SOCIAL MARKETING Workshop - China
Wuhan & ZhuQiao, China 2017
MID-CAMPAIGN REVIEW, In-person:
lectures, Presentations, activities, Evaluation
I was an instructor and technical consultant for a six-day, hands-on social marketing boot camp for Rare’s partners in organic agriculture development in Zhuqiao, China. For most of 2016 I worked with the Rare China team to develop a social impact marketing campaign aimed at cotton farmers in southwest China.
I helped the team determine target audiences, develop the research plan, plan and run focus groups, and create a data mapping tool for marketing strategy. In the workshop, Rare Vice President Paul Butler, myself and the China Team worked with our partners to analyze data, create the marketing strategy for the campaigns, and produce materials.
In addition to the marketing strategy, I taught three courses: Analyzing Data from In-Depth Interviews, Marketing Mix (Positioning), and Marketing Materials.
An example of the marketing material produced during the workshop. Click to enlarge.
The image gallery above is the report I produced for the C-suite and Rare staff, click the left and right arrows on the side to advance pages.
The image gallery below are my slides from the Analyzing Data lesson, click the left and right arrows on the side to advance pages.
