Purpose Communications

07/12/2023

Although we’re primarily a marketing communications company, our work intersects with many disciplines – business consulting, development and design, coding. Key to working smart in these industries is good intel. For us, “ethical” data is just as important – so, how do you start leveraging your data and ensure it’s ethical?

We’re going to tell you how to do this in a simple fashion – first though, a quick rundown of what you’ll learn:

*What’s the point of this blog?*

To inform our clients on how we’re evolving our ethical data-led storytelling approach.

*What will the knowledge do for me?*

This knowledge will help you prepare for the challenges which an ever-hastening digital environment brings. Even if you aren’t ready to start implementing data-led decisions just yet, you need to start collecting the data for later – starting five minutes ago.

*What does this product cost? Is there an installation charge?*

The product is free for Purpose Communications clients, though you can buy it and install it yourself. There’s no installation charge, it’s now a standard part of our offering regardless of what plan or monthly charge you’re on.

*How do I interpret the data?*

We’ll help you with this using simple storytelling methods and examples – just ask and we’ll give you a live demo of how it can best work for you.

*Okay, give me the proper lowdown!*

So, everyone knows that data is everything. What most people don’t grasp is HOW to leverage that data. It’s easy – even for small websites. The main thing I want to impart on you is to START COLLECTING YOUR OWN DATA.

*Own Your Data: it's a non-negotiable*

Link to blog in first comment.

04/05/2023

We've been having a LOT of fun working on this with the Rain Games crew up in Queensland. A month out from the Kickstarter launch and we're possibly more excited than any nerd south of Bris Vegas.

Can't afford rent and food? New Board Game lets you be a Baby Boomer for the day! Play a Boomer competing with other Boomers for happiness (from wealth and g...

21/03/2023

TradeMutt is one of our favourite ethical brands that we have come across. These guys are a workwear clothing brand that started as a social impact initiative.

The brand makes unique, dazzling workwear that is designed to start conversations about mental health throughout the blue-collar community.

It’s challenging to be open about your emotions on a job site filled with masculine men, but it’s an issue that can no longer be ignored.

It's brands like these that make the world a better place. Do you have an idea for an ethical brand or perhaps need help to launch it? Contact us through the link below:

https://purposecommunications.com.au/get-in-touch/

16/03/2023

BUD: An Ethical Marketing Manifesto – Ethical Marketing Part 3

In the first part of this series, we looked at the wider discipline of ‘marketing as match-making’ (which you can read here), including what it is and how it works, followed by ‘marketing as a fair fight’ in the second part, which examined the outcomes of ethical versus unethical marketing. So, if marketing is the process of finding a market for win-win outcomes, where do ethics come into it? Well, everywhere.

So: what Is Ethical Marketing, what are ethical marketing principles, what is an ethical marketing approach, and what does it mean for behaviour around data and universal considerations of good/harm?

Let’s start with a simple statement:

“Ethical marketing is the process of finding a market for goods, services or ideas with a win/win outcome for all stakeholders”.

That’s simple – but it’s not easy.

“All stakeholders?” I hear you cry – “…how is that even possible!?”.

Let’s take a look at the BUD approach.

“Alright, bud!”

BUD: A basis for Ethical Marketing

There are a number of considerations when considering ethics and marketing and in the context of the “value chain” and where it ends. At the broadest level, these come under the acronym BUD:

Behaviour – will the outcome you’re trying to influence affect the individual in a positive, neutral or negative way?
Universal considerations – will the outcome you’re trying to influence be good for people, society, the planet? Is it socially responsible? Does the outcome “pay forward” in a positive way and where does the buck stop: who pays the price?
Data – is the person you’re using your digital marketing strategy on aware that their data is being used in order for you to target them? If they were aware of what you know, would they consent that data being used to influence them?
These are big questions – but the answers are simple.

They’re simple because they revolve around an honest answer to a difficult question:

How do these topics make you feel?

Do they make you feel uncomfortable? Do you feel like you must make excuses, like you’re covering something up, Mr marketing manager?

If so, is just saying “no” an ethical response? If you refuse a client or job because of the potential negative impact, are you taking the higher ground and adhering to your own code of ethics? Might you be abdicating the responsibility and vacating a defensible position, thereby negating the potential you have to make a positive impact and guide that venture in a more positive direction? You could be the difference in encouraging more ethical businesses…

We're not finished! Click the link to continue reading:

https://purposecommunications.com.au/bud-ethical-marketing-part-3/

10/03/2023

Salt Gypsy is an environmentally and socially conscious surfboard and stand-up paddleboard brand that first hit the waves in 2012. The brand takes its love for the ocean and applies it to every aspect of the business. The company is owned and operated by women and uses sustainable materials in its manufacturing.

Salt Gypsy is also a company that gives back. They donate products where needed, and monetary donations are also made. For example, AUD 1260 was presented to SurfAid as part of a 2020 collaboration, and NZD 547.93 was donated to Aotearoa Women’s Surfing Association in June 2021 as part of the women in business/fundraising initiative.

Salt Gypsy uses biodegradable and compostable packaging and recycled paper materials for marketing collateral, and it became the first women’s brand to offset its carbon footprint in 2017.

