three legged media• Concept > MISSION <• Circulation > COMMUNITY <• Advertising > ACTION <
Concept / contentIdentify the problem: ‘do-gooder is a pejorative term. It is not cool to do good’Try a solution: ‘rebrand good. give good teeth and cultural appeal’
Circulation / audience / community Identify the problem: ‘direct mail is off brand. we cannot afford $42 per subscriber’ Try a solution: ‘choose 12 of our favorite non-profits; give 100% of $20 subscription fee’
CommunityIdentify the problem: ‘Choose Good Campaign is not catching on’Try a solution: ‘host events in target cities and offer free drinks for subscribers’= 50k subscribers, built real community, embodied missionraised $1 million, saved over $1 million
Google distribution Grow by being useful*Hire coders, get schools to train more coders
1. alliance of ENDS and MEANS -> every step with integrity2. alignment of business and community -> the community is the brand3. it will never be better than it is now -> with love
Authenticity(do what you think is right, not what you are supposed to do)-Transparency(do people/media/employees love you more when they know more)-Creativity (solving problems in original and practical ways)-Utility(business results and social impact)-Love (is your team putting heart into it? do you love it?)
- Understand the needs and use cases of your community.- Be a part of your community authentically.- Make the communityʼs success your success, your focus.- Design to enable trust, let people share your story & champion your success.- The community is the brand. The brand is the community, a living thing.