups. Options include:
1. Course delivered at your suggested site - Local/National/International.
2. Course delivered at our site.
3. Course modified to meet your schedule - From 1/2 day to multiple days where delivery is spread out over a longer period of time.
4. Workshops and or retreats - we customize content to fit your time requirements.
5. Course customization - we work with your needs in advance to tailor the curriculum to your agency/organization/group.
6. Any requests you suggest are possible.
Please call to confirm exact cost for your specific requirements. Content and course offerings subject to change without notice.
Additional charges may apply depending on exact needs including customization. Prices above assume Washington, DC Metro area. Other locations may incur additional charges including travel. Please contact us today to discuss your requirements and/or how we might suggest delivery given your goals.
Please call Alan Minton (703) 941-7766 x103, alan@trackg.com for complete details on group training.
