Slide 7 of 23
Notes:
- Integrated
communications campaigns
should be built around
"product lines"
that effectively group,
under a common theme
and presentation, many
different services
provided by government
departments. This
implies research to more
clearly understand what
Canadians want to know and
need to know about
these services.
- The government has
defined product lines
in areas such as Youth,
Innovation, and Trade.
Recently, it has packaged
Services for Children into
a guide and launched an
integrated advertising
campaign to promote the
guide to interested
Canadians. The next
step is to define product
lines for other key
priorities.
- Communications working
groups are being
established for each
priority to clearly define
product lines, and to
develop a complete
marketing campaign,
featuring the attributes
of good service, with a
common look and feel, and
fully integrated tools and
media.
