MARKETING STRATEGY FOR GOOD—PART 3
For this Assignment, you will continue to take on the role of a marketing professional to develop a persuasive marketing strategy for good. Your goal is to help society while being cognizant of the organization’s mission and goals. Your task is to continue designing a social media/social marketing campaign for your organization that would promote diversity and inclusion and could help benefit the company. Your decisions must align with the company’s mission and goals. You will continue using the same company you selected in Week 6 for this week’s Assignment.
With those thoughts in mind, continue constructing your marketing campaign design document with the following sections, being sure to incorporate appropriate examples, where applicable, as well as citations for relevant academic sources from the classroom, the Walden Library, and/or other appropriate scholarly sources to support your work.
Note: In Weeks 6 and 7, you submitted Parts 1 and 2. This week, you will incorporate any revisions to those two parts and will develop and submit your final document that includes Part 3.
RESOURCES

Be sure to review the Learning Resources before completing this activity.
Click the weekly resources link to access the resources. 
WEEKLY RESOURCES
To prepare for this Assignment:
Return to the Module 3 Assignment Template you utilized in Weeks 6 and 7. With the research and readings from Weeks 6–8 in mind, incorporate any feedback, as needed, into your report as you complete Part 3. 
BY DAY 7
PART 3: MARKETING STRATEGY EXECUTION FOR CHANGE
Based on the identified needs of the target market, sub-groups, and any additional stakeholders, brainstorm a minimum of four ideas for the marketing campaign. Remember that the point of brainstorming is to generate new and creative ideas. Do not spend your time evaluating the ideas or determining their feasibility in terms of costs, resources, time constraints, etc. You will do that next. Simply record the results of your brainstorming session as a section of your design document.
After generating your list of ideas, identify the one you feel is most appropriate for the organization given its positive social change goal. Then do the following:
Briefly summarize the main messaging and steps for execution of your proposed social-change-focused marketing campaign.
Summarize what steps the organization can take to increase the chances of smooth execution of the proposed marketing campaign, including strategic considerations related to the following:

Resources (time, money, personnel, acquisition of materials, technologies, etc.)

Implications for the different stakeholders (i.e., consider multiple perspectives)
Possible risks requiring mitigation (i.e., might there be any potentially negative impact of the organization engaging in this marketing strategy for good?)
Finally, to conclude your campaign design document, synthesize how this marketing campaign will promote diversity and inclusion while influencing positive social change, and provide specific details to support your thoughts.
As part of your synthesis, provide a compelling and persuasive summary of why this campaign is important for the company’s brand/reputation and how the company will benefit from it.
Module 2 Assignment:
Marketing Strategy for Good
Prepared by: Annet Castillo
Date: 04/21/2024
Walden University
WMBA 6060: Marketing for Competitiveness
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Part 1: Laying the Foundation for Persuasive Marketing Tactics
A Marketing Strategy for Acme Group
Marketing has lasting effects on how people think and act, which makes it a powerful
tool for creating a positive social impact. This is especially true in environmental sustainability,
where protecting the future of the world depends on making people and different organizations
more aware and motivating them to act. The goal of this marketing campaign is to help Acme
Group reach more businesses and encourage them to use sustainable business practices. The
marketing will achieve this by highlighting Acme’s wide range of services. Quite importantly,
the plan will ensure diversity and inclusion are considered across all operations. Through
inclusive influencer marketing, user-generated content highlighting sustainable transformations,
partnerships for co-created educational materials, and targeted paid ads, the campaign strives to
inspire companies across industries to embrace environmentally conscious operations.
Overview of Acme Group
As a leader in the corporate sustainability movement, Acme offers consultancy services
to diverse institutions. Acme has the mission to make it easier for businesses from all industries
to reduce their carbon emissions. This group assists companies in becoming more
environmentally friendly by providing various services. They do in-depth audits to find where to
improve, training programs to teach workers, and strategic planning for enforcing the practices
that save energy, reduce waste, start recycling programs, and use sustainable materials (ACME,
2024). Acme’s primary customers are medium sized to big businesses in the technology, retail,
and manufacturing industries that want to be better environmental stewards. The company works
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closely with operations management and sustainability teams to make sure that their solutions fit
perfectly into the core of each client’s business plan.
Positive Social Change Outcome/Goal
This marketing effort is driven by the positive social change that will happen when more
organizations become aware of and quickly adopt sustainable business practices. The marketing
goal is to spur collective efforts towards lessening the damage that people due to the world by
getting more businesses to run in an environmentally friendly way. This aligns with the primary
objective of Acme Sustainability Solutions, which is to encourage practices of environmental
friendliness and sustainability that leave smaller carbon footprints (ACME, 2024). The
discussions on corporate social responsibility and eco-friendly projects are gaining momentum;
however, many sectors have not implemented sustainability measures yet. Acme has such an
opportunity to change the world for the better by providing business organizations with the
necessary information, tools, and motivation to realize sustainable solutions.
