01.02.21 the good of marketing pdf · 2 x directorship opportunities (marketing and events) up for...
TRANSCRIPT
BELINDA BEAN, SUSTAINABILITY OFFICER
Marketing for good
Last day of schoolNO IDEA
Marketing 101PLANNED OBSOLESCENCEPERCEIVED OBSOLESCENCE
Sustainability 101
8
THE BRUNDTLAND REPORT 1987
ECONOMICSOCIALENVIRONMENT
“Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”
Breaking the cycles
9
THE NATURAL STEP
it up too quickly the system the engine of people to meet their needs
Digging Poisoning Destroying Inability
Four ways that we are clearly disrupting the natural cycles:
Shift from scarcity mindset toabundance consciousness
How do we make sustainability normal?
• Focused strategy that builds your reputation• Live your purpose (walk the talk in workplace culture)• Social enterprise (eg. One for One, strategic philanthropy, volunteering)• Enable sharing (collaborative consumption)
Focused strategy that buildsreputation
Live your purpose
Live your purpose
Social enterprise - One for One
Social enterprise – Strategic philanthropy & volunteering• Cause-related marketing • Community partnering
Caution: BE STRATEGIC
Social enterprise – Strategic philanthropy & volunteering• Cause-related marketing • Community partnering
Social enterprise
Enable sharing
• Tell your story• Empower your customers to tell theirs• Connect your customers to each other
Some more examples
Hero brands
How to make a hero1. Fight fit, no shabby practices!2. Make a mission. Consider:
• Your biggest sin• Something your expertise can be redeployed for• The biggest risks to your business
How to make a hero3. Inspire others!
How to make a hero
4. Talk!• Recognisable name and logo• Good catch cry eg. BodyShop – Against Animal Testing• Talk about the cause, not yourself!
Hero campaign
40CHIEF OPERATING OFFICE I SUSTAINABILITY
CAMPAIGN DEVELOPMENT OVERVIEW
1.DEFINE OUTCOMES
2. IDENTIFY TARGET BEHAVIOURS AND AUDIENCES
3. IDENTIFY BARRIERSAND BENEFITS OF TARGET BEHAVIOUR
4. DEVELOP BEHAVIOUR CHANGE PROGRAM
5. DETERMINE HOW TO EVALUTATE IMPACT
6. PILOT AND EVALUATESTRATEGY
7. LAUNCH AND EXPAND OR REFINE
Tap It – It’s fresh and free!GGAA Student Engagement Award 2014
• Campaign encouraging students and staff to switch to reusable bottles
• Encourage refill with tap water• Student-run campaign, incorporating:
• blind water tasting• student music performances
• digital signage• free bottle giveaways• pledges
• bottled-water process information
• Australian bottles made from sugar cane• Learning and Teaching element• Staff engagement
Strategies and tools
42OFFICE I FACULTY I DEPARTMENT
PROMPTS - STICKERS
Strategies and tools
43OFFICE I FACULTY I DEPARTMENT
COMMITMENT
www.mq.edu.au/tapit
Strategies and tools
44
INCENTIVES
Strategies and tools
45OFFICE I FACULTY I DEPARTMENT
COMMUNICATION
Strategies and tools
46OFFICE I FACULTY I DEPARTMENT
INFRASTRUCTURE
Strategies and tools
47
NORM APPEALS – MAKE THE GROUP STANDARD VISIBLE
Strategies and tools
48
NORM APPEALS – PEER TO PEER COMMUNICATIONS
Strategies and tools
49
NORM APPEALS – PEER TO PEER COMMUNICATIONS
Strategies and tools
50
NORM APPEALS – OPINION LEADERS
Tim Silverwood
Green Gown Award
51
WINNERS
Breaking the cycles
53
THE NATURAL STEP
reliance on fossil fuels
chemicals from your life
nature, our engine
your local community
Reduce Remove Regenerate Revitalise
Four things that you can do:
What you can doON CAMPUS
Tap it
What you can doON CAMPUS
What you can doON CAMPUS
One ActRANDOM ACTS OF KINDNESS
PermacultureAND BUSHCARE
/macquariesustainability
Groups: Bushcare@MQStudent Sustainability Network
The Locavores student group2 x directorship opportunities (MARKETING and EVENTS) up for grabs3 x STORE MANAGERS positions for the running of the campus store 1 x CONTENT CREATOR role for running of internal operations
Apply now: [email protected]
