STRATEGY BEFORE TACTICS

Resume: James (Jim) H. Mintz

Managing Partner -Centre of Excellence

for Public Sector Marketing

*/**/****

**** ******* ******, ***** *** Ottawa, ON K1V-8B9

abpky6@r.postjobfree.com

O. 613-***-****#18, H. 613-***-****, C.613-***-****

F. 613-***-****

CEPSM.ca

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

CONTENTS

SUMMARY 3

PROFILE 3

W ORK EXPERIENCE 4

CAREER HIGHLIGHTS 7

AWARDS AND SPECIAL ACHIEVEMENTS 8

MAJOR PROGRAMS AND INITIATIVES 9

ACADEMIC POSITIONS 11

EDUCATIONAL AND PROFESSIONAL CERTIFICATIONS 12

PROFESSIONAL AFFILIATIONS AND MEMBERSHIPS CERTIFICATIONS 12

LANGUAGES 13

MOST RECENT PUBLICATIONS/Articles 13

MOST RECENT BOOKS 13

SECURITY CLEARANCE 14

CEPSM EXPERIENCE SOCIAL MARKETING 14

Page 2 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

SUMMARY

Jim Mintz is the Managing Partner of the Centre of Excellence for Public Sector Marketing where he

presently works with a number of public sector and nonprofit clients. He is also Program Director of

the Professional Certificate in Public Sector and Non-Profit Marketing at the Sprott School of

Business at Carleton University. Jim previously lectured for many years in the Undergraduate

Program at Sprott in his specialty areas of marketing communications and non-profit/public sector

marketing.

He also has lectured in the area of non-profit and public sector marketing at the University of South

Florida, College of Public Health (Tampa). He was formerly Adjunct Professor of Marketing in the

School of Management at the University of Ottawa where he taught promotional management

(marketing communications) and consumer behaviour at both undergraduate and graduate levels

(MBA). He presently serves on the External Advisory Council for the School of Public Health, at the

University of Alberta. He served on the Treasury Board Secretariat Committee responsible for the

development of the Federal Government Communications Policy.

Jim was formerly the Director of Marketing and Corporate Communications at Health Canada. H is

responsibilities included directing marketing and communications campaigns in a number of health

areas. He was also responsible for all marketing communications (advertising), strategic alliances

and partnerships in the marketing area, publishing, exhibits, audio- visual, and web services

www.healthcanada.gc.ca and led the development of the Canadian Health Network. He also

developed a bilingual e-learning social marketing tool

Jim served on the Professional Chapters Council of the American Marketing Association (AMA)

International in Chicago and was President of the AMA Chapter in the National Capital Region. He

also served on the editorial board of Marketing News and was former Co-Chairman of AMA

Marketing Week. His team at Health Canada was awarded the AMA Marketer of the Year Award .

He has a varied academic educational background in the fields of marketing, advertising and public

administration which include diplomas in both advanced marketing management and advertising. He

has provided public sector marketing advice and consultation across Canada, the USA, Europe, and

Australia and presently in Tanzania (Africa).

In addition to working on health issues, he has been involved in federal government marketing and

communications initiatives in areas such as environment, energy conservation, public safety and,

identity theft. He has also consulted in the area of branding for a number of public sector

organizations as well as providing expertise in partnerships and strategic alliances and public sector

marketing of products and services. In 2009, he published with co-author Joanna Chan the Guide to

Branding in the Public and Not-For-Profit Sectors. Most recently his organization has become

involved in social media marketing and digital engagement for public sector and non -profit

organizations.

Prior to joining the federal government he held marketing positions in the private sector, and crown

corporations. He was Advertising Coordinator at Eaton s (Montreal) and Manager, Advertising and

Promotion at Canada Post Corporation (Retail Division). As well, his past experience includes

working at a large advertising agency. Mr. Mintz is fluent in both English and French (Government

designation CCC). He is also has Federal Government Level ll Secret security clearance (file#95 -42-

2956/expiry date 05/02/19).

PROFILE

Highly motivated, former senior level executive with a proven track record of 35 years in the

field of marketing and communications in the public and private sectors.

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 3 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

A proven track record for producing outstanding and successful marketing and

communications campaigns.

Adept at developing strong long-term relationships with stakeholders in government, private

sector, business and professional associations.

Proactive hands-on style, extensive team leadership and strong coaching skills.

