PROMOTING SOCIAL INNOVATION USING MARKETING AND COMMUNICATION TOOLS

Abstract

The complexity of social problems involves sustained interventions not only from state actors but also from non-profit organizations. These initiators are called upon to address various issues, of a large group of beneficiaries, in the most creative way and with the few available resources. In this sense, social innovation is required to create sustainable and impactful projects. Social innovation needs marketing and communication tools to get the help of the beneficiaries and the public opinion to support these projects, including financial contributions. In this paper we seek out to obtain some answers on the role of marketing and communication in promoting and sustaining social innovation. In order to obtain the support of stakeholders on the long-run, social innovation can rely on the help of marketing and communication techniques. The positive results of social innovation projects need to be disseminated and multiplied so that stakeholders beneficiate from them. In the absence of sustained communication, solid projects of social innovation might not reach their goals and disappear in their infancy.

Keywords

• marketing tools
• social innovations
• organizational communication
• organizational identity
• stakeholders