From the course: Marketing for Social Change

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The cause marketing process

The cause marketing process

From the course: Marketing for Social Change

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The cause marketing process

- A cause marketing program is still a marketing program, so it needs to be carefully planned and executed as with any other of your marketing programs. So for that, we'll use the cause marketing blueprint. You can access this blueprint by downloading the handout 0103 from the Exercise Files. Here are the steps. First, you want to determine your strategy. Here are your options. You could try to get new customers into the category you compete in. Growing the overall size of the pie strengthens the category and generates new sources of revenue. You could focus on retaining your existing customers by strengthening loyalty and perhaps getting them to purchase more from you. Three, you could focus on acquiring customers who use your competitors by taking market share from them. Next, you need to select the right cause. The good news is there are plenty of great causes to choose from, but that's also a problem because you can…

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