This comprehensive workshop focused on social marketing and branding, introducing participants to marketing tools from the business sector that can be effectively adapted to advance social impact. Participants explored how to identify breakthrough marketing opportunities for their initiative, nonprofit, or organization, and examined the distinction between marketing strategy and communications strategy.

The workshop also provided practical training in the core principles of social marketing, including positioning, differentiation, perceptual mapping, and the marketing pyramid. Through hands-on exercises, participants worked with practical tools such as audience personas, association mapping, brand voice, and brand personality.