CraftofMarketing » Cause Marketing http://craftofmarketing.com Fri, 06 Jan 2017 07:31:54 +0000 en-US hourly 1 http://wordpress.org/?v=4.2.13 Cause Marketing to Accelerate Social Change http://craftofmarketing.com/elizabeth-schaeffer-brown/ http://craftofmarketing.com/elizabeth-schaeffer-brown/#comments Sun, 28 Jun 2015 19:21:38 +0000 http://sethprice.net/?post_type=seth_podcast&p=3560 When a celebrity decides to support a social cause and want’s to make an impact far greater than just an endorsement, what’s involved in doing that with integrity? In this episode we chat with Elizabeth Schaeffer Brown, the co-founder of Uncommon Union, an agency serving social enterprises. Elizabeth and her team manages brands for responsible companies associated with luminaries such as Hugh Jackman, Paul Farmer and Matt Damon. We discuss the concept of cause marketing and leveraging personal brand to support social causes, how her work advising United Nations’ agencies on private sector outreach could have tremendous implications on the efficacy of NGO’s and the courage it takes to intentionally slow the growth of your company so you can do work that you love.

This kind of marketing with a focus on social awareness shares a lot in common with building the foundation for any other company. Finding your cause and the emotional connection with everyone involved.  It determines who you hire, how you market and the products you develop. To cultivate a culture that works for both employees and customers … or, in the case of nonprofits, the people in need whom they assist, requires tenacity, leadership and vision.

Everyone who works for an NPO can attest to the great emotions they feel knowing their work is helping to make someone else’s life, at the very least, a little bit better. But not everyone who works for these organizations wants to conduct their day-to-day duties from behind a desk. Some, like Uncommon Union Cofounder Elizabeth Schaeffer Brown, prefer to get out and actually meet those whom they’re aiding so they can see first-hand what it is they’re contributing to helping.

Elizabeth has led some fascinating social awareness campaigns in the past several years, many of which included public figures who were drawn into the causes in question and, in turn, were able to use their power of celebrity to make a difference. Regardless of whether a celeb is signed on to help out, Elizabeth will attest to the difficulty in creating a sustainable project aimed that continually lends a helping hand to others while also maintaining the fiscal wherewithal necessary to operate.

Take, for instance, her work in Haiti following the 2010 earthquake. Elizabeth worked diligently to help both in the short term — getting supplies like blankets to those affected — and in the long term — creating jewelry out of the rubble and getting major brands to purchase them, with the proceeds going to those in need. That’s just one example of how one can make a difference, but to be successful in the long haul when it comes to social awareness projects, substantial business acumen and having a drive for helping others when the time comes are must-have traits.

In this Craft of Marketing episode, Elizabeth delves into the nitty-gritty of her unique role, including what led her to found her own organization, how nonprofits can transform themselves into long-lasting entities, what opened her eyes to the world of social awareness, and several other related topics of interest.

Listen in for an honest account of what marketing is all about. The tips, hacks and strategies that professionals share with each other but rarely talk about in public.

Takeaways

  • “Social entrepreneurship” has the ability to spread awareness of issues thanks to public figure involvement
  • As with any venture, creating and building a social awareness organization requires smart, dedicated people
  • Each social network offers a different value for getting word out about a cause and getting followers to join
  • Whether it’s a socially aware organization or a tech startup, you need passion to succeed in your job

Resources

Uncommon Union

Elizabeth on Twitter

Hugh Jackman’s Laughing Man Foundation

Choose Haiti

Kate Spade Initiative in Rwanda

Sponsors

  • Placester.com Launch a Beautiful Real Estate Website in Minutes for Only $10 Per Month
  • Marmoset A Full-Service Music Agency That Creates Handcrafted Music for Films, Videos, and Podcasts

Music & Production

Sound Engineering by Johnny Ronci

FreeSpit (Instrumental) by The Impossebulls

Live dublab “Sprout Session” by Puro Instinct

Hallon by Christian Bjoerklund

If you like this this show, help promote it by subscribing on iTunes, and writing a review.

After you’ve published the review, send me an email with your skype & cell phone for a free 15 minute call to talk about your business (limited availability, first come first serve). Click here to make it happen!

This is a labor of love, something I’ve done offline for decades and now get to share my curiosity with you. Thanks for listening to the show and to Elizabeth for being an amazing guest! Oh yeah, thank Elizabeth on Twitter, I know she’d appreciate it.

If you have any thoughts or suggestions about this episode, let me know, and if you like what I’m doing here, please share generously via the social media buttons on this page!

