My goal with MKTG FOR GOOD is simple, but not easy. It’s about helping you get better at solving the world's biggest problems. After 17 years in social-purpose marketing, I'm sharing insights and inspiration about purpose-driven branding, social and behaviour change strategies, community engagement, message amplification, and program evaluation.
If you’re a purpose-driven leader, making a bigger impact with your work is not only possible, it's easier than you might think. Take your work to the next level as you discover new ways to achieve your mission, grow your organization, and impact your community.
Join me here every other week for these important themes:
Understanding your purpose-driven brand. What comes first, the purpose or the brand? Some organizations are inspired by a social purpose; it's literally baked into their DNA. Others find it along the way. How can you find and nurture your organizational purpose -- and get others to join in with you?
Communicating your purpose-driven brand. Even brands who understand their purpose can have a hard time communicating what they do, how they do it, and the impact they're having. Understanding and communicating the value of your work is the key to growth.
Leading social change. Marketing principles can help spark social change. But marketing can't do the job alone. This common misunderstanding is why telling people not to litter can increase littering, why urging kids to say no to drugs can make them more likely to try, and why raising awareness about negative behaviours can drive incidents up, not down. I'll talk about why programs backfire -- and what to do instead.
Co-designing solutions. How can you make your work more impactful? By focusing on solutions over problems. Understanding what your audience already wants – and helping them get it -- is the key to behavioural and social change.
Measuring success. Supporters tend to fund outcomes over activities. How can you know if your work is making a real impact? Learn how to assess your outcomes in ways that drive positive change, grow your influence, and build your organization.
Whether you sign up for free, or upgrade to a paid subscription, I’m glad you’re here.
About Me
I've helped 100+ clients across government, business, and not-for-profit sectors lead long-term societal and systems change. These insights have fuelled measurable behaviour change, 2-8x growth, viral sharing, broad public engagement, millions+ media reach, and 100M+ in increased revenues.
The social sector is filled with good intentions. But let's not lose focus on the importance of producing great results. By subscribing, you'll join me and other world-leading change makers in making good the new good.
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