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The Track Center For Marketing Public Programs
“Ask not what you can do for your county - Ask what your country can do for you.”
Huh? Did I say that right? I sure did. Americans have changed their expectations greatly from the 1960’s when JFK uttered these now famous words. Attitudes, expectations, demographics and technology have all changed dramatically even within the last 15 years.
Today, government agencies ask how they can be more effective in motivating behavioral change towards improving the public good. How do I target my market? What is the best way to reach them? What behavioral change can I expect? How do I measure success?
How do I leverage my investment to continue to promote behavior change? Who else like me is facing a similar problem in marketing public programs? Sound familiar?
The problem, I find today, is that answers to questions like these are not readily available. Finding out about your peers in government who are facing the same marketing dilemma, or better yet, connecting with someone who has gone down a similar campaign path, is difficult at best.
Graduate School, USDA Partnership
The Marketing Public Programs course was initially launched at the Graduate School, USDA in Washington, DC in January 2006. The course was the most successful new course launch in this school’s history. On November 6, 2006, The Track Group, Inc. and The Graduate School, USDA signed a memorandum of understanding which pledged to partner on meeting future challenges of mutual interest facing the Federal Government. (News Release Link)
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We invite you to read our book, "Smokey, Rosie, and You!" and take a fascinating journey through the history of marketing public programs and see these campaigns have successfully shifted public opinion and behavior by linking social issues to patriotism and democratic ideals. In addition, contemporary case studies filled with practical lessons and key trends that will impact the marketing of public programs today and tomorrow are presented.
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