Adept at training/educating staff at all levels in the area of marketing and corporate

communications.

Excellent skills consulting in the field of marketing and communications, especially strategic

marketing/communications planning, branding and social marketing

Superior communications, interpersonal and negotiation skills.

Many years of experience in advising and consulting senior executive level in the public,

private and not for profit sectors in the areas of strategic marketing, advertising, strategic

alliances/partnerships and online marketing .

A proven track record for producing outstanding and successful marketing and

communications campaigns for private sector, public sector and non-profit organizations.

WORK EXPERIENCE

2005 to present

MANAGING PARTNER, CENTRE OF EXC ELLENCE FOR PUBLIC S ECTOR MARKETING

The Centre of Excellence for Public Sector Marketing/Centre d Excellence en Marketing

Gouvernemental is a bilingual organization (CEPSM) created in 2005 to help governments, non-

profits, and associations overcome the challenges they face in their marketing and communications

initiatives. Core functions are consulting, training and speaking.

CEPSM Products and Services

Following are CEPSM s main business services

Product, Program & Service Marketing

Digital Marketing & Social Media Engagement

Sponsorship & Partnership Development

Revenue Generation

Social Marketing

CEPSM also has expertise in the following areas:

Marketing Research/Crowdsourcing (partnerships with marketing research organizations)

Integrated Marketing Communications

Service Standards Development

Exhibit and Event Marketing

Membership Development

Branding

International Development Marketing

1999 to 2005

DIRECTOR, MARKETING AND CORPORATE COMMUN ICATIONS - COMMUNICATIONS,

MARKETING AND CONSUL TATIONS B RANCH - H EALTH CANADA

Page 4 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

Responsible for all social marketing campaigns such as smoking/tobacco, alcohol and drug use,

healthy living, diabetes prevention, healthy pregnancy, health and the environment, injury

prevention, Hep C, West Nile Virus, and AIDS/STD s, organ and tissue donation. Also responsible

for all marketing communications (advertising), strategic alliances and partnerships in the marketing

area, publishing, exhibits, audio- visual, and web services www.healthcanada.gc.ca.

BUDGET: $30 MILLION, STAFF: 52

1993 to 1999

DIRECTOR, MARKETING AND PARTNERSHIPS - POPULATION HEALTH DI RECTORATE -

HEALTH PROMOTION AND P ROGRAMS BRANCH - HEALTH CANADA

Assumed duties as Director of Program Promotion (see below) but added responsibilities for all

Branch marketing activities, including cost recovery/ services marketing, partnership development

and marketing of health information, assumed responsibility for new files including breast cancer,

heart health, senior programs, active living, and a larger role in National AIDS strategy also

assumed responsibilities as acting Director General Health Promotion Directorate for six months in

1993. In 1997 assumed the responsibilities of the National Health Promotion Clearinghous e which

later became the Canadian Health Network the largest health web operation in Canada with more

than 1200 associates and partners

BUDGET: $25 MILLION, STAFF: 42

1988 to 1993

DIRECTOR, PROGRAM PR OMOTION -HEALTH PROMOTION DIR ECTORATE-HEALTH

SERVICES AND PROMOTION BRANCH - HEALTH AND WELFARE C ANADA

The Marketing and Communications Unit was upgraded to become the Program Promotion Division

in 1988. A number of management assignments were added to the existing duties, including

management of the Healthy Environment Program, marketing and funding initiatives ($22 million

more than five years), management of the marketing and partnerships components of the A Brighter

Futures@ Family and Child Health Program, marketing of Health Care initiatives with the pro vinces

and territories ( Public Education Task Force on Health Care Reform) and the A Vitality program

which integrated a healthy eating, physical activity, and pos itive body image.

BUDGET: $14 MILLION, STAFF 25

1981 to 1988

CHIEF, MARKETING AND COMMUNICATIONS -HEALTH PROMOTION DIR ECTORATE-

HEALTH SERVICES AND PROMOTION DIRECTORAT E- H EALTH AND WELFARE C ANADA

Directed all of the social marketing campaigns including: National Drug Strategy, National Impaired

Driving Program, and National Program to Reduce Tobacco Use, National AIDS Program and

Nutrition Marketing campaigns. Also responsible for management of Health Promotion Magazine.

Responsible for managing partnerships with the private and non-profit sector.

