Marketing for Social Change

35mBeginner2020-11-02

Authors

Drew Boyd

Global leader in creativity and innovation

Course details

Aligning your company's marketing with a good cause can both bolster your company's reputation and help to make the world a better place. In this course, join Drew Boyd as he shows chief marketing officers and senior marketers how to implement and test different communication styles, and how to get a cause marketing program working at their organization. Drew covers picking a cause and nonprofit or other organization to partner with; leveraging multiple external and internal channels to promote a cause; and creating the right digital platforms for customers to share their experiences. He also explains how to measure your cause marketing results.

Learning objectives
Why cause marketing is important
Selecting the right cause
Selecting a specific organization to partner with
Communicating a cause internally and externally
Promoting a cause through social media
Testing a cause marketing initiative
Measuring your results

Skills covered

Marketing StrategyCommunicationFoundationsMarketingProfessional DevelopmentLeadership and Management

Concepts

0. Introduction

01 - Building brands with cause marketing

1. Understanding Cause Marketing

02 - What is cause marketing
03 - Why cause marketing is important
04 - The cause marketing process

2. Creating the Program

05 - Selecting a cause
06 - Selecting the type of cause program
07 - Selecting a partner

3. Implementing and Testing

08 - Communicating the cause internally
09 - Communicating the cause externally
10 - Promoting the cause through social media
11 - Testing your cause marketing program
12 - Measuring your cause marketing results

Conclusion

13 - Adding cause marketing to your plans