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Nov 14—15
2 days
New York, USA
USD 2020
USD 1010 per day

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Description

Building Brands That Connect

Socially minded businesses are guided by a mission to create positive change, yet their long-term sustainability relies on more than just good intentions. Just like commercial endeavors, social-impact organizations need solid marketing strategies that cut through the clutter and connect with concrete target markets.

Benefits

  • Discover the core pillars of effective social marketing strategies
  • Acquire a tactical marketing toolset applicable in diverse contexts
  • Learn how to establish and monitor success metrics to constantly enhance your marketing function
  • Gain fresh insights on creating awareness and engaging audiences through best-in-class examples

Content

The “Social Impact Marketing: Building Brands That Connect” program is structured in two days around the following topics:

DAY 1 The Cornerstones of Social Impact Marketing

  • What Is Social Impact Marketing?
  • Strategic and Marketing Planning Processes
  • Marketing Planning Pre-Work: Trends, Industry, Competitors and Past Performance Analysis

Understanding Target Personas

  • Consumers, Board Members and Key Intermediaries: Demographics, Psychographics and Behaviors
  • Behavior Insights: Core Motivations

Brand Strategy

  • Market Structures
  • Segmentation
  • Positioning
  • Sources of Volume
  • Customer Journeys and Touchpoints

The Makings of a Brand

  • Brand Characteristics
  • Naming
  • Iconography/Logos
  • Pricing Strategies
  • Setting Marketing Objectives

Brand Storytelling and Integrated Marketing

Practitioner Panel: Guest Session With Social Impact Thought Leaders

DAY 2 Creating Buzz Around Your Brand

  • Storytelling and Messaging
  • Creative Briefs
  • The Pillars of High-Impact Marketing
  • How to Resonate with Target Consumers

Students Share & Tell: Real-Life Examples

  • Successful Social Impact Campaigns
  • Campaigns That Fell Short and Reasons Why

Marketing Tactics: Enriching the Customer Journey

  • Building Awareness
  • Trial and Adoption
  • Customer Loyalty Strategies

The Power of Digital Marketing

  • Digital Marketing: Strategies and Integrations with Traditional Marketing Tools
  • Using Social Media
  • Direct Marketing Tools

Partner Marketing

  • Cost-Effective Partnerships to Reach Targets and Amplify Support
  • The Importance of Ethics
  • Success Metrics and Monitoring Red Thread: Key Takeaways and What You Can Take Back to the Office

Methodology

This two-day program blends interactive lectures, team-based projects, best practice examples and guest sessions with experts across diverse sectors and types of social impact organizations. Its highly practical approach enables participants to easily assimilate and apply key learnings to develop marketing plans that will maximize the return on objectives for social impact business and programs.

Who should attend

The “Social Impact Marketing: Building Brands That Connect” program is aimed at:

  • For-profit companies with social missions or major social impact initiatives
  • Arts
  • Government, Agencies
  • Startups

All learning applies to business to consumer, business to business & non-profits.

Experts

Education MBA Kellogg Graduate School of Management BA, International Relations, University of Pennsylvania   Positions Held Honors and Awards - Advertising Age Magazine “100 Best & Brightest Women in Marketing & Advertising in the U.S., 1988 - YWCA of New York City, Academy of Women A...

Next dates

Nov 14—15
2 days
New York, USA
USD 2020
USD 1010 per day

How it works

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