This Aquent-sponsored webcast with Nancy Goldstein you will learn: Why consumers would choose a brand that "makes the world a better place” over others. How to avoid missteps, which can inadvertently undo the good your company is purporting to do. Solutions and tools to improve your company's ability to market social good successfully.

This Aquent-sponsored webcast with Nancy Goldstein you will learn:

Why consumers would choose a brand that "makes the world a better place” over others.

How to avoid missteps, which can inadvertently undo the good your company is purporting to do.

Solutions and tools to improve your company's ability to market social good successfully.

Aquent is the global marketing and design staffing company. We’re subject matter specialists, tuned-in to our global community of marketing and design experts. We help individuals and organizations increase their marketing potential through flexible staffing solutions and customized consulting services. Our agents are focused on a single marketing or design discipline ensuring both talent and clients a dedicated resource that speaks their language. We’re agents without borders – reaching all corners of the earth through technology, local touch points, and international presence. Contact us aquent.com 877 227 8368

We’re subject matter specialists, tuned-in to our global community of marketing and design experts.

We help individuals and organizations increase their marketing potential through flexible staffing solutions and customized consulting services.

Our agents are focused on a single marketing or design discipline ensuring both talent and clients a dedicated resource that speaks their language.

We’re agents without borders – reaching all corners of the earth through technology, local touch points, and international presence.

Contact us

aquent.com

877 227 8368

Good Marketing: Marketing for Social Good September 29, 2009 Nancy A. Goldstein Chief Strategist Compass (x) Strategy

A brand strategy and marketing firm dedicated to propelling growth for socially and environmentally responsible businesses.

A brand strategy and marketing firm dedicated to propelling growth for socially and environmentally responsible businesses.

Today’s Discussion Why do we care about this? Useful strategies and tools A case study Questions

Why do we care about this?

Useful strategies and tools

A case study

Questions

Why Do We Care About This?

Why Do We Care About This?

Don’t We Have More Important Things To Worry About? “ In Unemployment Report, Signs of a Jobless Recovery” - New York Times, 4 September 2009 “ US Recession Over, But Economy Still Weak: Bernanke” - Businessweek, 8/13/09

Actually…. 82% say they still are buying green products even during the recession 68% say that in a recession, they would remain loyal to a brand if they support a good cause *EnviroMedia as reported in Environmental Leader Feb 2009 **Edelman Goodpurpose 2nd Annual Study 2008

Actually…. .

Social Good Marketing Takes Many Forms Social Enterprise Designed for Good Cause Marketing Corporate Foundations Not For Profit

Social Enterprise

Designed For Good

Cause Marketing

Not For Profit

Corporate Foundations

This Is Big Business bcorporation.com 2009 IEG sponsorship report 190 organizations across 31 industries $1B collective revenues Cause Marketing $1.55B (est) in 2009 +2% vs 2008 * **

bcorporation.com

2009 IEG sponsorship report

Useful Strategies and Tools

Useful Strategies and Tools

Strategies for Marketing Social Good Be Authentic Be Targeted Focus on what drives decision making Listen and Participate

Be Authentic

Be Targeted

Focus on what drives decision making

Listen and Participate

Be Authentic: More Than Just Brand Communications Doing It Well Didn’t Do It Well

Be Authentic: More Than Just Brand Communications

Be Authentic: More Than Just Brand Communications Helios House - LA *USA Today July 30, 2007 **AP August 7, 2007

Be Authentic: More Than Just Brand Communications Helios House - LA *USA Today July 30, 2007 **AP August 7, 2007 “ BP gets OK to dump mercury into Lake Michigan”* “ Emanuel, Durbin launch radio ads against BP”** www.protectourlake.com

Targeting Your Customers The Influencers

Understand the Purchase Drivers What do your customers and their influencers want?

What do your customers and their influencers want?

Listen and Participate, But You CANNOT Control the Dialogue Face it - you have never really controlled the dialogue…..the only difference is now you know it.

Face it - you have never really controlled the dialogue…..the only difference is now you know it.

A Case Study

A Case Study

Ford Fusion Hybrid Launch

What Worked “ Ford asked me to test drive the 2010 Fusion Hybrid…”

What Didn’t “ When you say…. what do you mean?”

Questions

Questions

Nancy Goldstein Chief Strategist Compass (X) Strategy [email_address] www.compassxstrategy.com @compassx

Nancy Goldstein

Chief Strategist

Compass (X) Strategy

[email_address]

www.compassxstrategy.com

@compassx