October 24, 2025

Marketing Strategy for Good

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 8 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 8 and 9, 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.

To prepare for this Assignment:

Return to the Module 3 Assignment Template you utilized in Weeks 8 and 9. With the research and readings from Weeks 8–10 in mind, incorporate any feedback, as needed, into your report as you complete Part 3.

Submit your completed design document, including the addition of Part 3, as follows:

Part 3: Marketing Strategy Execution for Change (Approximately 4 pages)

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.

Marketing for Competitiveness

Week 10 Learning Resources

Market Segmentation

Identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections is a critical marketing strategy. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Through these resources, you will consider market segmentation and subgroups.

· Erhart, A. (2019, October 29). How to identify target market: Target market examples Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=LeIePgFDAQI

· Hurree. (2020, March 25). Introducing niche and micro-market targeting Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=8ylNtv4Y6Xc

· Square. (2021, February 12). How to define your target audience: Digital marketing for small business [class 2] Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=CoBc9tNtVDQ

· Thomas, S. R. (2020, June 23). 4 types of market segmentation with real-world examplesLinks to an external site. . Yieldify . https://www.yieldify.com/blog/types-of-market-segmentation/

Diversity and Inclusion in Marketing

Note: The following resources on diversity and inclusion in marketing were provided in Week 9. Review them as needed to complete this week’s assigned activities.

· The Business Professor. (2021, February 9). Cultural factors impact marketing Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q

· Gynn, A. (2020, June 5). How to do diverse and inclusive content marketing that matters Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/

· Lumen Learning. (n.d.). Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/

· sociallink. (2020, September 19). Diversity and inclusion in marketing Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency

· Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/

Marketing for Social Change

The chief errand of “social marketing” is to use traditional marketing tactics and approaches to improve the lives of others and the environment in which they live and operate (often through behavioral change). For example, you may have encountered anti-smoking campaigns or marketing campaigns encouraging people not to litter or pollute the environment. Although this type of marketing is focused on “the good” and typically results in positive outcomes for a company, there can always be a downside, and marketers need to consider any risks involved with launching a campaign focused on a social cause. Through these resources, you will explore how marketing can be used for good.

· Adhikary, P. (2019, September 3). Marketing for good: Tugging at the head and the heart Links to an external site. . Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/03/marketing-for-good-tugging-at-the-head-and-the-heart/?sh=6bd571b55c53

· Carmichael, K. (2020, July 1). 10 cause-related marketing campaign examples that inspire usLinks to an external site. . HubSpot . https://blog.hubspot.com/agency/5-tips-to-boost-your-next-cause-marketing-campaigns-reach

· Goodwill, B. (2020, January 8). Cause marketing pros & consLinks to an external site. . Broadcast Café Newsletter . https://www.psaresearch.com/cause-marketing-pros-cons/

· Rodriguez Vilá, O., & Bharadwaj, S. (2017, September 1). Competing on social purpose . Harvard Business Review , 95 (5), 94–101.

· SproutSocial. (n.d.). #BrandsGetReal: Brands creating change in the conscious consumer eraLinks to an external site. . Sprout Blog . https://sproutsocial.com/insights/data/brands-creating-change/

Prepared by: Lakenya Campbell

Date: October 19th, 2-25

Walden University

MBAX 6060: Marketing for Competitiveness

Part 1: Laying the Foundation for Persuasive Marketing Tactics

In today's competitive and socially conscious market, companies must sell their products successfully and link their marketing tactics with socially conscious principles. By ethically influencing customer behavior and promoting societal change, persuasive marketing helps achieve this dual goal. According to Week 8 learning resources, persuasion works best when it uses credibility, logic, and emotion to inspire rather than manipulate (Lyon, 2020; Pietrzak, 2019). This project creates a persuasive diversity and inclusion marketing strategy for a real-world firm. This campaign shows how marketing can assist society and business by using persuasive communication and digital marketing. These sections explore Starbucks Corporation's mission, social goals, and strategic approach to establish an inclusive social media campaign that supports its goals.

Selected Organization: Starbucks Corporation

Starbucks is known worldwide for its specialty coffee, beverages, and customer service. Starbucks was founded in Seattle, Washington, in 1971 to “inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.” Through ethical sourcing and social effect, the organization seeks sustainability, inclusion, and community connection. Starbucks serves a diversified customer base that values quality, convenience, and social responsibility at over 38,000 locations.

Young professionals, socially conscious consumers, and ethical brand advocates are the company's main clients. Starbucks' mobile app, rewards program, and social media participation make it well-positioned to launch a persuasive social good marketing campaign.

Positive Social Change Goal: Promoting Diversity and Inclusion

Starbucks is known for its progressive social principles, but current social issues require constant fairness and inclusion investments. The proposed #BrewTogether social marketing campaign promotes community diversity, inclusiveness, and understanding. Starbucks will share true stories of inclusion and belonging from different employees and customers in the campaign.

The program supports the company's objective to “nurture the human spirit” and promote worldwide harmony and acceptance. Starbucks strengthens its ethical commitments and promotes workplace equity and cultural diversity by integrating brand storytelling to societal principles.

