Marketing for Action Guidebook

Marketing for Action: A Guide to Marketing Fundamentals for Urban Sustainability Offices

Download the Guidebook

This guidebook lays out the marketing fundamentals that any sustainability office can use to create and shape strong behavior change campaigns. Marketing for Action plots a course for city sustainability teams to apply modern best practice marketing techniques to the objective of improving the environmental behaviors of its residents. 

The guidebook provides a framework that will support cities in taking the following steps:

  • Determine Target Behaviors
  • Identify Target Audiences 
  • Craft Messaging & Campaign Design
  • Build Trust By Building Your Brand        
  • Marketing Tools: Media Planning and Beyond       
  • Analyze Campaign Effectiveness
Marketing for Action features examples from USDN cities, implementation worksheets that provide guided planning for practical application of the framework and implementation strategies for no, low and optimal budgets. 

The strategies in this guidebook have been thoroughly tried and tested in New York City and across a range of USDN cities. Each section of this guidebook was developed based on feedback from over 50 USDN members, and with extensive feedback from Flagstaff, Fort Collins, San Jose, Tacoma, Baltimore and Washington D.C. 

Marketing for Action was developed by Vision Flourish in partnership with the USDN Innovation Fund.

Download the full 92-page guidebook here.