Marketing

The marketing and campaigns areas for development include:

  • generating audience insight
  • campaign development and delivery
  • message evaluation

Use this information to discuss your professional development plan (PDP) with your line manager. Read about the different levels in our learning strategy professional development information.


On this page:


Read (introductory)

Guide: marketing and GDRP

We offer marketing guidance, including campaign planning. For General Data Protection Regulation (GDPR) information, see our digital communication resources.

OASIS Campaign guide

The GCS OASIS Campaigns Guide outlines the five steps you need to create a campaign (Objectives, Audience/Insight, Strategy/Ideas, Implementation, Scoring/Evaluation). All government communications professionals regardless of discipline, department or grade should use it.

Guide to campaign planning – OASIS

Guide: Delivering Excellence in Partnership Marketing

Work with external partners to increase the reach and impact of their campaigns.

Delivering Excellence in Partnership Marketing

Insight guidance

The Insight guidance helps you to find out more audiences’ attitudes, habits and preferences. Understanding audiences is essential to government communications and insight can help ensure government communications are as relevant, meaningful and effective as possible.

Insight guidance

Website: Community journalism

Check communityjournalism.co.uk, for resources such as ‘Find a hyperlocal’, a map that shows hyperlocal publications throughout the UK which is really handy if you ever want to plan a campaign.


Read (advanced)

Book: ‘Campaign It: Achieving success through communication’

Allan Barnard and Chris Parker explain how to create and deliver a compelling campaign based on the innovative Campaign It! model.

Book: ‘Nudge: Improving decisions about health, wealth and happiness’

This book is about choices – how we make them and how we can make better ones. Drawing on decades of research in the fields of behavioural science and economics, Richard Thaler and Cass R. Sustein offer a new perspective on the choices we make.

Book: ‘Risk Issues and Crisis Management in Public Relations: A casebook of best practice’

Michael Regester and Judy Larkin define reputation, explores how to value it and provides practical guidelines for effective reputation management.

Book: ‘Storynomics: Story-Driven Marketing in the Post-Advertising World’

Robert McKee translates the lessons of storytelling in business into economic and leadership success.


Watch or listen (introductory)

Video: Making data mean more through storytelling

Ben Wellington, a computer scientist and data analyst, uses New York city open data to tell stories. His articles have gone viral and, in some cases, led to policy changes.

Watch the TED Talk: Making data mean more through storytelling

Video: The surprising habits of original thinkers

How do creative people come up with great ideas? Organisational psychologist Adam Grant studies “originals”: thinkers who dream up new ideas and take action to put them into the world.

Watch the TED Talk: The surprising habits of original thinkers


Watch or listen (advanced)

Video: The power of story

Greg Power is President of the Canadian operations of world-leading public relations agency Weber Shandwick. Throughout his communications career, his interest has been in the challenge of building the bridge between a message and an audience.

Watch the TED Talk: The power of Story

Video: What Physics taught me about marketing

Physics and marketing don’t seem to have much in common, but Dan Cobley is passionate about both. He brings these unlikely bedfellows together using Newton’s second law, Heisenberg’s uncertainty principle, the scientific method and the second law of thermodynamics to explain the fundamental theories of branding.

Watch the TED Talk: What Physics taught me about marketing

Video: How to manage for collective creativity

Harvard professor Linda Hill, co-author of “Collective Genius,” has studied some of the world’s most creative companies to come up with a set of tools and tactics to keep great ideas flowing — from everyone in the company, not just the designated “creatives.”

Watch the TED Talk: How to manage for collective creativity

Video: Energising consumers – How the Department of Health is changing behaviour

Alison Hardy, Director of Headstrong Thinking, talks about how to use marketing to support behaviour change, drawing on her work on the Change4Life programme.

Watch the TED Talk: Energising consumers – How the Department of Health is changing behaviour


Do (introductory)

The Academy courses are scheduled throughout the year, check our listing to book upcoming courses, webinars and events.

Academy: Campaigning courses

Campaigning excellence

This course is part of communication essentials: find out the details of the Campaigning excellence – course with GCSi (Government Communication Service International).

Academy: How to set up your campaign objectives using the OASIS model

By the end of this course delivered by GCS local, you will understand objective setting within the context of the OASIS Framework.

Recorded webinar: How to set up your campaign objectives using the OASIS model (GCS members only)

Watch our webinars by asking the development adviser in your department for the GCS access code or contact us for their details.

Academy: Behavioural science course

This course is part of our communication essentials.

Watch the recorded webinar: Using behavioural science to communicate strategically (GCS members only)

Watch our webinars by asking the development adviser in your department for the GCS access code or contact us for their details.


Do (advanced)

The Academy courses are scheduled throughout the year, check our listing to book upcoming courses, webinars and events

Academy: Creative Campaigns

Details:

This course aims to give participants the know-how to create effective communications campaign plans.

Learning outcomes:

  • focusing on addressing policy priorities
  • present a best practice model for campaigning (OASIS)
  • give space to practice and experiment with the model

This course is worth 10 CIPR and CPD points.


Advanced Campaigning Masterclass

Attendance on this course is by a competitive nomination process which will be available on the website and through your development adviser.

Details:

  • The aim of this course is to substantially raise the capability, quality and effectiveness of campaigning throughout Government so that it is world-class.
  • GCS need to breed a new cadre of intelligent, agile, committed and influential campaigners who can deliver complex policy challenges using advanced tools and techniques as well as demonstrating values and behaviours that enable first-class delivery.

Learning outcomes:

  • give future Head of Campaigns and future Directors of Communications an immersive and hands-on programme to help them develop as individuals.

Share

Share what you learn with your colleagues. If you are interested in becoming a trainer on a course, contact us at gcs@cabinetoffice.gov.uk.