This fun "textbook" takes fundamental marketing concepts and teaches you how to apply them to social causes like access to food and education, climate change, and gender equality. It contains learnings from beautiful, iconic social impact campaigns from some of the world's most beloved brands. (It highlights a few well-intentioned missteps as well to learn "what not to do.") Whether you are a student or nonprofit leader with a great idea but limited resources, or whether you're a corporate marketing professional who wants to make a meaningful impact with the power of your billion dollar brand, follow the exercises in this book and watch your ideas reach more people, create change, and inspire the human spirit.
PART 1: THINK
Chapter 1: 5 P’s Framework: Defining the Details of Your Idea
Chapter 2: 3 C’s Framework: Defining Who Your Idea Serves
Chapter 3: STP Framework: Defining Your Idea’s Value
Chapter 4: Research Approach: Testing Your Ideas
PART 2: ACT
Chapter 5: Visual Identity: How to Build Brand Recognition
Chapter 6: Websites: How to Explain What You Do
Chapter 7: Campaigns: How to Inspire and Engage
Chapter 8: Social Media: How to Stay Top of Mind
Chapter 9: Public Relations: How to Manage Your Reputation
PART 3: EVALUATE
Chapter 10: Measuring Success: How to Value Your Marketing’s Impact
About the Author
Maddy Kulkarni is the Global Marketing Director for Sustainability & Purpose at PepsiCo where she consults marketing leaders on how to connect the organization’s sustainability agenda with their consumers through the voice of their brands. Recognized as a 40 Under 40 business leader by Dallas Business Journal, Maddy has served on boards of Social Venture Partners, the Terry Foundation, and the PR Committee of the Dallas Arboretum. She is also the Founder and Executive Director of Dallas Heroes Project, an organization that creates engaging marketing campaigns to drive awareness of the positive impact local heroes and organizations are making in their communities. Maddy earned an M.B.A. from the NYU Stern School of Business, a B.B.A. from the University of Texas at Austin, and now enjoys teaching our next generation of leaders on how marketing can be a force for good through her Social Impact Marketing course at the University of Texas at Dallas.
I wish I had this book in business school! Social impact, purpose, sustainability and growth for good is how brands will succeed in the future, and it is a must-have skillset for up-and-coming brand leaders. Kulkarni effortlessly weaves insightful strategic frameworks with inspiring real-world examples, making this an enjoyable and powerful read.
Pia Baker, Group Marketing Manager, Nestle
Maddy has compiled examples and lessons from some of my most favorite sustainability campaigns into this excellent primer. Wouldn't it be great if all marketing could be social impact marketing?
KoAnn Skrzyniarz, CEO, Sustainable Brands Worldwide
Any organization, brand or marketer seeking to be a force for good should master the principles in this book. Marketing for the purpose of social good—authentically living your values and thoughtfully leveraging the power of communication to multiply good—is disruptive, innovative and urgently needed.
Matt Smith, Senior Director, PepsiCo Foundation
Nonprofits must learn how to tell their story. Maddy has combined lessons from her corporate marketing experience and community work into this valuable guide for how to engage our citizens and advance our missions.
Tony Fleo, CEO, Social Venture Partners Dallas
A simple and engaging guide on how to use marketing to create meaningful change.
Jolawn Victor, Chief International Officer, Headspace