Corporate

Social Marketing

Venture Planning Partners is committed to Corporate Social Marketing [CSM] as a fundamental aspect of our services.

The marketing area of CSM has received a lot of attention since the mid 1990s. Many large corporations now recognize the tremendous opportunity of CSM to build brand equity and share of market. CSM goes beyond charitable giving to a social “cause” [cause marketing] or corporate social responsibility [the corporation being a “good” community citizen] and embraces purposefull targeted strategic community giving as a key marketing tool to positively and materialy impact the corporate bottom line.

CSM is all about business actively seeking out and partnering with public sector organizations, such as Social Marketing NGOs, to bring about real behavioural change and improvements in quality of life of target market populations.

Here is a link to download a very good article on CSM by Philip Kotler and Nancy Lee which was published in the March 2004 issue of the Stanford Social Innovation Review, called "Best in Breed”. To download an Acrobat PDF copy of the article,

just click on this icon: and you will go to the Stanford page on the article. It is a quick 4-5 minute read. Click on the "Back" button at the top of your browser to return to this page. For those of you who may not know, Philip Kotler is one of the great teaching icons of marketing in North America and is internationally renowned. Hopefully you will see the power of this concept to build social and economic development, increase social inclusion and at the same time provide your company the opportunity for increased brand awarenss, revenue and profits.

To view open and view this Adobe PDF file document you will need Adobe Reader.  If you do not have Adobe Reader you can downloaded it from their web site. It is free. Just click on the Adobe icon below to open the Adobe web page where you can then access the downloading routine.

Venture Planning Partners is also now working on leading the development and implementation of an exciting new research project on the Role of Business in Social and Economic Development and Social Inclusion. The research project is being funded and sponsored by:

The research project will consolated a large body of information on the lessons learned, business cases, models and best practices that are “in the market” here in Atlantic Canada as well as in North America and the EU.

If you would like to know more about the background to this research project just double click on the following icon for a PDF summary of the research proposal:

OR, to learn more about this project and how this may offer your company an opportunty to both benefit your organization and make a real difference in your community at the same time, just click on the link below to go to the web site for this research project: