This is a powerhouse one-day workshop for marketing professionals who want to amplify sales leads and new customer conversions with more purposeful marketing communications and an integration of sustainable values into your brand image. As part of the Green Marketing 4Ps, you will learn how to tell brand stories in a way that stick: the PURPOSE story, the VALUE story, and the CUSTOMER story - each aligned to one of the stages of the marketing conversion funnel.

• ATTENTION - the PURPOSE Story: Bringing to life the reason why this business exists beyond delivering products or services, staying profitable, and providing employment opportunities. What was the reason the founder(s) started this company in the first place? While a brand promise communicates the key difference your business wants its customers to perceive, brand purpose embodies the WHY behind the difference existing - the WHAT problem the original company set out to solve? 

• ENGAGEMENT - the VALUE story: This section is about leveraging purpose to optimise lead generation and engagement. Connecting your purpose to a tangible value (including but not limited to economic value) and the benefits of your product or service, in a narrative that compels people to engage with your brand/business. This isn’t necessarily about moral persuasion or focusing on the greater good, but rather the reality of what you do uniquely well to support that purpose, and that which is worth exploring further.

• EVALUATION - the CUSTOMER Story: Putting social and external validations into stories that prove you are more than just talk, and deliver what you say you will?

Using these three stories across your marketing communications can breathe life into your product and foster stronger emotional connections to your brand. Without storytelling, it’s extremely difficult to influence audiences and create such connections.

With these skills, marketers are better equipped to optimise social media messaging, develop campaigns, and brief creative agencies on brand design, promotional materials and advertising for B2C or B2B.

You will learn how to phase eco or ethical benefits and claims, and any subsequent accreditations that these may come with. We’re show you how to avoid making vague and broad claims, unclear statements around recyclability, and generalised accreditations.

This workshop will help marketers rethink and refine how to do advertising and marketing communications that cut through the noise, have a real impact on business sales AND leverage purpose to make stronger customer connections.

Our workshop facilitation style is creative and participative, where attendees work through each stage using their own brands as live case studies.

$895 + GST per attendee for mixed workshops.

Who should attend?

• Marketing Managers and Marketing Directors who want to better optimise the effectiveness of brand communications, and enhance your briefing skills to get even more out of your creative agencies and marketing partners.

• Business owners of start-ups

• Marketing Managers and Marketing Directors of NGOs and charities