A stylish surf and stand-up paddleboard brand run by women using ethical business practices... Our hats go off to you, Salt Gypsy!

06/03/2023

We came across a prediction for 2023 in terms of marketing trends, and we couldn’t agree more.

Marketing mag predicted back in 2021 that fake content would continue to fall flat while authentic content reigned supreme. They were correct in their predictions, and that will continue into 2023.

The days of polished, curated, perfect pictures and videos on Instagram are coming to an end. Social media audiences everywhere are craving real, authentic content. The rise of apps like TikTok, BeReal, and WeAre8 is an example of how users gravitate towards this type of real-life action.

Moreover, these apps have cut out the traditional filter functions that are prominent on Instagram, Facebook and the like. It’s interesting to see platforms and users taking a stand against the negative effects that social media can have on people's perceptions of themselves.

Do you think that this change will result in more positive effects from social media? Or will it continue to harm the user's self-perceptions in different ways?

01/03/2023

We had the pleasure of working with Fairtrade a while back. If you dont know, Fairtrade is a global ethical label that advocates for better working conditions and improved terms of trade for farmers and workers in developing countries.

We worked on a variety of campaigns with Fairtrade ANZ over a three-year period, with the objective of building Awareness. For the purposes of this case study, let’s focus on Fairtrade’s annual marquee campaign: Fairtrade Fortnight.

We needed to increase awareness of this specific endeavour, promoting Fairtrade’s mission and products while educating consumers on how they can make a difference. Fairtrade’s KPIs were to capture 70 leads, drive 3500 visits to the website and inspire 250 PDF downloads.

The results:

240 leads captured (343% increase on target of 70 leads)
10,197 website visits (291% increase on target of 3500 visits)
754 PDF downloads (302% increase on target of 250 downloads)

We achieved strong results that went far beyond the campaign KPIs by creating a holistic campaign that complimented Fairtrade’s organisational goals while delighting consumers and drastically increasing brand awareness.

That doesn’t mean it was easy – quite the opposite! – but it meant that we shared a strong intention to get the job done in the right way, for the right reasons.

Do you have a marketing campaign that needs help getting off the ground? Give us a buzz through the link below:

https://purposecommunications.com.au/get-in-touch/

24/02/2023

This is another one that we wouldn’t normally get behind as they are global powerhouse corporations that surely have a skeleton or two.

Be it as it may, the company is behind some recent environmental initiatives that are worth talking about. Such as their latest collaboration with Parley and their recycled ocean plastics projects.

Back in 2015, Adidas partnered with Parley in hopes of creating a better future for the earth’s oceans. The two companies are working together to phase out single-use plastics and microbeads by launching entire product lines and new collaborations made from recycled ocean pollution.

Now that's a campaign we can get behind!

Does anyone have an innovation like this that needs some ultra-savvy ethical marketing? You can email us through the link below:

https://purposecommunications.com.au/

20/02/2023

Forget about Google Analytics, GA4 is here to take over!

GA4 is the new update from Google Analytics, and in their words – "it's the future of measurement". It's an enhanced platform to collect both website and app data to better understand your customers".

Google promises more accurate reporting across unique platforms. Further advanced analysis reports, automatic tracking, and more.

If you need help with the new GA4 give us a shout through the link below:

https://purposecommunications.com.au/

17/02/2023

Here are some kind words from Amy Adeny, founder of Busy Bookworms:

"Purpose Communications was instrumental in growing my small business, increasing its social media following, and helping to build the website and online presence. Highly recommended!"

Thank you, Amy! If you need quality marketing at great rates then please contact us through the link below:

https://purposecommunications.com.au/

15/02/2023

Here’s a PR campaign that was recently nominated for the Drum PR Awards 2022. This is a prime example of creative out-of-the-box thinking to affect positive change in the world.

As stated by the company –

“This campaign has fundamentally shifted the way people view one of the most common forms of neurodiversity in the workplace. By recognising dyslexic thinking as a skill on LinkedIn, we have given the 1 in 5 people in the world who are affected by dyslexia the confidence to embrace their unique way of interacting with co-workers and employers.

With a 1562% increase in positive online sentiment towards the word “dyslexia,” we’ve definitively proven that dyslexic thinking is exactly the kind of skill needed to push humanity forward, and it’s now being recognised as the positive force it should be thanks to becoming an official entry on dictionary.com”."

Do you have an idea for a PR campaign that you need help developing into real action? Contact us at the link below:

https://purposecommunications.com.au/

13/02/2023

Conscious clothing is the core of this company's ethos. When sourcing materials they look to ones that have a lower impact on the environment and promote better manufacturing and recycling practices.

Their signature MoveLite fabric is made from used plastic bottles that are broken into flakes, melted into pellets, spun into yarn and knitted. Their recycled collection is sustainability in high-performance disguise.

Nimble is dedicated to practising its craft consciously, from activewear and packaging to energy consumption and beyond. It’s a journey and they’re excited to share it.

We love brands like these and quite frankly we believe that every business should operate like Nimble.

Do you have an eco-friendly & sustainable business that needs an integrated marketing strategy? Give us a shout through the link below:

https://purposecommunications.com.au/