Business Opportunities and Goals
This inclusive marketing campaign gives Acme many chances, including getting more
customers from new groups, establishing itself as an expert on environmentally friendly
practices, and generating a steady flow of qualified leads. Acme can improve its standing and
strengthen its marketplace as a leader in sustainability by using authentic messages that connect
with a wide range of people. The main goals are to make more people aware of how critical eco-
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friendly operations are, to encourage companies to make sustainable changes, and to eventually
make more money by getting a lot of new customers through persuasive campaign strategies.
Persuasive Marketing Tactics
Acme will use a strategic mix of persuasion techniques to carry out this inclusive
sustainability marketing strategy. To increase representation and resonance, influencer marketing
will be used in conjunction with a variety of sustainability supporters from underrepresented
groups (Berne-Manero & Marzo-Navarro, 2020). User-generated content will be carefully
chosen to show powerful “before and after” examples of businesses that have changed their ways
of doing things by using Acme’s solutions to make them more sustainable (Müller & Christandl,
2019). Working with reputable community and nonprofit groups to make teaching graphics,
videos, webinars, and other content will increase credibility and make them more available for
more people to access. Lastly, paid social media ads that use interest- and demographic-based
targeting will let different groups of people with different views and motivations get specific
messages and calls to action (Breves & Liebers, 2022). This multifaceted method aims to get
people to understand, act, and buy by using messages that hit home.
SWOT Analysis
Internal Strengths and Weaknesses
In-house strengths include a deep knowledge of sustainability solutions, a history of
helping businesses lower their environmental impact, and a passionate, eco-friendly team and
leadership (ACME, 2024). Some internal weaknesses include having a small team that does not
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have a lot of time to spend on marketing, still building brand recognition in some areas or
industries, and being seen as a more expensive choice by some potential clients.
External Opportunities and Threats
External possibilities include the growing need for sustainability from consumers,
investors, and governments, the chance to reach underserved audiences as the first to do so, and
the chance to stand out by highlighting different points of view and representation. Outside
threats include more prominent management consulting firms getting into the sustainability field,
greenwashing, and lack of trust if messages are not real and include everyone, and economic
factors that might make it hard for possible clients to spend money on sustainability.
To sum up, Acme’s effort to be inclusive on social media is a great way to initiate
positive environmental change while also meeting essential business goals. Acme can get more
qualified leads, raise awareness, and establish itself as a thought leader by pushing sustainable
practices in creative ways that appeal to a wide range of audiences. This campaign lets Acme
have an enormous effect by building on their strengths, minimizing their weaknesses, and taking
advantage of opportunities. Authentic and welcoming messages will encourage businesses to
adopt green solutions that protect the earth. Acme is ready to make a real difference that makes
the world and people better.
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Part 2: Marketing With the Customer in Mind
External Stakeholders (Influencers)
Effective market campaigns align with an organization’s mission and vision considering
both the potential customer base as well as the external investors. When creating marketing
campaigns, Key external stakeholders whose needs must considered include industry leaders,
diversity and inclusion advocates, and well as sustainability advocates. Given the Acme group’s
determination to promote sustainability, partnerships with influential figures and organizations
within the industry will increase the company’s customer base and boost its credibility.
Moreover, Edwards (2019) indicates that Partnerships can also help companies grow into new
markets, reach a wider audience, and obtain a competitive advantage in a crowded market.
Additionally, the message and credibility of the campaign can be strengthened by interacting
with people who are well-known for supporting environmental issues and sustainability. These
influencers include bloggers, environmental activists, and groups interested in promoting
sustainability, ensuring that the campaign is well-received by a variety of audiences.
Potential New Customer Base
To ensure the success of a marketing campaign while expanding the customer base,
Acme Group must include new sub-groups to reflect diversity and inclusion. This customer base
comprising of Small and Medium Sized Enterprises (SMEs), emerging markets, minority-owned
businesses, and non-profit organizations is essential. While Acme’s marketing campaign
primarily targets medium to large businesses, reaching out to SMEs can broaden the customer
base and promote inclusivity. There is a diverse demographics and industries represented by
SMEs including minority-owned businesses, women-led enterprises, and startups. Focusing on
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minority-owned businesses, such as those owned by racial or ethnic minorities, can support
diversity and inclusion efforts. Acme Group’s sustainability consultancy services can help these
businesses to enhance their environmental practices given the unique challenges they face.
Moreover, exploring emerging markets in regions with diverse cultural backgrounds and
demographic profiles can open new opportunities for business growth. By targeting these
markets, the campaign can embrace diversity and cater to the specific needs and preferences of
different consumer segments. Partnering with non-profit organizations working on social and
environmental causes can not only expand the customer base but also promote social impact and
community engagement. Non-profits often have diverse stakeholders and supporters, making
them valuable allies in promoting sustainability and inclusion. Identifying these potential new
customer bases with a focus on diversity and inclusion, the marketing campaign can effectively
promote Acme Group’s mission while driving positive social change and business growth.