BUDGET: $10 MILLION, STAFF: 18

1980 to 1981

ASSISTANT DIRECTOR - ENERGY CONSERVATION AND RENEWABLE TECHNO LOGY-

COMMUNICATIONS BRANC H-ENERGY, MINES AND RE SOURCES CANADA

Directed all communications and marketing programs involving energy conservation initiatives,

including Enersave (1-800 energy conservation phone information line), National School Program

(mobile vans), Community Liaison Program, National Exhibit Program, Canadian Oil Substitution

Program, National Shopping Centre Information Program, Enercentre

BUDGET: $8 MILLION, S TAFF: 10

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 5 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

1978 to 1980

EXECUTIVE INTERCHANG E PROGRAM -DIRECTOR OF CLIENT S ERVICES-RONALDS

REYNOLDS ADVERTISING (DIRECT MARKETING DI VISION) -OTTAWA, TORONTO

Federal Interchange Program, Director of Client Services. Sayers Direct Marketing (an affiliate of

Ronalds-Reynolds Advertising, Toronto). Managed both the Toronto and Ottawa Direct Marketing

Offices, major accounts included: Canadian Government Office of Tourism (Tourism Canada) USA

and Europe, Trans Canada Telephone (Stentor Canada), CP Air (Canadian Airlines), Nestles

(Cherry Hill Cheese), Canada Post. Responsible for all direct marketing activities and developing

partnerships and strategic alliances wit h private sector and government stakeholders in Canada and

the USA.

BUDGET (MANAGED): $3 MILLION, STAFF: 4

1976 to 1978

MANAGER, PROGRAMMING, PLANNING AND EVALU ATION - COMMUNICATIONS

BRANCH CONSUMER AND CORPORATE AFFAIRS CA NADA

Developing, organizing, implementing and evaluating communication programs in support of

consumer and competition policy programs, Counseled the Assistant Deputy Ministers= and Deputy

Minister on public attitudes as well as preparing communications plans. Responsible for all

advertising, communication planning for Competition policy, Bureau of Intellectual Property, and

Consumer Affairs Programs: product safety, labeling, e.g. EnerGuide, nutrition and food policy and

money management.

BUDGET: $2 MILLION, S TAFF: 5

1974 to 1976

MAN AGER, ADVERTISING AN D PROMOTION -POSTAGE AND RETAIL M ARKETING -

OLYMPIC PROGRAM -MARKETING DIRECTORAT E - C ANADA POST CANADA

Directed advertising and promotion programs in support of the Retail Marketing Branch.

Responsible for National and International Exhib itions (Canada, USA, and Europe), Philatelic

Advertising, Promotion and Public Relations Program, all marketing initiatives associated with the

Olympic Stamp Program, managed all retail promotions in Canadian Post Offices. This included

partnerships with private sector organizations in Canada and the USA.

BUDGET: 3.5 MILLION, S TAFF: 12

1970 to 1974

ADVERTISING GROUP CO ORDINATOR - ADVERTISING DEPARTME NT EATON S OF

CANADA (MONTREAL)

Managing and coordinating all advertising, special promotions and store-wide promotions for all

Eaton stores in Quebec and Atlantic Region.

BUDGET: 2.5 MILLION, S TAFF: 3

196 6 to 1970

EATON S OF CANADA (M ONTREAL)

Held a number of merchandising positions including, sales supervisor, buyer, loss prevention

coordinator. Also participated in the Management Trainee Program for 2 years

Page 6 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

CAREER HIGHLIGHTS

Co-Created the Centre of Excellence for Public Sector Marketing which is the focal point for

public sector and not-for profit marketing in Canada.

Co-created the Professional Certificate in Public Sector and Non-Profit Marketing and the

Executive Certificate in Public sector and Nonprofit Leadership at the Sprott School of

Business, the first marketing certificate programs in Canada for public and nonprofit sector

marketers.

First Canadian Lecturer at the University of South Florida, College of Public Healt h in Tampa,

Florida, Non-Profit and Public Sector Marketing.

In conjunction with the Canadian Society of International Health, developed a healthy living

social marketing program for Croatia s Department of Health Promotion and Disease

Prevention. Served as an advisor and gave workshops/courses in public sector and social

marketing in Australia (Health Department) and Cuba (Visiting Lecturer, Masters in

International Marketing, University of Havana)

Developed a central operation for corporate communications at Health Canada. This included

the integration of a centralized web operation as well as better integration of

publishing/printing, exhibits, audio-visual products, public enquiries and distribution. This led

to a better coordinated, cost-effective approach to the delivery of corporate communications

services at Health Canada.

