Do you struggle to support services with their strategic marketing needs? Do you often have to outsource to marketing, branding, or advertising agencies as it’s outside your comms comfort zone? Do you feel like you could, with the right skills, support services in-house?

If that’s you, then our 'Introduction to Commercial Marketing' course will provide you with the springboard you need to start to give strategic advice, create a marketing plan, turn data into audience insight, and apply nudge theory that will supercharge your creative work.

We will look at how to discuss business plans with services, how to guide them into working with you strategically rather than tactically, how to develop a marketing plan that is built on marketing principles and models, how to think through brand development, how to you use audience profiling tools like Experian's Mosaic or Empathy Mapping, and how to develop campaigns that are as good as any agency you commission.

This course is for you, if you want:  

• To diversify your traditional Communications Team offer to provide professional marketing expertise to internal services
• Create marketing plans that align to business objectives and draw on professional marketing principles and models
• Learn how to turn data into insights that will help you identify your primary audiences and improve media planning
• Improve the outcomes of your campaign creative, using the psychological tricks of the major advertising agencies, by deploying behavioral nudge theory
• Learn tools that will make brand planning more strategic and less tactical

 What to expect from the course:

• A tried and tested process you can follow when working with services, whether marketing statutory services like fostering or delivering income generation for weddings, golf courses, telecare, or major attractions
• Explanation of some of the key marketing models and principles and how you can use them in your work
• A Marketing Plan template you can use and an explanation of what should be included
• An overview of the datasets you will likely have access to as a council and how you should be using them to identify your primary target audiences and media selections
• An introduction to the most used behavioural nudges used in marketing and advertising and real life examples of how they can be applied in a local government setting
• Some easy tools to deploy when brand planning.
  
  

About the trainer: 

Rosanna has 25 years of experience working in advertising, marketing and communications. She has used her background working for leading global advertising agencies McCann Erickson and Ogilvy on European accounts to inform her career in the charity sector and public sector.

She is motivated by working on causes that drive positive change. She is passionate about how professional marketing skills can be learnt and implemented in the public sector and how behavioural insight can power great creative work.

She is currently Head of Commercial Marketing at BCP Council and has held positions including Head of Communications, Transformation Communications Manager, and Marketing Manager at Southampton City Council, Business to Business Marketing Manager at The Children’s Society and Senior Account Management positions at both Ogilvy UK and McCann Erickson. She has expertise in communications & marketing strategy, brand creation, customer insight, behaviour change and nudge theory, campaign development, business development, income generation, web development, digital communications, copywriting, transformation comms, PR & media management, crisis comms, media planning and buying, creation of new marketing channels, outdoor advertising asset development and pitching. She has worked across B2B, B2C, internal comms and culture change. She holds a BA hons degree from Birmingham University and a Charted Institute of Marketing (CIM) Diploma.