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Stakeholder Engagement Marketing at O.N.E Coconut Water

3p Contributor | Tuesday November 29th, 2011 | 0 Comments

By Jeff Klein

In the first post in this 3-part series on Stakeholder Engagement Marketing (SEM) I proposed that marketing is misunderstood and suggested that the deeper purpose and potential of marketing are rarely recognized or embodied. I also outlined the context for SEM. In the second post in this seriesI outlined the first phase of developing a Stakeholder Engagement Marketing campaign, which focuses on Developing the Core.

In this third and final post in the series I will outline the process of designing a Stakeholder Engagement Marketing campaign, again using O.N.E. Coconut Water’s Liquid Revolution campaign as an example.

Second Phase: Design the Campaign

Step 5.  Establish campaign identity, reflecting your mission and positioning (which, by definition, connects with your stakeholders).

O.N.E. Campaign Identity

Building on and emerging from the focus on the core is the identity of the campaign, which we call the Liquid Revolution. Click on the image below to see a short video that represents the campaign and provides more information.

Step 6Develop strategies, tactics and plans, reflecting mission and positioning, addressing objectives and embodying the campaign identity.

Liquid Revolution Campaign Strategies, Tactics & Plans

The foundation of the strategies for activating a Stakeholder Engagement Marketing campaign is the Core developed in phase one, including ever-present consideration of stakeholders – how to create value for them and how to engage them, and an intention to foster integration between campaign elements and actions. Every element should address more than one objective and every objective should be addressed by more than one element or action, creating a rich texture and a strong and resilient web of activity, in which every action reinforces and leverages other actions.

Since the Liquid Revolution campaign is still in the early stages of the Design phase, I’ll let the video, related Facebook tab, and the campaign “map” below tell the story for now.

Step 7Identify and engage Allies and Ambassadors, aligned with your mission, positioning and campaign identity, and relevant to your stakeholders.

Ambassadors and Allies extend the credibility, reach and relevance of your campaign and reinforce your identity and positioning.

Liquid Revolution Ambassadors

We are building a broad and diverse group of Liquid Revolution Ambassadors to bring the campaign to life.

Step 8Engage, reflect, refine and expand.

To truly engage stakeholders requires real relationship with them, based in communication, co-creation and community-building. This requires establishing channels for feedback and dialog, and fostering the needs, wisdom and energy of various stakeholder groups to inform and contribute to the ongoing expression of the campaign.

The Bottom Line

Marketing can certainly be manipulative. And it often is. But marketing can also serve the deeper purpose of a business, create value for its stakeholders and catalyze deep collaborative relationships between a company and its stakeholders, which reflect the core, underlying interdependencies and cooperation inherent in business, and in the process, serve the greater good.

In my next post under the banner of It’s Just Good Business, I will reflect on Reflecting.

Please join me for It’s Just Good Business at the en*theos Academy and join us for conversation on our Facebook page.

Jeff Klein is CEO of Working for Good, a company that activates, produces and facilitates mission-based, Stakeholder Engagement Marketing™ campaigns and Conscious Culture development programs.

Jeff is a founding trustee of Conscious Capitalism, Inc. and authored the award-winning book, Working for Good: Making a Difference While Making a Living, to support conscious entrepreneurs, intrapreneurs, leaders and change agents at work. For more information visit workingforgood.com


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