MARKETING WORKING GROUP

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This infrastructure function working group addresses ways to improve idea-marketing capacity for the progressive movement. While there are a number of moderate and progressive organizations that have capacity in areas such as issue research, policy development, marketing strategy, consumer (audience) market research (including psychographic and values research), frame analysis and development, and language and strategic narrative development, other functional areas will need to be further developed. As attention turns toward marketing of ideas, there will be a greater focus on taking new and existing intellectual content and packaging it into marketable idea-products, suitable for incorporation into various media formats.

There are many moderate and progressive organizations that have, as their sole purpose or as part of their operations, capacity in areas such as issue research, policy development, articulation of core progressive principles, marketing strategy, market/audience research (including psychographic and values research), frame analysis and development, language and strategic narrative development, frame and language testing, and branding. The emerging progressive movement needs to use these resources more effectively to reach new audiences with progressive ideas and values, and to move public opinion toward greater support of progressive policies and leaders. New programs, alliances, and even new organizations may be needed to achieve the most effective marketing of progressive ideas.

Members of the Marketing working group will exchange ideas and information about:

  • The types of capacity needed for marketing ideas to specific audiences as well as the general public
  • Existing resources and allies-who they are and what they do well
  • Weaknesses and gaps-what needs to be improved or created
  • How different types of organizations (501c3, 501c4, 527, PAC, for-profit, individuals, political entities) can and should relate to each other in their marketing and messaging efforts, to advance the progressive movement as a whole, as well as to promote individual issues most effectively
  • How those engaged in idea-marketing might best relate to other parts of progressive infrastructure, such as media production; media dissemination, broadcasting, and distribution; independent journalism; digital communication forms; and political campaigns and parties
  • How the marketing functions will relate to development of strategic plans for the movement, and how strategic priorities in turn are likely to affect marketing activities
  • How to increase cooperation in marketing-related efforts, deal with conflicts and different approaches, and facilitate change when needed

During the March 2006 Progressive Roundtable convening, if Marketing is your primary function area, you will have the opportunity to work with other members of your group on specific plans for developing new marketing resources and capabilities needed to satisfy pressing needs.

To get started, please contribute to the active forum topics for the Marketing working group, and visit the following marketing-related sections of our Resource Library: