CMO Foundations: Cause Marketing – Drew Boyd

Drew Boyd – CMO Foundations: Cause Marketing

Description:

Aligning your company’s marketing with a good cause can both bolster your company’s reputation and help to make the world a better place. In this course, join Drew Boyd as he shows chief marketing officers and senior marketers how to implement and test different communication styles, and how to get a cause marketing program working at their organization. Drew covers picking a cause and nonprofit or other organization to partner with; leveraging multiple external and internal channels to promote a cause; and creating the right digital platforms for customers to share their experiences. He also explains how to measure your cause marketing results.

Topics include:

• Why cause marketing is important
• Selecting the right cause
• Selecting a specific organization to partner with
• Communicating a cause internally and externally
• Promoting a cause through social media
• Testing a cause marketing initiative
• Measuring your results

Contents:

• Introduction
• 1. Understanding Cause Marketing
• 2. Creating the Program
• 3. Implementing and Testing
• Conclusion

Author:

Drew Boyd is a global leader in creativity and innovation.

Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.
Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.

In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real-world marketing and innovation experience. Drew’s earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, the University of Michigan, the University of Chicago, the Kellogg School of Management at Northwestern University, and Duke University.
Drew graduated from the United States Air Force Academy in 1976 with a bachelors of science in management science and operations research. He earned an MBA from the University of Chicago.
He resides in Cincinnati, Ohio, with his wife, Wendy, and son, Ryan.

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