This document summarizes a class on marketing considerations for social enterprises. It discusses different types of marketing like social marketing, cause marketing, and sustainable marketing. It provides definitions and examples of these concepts. The document also covers topics like communicating social impact, using various marketing channels, and balancing social mission with price and quality. Lastly, it discusses using marketing as a feedback mechanism and outlines components of an effective investment pitch.

1. ENTR 4800: Social Entrepreneurship
Class 8: Marketing Considerations
Monday, November 8, 2010
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Instructors:
Norm Tasevski (norm@socialentrepreneurship.ca)
Karim Harji (karim@socialentrepreneurship.ca)

2. © Norm Tasevski & Karim Harji

3. © Norm Tasevski & Karim Harji
Agenda
• B Corporation
• What did we learn – Last Week?
• Guest Speaker – John Packer (Idea Workshop)
• Marketing Considerations for Social Enterprise
• “Live Case” – Jon Packer
• What did we learn – Today?
• Next Week
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4. © Norm Tasevski & Karim Harji
Last Week – What did we learn?
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Jon Packer
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6. Marketing for Social Enterprises…
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A caveat…
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“Social
Media”
“Social
Enterprise”

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A Second Caveat…
Marketing!
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Sales!≠!

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Where does Marketing Fit?
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Some Definitions
• Social Marketing is the systematic application of marketing, along with other concepts
and techniques, to achieve specific behavioral goals for a social good.
– The primary aim of social marketing is "social good", while in "commercial marketing" the aim is
primarily "financial". This does not mean that commercial marketers can not contribute to
achievement of social good.
Wikipedia
• Cause Marketing (or cause-related marketing) is a mutually beneficial collaboration
between a corporation and a nonprofit in which their respective assets are combined to
(1) create shareholder and social value, (2) connect with a range of constituents (be
they consumers, employees, or suppliers), and (3) communicate the shared values of
both organizations.
Jocelyn Daw (Marketing Consultant)
– Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a
specific donation that is tax deductable, while cause marketing is a marketing relationship
generally not based on a donation.
Wikipedia
• Sustainable Marketing is the process of planning, implementing and controlling the
development, pricing, promotion and distribution of products in a manner that satisfies
the following three criteria: (1) customer needs are met (2) organizational goals are
attained, and (3) the process is compatible with ecosystems.
Donald Fuller (Sustainable Marketing Consultant)
– Sustainable Marketing encourages the process of innovation by turning the marketing process into
an experimental, iterative process that has close ties to the customer. Individuals and interactions
on a daily basis are important. Customer Collaboration over customer transactions. Responding to
change over blindly following a plan.
Ivan Storck (founder, SustainableWebsites.com)
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Social Marketing
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Deliver
Satisfaction
Realize
Aspiration
Practice
Compassion
ProfitAbility ReturnAbility SustainAbility
Be Better Differentiate
Make a
Difference
Individual
SocialEnterprise
Mind Heart Spirit
Mission
(why)
Vision
(what)
Values
(How)

12. © Norm Tasevski & Karim Harji
Examples of Social Marketing…
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13. © Norm Tasevski & Karim Harji
Another Example of Social Marketing…

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Examples of Cause Marketing…
One of the first…
1983 – American
Express & the Statue
of Liberty
Restoration Project
2006 – Bono &
Product (Red)
Another…
2010 – Pepsi & the
Refresh Project
Most Recently…

15. © Norm Tasevski & Karim Harji
Another Example of Cause Marketing…
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16. © Norm Tasevski & Karim Harji
Sustainable
Marketing…

17. © Norm Tasevski & Karim Harji
Sustainable Marketing…is tricky…

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Sustainable Marketing Toolkit
Checklist 1!

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Sustainable Marketing Toolkit
Checklist 2!

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Sustainable Marketing Toolkit
Checklist 3!

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Sustainable Marketing Toolkit
A Sample Decision Tree!

22. Marketing Considerations…
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Conventional & Unconventional Marketing
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Wheel of Marketing Misfortune
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Insight Led, or Trend Driven?
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Social Media…
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…be careful!
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Going Viral
4 C’s of Community!
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• Content
• Context
• Connectivity
• Continuity

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Marketing Considerations Specific to Social
Enterprise…
• Communicating the social benefit alongside the
product – how much do you weigh the social
impact vs. price vs. product quality?
– One can dilute from the other
– This is a big problem for social enterprises (e.g. doing good
means that quality sometimes isn’t there)
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Social Impact vs. Price vs. Quality
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Other Considerations…
• Using marketing as a Feedback Mechanism
– It is not just the marketing that you are putting out, but it is
what your customers are feeding back to you that matters
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32. Break
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The Investment Pitch…
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Source: Peter M. Evans (MaRS Advisor)

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The Investment Pitch…
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Source: Peter M. Evans (MaRS Advisor)

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“Live Case” – Jon Packer
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• Pitch your idea!
• Identify marketing
strategies for your social
venture

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What did we learn?
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37. © Norm Tasevski & Karim Harji
Next Week
• Speakers:
– Cheryl May, Skills for Change
– Diane Popovski, Canadian Youth Business Foundation
– Gwen Hughes, Canadian Youth Business Foundation
• Deliverable – Considerations for your Venture
(Marketing, Operational, HR and Legal)
• Readings
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