Business Opportunities and Campaign Goals

The #BrewTogether campaign aims to boost Starbucks' social responsibility and inclusivity and increase customer emotional engagement and loyalty. Studies suggest that customers expect firms to address social concerns seriously, and authenticity can build brand loyalty (Schillewaert, 2021).

Business-wise, the campaign boosts brand uniqueness, internet engagement, and PR. Persuasion involves empathy and proof, which Grant (2021) says generate credibility and trust. Celebrating actual inclusion stories on social media helps Starbucks humanize its brand and establish neighborhood ties while promoting its mission-driven marketing approach.

Persuasive Marketing Tactics

#BrewTogether will use emotional narrative and ethical influence to persuade. Starbucks will use reciprocity, social proof, and authenticity across digital platforms using Cialdini's persuasion principles (Frazier, 2020).

1. Digital Storytelling: Starbucks staff and customers will share their inclusion stories in short films and posts. Communication specialist Alex Lyon (2020) says good persuasion combines reasoning and emotion to connect. Stories highlight how Starbucks practices inclusivity daily and evoke empathy.

2. Influencer Partnerships: Collaborations with different TikTok, Instagram, and LinkedIn micro-influencers will reach more people. Schillewaert (2021) says that social proof and relevant voices demonstrate authentic support rather than corporate promotion, boosting credibility and persuasion.

3. Interactive Engagement: Starbucks will promote user-generated content with weekly challenges like "Inclusion Fridays," when people celebrate diversity in their areas. Starbucks rewards participants with loyalty points and features top stories on official platforms using reciprocity (Tracy, 2015).

4. Strategic Communication: Transparent, value-aligned communication makes persuasion ethical, according to Pietrzak (2019). Inclusivity will be promoted as a universal advantage rather than a buzzword.

SWOT Analysis

Strengths

Starbucks' global image, digital presence, and successful social initiatives underpin the ad. The company's digital customer interaction spreads messages and encourages participation.

Weaknesses

Racist acts may make people skeptical of inclusion programs. Starbucks must be honest and transparent in its storytelling to overcome this. Internal weaknesses include campaign fatigue and budgetary limits.

Opportunities

Digital marketing lets firms efficiently target specific demographics and personalize engagement, according to Erhart (2019). This can help Starbucks connect various communities, partner with advocacy groups, and lead corporate responsibility. Market potential exists for real, socially conscious brands due to rising consumer demand.

Threats:

Unmanaged backlash or performative activism could damage brand confidence. Competitor brands may copy strategies, limiting campaign originality. Social media misinformation and misinterpretation of campaign messages also jeopardize reputation.

Conclusion

Starbucks remains committed to inclusion and community connection through #BrewTogether. The campaign uses storytelling, reciprocity, and authenticity to encourage meaningful action and brand loyalty through ethical marketing. Emotional, transparent persuasion builds trust and influence. This project promotes Starbucks as a market leader and a social change catalyst, showing how competitive marketing can drive company success and social advancement.

References

Erhart, A. (2019, August 1). What is digital marketing? And how does it work? [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8

Frasier, R. (2020, January 30). Persuasive techniques to use in marketing with Robert Cialdini. [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU

Grant, A. (2021, March 1). Persuading the unpersuadable. Harvard Business Review, 99(2), 131–135.

Lyon, A. (2020, August 25). What is persuasion? [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s

Pietrzak, L. (2019, October 26). It’s not manipulation, it’s strategic communication. [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication

Schillewaert, N. (2021, February 17). 6 principles of persuasive marketing: How to influence people. InSites Consulting. https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/

Tracy, B. (2015, January 29). Using the law of reciprocity and other persuasion techniques correctly. [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g

Prepared by: Lakenya Campbell

Date: October 26th, 2025

Walden University

MBAX 6060: Marketing for Competitiveness

Part 2: Marketing With the Customer in Mind

External Stakeholders and Influencers

Starbucks' diversity and inclusion is being promoted by external stakeholders, who are important for the #BrewTogether campaign. Instagram, TikTok, and YouTube video makers engaging around diversity, equity, and inclusion are major influencers. Influencer marketing is successful when companies partner with influencers whose values fit their brand and whose followers match the target market. True interaction can only occur when followers do not just see the influencer as a marketer (Haenlein et al., 2020). LGBTQ+ centers, racial justice groups, and disability advocacy networks lend credibility and grassroots links. Starbucks employees share their honest experiences of inclusivity that are more powerful than the firm’s messages. (Schillewaert, 2020). Media focusing on social justice and corporate responsibility can validate the campaign and help it go viral beyond social media.

Potential New Customer Base

Starbucks can target varied demographics to grow its brands that openly support social causes, attract the Generation Z (18-27 years) age group (TEDx, 2019). Millennials aged 28 to 38 and professionals aged 28 to 43 who identify as Black, Latinx, Asian American, Native American, and multiracial respond to brand messaging that represents them. LGBTQ+ people embrace all year-round inclusion from companies. Disabled people do not get enough representation; thus, the campaign will focus on. Markets are growing in large cities with varied cultural origins of first-generation and second-generation migrants. Positive messaging will attract both ethical consumers and corporate social responsibility consumers. Moorman and McCarthy (2021) found that consumers post-pandemic make brand evaluations based on social effect and values congruence.

