Public Sector Marketing Institute
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- Become an expert in digital marketing specifically for government and public sector. Leaern how marketing tactics work for citizen engagement, online reputation, public sector event promotion and building trust and transparency.
- All 12 sessions take place online on Fridays (2:00m-4:30pm GMT)
- Replays of videos and learning resources will be available for 12-months.
- Supporting resources will be included to aid your learning
- All modules are delivered live with video, audio and transcripts available
- Live coaching calls on the 3rd Friday of the month (10am-11.30am GMT) for the full year - even after you graduate
- On completion of all 12-module and submission of your assignment, you will be invited to a virtual graduation
- Business Case for Approval to take the Professional Diploma in Digital Marketing for Government and Public Sector - download
There are 12 Core Modules:
A Digital Marketing Strategy for Government and Public Sector
Transformation begins with buy-in from decision-makers. In this module you will learn how to lead from the front in your organisation, be influential in digital transformation and understand astutely how and why consumer behaviour has changed so dramatically that the power now lies in the hands of citizens. This is a crucial module to frame your thinking and actions over the next 12 weeks. It also covers the elements required for a skilled communicator in the Digital Age as well as the framework for a digital marketing plan.
How to Develop a Social Media Strategy for a Government Agency
Leveraging the power of the social networks to engage your audiences will set your organisation up for success. Social media also supports the public’s demand to know, like and trust those public service providers and Government agencies. Embracing social media as a core communications method with best practice approaches and organisational policies is vital.
Managing a Government Crisis on Social Media
How to take control of a PR crisis that escalates online requires a specialised skill-set. Tapping into my journalism and public relations skills I have developed my own digital PR crisis management framework which I will share with you in this module, and which you can tailor for your own organisation. From predicting a crisis, to having a crisis communications team, reacting, responding and taking control of the crisis to managing negative commentary on social media.
Amplifying Public Interest Messaging with PPC Advertising
Leveraging social media and Google Advertising to change public opinion on matters of critical public interest is a skill that I consult on frequently with my public sector clients. Your big goal online is to reassure and convince the public that your work is of value, that your communications is open and transparent and that the course of action you are taking on particular matters, campaigns or issues are done with public interest at the heart of every step. This can be a challenging task given the noise and veracity of public commentary online.
Content Marketing for Government Agencies
Mastering digital content creation with this 12-step blueprint will remove overwhelm and frustration. Content marketing is probably one of the most important digital tactics that public sector and Government agencies need to employ on a daily basis. Apart from citizens expecting information online immediately, you are also competing with private sector and other interests for eye-balls. This leads to your own credibility and reliability among the public at a reduced level as they go elsewhere to get information that you should be providing.
Digital Storytelling Techniques
How to plan and implement informative and engaging campaigns using multi-media content feels like a mammoth task, but it doesn’t have to be with my blueprint. Digital storytelling keeps evolving in the Digital Age and your challenge now is to re-wire your thinking on the language you use, the level of information you provide and how you speak to citizens.
Moving from Traditional Public Relations to Agile Digital Communications
How to be build an agile communications team in a 24/7 news cycle is not only a necessity but also a given. You cannot wait for the morning radio show to give you a slot, or get your press release into tomorrow’s paper by 6pm the previous evening. News is now. Tomorrow is too late. This module puts a sharp focus on the media, communications and press teams and how they need to be digitally agile to control the news narrative and be responsive when it’s demanded off them.
How to Integrate Social and Live Video into Public Sector Communications
Tactics to go front of screen to engage citizens and shape public opinion will serve you well in your ever-evolving digital communications strategy. I will provide blueprints for each digital channel so that you understand why, how and when you need to show up on video. So whether it’s Facebook Watch, Twitter Live, IGTV, Stories or YouTube, you will learn how to use each platform depending on your communication goal.
The Role of Email Marketing in Public Service Communications
Email conversion rates remain impressive and it’s still one of the highest ways to convert online. You don’t have to be selling a product or a service to engage with your audience via email. It’s an acceptable and powerful form of communications that you should have as an integral part of your digital communications plan.
How to Measure Success in Digital Communications
This module is critical to digital transformation and empowering digital champions within public sector and Government agencies to win the support of their peers and senior leadership. It will also inform you when you need to iterate what you are doing online.
On completion of this module you will be clear on what metrics matter to your organisation based on your digital communications activities and you will be able to measure success, or otherwise, as a result.
Redefining Communications Roles and Work Practices in the Digital Age
In this module you will learn how to introduce digital communications seamlessly into work plans. Let’s face it, many communications or marketing job descriptions are out of date. The role you or a colleague may have been hired for has probably changed dramatically, even in the last two years. In this module we also look at how work practices need to change in order to get efficiency and scale digital within your organisation. Remember, digital is everyone’s responsibility but if the communications department don’t lead then you are in reverse mode.
Your Digital Toolbox
The social media and digital marketing tools you need to improve the efficiencyand effectiveness of your work will be the focus of this module. You will get a series of tools that will help you scale and implement your digital communications from your smartphone, among a team and if working on your own. These tools have been tried and tested by me and we will provide tutorials where required. The most remarkable thing about being a marketer in the Digital Age is that we can fast-track and get better accuracy and results with marketing automation and creative apps.
Who is this course for?
- Communications, marketing, social media, or PR staff
- Administration staff moving into a communications role
- Managers seeking to upskill
- Marketers in private sector seeking to move into public sector roles
- Ambitious professionals looking for a career change
- A basic understanding of communications
- A basic understanding of government and public sector
- A basic understanding of digital marketing
- Seek promotion on graduation
- Apply for marketing specific roles
- Management ready
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