There has been much controversy this past week on the appropriateness of corporate sponsorship to support the construction and operation of a Visitor Education Centre at Vimy Ridge in France.

First, some context with some help from Wikipedia: The Battle of Vimy Ridge was a military engagement fought in the Nord-Pas-de-Calais region of France, during the First World War. The objective of the Canadian Corps was to take control of the German-held high ground along an escarpment at the northernmost end of the Arras Offensive. The Canadian Corps captured most of the ridge during the first day of the attack. The town of Thélus fell during the second day of the […]

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In the public sector and nonprofit communities, marketing has traditionally been viewed as a “money pit” where you constantly feed money, but nothing ever comes out. There was never any real accountability for driving results for the organization. Senior executives didn’t understand marketing’s role, nor how it was tied to its organization’s visibility in the marketplace; the program or business development team viewed marketing as a waste of dollars where it had little impact on increasing business transactions, and the finance department thought marketers were simply strange aliens from another planet that didn’t speak the same language. If it was based on achieving specific goals, they were fairly loose, […]

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