For individuals and small businesses
Small Business Capability Accelerator
Goal
Help small businesses align their sustainability and marketing goals and embed sustainable marketing at the heart of their business
Attendees
Marketing and sustainability leads and/or small business leads wanting to build their skills
Structure
Three core work streams:
1. Sustainability for marketers
2. Marketing for sustainability leads
3. Shared strategy & alignment
Application
Places are limited to 7 companies, with 2 individuals attending from each. One from the marketing function and one from the sustainability function
Format
Face-to-face and virtual training, workshops and individual assignments
Dates
Rolling dates – next session 20th Feb to 3rd March
Build shared understanding, trust and commonality of purpose
We live in a greenwashing pandemic that is hampering our ability to transition to a sustainable world. Rarely intentional, greenwashing is typically due to a lack of expertise and shared understanding between marketing and sustainability teams. This accelerator is for individual marketing or sustainability professionals, or leaders of a small business who need to understand both worlds and formulate a shared strategy between them.
Program Overview
Duration – 2 days (With pre-work, approx 2hrs)
Content
- What is sustainability?
What are the challenges that we face and what are the tools and models in place to help us plan for addressing them. Introduces concepts and models including the UN Sustainable Development Goals and Doughnut Economics - The role of marketing and its impacts
- An exploration of marketing’s current poor performance on sustainability, viewed through the lens of its commercial, environmental and societal impacts
- The need for sustainable marketing transformation
The introduction of a new role for marketing, one that sees it transform to become a force for good - Introducing the Sustainable Marketing Compass
Comprehensive explanation of the Sustainable Marketing Compass (SMC), why it’s needed, its objectives and a complete detailing of each of its core steps
Duration – 1 Day (with pre-work, approx 1 hr)
Content
- What is marketing
Beyond the ads, an introduction to the scope of marketing and its strategic tool kit. Including, the 4Ps, segmentation, targeting and positioning - Marketing Strategy
SOSTAC model – situation, objectives, strategy, tactics, action and control - Marketing Activation
Understanding the marketing mix and marketing channels. Including, creative, production, paid media, PR, events, social media, websites, data-driven marketing automation - The current negative impacts of marketing
- Environmental
- Societal
- Economic
- Introducing the Sustainable Marketing Compass Comprehensive explanation of the Sustainable Marketing Compass (SMC), why it’s needed, its objectives and a complete detailing of each of its core steps.
Duration – 1 Day
Content
- Delivering Change – leadership
- Innovation
- Capability planning, maturity modelling and implementation
- Strategy building
- Team resilience and wellbeing, equipping you and your team for the journey ahead