Surveys consistently report that consumers would choose a brand that "makes the world a better place" over other brands and will pay more for such a brand – even in a recession. How should marketers capitalize on this? Web 2.0 has made it possible for companies to engage with specific communities about relevant causes like never before. However, having a clear strategy is critical to avoid missteps, which can inadvertently undo the good your company is purporting to do. This webcast will address some of the issues that companies face when trying to position themselves as "doing good," as well as provide some solutions and tools to improve your company's ability to market social good successfully.

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

7. 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

8. 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

9. Actually…. .

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

11. Social Enterprise

12. Designed For Good

13. Cause Marketing

14. Not For Profit

15. Corporate Foundations

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

20. Be Authentic: More Than Just Brand Communications

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

22. 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

23. Targeting Your Customers The Influencers

27. Ford Fusion Hybrid Launch

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

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