As U.S. cities grow more gridlocked and Millennials adopt mobility services like Uber out of desperation, transit becomes a crucial social good. Without the ability to easily move people and goods, cities become paralyzed. We need a way of designing better transportation systems.
“That’s the way we’ve always done it.” More stifling, even deadly, words are hard to find. Changing the way we look after the social good can be hard. It pays to start small. You may not sway an entire country, but you can impact your community. It often starts when you change local regulations.
Plenty of people, including public sector marketers, think design means making things look cool or trendy or pretty. However, looking good is only a by-product. Design is the thought and intention behind creating a product or service that succeeds in filling a need. To ensure success, true marketers create systems not things.
If you design goods and services for your clients, instead of with them, you are forced to make assumptions. Inevitably, your assumptions will be wrong. With bad assumptions you risk your goods and services not meeting your clients needs. That means you are wasting your time and money, and your clients’ time and money. With basic needs like health and sanitation, you are also be risking your clients’ lives. At the intersection of nonprofits and client-centered design lies fulfilling your mission for your clients.
Look for bright spots of success and hope among your market audience, and you may find your next big idea. Here are lessons from a story about how one underfunded aid worker used turning bright spots into products and services to change a nation.
In the US, public debts keep mounting, taxpayers keep insisting on lower taxes, and vital services and infrastructure keep declining. We need to find a new way of designing and paying for government. Cost cutting isn’t enough. We need transformation. Lean production principles can transform public and social sector work.
Can you do well while doing good? This is the ultimate question for marketer the social good. 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.
Stories impact and motivate us, and a picture is worth a thousand words. Knowing how to use visual storytelling methods to tell your story–sometimes that’s difficult for public and social sector marketers who aren’t trained designers or have access to design help.
Use this story format wheel from Culture Lab to explore your options for visual storytelling and choose the method that best fits your goals.
Ever wonder how graphic designers use color so effectively? Part of the secret lies in selecting the right palette of colors. Now you can pick a perfect color palette for any project using an easy online calculator.
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?