Created a marketing division at Health Canada, which is acknowledged as the leader in

public sector social marketing in Canada. Many of the major campaigns have been evaluated

and written up in many marketing and public health publications and journals. Also created a

marketing partnership team at Health Canada to develop strategic alliances with the private

sector. Since the late eighties Health Canada has developed alliances wi th more than 300

organizations and the collective value of private sector contributions is estimated at more

than a 100 million dollars.

Created the Canadian Health Network (CHN) which was one of the largest health web

operations in Canada. Also, created the social marketing network the leading social

marketing web site in Canada. Additionally, prepared a bilingual e-learning social marketing

tool and a workbook Develop a Social Marketing Plan in ONE DAY .

Developed and implemented a direct marketing program for Tourism Canada to attract

tourists from the USA and Europe. The strategy developed was successful in attracting close

to 80 private/public partnerships, cutting the cost of the original direct marketing program by

70% while significantly increasing response ( by over 100%) and ultimately sales.

Created a National/International advertising and promotion function for the Retail Marketing

Branch of Canada Post. Successful in managing the Olympic stamp program and marketing

of philatelic and postal products in Canada, USA and Europe. Sales far exceeded

expectations and Canada continues to be one of the leaders in sales of philatelic products

internationally. Also, as a result of sales of Olympic stamps and related products, Canada

Post was able to contribute significant funds to the 1976 Olympics.

Developed the marketing/advertising strategies for the opening/launching of three new retail

stores at Eaton s, Cavendish Mall (Montreal), Bayshore (Ottawa) and the Carrefour de

L'Estrie (Sherbrook).

Published dozens of articles, academic papers in the field of social marketing, including the

publication Social Marketing in Health Promotion

Named as one of key pioneers in social marketing in Social Marketing: Improving the

Quality of Life (Paperback) by Kotler, Roberto and Lee

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 7 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

Featured in the new edition of Effectively Engaging People this publication includes

the top twenty experts in social marketing internationally.

AWARDS AND SPECIAL ACHIEVEMENTS

Committee member and featured speaker for the World Social Marketing Conference,

Toronto, 2013

Appointed to the External Advisory Council for the School of Public Health, at the

University of Alberta 2011- 2015

First Canadian to be appointed to the Professional Chapter Council of the American

Marketing Association (AMA) International in Chicago 1989

Chairman of Marketing Week (AMA International) 1990

Editorial Board Marketing News 1987-1990

Past President AMA National Capital Chapter 1986-87

Chairman of the AMA social marketing conference, Ottawa Canada from 1988 -1996

Awarded the AMA Marketer of the Year Award in 1991

Co-founder and Co-Chairman of the Centre for Social Marketing, Carleton University

Steering committee for the Innovations in Social Marketing conference ( Washington D.C.)

since 1995

Directed and ran the Health Partners/United Way Campaign for Health and Welfare Canada

in 1991

Marketing Awards Judge 1992 to 1995 Canadian Cable Television Association

Steering Committee member for Treasury Board Communications Policy 2000-2002

Expert committee for the annual MARCOM conference in Ottawa since 2002

Member of the CRTC committee on Alcohol Clearance from 1985 to 1988

Cockfield Brown Trophy for advertising excellence (Advertising and Sales Club Montreal)

1974

Page 8 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

M AJOR PROGRAMS AND INITIATIVES

1

Health Social Marketing Campaigns: Other Activities

Tobacco Demand Reduction Strategy, ( Challenge to Junior Jays (Toronto Blue Jays

Youth ) Comic series for Youth)

Generation of Non Smokers ( Break Free ) Spiderman (Comic Book series on

Tobacco Control Strategy ( Heather and Bob Health for Youth)

campaigns) Degrassi Talks (six part TV program

Alcohol Moderation ( Dialogue on Drinking ) series on various health topics for

National Impaired Driving Program ( Play it Smart ) youth)

Active Living and Healthy Eating ( Vitality in Canadian Health Network

www.cananadian-health-network.ca

partnership with ParticipACTION)

Concerned Children s Advertisers

Healthy Living and Sport Participation

National Drug Strategy ( Really Me ) Health Canada web site www.hc-

sc.gc.ca

Cannabis/Marijuana Program ( Stay Real )

