Big Topics in Marketing: Purpose Driven Brands

October 17th, 2024

This event provided a fascinating insight into what it's like to work in marketing for purpose driven brands such as Goodwill. We had 3 incredible speakers: Angel Mason Broadus who is the president and co-founder of Puzzle Pieces Marketing, Darlene Cossio who is the Director of Marketing and Communications at Goodwill, and Megan Bosse who is the Communications and Outreach Manager at Civilian. Here's what you might've missed from the event:

Darlene Cossio with Goodwill

• Learned about Goodwill's mission and donation information

  • Hire people with disabilities, veterans, or others who may struggle to find employment

• Wants to increase donations by 10% using advertising

  • Make ads, do email marketing, and more

• Promotes sustainability through recycling and environmentally conscious practices

• Also as a a non-profit they received a grant from Google for ads

• Harness social media and influencer marketing to promote their message and donations/purchases

Megan Bosse with Civilian

• Civilian improve lives, strengthen communities, and better the world

• Benefits of cause-driven influencer campaign

  • Forge deeper connections, amplify our message, inspire action and drive change

• Important to identify the right influencers in order to maximize your impact

• Influencer marketing tools like Clear help you identify influencers that could be good for your brand

• Able to work with a mega-influencer, Megan Thee Stallion, on a campaign

Angel Mason Broadus with Puzzle Pieces Marketing

• Puzzle pieces marketing creative and colorful marketing agency specializing in nonprofits and mission driven business

• She started in a healthcare career and ended up in marketing because someone else believed in her

• They do website design, graphic design, messaging, branding, consulting, and more

• Have worked with many different clients like the San Diego Children's Discovery Museum in order to make sure they're promoting themselves effectively and authentically

Huge thank you to our outstanding speakers for such an enriching experience! Please join us at our Art of Marketing Prep Session 10/21 at 12:30 in KCBE 126 to prepare for the Art of Marketing Conference on Friday!