Megan-Lily Pound
Marketing With A Purpose
"๐๐ฏ ๐ต๐ฉ๐ฆ ๐ฎ๐ช๐ฅ๐ฅ๐ญ๐ฆ ๐ฐ๐ง ๐ฅ๐ช๐ง๐ง๐ช๐ค๐ถ๐ญ๐ต๐บ, ๐ญ๐ช๐ฆ๐ด ๐จ๐ณ๐ฆ๐ข๐ต ๐ฐ๐ฑ๐ฑ๐ฐ๐ณ๐ต๐ถ๐ฏ๐ช๐ต๐บ." - ๐๐ข๐ณ๐ฌ๐ฆ๐ต๐ช๐ฏ๐จ ๐๐ฆ๐ฆ๐ฌ
๐๐ถ๐๐๐ฒ๐ฟ๐๐ฎ๐๐ถ๐ผ๐ป // '๐ฅ๐ฒ-๐ฏ๐ฟ๐ฎ๐ป๐ฑ๐ถ๐ป๐ด ๐ฆ๐๐๐๐ฎ๐ถ๐ป๐ฎ๐ฏ๐ถ๐น๐ถ๐๐ ๐ฎ๐ป๐ฑ ๐๐ผ๐ป๐ป๐ฒ๐ฐ๐๐ถ๐ป๐ด ๐ช๐ถ๐๐ต ๐ง๐ต๐ฒ ๐๐ผ๐ป๐๐ฐ๐ถ๐ผ๐๐ ๐๐ผ๐ป๐๐๐บ๐ฒ๐ฟ ๐ง๐ต๐ฟ๐ผ๐๐ด๐ต ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด.'
The dissertation aimed to explore the future of marketing and how digital marketing could contribute to raising awareness more efficiently in non-for-profit campaigns. Field and desk research gave an insight into connecting with the new generation of conscious consumers. The report covers an in-depth study into defining the conscious consumer and how social and environmental impacts drive consumersโ purchasing decisions. The research demonstrated that implementing sustainability is critical for organisations and channelling this message through effective marketing will enable a loyal relationship with the conscious consumer and future generations.
๐๐ป๐ฑ๐ฒ๐ฝ๐ฒ๐ป๐ฑ๐ฒ๐ป๐ ๐๐ถ๐ป๐ฎ๐น ๐ฃ๐ฟ๐ผ๐ท๐ฒ๐ฐ๐ // #๐ง๐ต๐ถ๐ป๐ธ๐ฃ๐น๐ฎ๐ป๐ฒ๐ ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป
Throughout academic experience, Cause Marketing was always a consistent topic of interest. The #ThinkPlanet Marketing campaign features a collaboration between Birmingham City Council and Client Earth who share a mutual goal to re-brand sustainability and connect with the new generation of conscious consumers. The topic was approached from a different perspective to successfully target working-class families, the campaign aims to re-connect with parents and their children by offering simplistic sustainable every-day practices through education and support.
The concept focuses on taking an innovative approach to sustainability by speaking directly to the working-class through simple marketing methods that engage, connect, and educates the receiver. The campaign utilises visual, digital, print and audio marketing methods with a second objective of engaging with children under the age of 16, as research shows the if we can connect with Generation Z, they have the power to influence older generations.
Final outcomes included visiting Warstones Primary School and conducting sustainability sessions with year-four students. Activities included repair workshops, creative activities, and debate sessions. Another promotional video included using parents and children to discuss what sustainability meant to them and their families.
๐๐ฎ๐ฟ๐ฒ๐ฒ๐ฟ ๐ฃ๐ฎ๐๐ต - ๐๐ถ๐ด๐ถ๐๐ฎ๐น ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด
A passion for 'Marketing with a Purpose' has consistently been reflected throughout modules and a strong eye for creativity as well as the ability to think analytically has been acknowledged in work placements, which opens an aspirational career pathway in Digital Marketing.
07
May