Health Promotion on-line (web)

Canadian Diabetes Program

Health Promotion / Health

Child Health ( Brighter Futures, Healthy

Education (Health Canada

Pregnancy, Injury Prevention )

Magazines)

International Year of the Older Persons

Operation Lifestyle (Exhibit Program)

National Hepatitis C Program,

Tobacco labelling (Cigarette

National West Nile Virus Program,

packaging)

National Aids Program (AIDS and other STD s),

Various activities dealing with safety

SARS initiative

( road safety, car seats (children),

Action Plan on Health and the Environment ( Healthy

drinking and driving, child and

Environment Program )

seniors safety, consumer products

National Organ and Tissue Donation Initiative

safety)

Sudden Infant Death Syndrome SIDS ( Back to

Sleep )

Aboriginal Social Marketing Programs (anti-smoking,

healthy living, diabetes prevention etc.)

Consumer and Corporate Affairs Sayers Direct Marketing ( FCB)

Manager, Programming, Planning and Evaluation: Director of Client Services Sayers

Competition Bureau, Consumer Affairs e.g. Product Direct Marketing

Safety, Food and Clothing Labelling EnerGuide Canadian Airlines, Telecom Canada,

(labelling for appliances) and Bureau of Intellectual Tourism Canada, Nestles

Property

Eaton s of Canada Canada Post Office

Advertising Group Co-ordinator (Quebec/Atlantic Manager, Advertising and Promotion

Region) National and International Exhibitions

Department Supervisor (Housewares, Hardware, Olympic Stamps/Products Program

( 76 )

Outdoor Living, Sporting Goods)

Loss Prevention Auditor (Audit and Security) Retail and Philatelic Marketing

Energy Mines and Resources

Assistant Director, Energy Conservation and Renewable Technology

1

For more information on these health projects go to: http://www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/socmar-

hcsc/experience_e.html

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 9 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

Enercentre (National Shopping Centre Information Program),National School Program (mobile

vans),Community Liaison Program, Enersave (1-800 energy conservation phone information line)

CEPSM Marketing Projects

Alzheimer Society of Ontario Social marketing workshop for public education team

Alberta Health: Developed social marketing strategy for Alberta Health & Hinton Addictions

Committee

Canada Revenue Agency: branding research and developed organizational framework,

internal outreach strategy and social marketing strategy

Canadian Alliance for Mental Illness and Mental Health social marketing framework

Canada School of Public Service: branding strategy

Canadian Heritage - Culture.ca: internet and social media strategies, HR strategy for creation

of new marketing division

Canadian Parks Council social marketing workshop

Canadian Public Service Agency: communications plan, Web strategy, developing and

implementing promotional marketing strategy

Canadian Air Transport Security Authority (CATSA) Social marketing plan and web audit.

City of Burlington marketing plan and strategy for Departm ent of Parks and recreation

Citizenship and Immigration Canada: integrated marketing communications plan, partnership

(media) strategy

Department of National Defence: recruitment marketing strategy, partnership strategy and

social media strategy

Department of Social Services and Seniors (PEI): social marketing framework and strategy

for parenting program

Environment Canada: two-day marketing training workshop to help cost-recovery effort

Fraser Health Department (BC): social marketing program on healthy eating

Infrastructure Ontario (OSIFA): marketing plan

Ministry of Environment (BC): two-day workshop on marketing

Ministry of Transport (ON): marketing communications and social marketing plan and

strategy for green licensing program,

Mental Health Commission of Canada Social Marketing plan for stigma and discrimination

NDMAC (Non-Prescription Drug Manufacturers Association of Canada) Reputation Audit and

social marketing presentation

Natural Resources Canada: centralization of marketing communications services strategy

Ontario Public Health Association (OPHA) Partnership strategy for binge drinking campaign

Pollution Probe Social Marketing research on the barriers and opportunities that exist to

promoting the purchase of highly fuel efficient vehicles

Public Affairs Bureau (BC) two-day workshop on social marketing

Public Health Agency of Canada: partnership and strategic alliances strategy for AIDs

campaign,

partnership guidelines for PHAC, and development and implementation of social marketing

and partnerships for Immunization program

Public Safety Canada: developed and implemented integrated marketing communications

and social marketing strategy for Get Prepared campaign, private sector partnership and

strategic alliance program, exhibit strategy, Web marketing strategy

Public Service Commission: marketing plan and service standards for staffing and

assessment services branch

Service Canada: developed social marketing plan for Social Insurance Identit y Theft initiative

also developed special marketing training program for new Service Canada marketing team.