Prioritized List of Consumer Needs for Social Media Messaging
Consumer needs must form the basis of any successful social media messaging. These
consumer needs are established based on the company’s mission and the identified customer
base. I believe that prioritizing consumer needs includes providing practical solutions, education,
awareness, customization, trust, and credibility as well as community impact. Businesses require
practical and actionable solutions to implement sustainable practices effectively. Therefore,
messaging should emphasize the tangible benefits and cost savings associated with Acme
Group’s consultancy services. According to Chen and Madni (2023), many businesses lack
knowledge about sustainable practices and their benefits necessitating clear and accessible
information through social media messaging. Nevertheless, recognizing that different businesses
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have unique needs and constraints, messaging should highlight Acme’s ability to tailor solutions
to fit each client’s specific circumstances. Additionally, messaging should emphasize Acme’s
expertise, track record, and commitment to transparency and accountability to create trust and
accountability. It should highlight the positive impacts of the business’ sustainability effort on the
environment and community demonstrating its commitment to social and environmental
responsibility.
Considerations for Influencing Customer Behavior and Promoting Buy-In
Campaigns addressing value proposition, social proof, incentives, and behavioral nudges
effectively influence consumer behavior and promote buy-in. Therefore, these campaigns must
communicate the value proposition of Acme Group’s services and emphasize both the
environmental and financial benefits of sustainability initiatives. Lakho et al. (2023) highlight the
profound impact of sharing success stories and customer testimonials, demonstrating the
effectiveness of their solutions and building credibility. Furthermore, Acme group should offer
incentives for businesses that adopt sustainable practices, such as discounts on consultancy
services, effectively encouraging other businesses to commit towards sustainability.
Challenges in Gaining Buy-In
Acme group experiences major setbacks due to skepticism from businesses that are
resistant to shift towards sustainability, hindering their willingness to adopt new practices.
Nonetheless, other businesses that may be willing to adopt this initiative, especially SMEs, face
budget constraints deterring them from investing. Alayon et al. (2022) indicates the heightened
lack of awareness among businesses on the significance of sustainability for their operations,
further complicating efforts to promote adoption. Cultural differences and varying levels of
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environmental awareness across different demographics can also present challenges in
effectively communicating the campaign message to diverse audiences, creating cultural barriers
to engagement, and understanding.
Recommendations to Gain Customer Buy-In
Acme Group should use a multifaceted strategy in its marketing plan to offer diversity and
sustainability through inclusion.
•
They should develop messages that would engage different customers by addressing their
distinct concerns and incentives to garner more attention and impact.
•
The organization should provide educational materials and capacity-building training for
the customers to increase their knowledge and equip them with the relevant techniques
for sustainable living practices.
•
Developing a relationship with industry associations, non-profits, and government
agencies will reinforce the campaign mission and increase its focus.
•
Creating consumer engagement forums will enable Acme Group to meet consumer
concerns, collect feedback, and establish trust with clients.
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References
ACME. (2024). Global Energy Transition – Trillion Dollar Opportunity. ACME Group.
https://www.acme.in
Alayón, C. L., Säfsten, K., & Johansson, G. (2022a). Barriers and enablers for the adoption of
sustainable manufacturing by manufacturing SMEs. Sustainability, 14(4), 2364.
https://doi.org/10.3390/su14042364
Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship
marketing serve corporate sustainability. Sustainability, 12(11), 4392.
Breves, P., & Liebers, N. (2022). # Greenfluencing. The impact of parasocial relationships with
social media influencers on advertising effectiveness and followers’ pro-environmental
intentions. Environmental Communication, 16(6), 773-787.
Chen, B., & Madni, G. R. (2023). Achievement of Sustainable Environment through
Effectiveness of social media in Z generation of China. PloS one, 18(11), e0292403.
https://doi.org/10.1371/journal.pone.0292403
Edwards, R. A. (2019). How organizations and their brands leverage marketing partnerships to
enhance their success: The guidelines to navigating both reaffirming and repositioning
strategic partnerships. CMC Senior Theses, 2042. Retrieved from
https://scholarship.claremont.edu/cmc_theses/2042
Lakho, A., Rauf, S., Khan, J., & Saleem, S. (2023). The role of online customer testimonials in
brand trust: Utilization of the expectancy-disconfirmation model. Journal of Positive
School Psychology, 7(6), 1-18. Retrieved from http://journalppw.com
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Müller, J., & Christandl, F. (2019). Content is king–But who is the king of kings? The effect of
content marketing, sponsored content & user-generated content on brand
responses. Computers in Human Behavior, 96, 46-55.
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Module 2 Assignment:
Marketing Strategy for Good
Prepared by: Replace this text with your name.
Date: Replace this text with the submission date.
Walden University
WMBA 6060: Marketing for Competitiveness
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Part 1: Laying the Foundation for Persuasive Marketing
Tactics
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Part 2: Marketing With the Customer in Mind
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Part 3: Marketing Strategy Execution for Change
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References
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formatting your reference list, please visit the following site:
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Include appropriately formatted references to support your Assignment. Refer to the
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