Impact Growth Workshop: Branding and Marketing Best Practices

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Southside Theater at The Fort Mason Center for Arts and Culture

Fort Mason

2 Marina Blvd.

San Francisco, CA 94123

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Impact Growth Workshop: Branding and Marketing Best Practices

This half-day event takes place Tuesday, October 22nd at the Fort Mason Center for Arts and Culture just before the kickoff of SOCAP19.

Led by JB Media Group, the B Corp Certified digital marketing agency that has served as SOCAP’s marketing partner since 2015, the Impact Growth Workshop will feature a variety of marketing, branding, digital advertising, and media experts with deep experience in the impact sector.

Breakout sessions will offer valuable insights and actionable takeaways on a variety of topics including impact media, branding, content marketing, content strategy, digital advertising, design, and marketing analytics.

What You’ll Learn

  • How to help launch a movement (and why it is becoming crucial for impact brands to do so)

  • How B Corps can market their impact

  • The challenges and opportunities of impact storytelling (featuring insights from top journalists covering the space)

  • Ethical marketing tactics for social impact organizations in the age of GDPR & CCPA

  • How to implement and scale impact-focused solutions

  • Marketing analytics: the realities of tracking and reporting in today’s regulatory environment

  • Impact design tips offered by graphic designers and UX experts

Confirmed Speakers and Panelists

  • Simon Mainwaring, founder and CEO of We First Branding

  • Anthea Kelsick, CMO of B Lab

  • Kirsten Saenz Tobey, Revolution Foods

  • Hana Kajimura, Allbirds

  • Robin Pam, Optimizely

  • Michael Carl Tschantz, International Computer Science Institute at UC Berkeley

  • Eric Nee, SSIR

  • James Militzer, NextBillion

  • Catherine Cheney, Devex

  • Thomas Cumberbatch, Godzspeed Communications

  • Wendy Fong, Lead Designer at Exygy

  • Zach Berke, Founder at Exygy

  • Lindsay LaShell, Diamond and Branch

  • Samantha Langdorf, Briteweb

  • Annie Longsworth, RF|Binder

  • Nicolette Stosur-Bassett, Do It Better Design

  • Michael Seiler, Launchpad Accelerator

  • Alex Cabral, Benetech

  • Neil McKechnie

  • Justin Belleme, JB Media Group

  • Mandy Gardner, JB Media Group

  • Tara Mele, JB Media Group

  • Laura Sanders, JB Media Group

Who Should Come?

  • B Corps, social impact ventures, and nonprofits

  • Marketing professionals and agencies

  • Graphic designers

  • UX designers

  • Social impact consultants

  • Impact focused journalists and storytellers

Event Schedule and Session Info

8:30 am - Registration Begins

9 am - Event Kickoff - Justin Belleme, Founder and Director of Strategy at JB Media Group

9:10-9:40 am - Keynote - Simon Mainwaring, We First Branding

How to Turn Your Brand Into a High-Growth Movement

The marketplace is too crowded today to build your business on your own, and there is too much noise to cut through. In order to accelerate growth, create heat around your brand, and take your company to the next level, your brand must become a movement. It must become a collective effort by everyone in your community, from suppliers to employees to customers, to promote your brand and its products. Simon Mainwaring, Founder & CEO of We First and a New York Times bestselling author, will explain exactly how to do that so that it's not just you building your business, but everyone who touches your brand.

9:50-10:50 - Sessions

1. Impact Media and Communications Panel

How do you pitch your impact story to the media and make it stand out? Our panel of journalists and communications specialists will offer up some industry tips and tricks for writing, pitching, and promoting content within the social impact sector. We’ll look at how to come up with a compelling story idea, how to write relevant, shareable articles, and the best way to maximize your readership after your articles have been published.

  • Eric Nee - SSIR
  • James Militzer - NextBillion
  • Catherine Cheney - Devex
  • Annie Longsworth - RF|Binder
  • Moderator: Justin Belleme - JB Media Group

2. Branding Workshop by Simon Mainwaring of We First Branding - Best Practices In Movement Making

You want your brand to become a movement but where do you begin? How do you define your purpose? How do you integrate it within your culture? How do you rally consumers around it? In this collaborative workshop, We First CEO, Simon Mainwaring will walk you through best practices and insights learned through their work with top purpose brands to drive business growth and positive impact.