Transport Canada: conducted a study of the impact of automobile advertising on road safety

and accident prevention

Ministry of Transport (ON): marketing communications and social marketing plan and

strategy for green licensing program, sponsorship strategy for TRIP web site

Page 10 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

University of Saint Paul : developed a marketing strategy for the university to increase

enrollment and repositioned the university

Veterans Affairs Canada: social marketing strategy for Canada Remembers program.

RA Centre; developed a marketing and branding strategy for the RA Centre for the Public

Service of Canada

Ottawa Catholic School Board: Developed marketing, communications and branding strategy

for the OCSB.

Northern Institute for Organizational Capacity: developed a marketing and branding strategy

for a sustainable northern and rural infrastructure that builds on partnerships and networks to

enhance the organizational capacity of northern and rural NFP human and social

development agencies.

Canadian Food Inspection Agency: developed an integrated marketing plan that will reach

and inform affected businesses of their new responsibilities under the proposed Imported

Food Sector Product Regulations, including the need to take action and obtain a licence in

order to continue to import their food products.

ACADEMIC POSITIONS

University of Ottawa - F aculty of Administration

1988 to 1996

Adjunct Professor and Lecturer (B Comm. & MBA)

Carleton University School of Business (Sprott School of Business)

1990 to 2009

Sessional Lecturer (B Comm.)

Professional Programs - School of Business (Sprott School of Business)

2005 to Present

Program Director Professional Certificate in Public Sector and Nonprofit Marketing

University of South Florida (Tampa) College of Public Health

2006 to Present

Sessional L ecturer (1 week program)

University of Havana

1992 to 1997

Lecturer (1 week program)

Courses and Programs (Academic)

Carleton University (Sprott School of Business)

MARKETING COMMUNICAT IONS BUSI 3205

1990 to

2009

CO -DIRECTOR CENTRE FOR SOCIAL MARKETING

1993 to

1998

MARKETING: NOT FOR P ROFIT ORGANIZATIONS BUSI 4203

2003 to

2009

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 11 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

PROFESSIONAL C ERTIFICATE S IN PUBLIC SECTOR A ND

2005 to

NONPROFIT MARKETING

201 1

University of Ottawa (Faculty of Management)

PROMOTIONAL MANAGEMENT B.COMM

1988 to

1996

PROMOTIONAL MANAGEMENT M BA

1989 to

1993

CONSUMER BEHAVIOUR B.COMM

1994-1998

University of South Florida -Tampa (College of Public Health)

PUBLIC SECTOR AND NO N PROFIT MARKETING

2006 to

Present

University of Havana

MARKETING COMMUNICAT IONS

1992 to

1997

EDUCATIONAL AND PROFESSIONAL Certifications

Diploma, Advanced Advertising, Advertising and Sales Club (Montreal)

1972-74

W inner Cockfield Brown Trophy awarded for best marketing team

Diploma, Advanced Marketing Management, Banff School of Management

1985

Certificate, Executive Program, Canadian Centre for Management

1988

Development (Federal Government), Touraine Quebec

PROFESSIONAL AFFILIATIONS AND MEMBERSHIPS Certifications

Committee member and featured speaker for the World Social Marketing Conference,

Toronto, 2013

External Advisory Council for the School of Public Health, University of Alberta

Member of the Canadian Marketing Association

Member of the American Marketing Association National Capital Chapter

Past President AMA National Capital Chapter 1986-87

Chairman of the AMA social marketing conference, Ottawa Canada fro m 1988 -1996

Chairman of Marketing Week (AMA International) 1990

Editorial Board Marketing News 1987-1990

Member of the Professional Chapters Conference Professional Chapter Council of the

American Marketing Association (AMA) International in Chicago (19 89)

Marketer of the Year Ottawa AMA (1991)

Page 12 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

Member of the Steering Committee for Innovations in Social Marketing Conference

(Washington) Com

the MARCOM Conference(Ottawa)

LANGUAGES

English, French (government level CCC), some Spanish and German

MOST RECENT PUBLICATIONS/Articles

Saskatchewan in Motion Kotler, Lee and Cheng: Social Marketing for Public Health: Global

Trends and Success Stories. (2008)

