Who should attend
Whilst we’ve positioned this course for marketers, seeing them as a key conduit to effect change and connect with and influence customers, it’s just as valuable for business owners, CEOs, leaders and any other responsible humans concerned about what’s happening with our planet and are keen to drive and effect real change.
About the course
Sustainability is fast becoming a topic high on the boardroom agenda. Regulators demand more, consumers demand more, employees demand more. The timeframe urgency around effecting climate change and indeed Covid-19 have accelerated long-term thinking and the need for immediate action – and more organisations are waking up to the competitive advantage, employee engagement and commercial benefits of doing ‘good’ business. So how do brands and organisations start taking action, baking sustainability into the brand in an authentic and meaningful way?
Sitting at the heart of brand, communications, stakeholders, product development and customer – responsible marketers have a significant role to play in marketing sustainability.
Over this two-day course we will explore a variety of related and highly relevant issues - from the current global picture on sustainability and gaining true boardroom ‘buy in’, to offering practical day-to-day advice to enable marketing professionals to take the lead in driving sustainable practice; economy (profit), society (people), environment (planet) - within their company.
The course covers inspiring examples of best practice from companies from all over the world, to support you in developing sustainability as a source of brand loyalty and competitive advantage and ultimately profitability. And importantly, provides you with practical steps to take meaningful action:
- Where are you now? Where do you want to be?
- Is there an organisational purpose that employees can align with?
- Is your organisational purpose clearly part of your brand story ?
- What does responsible/ethical marketing mean?
- How will your organisation be fully accountable?
- How will you communicate what you do?
- What framework will you apply?
- Understand the current sustainability landscape, goals for businesses, locally and globally
- Review corporate social responsibility to develop an evaluation framework to better understand your organisation and perspective
- Understand which sustainable strategies to adopt to improve your operations, whilst lessening your impact
- How to develop sustainably focused partnerships, to expand your approach, working with NGOs.
- How to influence key stakeholders, including gaining ‘boardroom’ buy-in and employee engagement
- How to engage and align your sustainability stance / activities with your biggest stakeholder - your customers
- How to better manage sustainability within your local or global supply chain
- How to drive activity within the organisation - what resources and who do you need to align with?
- How will your organisation be fully accountable? Will you make a pledge or brand promise that is transparent and visible?
- How will you practically communicate what you do so that consumers and employees are aware?
- How will you track brand sentiment and the impact of the changes you implement?
- How to develop and pull together a cohesive plan based on a 10-step ‘Marketing Sustainability Framework™’
Michelle Carvill is a strategic marketer, digital agency founder, consultant, trainer, speaker and four times published author in the digital marketing and social media space. Her latest book, co-authored with Ian MacRae, published by Kogan Page, March 2020, is Myths of Social Media - Dismiss the...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.