According to the United Nations, a majority of the world’s population now resides in urban areas. The trend towards urbanization shows no signs of slowing, either. By 2050, two-thirds of the planet’s population will be urban. Urban areas are organically connecting into megaregions that don’t always respect existing political or natural boundaries. Marketing in megaregions demands that social and public sector marketers think in new ways about their markets.
Back in 2002 Peter Fisher, undersecretary of the U.S. Treasury, described the U.S. federal government as “an insurance company with an army.” After all, if you look at the federal budget, benefits and military spending take the vast majority of funds. Since much of the military focuses on supply chain and distribution, you can modified Fisher’s quote to describe the federal government as an insurance company and a logistics company.
Kids don’t often eat healthy foods. They give in to the powerful temptation of snacks and sweets. The tactics major food companies use to promote their products exacerbates the problem. What if social marketers apply those same tactics for advertising healthy eating?
I recently wrote about the web design standards from the U.S. government, and how you could use them to improve the design of your promotional items such as web sites, presentations, documents and emails. The design standards include color palettes that you could download, but they weren’t in a Microsoft-friendly form that most people could use.
To remedy that, I’ve translated those palettes into a free PowerPoint document for you to download.
Regardless of whether you support same-sex marriage or not, have you wondered how the movement went from losing 30 state-wide votes by 2009 to winning approval in 37 states and a Supreme court ruling by 2015? It really was a stunning reversal for the movement.
In business school, we poured over case studies, stories about how companies solved, or didn’t solve, a particular challenge. So here’s a challenge for you: how would you use existing products, distribution channels and means of promotion to improve nutrition in one of the largest and richest countries in the world?
This blog needs a definition of social goods. That’s a bit difficult, though. Even economists don’t have a clear and agreed-upon definition. So by way of definition, let’s discuss the characteristics and problems of social goods. We’ll see how those characteristics pose problems for traditional marketing activities such as design, distribution, pricing and promotion.
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. You should have this in your toolkit of promotion.
“Viral” has taken on a new, and mostly positive, connotation in the Internet era. A video, a photo, an article bursts onto the digital stage and suddenly it’s everywhere. Everyone is talking about it, copying it, satirizing it, secretly wishing that they were making viral content. Remember the Ice Water Challenge or “Gangam Style“? The gossipy nature of viral ideas is one aspect of our social nature.
As described in a recent New York Times article, the U.S federal government and the Delaware North company are locked in a contract dispute about who owns the brand names and other marketing aspects of Yosemite National Park.
President Abraham Lincoln first signed legislation to protect the Yosemite region for the enjoyment of all and gave birth to the National Parks movement. Some have called national parks “America’s best idea.” I view it as an inspired evolution of the concept of the commons. Today, nearly 100 countries around the world maintain and protect national parks.