Featured Case History Are You Prepared Public Safety Canada Kotler and Lee, Social

Marketing: Improving the Quality of Life (2008)

Feature Interview Harnessing the Power of Social Marketing for Public Health and Well -Being, Jeff French, Clive Blair Stevens, Rowena Merritt and Dominic McVey, National Social

Marketing Centre, Great Britain. (2008)

The Challenge and Rewards of Partnering with the Private Sector to Achieve Social

Marketing Objectives, Social Marketing Quarterly-

http://www.publicsectormarketing.ca/downloads/CEPSM_SMQ_Article(05).pdf

Using Social marketing to Improve Workplace Safety A Qualitative Analysis Social

Marketing Quarterly -

http://www.publicsectormarketing.ca/downloads/CEPSM_SMQ_Article.pdf

Enhancing Occupational Health and Safety in Young Workers: The Role of Social

Marketing, International Journal of Nonprofit and Voluntary Sector Marketing -

http://www.publicsectormarketing.ca/downloads/CEPSM_JNVSM_Article.pdf

Social Marketing a Powerful Process for Influencing and Changing Behaviour, W ith-in

Reach Published by PWGSC, Winter 2010

Featured in the new edition of Effectively Engaging People this publication includes the top

twenty experts in social marketing international. (2010)

MOST RECENT BOOKS

Social Marketing Workbook: Develop a Social Marketing Plan in One Day

This workbook takes you through a proven planning process to develop a customized, structured

social marketing plan for your public sector or nonprofit organization.

Guide to Branding in the Public and Not-for-Profit Sectors

By Jim Mintz and Joanna Chan

Distributed by the Centre of Excellence for Public Sector Marketing

Primer on branding for marketers who work in the public and nonprofit sectors

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 13 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

SECURITY CLEARANCE

Federal Government Level ll Secret security clearance (file#95-42-2956/expiry date 05/02/19).

CEPSM EXPERIENCE SOCIAL MARKETING

List of social marketing clients and activities

Between 2005 and 2012 CEPSM has been involved with the planning, implementation and

evaluation of social marketing projects for various clients. It has also trained hundreds of

government and non -profit professionals in social marketing and marketing commu nications.

Some of these clients include:

Client: Canadian Parks Council

Deliverables: Social marketing workshop aimed at changing attitudes and beliefs about

Canada s natural resources; and encouraging increased visits to parks.

Client: BC Environment

Deliverables: Social marketing workshops and training train the trainer for all BC Ministry of

Environment staff involved in environmental stewardship and sustainability. An addition set of

workshops and training was conducted for key stakeholders of the Ministry

Client: Canadian Public Service Agency

Deliverables: Communications plan, web strategy, developing and implementing

promotional marketing strategy.

Client: Canadian Air Transport Security Authority

Deliverables: Comprehensive web/social media audit and training, social marketing plan,

partnership strategy, website redesign strategy, social media implementation plan, and

consultation and advisory services for CATSA website redesign

Client: City of Burlington

Deliverables: Marketing plan and str ategy for Department of Parks and Recreation, of

which a major component was a social marketing strategy on Active Living.

Client: Department of National Defence

Deliverables: Social marketing plan and strategy, partnership guidelines for national

recruit ment campaign, and social media strategy.

Client: Department of Social Services and Seniors (PEI)

Deliverables: Social marketing framework and strategy for parenting program.

Client: Fraser Health Department (BC)

Deliverables: Social marketing program on healthy eating.

Client: Ministry of Transportation (ON)

Deliverables: Social marketing plan and strategy to encourage the purchase of more fuel

efficient vehicles through a green license plate program

Page 14 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

Client: Mental Health Commission of Canada

Deliver ables: Social marketing plan for stigma and discrimination

Client: Ontario Public Health Association

Deliverables: Social marketing and partnership strategy for youth binge drinking

campaign.

Client: Public Health Agency of Canada

Deliverables: Partnersh ip guidelines, strategy development and implementation of social

m arketing and partnership strategy for a national immunization program.

Client: Public Safety Canada

Deliverables: Developed and implemented integrated marketing communications and

social m arketing strategy for Get Prepared campaign, private sector partnership and

strategic alliance program, exhibit strategy, web marketing strategy.

Client: Service Canada

Deliverables: Social marketing plan for Social Insurance Identity Theft initiative and

m arketing training program.

