Change Communication & Mission-Driven Marketing
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How to Build a Strong Employer Brand for Recruitment

How to Build a Strong Employer Brand for Recruitment | Change Communication & Mission-Driven Marketing | Scoop.it
Mission-driven organizations can be surprised to suddenly find themselves struggling with employee recruitment and retention. Today, you need what is known as an employer brand to attract the talent you need to advance your mission. Let's look at why and how to build a strong employer brand.
Pat Heffernan's insight:

Nonprofits and government agencies seem to be especially hard hit by the growing labor shortage. #missiondriven

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How to make your content work harder: Atomization

How to make your content work harder: Atomization | Change Communication & Mission-Driven Marketing | Scoop.it
It takes a lot of work to create a stellar piece of content. There are no shortcuts. How can you make that stellar content work harder? Atomization is the key.
Pat Heffernan's insight:

For mission-driven organizations with limited resources, atomization is a powerful content technique.

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Forget Climate Change — There is work to be done

Forget Climate Change — There is work to be done | Change Communication & Mission-Driven Marketing | Scoop.it
When you believe in a cause, it becomes your baby, and it's hard to give up its name. Here’s why I stopped saying climate change, and what to do instead.
Pat Heffernan's insight:

The #MarchForScience on Earth Day was a reminder that words change meaning (and gather baggage). It has been a long time since so many people were motivated to act together -- and it wasn't just to "save the environment."

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Storytelling and Social Change

Storytelling and Social Change | Change Communication & Mission-Driven Marketing | Scoop.it
The stories we tell today are simply the next chapter in an overarching narrative of hope, justice, and pluralism.
Pat Heffernan's insight:

I recently went looking for this this classic for a young friend feeling discouraged by the current state of the world. Rereading it again added fuel to my daily efforts to create change through communication. May it do the same for you.

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How stories change hearts and brains

How stories change hearts and brains | Change Communication & Mission-Driven Marketing | Scoop.it
Across time and culture, stories have been agents of personal transformation – in part because they change our brains
Pat Heffernan's insight:

Good storytelling feels more and more important for change, given the overwhelming flood of disjointed, impersonal information.

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Noemi Valencia's curator insight, February 3, 2015 10:17 PM

The power of stories has been proven throughout history.

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Social Marketing: Hope for the Future?

Social Marketing: Hope for the Future? | Change Communication & Mission-Driven Marketing | Scoop.it
I want to share news of critical importance to those who care about positive, lasting change. It is signs of hope for use of the social marketing approach.
Pat Heffernan's insight:

Behavior change and social change have always been linked, just as a social marketing approach (but NOT social media marketing) and community-based change movements are.

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Frames Matter More Than Facts to Change Minds

Frames Matter More Than Facts to Change Minds | Change Communication & Mission-Driven Marketing | Scoop.it
Language shapes the way we think, and determines what we can think about. —Benjamin Lee Whorf I can no longer count on my fingers the number of times I’ve searched fruitlessly for the perfect,
Pat Heffernan's insight:

The Sunday morning talk shows reminded me yet once again of the need to be vigilant about the frames and the framing of the questions we encounter every day.

#framing

 

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Coming to America: social impact bonds finally make headway

Coming to America: social impact bonds finally make headway | Change Communication & Mission-Driven Marketing | Scoop.it
Two new US bonds aim to fund social programs and potentially make money in the process. Will they catch on, or will businesses find them too risky?
Pat Heffernan's insight:

Social impact bonds hold promise not only financially, but also as proof positive of a successful social change program.

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Reframing My Lawn (or Marketing Spin in Suburbia)

Reframing My Lawn (or Marketing Spin in Suburbia) | Change Communication & Mission-Driven Marketing | Scoop.it
I lead a hectic life—by choice, mind you. But by reframing our concept of lawn, we went from lawn slobs to environmental activists. And all it took was a sign.
Pat Heffernan's insight:

A story about a suburban lawn, social norms, and reframing that has reportedly ignited a rush on the National Wildlife Federation.

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CRED Communications Guide – Center for Research on Environmental Decisions

CRED Communications Guide – Center for Research on Environmental Decisions | Change Communication & Mission-Driven Marketing | Scoop.it
Pat Heffernan's insight:

A helpful guide to using behavior change psychology for climate change communications. [Free download.]

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The Classic Change Commitment Curve, Daryl Conner's 8 Stages | Change Thinking

The Classic Change Commitment Curve, Daryl Conner's 8 Stages  | Change Thinking | Change Communication & Mission-Driven Marketing | Scoop.it

Many imitators, one original (from the 80's.)


Daryl Conner's Change Commitment Curve has been copied in many places.  This post clarifies the orgins of this classic, and often copied, with a word tweak or two, model.


Another rendition of it is listed in this recent blog post focused on managing resistance via Daryl Conner's 1993 book:  Managing at the Speed of Change.


Daryl's research from long ago spotted consistent patterns.  His model highlights a fairly predictable path organization members must travel when managing their own anxiety around change.


