CMO Foundations: Cause Marketing

By: Drew Boyd.

There is a level. Intermediate.

This is the length of the story. 37m 22s.

It was released. March 21,

Description:

Aligning your company’s marketing with a good cause can help to make the world a better place. In this course, you will learn how to implement and test different communication styles, and how to get a cause marketing program working at your organization. Drew covers picking a cause and nonprofit or other organization to partner with, using multiple external and internal channels to promote a cause, and creating the right digital platforms for customers to share their experiences. He explains how to measure your marketing results.

Topics include:

• Why cause marketing is important
• Selecting the right cause
• Selecting a specific organization to partner with
• Communicating a cause internally and externally
• Promoting a cause through social media
• Testing a cause marketing initiative
• Measuring your results

Contents:

• Introduction
• 1. Understanding Cause Marketing
• 2. Creating the Program
• 3. Implementing and Testing
• Conclusion

Author:

Drew Boyd. is a leader in creativity and innovation.

Drew is a co-author. The box is inside. . He is an associate professor of marketing and innovation at the University of Cincinnati. After a successful business career, Drew entered the world of academia. He spent 17 years with Johnson & Johnson. Drew worked for United Airlines in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers.

Drew combines the theory taught in a traditional classroom setting with more than three decades of experience to provide a real-world marketing and innovation experience. Drew has been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, and the University of Michigan. Drew graduated from the United States Air Force Academy with a degree in management science and operations research. He earned an masters degree in business administration from the University of Chicago. He lives in Cincinnati with his wife and son.

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