Tag Archives: education

Marketing of Nonprofits

Many organizations often have complicated marketing messages. They need to state the need they meet, how the public and government can help, and build relationships with donors. This is especially true with nonprofit organizations where the messages can be replete with complex jargon and hard-to-understand programs.

Nonprofit organizations need to provide clear explanation of goals and convince people to support its causes. Many nonprofit organizations have a difficult time competing – after all, there are no bad causes, only causes that either resonate – or not – with prospective donors.

The Colon Cancer Alliance is one of these types of organizations, and they eventually turned to marketing professionals for help in recrafting messages and marketing programs. One of the campaigns that they used during Shark Week called out the fact that while sharks attack only 16 people per year, more than 130,000 people each year are diagnosed with colon cancer!

Even words such as “disabled” or “disability” or “disease” can cause confusion and concern. These are broad phrases that can be applied to virtually any illness. Be specific in the messages, audiences, and treatments. After all, even nonprofits have competitors.

What causes motivate you?

Group Activities and Discussion Questions:

  1. Divide students into teams.
  2. Have each team select a different nonprofit organization to examine.
  3. Review and revise the message and vision of the nonprofit.
  4. Develop a marketing program for it that is creative and catchy.
  5. Have students vote on the most effective campaign.
  6. How should it be deployed?

Source:  New York Times

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Robots and Us

“May you live in interesting times.” Is it a Chinese curse, or a promise for the future? No matter which it is, we are certainly living in interesting times as technology progresses into robotics and artificial intelligence (or intelligence augmentation).

Today, there are robots in the warehouse, manufacturing plant, retail stores, health care, and more. Cars are now capable of autonomous driving. Digital assistants open doors, set temperatures, monitor security, and answer our daily queries for information. Drones deliver packages and pizzas. The smartphones in our pockets have greater computing capabilities than was ever dreamed of. What was once deemed science fiction, is now today’s reality.

Where did this all start, and more importantly, where is it going? Will robotics give us faster and safer solutions to humanities problems, or will it lead to a jobless future?

What’s your opinion?

Group Activities and Discussion Questions:

  1. This is a different type of post. Instead of having students develop marketing solutions or new products, use this topic to generate critical thinking by students.
  2. There is a series of videos by Wired that discuss robots and technology: https://www.youtube.com/playlist?list=PLibNZv5Zd0dxEjUuwSuvNkAPmc_J4we6M
  3. Show any/all of the videos to generate class discussion about future technologies.
  4. Divide students into teams. Have each team view a video and summarize it for the class.
  5. What are the business and marketing implications from the video and discussion?

Source:  Wired   

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Changing Cigarette Packaging

Does packaging make a difference? With the recent change in European regulations for cigarette packaging, the tobacco companies hope that packaging doesn’t matter, while consumer health advocates hope it does make a difference.

The change in Europe is new EU legislation that determines how tobacco products are manufactured, produced, and sold across Europe. The revised rules, named the Tobacco Products Directive, ban flavored cigarettes as well as describe standardized packaging of tobacco products to minimize the impact of brand images, logos, colors, and names. The result is a standard package with sickly colors, standardized font and text, and very unattractive images of how smoking impacts consumers’ health.

Since packaging is part of marketing and advertising, the new regulations remove brand features and increase the size and type of health warnings. It is hoped that the new packaging will reduce the attractiveness of smoking, particularly to young people.

Will the new packaging matter?

Group Activities and Discussion Questions:

  1. Poll students: Who smokes, how much, when did they start?
  2. Discuss the role of packaging in branding and advertising.
  3. View the EU Tobacco Products Directive Web site: https://ec.europa.eu/health/tobacco/products_en
  4. View video about the directive: https://youtu.be/UPNwVsj1bCw
  5. Discuss the new packaging with students. How might it impact consumer behavior? Would the new package change any of their habits?

Source:  Brandchannel.com


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