Theory: What are the unique marketing challenges that social enterprises face? Why is legal form such an important issue for social enterprise? Practice: How have social enterprises applied marketing principles in the real world to market their social venture? What legal forms can social enterprises assume, and what are the pros and cons for each form?

1. INDEV 308: Introduction to Social
Entrepreneurship
Class 7: Marketing Considerations
Monday, June 20, 2011
Instructors:
Norm Tasevski (norm@socialentrepreneurship.ca)
Karim Harji (karim@socialentrepreneurship.ca)
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2. © Norm Tasevski & Karim Harji

3. © Norm Tasevski & Karim Harji
Agenda
• B Corporation
• Marketing Considerations for Social Enterprise
• What did we learn – Today?
• Next Week
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4. Marketing for Social Enterprises…
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5. © Norm Tasevski & Karim Harji
A caveat…
“Social “Social
Media” Enterprise”
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6. © Norm Tasevski & Karim Harji
A Second Caveat…
Marketing! ! Sales!
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7. © Norm Tasevski & Karim Harji
Where does Marketing Fit?
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8. © Norm Tasevski & Karim Harji
Some Definitions
• Social Marketing is the systematic application of marketing, along with other concepts
and techniques, to achieve specific behavioral goals for a social good.
– The primary aim of social marketing is "social good", while in "commercial marketing" the aim is
primarily "financial". This does not mean that commercial marketers can not contribute to
achievement of social good.
Wikipedia
• Cause Marketing (or cause-related marketing) is a mutually beneficial collaboration
between a corporation and a nonprofit in which their respective assets are combined to
(1) create shareholder and social value, (2) connect with a range of constituents (be
they consumers, employees, or suppliers), and (3) communicate the shared values of
both organizations.
Jocelyn Daw (Marketing Consultant)
– Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a
specific donation that is tax deductable, while cause marketing is a marketing relationship
generally not based on a donation.
Wikipedia
• Sustainable Marketing is the process of planning, implementing and controlling the
development, pricing, promotion and distribution of products in a manner that satisfies
the following three criteria: (1) customer needs are met (2) organizational goals are
attained, and (3) the process is compatible with ecosystems.
Donald Fuller (Sustainable Marketing Consultant)
– Sustainable Marketing encourages the process of innovation by turning the marketing process into
an experimental, iterative process that has close ties to the customer. Individuals and interactions
on a daily basis are important. Customer Collaboration over customer transactions. Responding to
change over blindly following a plan.
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Ivan Storck (founder, SustainableWebsites.com)

9. © Norm Tasevski & Karim Harji
Social Marketing
Individual
Mind Heart Spirit
Social Enterprise
Mission Deliver Realize Practice
(why) Satisfaction Aspiration Compassion
Vision
ProfitAbility ReturnAbility SustainAbility
(what)
Values Make a
Be Better Differentiate
(How) Difference
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10. © Norm Tasevski & Karim Harji
Examples of Social Marketing…
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11. © Norm Tasevski & Karim Harji
Another Example of Social Marketing…

12. © Norm Tasevski & Karim Harji
Examples of Cause Marketing…
One of the first…
Another…
Most Recently…
1983 – American 2006 – Bono & 2010 – Pepsi & the
Express & the Statue Product (Red)
Refresh Project
of Liberty
Restoration Project
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13. © Norm Tasevski & Karim Harji
Another Example of Cause Marketing…
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14. © Norm Tasevski & Karim Harji
Sustainable
Marketing…

15. © Norm Tasevski & Karim Harji
Sustainable Marketing…is tricky…

16. © Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit
Checklist 1!

17. © Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit
Checklist 2!

18. © Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit
Checklist 3!

19. © Norm Tasevski & Karim Harji
Sustainable Marketing Toolkit
A Sample Decision Tree!

20. Marketing Considerations…
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Conventional & Unconventional Marketing
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Wheel of Marketing Misfortune
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23. © Norm Tasevski & Karim Harji
Insight Led, or Trend Driven?
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24. © Norm Tasevski & Karim Harji
Social Media…
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25. © Norm Tasevski & Karim Harji
…be careful!
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26. © Norm Tasevski & Karim Harji
Going Viral
4 C’s of Community!
• Content
• Context
• Connectivity
• Continuity
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27. © Norm Tasevski & Karim Harji
Marketing Considerations Specific to Social
Enterprise…
• Communicating the social benefit alongside the
product – how much do you weigh the social
impact vs. price vs. product quality?
– One can dilute from the other
– This is a big problem for social enterprises (e.g. doing good
means that quality sometimes isn’t there)
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28. © Norm Tasevski & Karim Harji
Social Impact vs. Price vs. Quality
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29. © Norm Tasevski & Karim Harji
Other Considerations…
• Using marketing as a Feedback Mechanism
– It is not just the marketing that you are putting out, but it is
what your customers are feeding back to you that matters
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30. Break
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31. © Norm Tasevski & Karim Harji
The Investment Pitch…
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Source: Peter M. Evans (MaRS Advisor)

32. © Norm Tasevski & Karim Harji
The Investment Pitch…
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Source: Peter M. Evans (MaRS Advisor)

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What did we learn?
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