Xoxxo, Seth

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Marketing Art & Creativity with Umberto Crenca http://craftofmarketing.com/umberto-crenca/ http://craftofmarketing.com/umberto-crenca/#comments Fri, 12 Jun 2015 14:40:17 +0000 http://sethprice.net/?post_type=seth_podcast&p=3529 We don’t always think of marketing and commerce when referring to art. But in addition to the creative process, those critical components help transform the creation of art into the art of making a living as an artist. In this episode I chat with Umberto Crenca, or Bert as many know him. He’s a prolific artist, the founder of AS220, a powerfully self sustaining arts organization that has made it, it’s mission to provide unjuried, uncensored space for 1000’s of artist to create, exhibit and perform. We chat about the power of collaboration, how personal branding is crucial to gaining an audience for your work and why a business mindset and strategic planning is required for long term vitality of the arts community.

Artists and Makers that create in any capacity are all faced with the same dilemma, once you decide to show your work, how to feed the creative endeavor and possibly make a career from their passion or give up their art altogether: from the abstract painter in California, like my father to the aspiring musicians all over the world. One thing seemingly all artists, “successful” or not, share in common is having to travel the long, hard road to achieving their goals and becoming the artists they envision themselves evolving into.

Umberto Crenca, Founder and Artistic Director of the Providence, Rhode Island-based arts organization, understands the plight of the artists. “Making it” requires so much more today than it did in the 1980s and 90s, when artists were paid handsomely for their works more so than any other era, Crenca notes. Having said that, he believes organizations like his, which help disadvantaged youth and those without the resources to take part in artistic endeavors do so in a judgment-free, encouraging environment.

It’s taken a lot of work over the years to amass the amount of money to start and advance AS200, according to Crenca. But seeing the work he’s accomplished in helping those who clearly have artistic goals, passions, and talent get the chance to showcase themselves to others with likeminded interests goes to show his unique venture has been more than worth it.

Besides aiding kids in getting their foot in the door regarding their artistic dreams, Crenca and his roughly 60-person ensemble of ensure the day-to-day operations, including healthy promotion of the organization, run smoothly. Building a community that could act as an uncensored forum for the arts has remained the primary function of AS220 since its inception, but that doesn’t mean there aren’t any marketing efforts going on behind the scenes to make it all possible. Crenca’s proud claim that he “had a website before Google did” shows the tech savvy mindset doesn’t evade even artists.

Crenca was nice enough to chat with me to discuss all things AS220, how he and his colleagues sustain the organization’s well-being, what the hiring process entails for such a distinct group, sage advice for hopeful young artists who want to make a living off their passion, and other intriguing tidbits.

Listen in for an honest account of what marketing is all about. The tips, hacks and strategies that professionals share with each other but rarely talk about in public.

Takeaways

  • Myth debunked: Artists aren’t solitary — they love, need, and crave their communities and being social
  • Artists aren’t the commodities they used to be in the 80s and 90s, but they still need to make a living
  • Umberto’s crew may look like funky, alternative artists, but they all have business and marketing savvy
  • Given many of those helping to run AS220 could make more money elsewhere, they’re drawn to helping others
  • Finding the right fits for hiring at an organization like AS220 means carefully teaching and mentoring employees
  • Umberto’s advice for aspiring kids who want to make a living off their art? “Talk to a marketing expert”
  • “Follow your passion” isn’t a T-shirt slogan — it’s what Umberto notes people need to do personally and professionally

Resources

AS220

Umberto Crenca

Sponsors

  • Placester.com Launch a Beautiful Real Estate Website in Minutes for Only $10 Per Month
  • Marmoset A Full-Service Music Agency That Creates Handcrafted Music for Films, Videos, and Podcasts

Music & Production

Sound Engineering by Johnny Ronci

FreeSpit (Instrumental) by The Impossebulls

Live dublab “Sprout Session” by Puro Instinct

Hallon by Christian Bjoerklund

If you like this this show, subscribe to it on iTunes, and leave a review.

The feedback is super helpful for me and helps other people find the show. I actually read them. —- Thank You!

This is a labor of love, something I’ve done offline for decades and now get to share my curiosity with you. Thanks for listening to the show and to Umberto for being an amazing guest! Oh yeah, thank Umberto  on Twitter, I know he’d appreciate it.

If you have any thoughts or suggestions about this episode, let me know, and if you like what I’m doing here, please share generously via the social media buttons on this page!

Xoxxo, Seth

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