It is essential for community development practitioners to have an understanding of marketing and branding as it applies to specific organizations and initiatives as well as to achieving specific behavioral goals for “social good”. It is also becoming increasingly evident that marketing can be viewed as a vehicle for encouraging connection, cooperation, and community engagement rather than competition. This session will provide an understanding of these concepts as well as examples and specific tools and resources that can be applied.
• explain the importance of marketing and branding
• understand marketing challenges specific to community developers
• differentiate between traditional marketing, social marketing, cause-related marketing, and marketing for community developers
• apply the steps of a marketing framework for community developers
• differentiate between inbound and outbound marketing and the key role of social media
• generate ideas for inexpensive promotion