COURSE ABSTRACT
One of the biggest challenges Government marketers face is building a successful integrated marketing communications strategy that drives business results. Standard marcom plans usually focus on marketing the features and benefits of products or what a technology does, not the impact or value delivered to a customer. Focusing on positive impact, solving problems and addressing Government audience pain points as part of a marketing communications strategy is proven more effective an engaging. Stories are the bridge to influence buying behavior and drive audience engagement.

WHAT YOU’LL LEARN

• The differences between a company story, impact stories and how to integrate both into your Government marcom strategy.
• Research data you can share that illustrates why a content marketing strategy focused on storytelling is more effective to communicate business value.
• How to identify gaps in your plans around marketing communications fundamentals, impact stories and audience specific calls to action.
• The knowledge and a template you can share with your team to build a Government focused story framework together.
• A new way to think about stories which can transform your Government marketing strategy and activities.

COURSE DETAILS

This 30 min course will provide the content and resources to learn about storytelling, review marcom fundamentals and provide an interactive team exercise to develop a story framework which can later be applied to any Government marketing communications strategy.