Strategic Marketing in the Public Sector: Driving Impact and Engaging Communities.

I am grateful to my professor, Wendy Greenwood , for organizing this insightful presentation featuring Caroline Berryman , CMMP, the Manager of Departmental Communications, Strategic Initiatives & Programs in Transportation Operations at The Regional Municipality of York. Caroline's impressive background and expertise in marketing and communications made this presentation a valuable learning experience.

Overview

During the presentation, Caroline discussed the challenges and opportunities faced by social marketers when attempting to change the attitudes and behaviors of their audience. She emphasized the need for marketers to be agile and adaptable in today's dynamic landscape. Moreover, the presentation highlighted York Region's campaign aimed at reducing litter on YRT buses, shedding light on one tactic that particularly resonated with me.

Preference for Selling an Idea or a Product

As a marketer, I find myself leaning toward selling an idea rather than a product. While selling a product can be rewarding, selling an idea allows me to align my passion with my profession. Also, the approach in marketing is different from the strategy viewpoint. Ideas have the potential to inspire positive change and impact society on a larger scale. Furthermore, promoting ideas allows me to engage with the audience on a deeper level, fostering meaningful connections and driving long-term behavioral shifts.

Remaining Agile as a Marketer

To remain agile in the ever-evolving marketing landscape, I continuously seek opportunities for professional development. Attending industry conferences, webinars, and workshops has been an integral part of my approach. There are podcasts like marketing millennials, and newsletter like DTC that helps me in keeping up to date with the trends. Moreover, I actively engage with marketing communities and online forums to stay updated on emerging trends and best practices.

Acquiring New Digital Marketing Skills

Pursuing a Digital Media course at George Brown, I can confidently say that I am working on learning new skills. I have completed online courses on content marketing, social media management, data analysis, and search engine optimization (SEO). These skills have enhanced my ability to create impactful digital campaigns and engage with diverse audiences effectively.

Reflecting on York Region's Campaign

York Region's campaign to reduce litter on YRT buses showcased several compelling tactics. One tactic that truly resonated with me was the idea of gamifying the bus stop to ensure trash is not left inside. The approach of turning cleanliness into a fun and interactive experience has the potential to encourage active participation from the public, particularly students and young commuters. It impacted me by highlighting the power of gamification in promoting responsible behavior while also making a positive environmental impact.

Feedback from Caroline

During the breakout room discussions, my group proposed the idea of gamification, and I am thrilled that Caroline admired this concept. Knowing that a marketing professional with Caroline's experience found our idea promising motivates me to explore further opportunities for implementing gamification strategies in real-world marketing projects.

Concluding Caroline Berryman's presentation; It has been both enlightening and inspiring. I am grateful for the valuable insights she shared, and I look forward to applying the knowledge gained in my future endeavors as a marketer.