3. Content Marketing - Audiences and Targeting Panel

Defining and effectively targeting the right audience is a critical aspect of all forms of marketing. This panel will explore strategies and tactics for uncovering and reaching the ideal audience for any social enterprise.

  • Lindsay LaShell - Diamond and Branch
  • Samantha Langdorf - Briteweb
  • Robin Pam - Optimizely
  • Michael Seiler - Launchpad Accelerator
  • Moderator: Laura Sanders - JB Media Group

11:00 - 12:00 - Sessions

1. Human-Centered Design at Scale Panel by Exygy

Exygy is a digital innovation studio committed to using human-centered design to craft solutions to pressing social problems. Learn from Exygy's design and leadership team on how they scaled these design principles while expanding an affordable housing platform beyond San Francisco, into a resource for the Bay Area. Joining the panel will be Benetech, who will share learnings from their ServiceNet platform.

  • Zach Berke - Exygy
  • Wendy Fong - Exygy
  • Alex Cabral - Benetech
  • Neil McKechnie - Benetech
  • Moderator: Vu-Bang Nguyen

2. Branding Workshop by Thomas Cumberbatch of Godzspeed Communications - Building a Brand with Soul

In a world where logos, likes, and links are at the top of everyone’s mind something very important is missing in the branding conversation. The soul.

The word brand is ubiquitous but do we really understand what a brand is? More importantly, can we fathom the new worlds of opportunity that arise when we can live into our deepest identity at every level of our business every day? Soulful brands are transforming the anatomy of business.

This workshop will walk you through the building blocks of crafting a brand with soul. One that attracts and retains the best people, challenges itself to create the best products and services and incites a love affair with its buyers and community. You will also hear the stories and see the work of leaders who have leveraged the power of their brand’s soul to fuel business growth and lead more meaningful organizations.

3. Content Marketing Roadmap Workshop

The path to growth through content marketing can be hard to navigate, especially for organizations in the impact space. Success requires strategic planning, creativity, and coordination across multiple mediums and platforms. During this session, the team at JB Media Group will offer a content marketing roadmap tailored to the needs of nonprofits and impact brands–starting with goal setting and audience development, followed by research and strategy, content creation, and finally coordinated campaign implementation. You’ll walk away with tips on the latest best practices and tools that can help guide you along your way.

12:10-1:10 pm - Sessions

1. Let’s Get to Work: A Conversation with B Corps

As the culture of business is shifting and consumers are demanding more from brands, hear from two Certified B Corps and B Lab, the nonprofit behind the B Corp movement, as they discuss the importance of this culture shift and what it means for their brands and the future of capitalism.

  • Kirsten Saenz Tobey - Revolution Foods
  • Hana Kajimura - Allbirds
  • Hosted by Anthea Kelsick - B Lab

2. Impact Design and Branding Panel

How does design work in the social impact space to elevate a brand and keep the mission front and center? We’ll hear from a panel of professional designers with experience in human-centered design, graphic design, product development, web design, and other impact-focused branding and design projects. Panelists will discuss their process, share their experiences, and offer advice to audience members seeking input on their personal design and branding challenges.

  • Nicolette Stosur-Bassett - Do It Better Design
  • Wendy Fong - Exygy
  • Alexis Turim - Chan Zuckerberg Initiative
  • Thomas Cumberbatch - Godzspeed

3. Reporting and Analytics Panel

Successful marketing requires thoughtful data collection, A/B testing, and analytics. But, for purpose-driven organizations, how can you improve your marketing efforts through data collection while still honoring consumer privacy. How can organizations consciously use this information effectively? This panel includes marketing professionals that will discuss the types of data collection, testing, and analytics that are needed to ensure your marketing campaigns reach the best audience, and data experts with a deep understanding of accountability and privacy concerns when working with consumer data.

  • Lindsay LaShell - Diamond and Branch
  • Samantha Langdorf - Briteweb
  • Robin Pam - Optimizely
  • Michael Carl Tschantz - International Computer Science Institute at UC Berkeley
  • Moderator: Tara Mele - JB Media Group

1:10 pm - Box Lunch Provided

The schedule will be updated to include panelists’ names and session titles and descriptions as details are finalized.

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Date and Time


Southside Theater at The Fort Mason Center for Arts and Culture

Fort Mason

2 Marina Blvd.

San Francisco, CA 94123

View Map

Refund Policy

Refunds up to 7 days before event

Eventbrite's fee is nonrefundable.

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