Marketeers today have a responsibility to create sustainability campaigns that are ethical while achieving business goals. But knowing how to strive for both objectives, that is trust and profit, can be a challenge. This training covers the foundations of building trust for your brand – the most important factor especially in addressing sustainability as a topic.
Introduction to what sustainability marketing means. It can often be confused with donation, CSR and charity drives.
We will dive into how different organisations develop and plan for different campaigns and will start with the objectives. In this segment you will get a better understanding of objective-setting, how to advocate for sustainability marketing and how to relate these back to business goals.
The training will then cover strategizing a sustainability marketing campaign. Here, we will cover types of strategies and initiatives, determining the channel mix and how to ensure these strategies link back to the objectives.
Finally, we review the different initiatives and talk about impact assessment. We will look at actual examples and discuss why certain sustainability marketing initiatives were effective and why others were not.
