From the course: Marketing for Social Change
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Communicating the cause externally
From the course: Marketing for Social Change
Communicating the cause externally
- Congratulations, it's time to tell the world about your program. The key is to select those communication channels that are most consistent with the cause itself, your brand, the type of program, and of course, your partner. A simple framework for this is answering the questions, who, what, where and how. Take a look at your cause marketing blueprint. Who you communicate to depends on your overall marketing strategy. That defines your target audience. You identify the specific customers that you want your cause message to be relevant to, because narrowing your target audience makes your communications campaign more efficient. Now here's a tip. You don't have to be too narrow. Generally speaking, you shouldn't care if people other than your target audience hear about the cause, because it will create goodwill for your brand. Just be sure to spend the right amount of money to reach the right audience. Don't overpay…
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