Client: Veterans Affairs Canada

Deliverables: Social marketing strategy for Canada Remembers program, partnership

policy development and implementation consultations.

Client: Canadian Alliance for Mental Illness and Ment al Health

Deliverables: Social marketing framework and partnership strategy to reduce stigma

associated with mental illness.

Client: Citizenship and Immigration Canada

Deliverables: To develop an integrated marketing communications strategy for Canada s

Citizenship Week: October 18-24, 2010 intended to encourage all Canadians to reflect on

the value of citizenship.

Client: Canadian International Development Agency (CIDA)

Deliverables: Develop a social marketing plan for an initiative aimed at encouraging youth to

become active in international development.

Client: Saskatchewan Ministry of Advanced Education, Employment and Labour

Deliverables: In conjunction with Brown Communications, developed a social marketing plan

to persuade low-income people who believe they cannot afford post-secondary education

(PSE) to take advantage of Student Financial Assistance program SFA in order to enter a

PSE program.

Client: Saskatchewan Health

Deliverables: In conjunction with Brown Communications consulting on social marketing

programs dealing with addictions alcohol, drugs, tobacco

Client: Hinton Alberta Health Services Addiction Services

Deliverables: In conjunction with Brown Communications gave a Social marketing workshop

and developed a social marketing plan for the Hinton AHS-Addiction Services.

Conduct a one-day work shop to key stakeholders of the Ministry on community based social

marketing to increase capacity for outreach for Ministry s stakeholders.

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 15 of 17

Resume: James (Jim) H. Mintz [Client Name] 2012-07-12

Client: Public Health Agency

Deliverables: Develop a social marketing partnership strategy to convince parents of infants

to immunize their children

Client: Nova Scotia Department of Health

Deliverables: Develop collaboratively a multi-year social marketing framework for physical

activity in Nova Scotia.

Client: Mental Health, Children's Services, and Addictions Branch

Department of Health and Wellness Nova Scotia (in conjunction with Prime

Creative)

Deliverables: To develop and implement a full social marketing strategy (long term 5

year plan) for a campaign targeted towards at-risk problem gamblers. The goals of the

social marketing campaign are to contribute to a reduction as well as

containment of problem gambling in Nova Scotia.

Client: Northern Institute for Organizational Capacity

Deliverables: To develop a sustainable northern and rural infrastructure that builds on

partnerships and networks to enhance the organizational capacity of northern and rural NFP

human and social development agencies.

Client: Canada Revenue Agency

Deliverables: CRA identified Responsible Citizenship, as one of its key strategic initiatives.

To develop a social marketing strategy for the responsible citizenship program

Client: Public Affairs Bureau of BC

Deliverables: Conduct a social marketing workshop to train Public Affairs Communication

staff on the key elements of a successful social marketing campaign

Client: Citizenship and Immigration Canada

Deliverables: To develop an integrated marketing communications strategy for Canada s

Citizenship Week: October 18-24, 2010 intended to encourage all Canadians to reflect on the

value of citizenship.

Client: Northern Institute for Organizational Capacity

Deliverables: To develop a sustainable northern and rural infrastructure that builds on

partnerships and networks to enhance the organizational capacity of northern and rural NFP

human and social development agencies.

Client: Workplace Safety North (WSN)

Deliverables: Develop a framework for a social marketing plan for WSN. The focus of the

plan is workplace safety for workers 16-24 years old.

Client: Health Canada

Deliverables: Marketing partnership strategy to influence awareness, knowledge, attitudes

and behaviours with regard to making informed purchase decisions among the target

audience with the long term goal of decreasing the incidence of product related health and

safety concerns. Also social marketing training

Page 16 of 17 Centre of Excellence for Public Sector Marketing - CEPSM.ca

Resume: James (Jim) H. Mintz

Client: Department of Health & Social Services Government of the NWT

Deliverables: Worked with Tait Communications (NWT) on a social marketing campaign

whose overall objective was to prevent and reduce the harmful impacts of alcohol and other

drug use on residents of the NWT through a culturally-appropriate, comprehensive social

marketing campaign which:

Client: Status of Women Canada

Deliverables: The S tatus of Women Canada (SWC) required a major national social

m arketing strategy to influence the attitudes and behaviours of adolescent boys 13 -16

years of age to prevent violence against young women and girls

Centre of Excellence for Public Sector Marketing - CEPSM.ca Page 17 of 17

Contact this candidate