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Marketing Social Enterprises

Marketing Social Enterprises. Blending Social Value into the Marketing Mix. Presented by: Angie McLeod www.hipstrategic.com 604 476 2447. re view > re vision > re vitalize. angie@hipstrategic.com. Agenda. Introductions Purpose of Marketing Traditional 4 P’s

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Marketing Social Enterprises

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  1. Marketing Social Enterprises Blending Social Value into the Marketing Mix Presented by: Angie McLeod www.hipstrategic.com 604 476 2447 review > revision > revitalize angie@hipstrategic.com

  2. Agenda • Introductions • Purpose of Marketing • Traditional 4 P’s • Social Principles (4 SP’s) • RECIPE for Social Enterprises • Wrap Up review > revision > revitalize angie@hipstrategic.com

  3. Purpose of Marketing • Influence action • Benefits > Costs • Target audience perception review > revision > revitalize angie@hipstrategic.com

  4. Purpose of Social Marketing • Influence social behaviors • Benefits to community • Links values with product / service review > revision > revitalize angie@hipstrategic.com

  5. Marketing • Systematic • Grassroots • Products / Services review > revision > revitalize angie@hipstrategic.com

  6. Traditional 4 P’s of Marketing • Product • Promotion • Place • Price review > revision > revitalize angie@hipstrategic.com

  7. Product • Goods or Services • Problem  Solution • Recognize Need review > revision > revitalize angie@hipstrategic.com

  8. Promotion • Visibility • Demand • Communication • AIDA review > revision > revitalize angie@hipstrategic.com

  9. Place Distribution Channels • Access to Information • Access to Products • Access to Services Accessibility Push vs. Pull review > revision > revitalize angie@hipstrategic.com

  10. Push vs. Pull review > revision > revitalize angie@hipstrategic.com Consumer Producer

  11. Price • Cost of Acquisition • Perception of Price • Benefits > Costs review > revision > revitalize angie@hipstrategic.com

  12. Social P’s • Participation • Publics • Partnerships • Purse Strings review > revision > revitalize angie@hipstrategic.com

  13. Participation • Input of Audience • Product Development • Research • Business / Marketing Systems review > revision > revitalize angie@hipstrategic.com

  14. Publics • Internal Publics • External Publics review > revision > revitalize angie@hipstrategic.com

  15. Partnerships • Similar Values / Vision • Creative • Out of the Box review > revision > revitalize angie@hipstrategic.com

  16. Purse Strings • Initial Funding • Fee Structure • Long-term Funding review > revision > revitalize angie@hipstrategic.com

  17. R.E.C.I.P.E. • Research • Examine • Communicate • Implement • Position • Evaluate review > revision > revitalize angie@hipstrategic.com

  18. Research • Target Customer • Competitive Analysis • Environmental Scan review > revision > revitalize angie@hipstrategic.com

  19. Examine • Segment Customers • Create SMART Objectives • Mix 4P’s and 4SP’s review > revision > revitalize angie@hipstrategic.com

  20. Communicate • Problem • Perception • Benefits > Costs • AIDA Principle • Test review > revision > revitalize angie@hipstrategic.com

  21. Implement • Launch • Action • Tracking Systems review > revision > revitalize angie@hipstrategic.com

  22. Position • Image • Customer Perception • Customer Profile review > revision > revitalize angie@hipstrategic.com

  23. Evaluate • Measure • Review • Assess review > revision > revitalize angie@hipstrategic.com

  24. Thank You.Have a great day! Presented by: Angie McLeod www.hipstrategic.com 604 476 2447 review > revision > revitalize angie@hipstrategic.com

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