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MARKETING FOR
CHANGE SHADOW DAY REPORT
lily gardner

CONTENTS
PRESUMPTIONS
Less Design, More Strategy
PRESUMPTIONS
Seeing as Marketing for Change focuses on
REGARDING THE
redirecting mindsets and campaigning for
COMPANY
good, I initially assumed that their work
would be more centered around strategizing
than design.
PROFESSIONS AND
Pro Bono Work
PEOPLE
Marketing for Change’s mission led me to
assume that they work with many
nonprofit clients. Because of my idea of
their clientele, I thought that they might do PROCESS OF ACHIEVING
some pro bono work for local people. SUCCESS
Small Agency
Another assumption I made about
Marketing for Change was that they were a
smaller agency that worked locally. This PERSONAL REFLECTION
idea was also due to what I presumed their
clients were like.
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PEOPLE
DANIELA MARIN
Daniela Marin, a journalism major in
college, is a visual storytelling specialist
for Marketing for Change. Each client is
different, but many of them require some
sort of visual aid to encourage audiences
to truly grasp their message. Marin has
filmed and executed ‘mockumentaries,’
among
P H O T Oother
B Y M Athings, toI Tmeet
RTIN R. SM H her client’s
needs. One example she gave our group
detailed a Truth campaign that showed
teenagers how they had been exploited by
big tobacco companies.

ERIN WEST
As a marketing associate, Erin West is
responsible for the logistical operations
behind campaigns done at Marketing For
Change. Though she was a journalism
major, she has been able to apply skills
such as critical thinking to her position
as a marketer. One project West is very
involved with encourages people in areas
of Texas to vote.

INTERNSHIP OPPORTUNITIES
Much to my surprise, Marketing for
Change offers intensive internships at
all three of their offices in Orlando,
Tallahassee, and Alexandria, VA. They
offer internships in various
departments based upon need.
These departments could be anything
from strategy to creative to
management. Instead of running around
grabbing coffees, Marketing for Change
gives their interns meaningful work to
complete.
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STRATEGY CREATIVITY
equals
BEHAVIOR
CHANGE

SO WHAT DOES THIS MEAN?

Behavior Change is an exchange, not a sacrifice.

The above algorithm is what guides the campaigns at Marketing for Change. The company has
employees in both creative and strategic fields, and together, they create effective and
meaningful campaigns. The behavior change model is unique, as they emphasize an exchange
between the company and the consumer rather than a sacrifice. This model allows consumers
to take an active role in how they are being persuaded, so that they may feel less deceived and
more encouraged.

Fun. Easy. Popular.

In order to encourage consumers to do as a company wishes, Marketing for Change emphasizes
three key ingredients: fun, easy, popular. Typically, a consumer will be inspired to do what a
campaign asks of them if it is fun or rewarding, efficient, or their friends and family members
are doing it as well. Each campaign is different, and they do not always comply with all three
descriptors, but achieving just one of them is the goal.

Priority Actors, Actions, and Needs

Another key component in creating effective campaigns
comes from the idea of priority actors, actions, and high impact
needs. Actors describe the ideal audience you are trying
to reach. Examples include mothers, voters etc. Actions
are what the campaign wants an audience member to difficult easy to
actually do or complete. Examples would be not drinking to reach reach
sugary drinks or going to vote. Finally, they focus on the
needs of a company or community and use that to guide
their work. low impact
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FINAL
reflection
I was having trouble being able to articulate exactly what my dream job is
until I visited Marketing for Change. I’m a strategic communications and
sport management major, but my goal is to found a firm where athletes
and sports teams can use their platforms and money for good causes.
Telling people what to do with their money is not an easy task, but
Marketing for Change’s model of behavior change is exactly how I want to
do it. This company has a very creative albeit effective approach to
marketing, and one that I believe deserves more attention on a national or
global scale. I appreciate their focus on encouragement over deception, as
sometimes it is easier to do the latter.