Why marketing is difficult for public sector organizations – and how you can get it right

If you are the leader of a public sector organization, then you will know how difficult it is to market within your industry.

The simple reason for this is that you are not operating a private company, and therefore the public have a right to vet the services you offer (and how you present them) with a significant amount of scrutiny.

If you are seen to be too corporate, they can easily accuse you of losing touch with the public good, failing to offer fair prices, or aligning with a certain political ideology, among many other accusations.

This can result in an incoherent, conflicted, and downright ineffective marketing strategy. By trying to please everyone, you will often end up pleasing no one.

Despite these challenges, there is light at the end of the tunnel. It is certainly possible to get your public sector marketing right, but it will take considerable levels of expertise, consideration for the public’s demands, and precision in your aims.

This is how you can nail your public sector marketing:

You need to draw upon different forms of marketing expertise

It is said that a problem shared is a problem halved, and for public sector organisations, this can certainly be the case.

If you have been at the coalface, staring down this marketing problem for months (or even years) on end, it can be all too easy to lose sight of the larger picture. This is where an external digital marketing agency could assist you.

They can approach the problem from a neutral perspective, pointing out details you may have missed and offer fresh ideas.

Your marketing message cannot be too salesy

One of the most difficult problems your public sector organization will likely face when it comes to marketing is avoiding the trap of sounding too ‘salesy’. While this may be a vague term, your customers will know overly commercialized messaging when they see it.

Therefore, you should approach your copy from a position of service, rather than promotion.

If you operate a national transport company, for example, and you have a new ticket option available, it is best to demonstrate to your passengers how this might make their journeys more pleasant and your service more cost-effective.

By doing this, your organization will appear sympathetic to the public’s requirements, rather than commercially-minded.

Understand your organization’s position in the eyes of the public

When constructing a successful marketing campaign as a public sector organization, you need to have a firm grasp of your positioning in the eyes of society.

People sense when brands are being inauthentic, or trying to be something they are not, and this is especially true in the public sector.

You should therefore seek to remember what services your organization is providing, and the affiliations you have (or don’t have) with political groups, popular culture, lobby groups and private sector brands. This will prevent you from overstepping the mark with your marketing, and remain authentic at all times.