Jim Mintz

Jim Mintz is a veteran marketing professional with many years of experience as a practitioner, consultant and academic. The core focus and passion include public sector marketing, integrated marketing communications, social marketing and branding. Jim’s key focus is improving the effectiveness of marketing and communications in public and non-profit sectors. He believes that with governments, crown corporations/agencies, non-profits and associations spending significant dollars delivering programs and services, there is a need for increased efficiency, accountability and transparency in the processes used to deliver these initiatives. Over the past 25 years he has been invited to speak across Canada, USA, Asia, Europe, Australia and Africa at hundreds of government conferences, panels and events.

He is presently Managing Partner of the Centre of Excellence for Public Sector Marketing and Co-Program Director of the “Professional Certificate in Public Sector and Non-Profit Marketing” at Sprott School of Business at Carleton University. He was formerly Director of Marketing and Corporate Communications at Health Canada. Prior to joining Health Canada he held senior marketing and communications positions in a number of federal government departments, crown corporations and the private sector. Known as one of the top experts internationally in social marketing he was named  as one of key pioneers in social marketing in Social Marketing: Improving the Quality of Life (Paperback) by Kotler, Roberto and Lee and featured in the new edition of ‘Effectively Engaging People’  which includes the top twenty experts in social marketing internationally. He is presently on the organizing committee  and a featured speaker for the World Social Marketing Conference, Toronto, 2013

Here are just a few of Jim’s recent speaking topics:

Branding: Why it has become invaluable for the Public and Non-Profit Sector

Branding in the commercial sector is pervasive and fairly easy to understand and recognize.  However, branding in public and non-profit marketing is not as common but is becoming more popular because of its ability to create visibility effectively and ensure memorability. Many members of the public and not-for-profit sectors are hesitant to recognize that they face stiff competition and they fail to see the need to put an emphasis on branding and positioning. However, this view is slowly changing as more leaders in these sectors are recognizing that they are in a competitive market with limited funding. This realization highlights the fact that strategic identity and branding can significantly help organizations achieve increased program awareness, utilization and satisfaction, improved funding and donations, and ultimately improved social welfare. Jim will show you his 8 step approach to building a strong brand for your organization. Jim Mintz is the co-author of Guide to Branding in the Public and Not-for Profit Sectors.

Social Marketing: New Weapon in an Old Struggle

Social marketing is a new way of thinking about some very old human endeavours. As long as there have been social systems there have been attempts to inform, persuade, influence and motivate, to gain acceptance for new adherents to certain sets of ideas, to promote causes, to win over particular groups, and to reinforce or change behaviours. Social Marketing can be used as a tool to integrate and coordinate other components of an organization’s strategies and tactics, including: training, education programs, advocacy, strategic communications, public affairs, outreach activities, legislation, research and public policy. The ultimate objective of social marketing is to influence/change/modify attitudes and behaviour. It is not a process to solely create awareness or educate target audiences. After many years of leading the social marketing group at Health Canada and running many campaigns, Jim came to realize that many public sector and non-profit organizations do not have the expertise to develop and implement a comprehensive social marketing campaign. The major reason for ineffective social marketing initiatives is caused by organizations not preparing a strategic social marketing plan. Flying by the “seat of your pants” without plan is a recipe for failure. Jim Mintz is the author of Social Marketing Planning Workbook

Marketing is Vital for Public Sector and Non-profit Organizations

Marketing has been a fundamental practice in business for many years and has its roots there. While marketing remains a major management function in business, public sector and non-profit organizations are beginning to recognize the contribution that strategic marketing management can make to the performance of their organizations, programs and services. In an era when both public sector and nonprofit sector organizations need to be more responsive and accountable to the needs of the public, marketing can help accomplish this goal. With governments, crown corporations/agencies and other public and non-profit institutions spending significant dollars delivering programs and services, there is a need for increased efficiency, accountability and transparency in the processes used to deliver these initiatives. The shift of the public sector and non-profit sectors to more of a managerial, business-like approach, the adoption of marketing and related managerial practices can serve as a key component in strengthening accountability in these operations. Jim will discuss how a public sector or non-profit sector organization can successfully adopt a strategic marketing approach to their work. Jim Mintz is the co- author of   The Case for Marketing in the Public Sector  and The Case for Marketing in the Municipal Sector

Integrated Marketing Communications: From Fragmentation to Integration

A number of years ago, marketing and communications departments created silos for each of the various marketing communications functions; planning and managing them separately with different budgets, views of the target market, goals and objectives. In many cases, there were separate units or divisions within the same organization managing various marketing communications functions. Then, organizations changed their operations to embrace the concept of integrated marketing communications (IMC) which involved coordinating the various marketing communications elements along with other marketing activities that communicate with the organization’s target audience(s). IMC serves to emphasize the benefits of harnessing synergy across the promotional tactics in order to build brand equity of products and services. The central tenet of IMC that distinguishes it from conventional marketing and communications is that each medium enhances the contributions of all other media. In other words, the combined impact of multiple elements can be much greater than the sum total of their individual effects. This strategic approach takes into consideration today’s new approaches to communications like social media engagement. Jim will show you how to develop an IMC strategy that has major marketing communications impact for your organization. Jim Mintz is the author of Integrated Marketing Communications: A Holistic Approach to Government Communications.

Book Jim Today

Updating...