Prioritized Consumer Needs

To communicate effectively with consumers through social media, one must understand their perspective. Customers want real commitment towards diversity, not fake activism, with honest stories and visible action taking place to support inclusion (Gynn, 2020). Another perspective customers have is that they want to see people like them and see their experiences across color, ethnicity, age, gender identity, sexual orientation, and handicap (Zalis, 2019). We must learn to accept uncommon cultures and never stereotype them (Lumen Learning, n.d.). Finally, brands that create welcoming environments support consumers in building a connection. (Brand Master Academy, 2020). Fifth, customers value high-quality products and good experiences because social values support the primary value proposition. Customer participation is more valued than mere passive reception of messages. (12 words) (James 2020).

Influencing Customer Behavior and Promoting Buy-In

Considerations for Influencing Behavior

Strategic persuasive marketing while keeping ethics is needed to change customer behavior. The campaign must use emotive storytelling to link diversity and inclusion to universal human sensations of belonging and community (HubSpot, 2020). Social proof is important because customers support efforts, they see others supporting. Use of user-generated content shows support and normalizes inclusive behaviour (Haenlein et al., 2020). Create shareable, visually appealing content designed for several platforms to maximize reach. According to TEDx Talks (2018), social media has transformed marketing by providing two-way discussions between brands and consumers that require genuine listening and responding.

Challenges in Gaining Buy-In

Getting buy-in client can be difficult. Consumers witnessed performative allyship where diversity marketing lacks organizational commitment, which creates doubt in the goals of the company (sociallink, 2020). Starbucks' previous racial bias may increase distrust. The media consumption and messaging response are different for multicultural communities, which creates more issues. It is hard to break through the cluttered social media landscape because of message fatigue and competition for attention. Customers dismiss diversity programs, calling them nothing but political agendas. Some audiences may fully interact with the content due to language and accessibility limitations.

Recommendations for Overcoming Challenges

Starbucks needs to move away from advertising messages to help boost the #BrewTogether initiative and work on authentic collaborations and long-term community involvement. Choose influencers and advocacy groups for a range of backgrounds in advocacy. Starbucks should give these partners creative freedom to tell their stories around inclusion. Haenlein et al. (2020) give a solid reason here: influencer trust comes from real stories. Starbucks ought to coach and encourage workers to be brand ambassadors and share experiences. Firsthand accounts humanize the brand through emotion. When brands share progress indicators, community impact reports, and diversity targets, they prove accountability. It is also a measure to build consumer trust.

Starbucks should enhance consumer engagement and buy-in through the use of data interaction. Analytics may evaluate engagement trends through multiple channels and how it can customize messages to multiple audiences to ensure cultural appropriateness (Moorman & McCarthy, 2021). When people create content for a platform, they feel closer to it and are able to build a community with its other users. Starbucks could combine messages about inclusiveness with content that shows actual behaviours, such as helping a minority-owned coffee supplier or improving accessibility to its shops. By communicating proactively and getting feedback from consumers, backlash will be reduced and brand perception will be sustained, positioning Starbucks as a corporate inclusion leader.

References

Brand Master Academy. (2020, February 21). Nail your brand messaging strategy with these 6 principles [Video]. YouTube. https://www.youtube.com/watch?v=wZapji2x7QE

Gynn, A. (2020, June 5). How to do diverse and inclusive content marketing that matters. Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166

HubSpot. (2020, April 13). How to advertise on the top social media platforms [Video]. YouTube. https://www.youtube.com/watch?v=VNMIb-wOA_A

James, L. (2020, September 11). How to develop a social media strategy step by step [Video]. YouTube. https://www.youtube.com/watch?v=PKUn7wU5sIc

Lumen Learning. (n.d.). Reading: Cultural factors shaping the global marketing environment. In Principles of marketing. https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/

Moorman, C., & McCarthy, T. (2021, January 19). CMOs: Adapt your social media strategy for a post-pandemic world. Harvard Business Review Digital Articles, 2–5.

Schillewaert, N. (2020, July 7). Brand religions: The 3 beliefs of the influencer religion. InSites Consulting. https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/

sociallink. (2020, September 19). Diversity and inclusion in marketing. https://www.sociallink.com/blog/diversity-inclusion-marketing-agency

TEDx. (2019, March 18). How influencers have transformed modern marketing | Rachel David | TEDx Vancouver [Video]. YouTube. https://www.youtube.com/watch?v=gbbEXnRG9d8

TEDx Talks. (2018, October 30). How social media is changing the face of marketing | Teresa Heath-Wareing | TEDxTelford [Video]. YouTube. https://www.youtube.com/watch?v=ekPGf3QeBlE

Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research. Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/

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

MBAX 6060: Marketing for Competitiveness

Part 1: Laying the Foundation for Persuasive Marketing Tactics

Replace this text with introductory information. Add or remove headings as necessary.

[Heading]