Brown Communications Group - Regina, Saskatchewan, Canada

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Challenge:

"We have a lot of different messages to communicate – and they’re all important."

Solution:

“Creative that tries too hard to deliver too many messages is seldom successful. The old adage ‘less is more’ was never more relevant than it is today.”

Jim Aho
Executive Vice-President

What We Do

Social Marketing

For many government and not-for-profit organizations, communications are focused on influencing opinion and changing behaviour. However you identify it, Social Marketing is at the heart of nearly everything you do.

Introduced as a concept more than 40 years ago and coined as a term in 1971, social marketing strategies have been successfully applied to health promotion, environmental protection, education, the economy, and other issues like family violence, public safety and emergency preparedness, human rights, and racism.

The 2009 publication, Social Marketing for Public Health, by Hong Cheng, Philip Kotler and Nancy R. Lee, defines social marketing as “a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society as well as the target audience.” The publication examines global trends and includes a number of case studies on public health topics including a Saskatchewan example – long-time Brown client, Saskatchewan in Motion.

Brown Communications Group has been developing and implementing communications campaigns designed to change behaviour for more than 40 years. Over the past 10 years our social marketing practice and client list has grown significantly.

We have had an opportunity to work on some of the most significant Social Marketing initiatives in Canada, dealing with a wide variety of issues including environment, conservation, health, economic development, safety and travel.

In 2008, we formalized our commitment to Social Marketing by striking a strategic partnership with the Ottawa-based Centre of Excellence for Public Sector Marketing (CEPSM). Brown manages all the CEPSM business in western Canada.

This partnership gives our clients access to some of the sharpest minds and most strategic thinkers in Social Marketing today.

Launched in 2005, the Centre of Excellence for Public Sector Marketing draws on many years of experience from its members and associates to deliver programs and services designed to meet the needs and challenges of the public and not-for-profit sectors. This combination of experience and resources makes Brown a valuable partner for any Social Marketing campaign.

Brown’s common sense Social Marketing methodology works because it is:

Comprehensive

Social Marketing plans are based on a structured and thorough strategy before tactics approach.

Targeted

Social Marketing avoids the “one size fits all” approach to communications. It segments audiences geographically, demographically and psychographically (knowledge, attitudes, beliefs and behavours relative to the issue at hand).

Flexible

Social Marketing isn’t restricted to communications strategies and tactics. We apply any or all the 4 P’s (Product, Place, Price, and Promotion) of marketing to solve problems. The benefits include a more clearly articulated strategy and more quantifiable results.

Results Driven

Social Marketing is focused on results. And behavioural change is the fundamental premise of any Social Marketing program. So quantifiable results are an essential component of each campaign we undertake.

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