According to Credit Suisse, up to one-quarter of U.S. malls will close by 2022. During the past 60 years, malls served as a major public commons in the U.S. The design and stewardship of commons is a crucial component of public-sector marketing. Redesigning failed shopping malls could be an huge public-sector opportunity.
Continue reading City Design: Redesigning Failed Shopping Malls
Governing common shared resources such as water supplies relies on layers of resource management. Each level of management has different roles and responsibilities, from neighborhoods and cities through to regional, state, national and international governance. Currently, the way many cities approach water quality is inefficient because resource management is not regional. Water agencies ignore problems upstream, where water quality problems start. Applying funds to upstream problems is a marketing decision related to how we price our social goods. Fixing those upstream problems reduces costs downstream for water treatment.
Continue reading How to Fund Holistic Water Quality Management
The terms we use matter when designing and promoting public and social goods. I don’t like the term “subsidy” when applied to government programs. It lacks the related themes and ideas that I think we want associated with public spending. The term has also taken on negative connotations that further hinder strengthening our communities through the marketing of social goods. I prefer to think about government investments.
I’ll illustrate my point with a personal story from my early career at Microsoft.
Continue reading Government Investments, Not Government Subsidies
People in poverty lack money. It seems obvious that the best way to end their poverty is to give them money. Increasingly, studies support this obvious approach to reducing poverty. Yet the vast majority of poverty-reduction organizations and agencies offer goods and services, not cash. What is the impact on nonprofits of giving cash to poor people?
Continue reading If Giving Money Directly To Poor People Works Best, Then What Are Non-Profits to Do?
Can you do well while doing good? This is the ultimate question for a marketer in the public and social sector. Doing well in the public and social sector means more than just money. Earning money leads to sustainability and scale, two qualities that communities desperately need and funders desperately seek.
Continue reading Impact Investing: Return on Investment From Marketing Social Goods
Light pollution at night is a growing urban problem. Most of us city dwellers can no longer see the stars at night, and this will only become worse as we become more urban. Dark skies at night is a common pooled resource that we can reclaim when we reduce light pollution though proper governance of the commons.
What, you may be asking, are dark skies good for?
Continue reading How to Take Back The Night from Light Pollution and Enjoy The Stars Again
The American Marketing Association definition of marketing centers on the concept of offerings: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” A prime design question for this blog then becomes what should public and social sector organizations offer that has value for both clients and society at large?
Continue reading Design Thinking: Asking the Right Questions to Address the Five Villains of the Social Good
From more than 60 years of experience and research concerning car-dependent suburbs, we now know that these environments create people and lifestyles with less social interaction: less civic volunteering, less participation in recreational team sports, even less voting. We’re uniquely social animals, wired to cooperate and interact with large numbers of our fellows in novel and unpredictable ways.
With urbanization, more of us are living in city environments, but this isn’t an automatic answer to the suburban blues. Living in a downtown residential tower can be just as isolating as the suburbs. How do we build denser places while also designing a happy, social city?
Continue reading Two Hacks For Designing A Happy, Social City
Pricing and payments are core aspects of marketing a product or service. For public and social sector marketers, pricing isn’t always straightforward. Often the buyer isn’t the user, and the goal isn’t about making more money or beating the competition. It’s hard to put a price on open space such as watersheds and parks is hard. How do you determine a cost or value, let alone identify a buyer?
In the island paradise of Seychelles, marketers are collaborating to find a better way to price and pay for both existing national debts and new investments in commons with current funds.
Continue reading Governing the Commons: Pricing a new marine protected area in Seychelles
To continue bringing you topics of interest in the new year, I took a look back at what you read the most this year. Here are the top five posts published in 2016, as measured by your views:
1–Free download! White paper template for Microsoft Powerpoint
In the public and social spheres, creating and publishing white papers is an avenue to attract new partners and funders, document a problem you want to highlight or solve, influence policy, summarize your work, and make scientific findings more accessible to non-research community. Download this template to add to your toolkit of promotion.
Continue reading Marketing the Social Good: Top Five Posts of 2016