Inclusion in Marketing

Overview

Inclusion is about representation and more importantly participation in planning processes, making marketing decisions and establishing the relevant metrics and measures you report on. As more brands realise that building trust and engaging communities and audiences, they need to demonstrate a genuine commitment to ensuring that all their stakeholders feel included and part of the journey.

The scope and the complexity of inclusion can create concerns about potential damage to the brand (reputation and culture), especially when everyone has a social media voice. However, this also presents a huge opportunity to work directly with all stakeholders to explore inclusion and its significance to the business. We’ll explore how to make the most of new opportunities, consider the shared value in partnerships and collaboration and the value of a participative approach.

Who should attend?

Marketers who are new to this topic or whose brands are in the early stages of their own inclusion journey. This course is suitable for anyone who wants to understand how to engage with key stakeholders and develop their brand reputation and culture through inclusive marketing and comms activities.

Learning outcomes

• What defines inclusion in marketing and why it matters
• The benefits of being inclusive in your marketing
• Understand the impact of stereotyping and unconscious bias
• How to develop an inclusive marketing strategy
• How to create accessible and inclusive marketing comms
• Measure the effectiveness of your diversity and inclusion campaigns
• Examples of inclusive marketing campaigns to inspire you
• Be confident in challenging outdated assumptions
• Creating inclusive content that your brand and your customers can believe in