This path typically moves along the timeline:

  • Uniformed Optimism (blissful ignorance)
  • Informed Pessimism (informed anguish)
  • Checking out
  • Overt (public)
  • Covert (private)
  • Hopeful Realism (coming to terms)
  • Informed Optimism (realistic support)
  • Completion




Via Deb Nystrom, REVELN
Pat Heffernan's insight:

Though this Change Commitment Curve was developed for internal organizational change, it mirrors classic social and behavioral #change stages -- Same goal, common stages, common barriers. 

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Changing Minds: Social math, stories and framing

Changing Minds: Social math, stories and framing | Change Communication & Mission-Driven Marketing | Scoop.it
Social math combines the emotional impact of stories with the power of numbers to illustrate the need for change. Examples, tips and resources.
Pat Heffernan's insight:

Social math, used wisely, is a powerful tool for #changemakers.

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New Research from MorningStar Farms, WRI Illustrates Environmental Benefits of Eating Less Meat | Sustainable Brands

New Research from MorningStar Farms, WRI Illustrates Environmental Benefits of Eating Less Meat | Sustainable Brands | Change Communication & Mission-Driven Marketing | Scoop.it
MorningStar Farms, producer of veggie burgers, sausages and other faux meat items beloved by vegetarians across the U.S., is on a mission to demonstrate to the world the environmental benefits of choosing to eat less meat. The company has launched a new LCA,and a tool called the Veg Effect CalculatorTM, with which people can easily determine how small changes in their personal food choices, over time, can create significant environmental benefits.
Pat Heffernan's insight:

Great marriage of mission and messages with meaning from MorningStar Farms.

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5 Curation Habits That Can Change Your Content Marketing

5 Curation Habits That Can Change Your Content Marketing | Change Communication & Mission-Driven Marketing | Scoop.it
I am inspired by curators—and it is a relevant idea for marketing. The business world has been increasingly turning towards curation as a way to add meaning to marketing. I often describe it as the forgotten side of content marketing. Amidst all the discussion about creating great content – who will take on the valuable role of just helping us to find the great content that already exists on the web or otherwise?

Via Guillaume Decugis
Pat Heffernan's insight:

Agreed. Curation is an under-appreciated skill, especially it seems, by marketers..

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kot's curator insight, February 19, 2015 2:46 AM

http://homengraden.xyz/

eddy woj's curator insight, February 19, 2015 5:43 AM

La curation est un excellent moyen de partager l'information, de découvrir de nouvelles idées ou concepts, et d'influencer.

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Avoid Sustainability Language Disconnect: Show Don’t Tell

Avoid Sustainability Language Disconnect: Show Don’t Tell | Change Communication & Mission-Driven Marketing | Scoop.it
Signs abound of a growing sustainability language disconnect between marketers’ communications and what consumer and business customers care about.
Pat Heffernan's insight:

Solid tips on how to avoid the disconnect between #sustainability language and your audience.

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Google: How Earned Media Impacts Search & New KPIs for #PR

Google: How Earned Media Impacts Search & New KPIs for #PR | Change Communication & Mission-Driven Marketing | Scoop.it
Business 2 Community
Google: How Earned Media Impacts Search & New KPIs for PR
Business 2 Community
In short, PR is SEO(or part of it).

Via Josepf J Haslam
Pat Heffernan's insight:

Confirmation of the value of PR from SEO land....

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How great marketers tell stories

How great marketers tell stories | Change Communication & Mission-Driven Marketing | Scoop.it

"Former P&G marketing chief Jim Stengel says that the best companies tell two types of stories to build strong and enduring brands."

 

"The Brand Ideal, or Purpose, of Louisville Slugger is "to make players great." That statement could sound like puffery, except that the stories surrounding the brand make it plain and true. This is the case for most Ideal-driven businesses. Stories make the Ideal wheel spin.

 

Much has been written about the importance of storytelling in marketing and management, but nowhere do tales have a taller order than inside the walls of Ideal-driven companies. They bring definition to the Ideal. They authenticate it and animate it. They inspire and direct its activation.  They reaffirm the course and perpetuate the narrative."

Pat Heffernan's insight:

When positive social change is the purpose, good storytelling is just as effective (and essential).

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Theories of Change: Social Marketing, Movements and Change

Theories of Change: Social Marketing, Movements and Change | Change Communication & Mission-Driven Marketing | Scoop.it
Theories of change. In the midst of a messaging session on a hot, sticky summer day, one statistic shouted rethinking my choice of change theory was necessary.
Pat Heffernan's insight:

The basics of matching actor, desired action, level of influence and theory of change in social marketing and change communication.

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BDI: Behaviour Change - Behavioural Dynamics Institute

All credit for this video goes to the Behavioural Dynamics Institute. For more information click the link below http://www.bdinstitute.org/
Pat Heffernan's insight:

Great intro to the subject of communication for behavior change, done in the engaging story animation style pioneered by the RSA.

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