The TRACK framework is used in the Marketing Public Program’s course. This framework provides a grounded approach when planning any marketing effort including a simple project or a complex campaign with multiple stakeholders.
The
course syllabus below will give you an overview on the contents of the two day course. The course often opens with an introduction to the new battleground in communications, which sets the stage for a new outlook on the challenges we all face and specifically those unique to the federal government.
Exercise and worksheets are referenced during the course and participants will have an opportunity to apply what they learn to their own specific marketing campaigns. The overview of the course syllabus and framework is provided as a general reference. The exact contents covered in each course may be modified as the material is refined based on feedback received by our students.
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Overview
- Marketing in the Government
- History of Government Marketing
- Definition of Social Marketing
- 4Ps and 6Ps
TRACK Framework Overview
Target
- What's the problem/message?
- Who needs to receive it?
Resonate
- How will you craft your message?
- What will you say?
Action
- What do you want people to do?
- What are the barriers to doing it?
Connect
- What tactics will you use to connect with your audience?
Keep
- How can you focus on retention, advocacy, partnerships, and momentum?
Research
Research Strategies
Partnerships
Partnership Strategy
Sample Campaign Development
Case study and exercise
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