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)
- Read (advanced)
- Watch or listen (introductory)
- Watch or listen (advanced)
- Do (introductory)
- Do (advanced)
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.
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.
Book: ‘Generation M: Young Muslims Changing the World’
Shelina Janmohamed investigates how young Muslim people are both adapting to and reclaiming Western consumerism as their own through things such as halal internet dating and Muslim boy bands.
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 (14 minutes)
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 (15 minutes)
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 (23 minutes)
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 (7 minutes)
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: Energising consumers – How the Department of Health is changing behaviour (11 minutes)
Do (introductory)
The Academy courses are scheduled throughout the year, check our listing to book upcoming courses, webinars and events.
GCSI Campaigning excellence course
This course is part of communication essentials. Find out more details of the Campaigning excellence course.
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. Please ask the development adviser in your department for the password. Alternatively, contact us (gcsbookings@cabinetoffice.gov.uk) for more details.
Academy: Behavioural science
This course is part of our communication essentials.
Watch the recorded webinar: Using behavioural science to communicate strategically – GCS members only. Please ask the development adviser in your department for the password. Alternatively, contact us (gcsbookings@cabinetoffice.gov.uk) for more details.
Academy: The art of a brand
This webinar is a lesson into the art of the brand, and how great branding works.
Watch the recorded webinar: The art of a brand – GCS members only. Please ask the development adviser in your department for the password. Alternatively, contact us (gcsbookings@cabinetoffice.gov.uk) for more details.
OmniGOV Academy
The OmniGOV Academy is a bespoke training portal covering all core media disciplines needed to work effectively and collaboratively with the Government’s media buyer, OmniGOV (Manning Gottlieb OMD).
The Academy breaks down the core media disciplines of an agency into easily digestible and engaging courses – on everything from channel 101’s to media marketplace updates.
To launch the portal, OmniGOV have focussed on a series of 11 introductory and refresher modules covering all key media channels that include audio, programmatic and social. Each module takes only 30 minutes, so they are perfect to complete at a pace that suits you.
To receive your password and gain access email Georgie at GHutchings@manninggottliebomd.com
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.
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.