Marketing for Action®
A Guide to Marketing Fundamentals for Urban Sustainability Offices
MARKETING FOR ACTION WAS DEVELOPED BY VISION FLOURISH IN PARTNERSHIP WITH THE URBAN SUSTAINABILITY DIRECTORS NETWORK
Marketing for Action® (MFA) provides a practical framework that helps local governments use behavior change marketing to increase participation in and maximize the impact of climate and sustainability initiatives. Developed specifically for local government, it provides a structured approach to designing research-driven, implementation-ready marketing that translates public investments into meaningful community action.
The framework guides practitioners through the essential components of effective behavior change marketing, including:
Identifying High-Impact Behaviors & Setting Clear Goals
Understanding Audiences Through Research & Insight
Developing Strategic Messaging & Creative
Building Strong, Trusted Brands
Campaign Plan: Marketing Tools & Media
Measuring Success & Learning for the Future
The Marketing for Action guidebook features real-world examples from communities across North America, guided planning worksheets that support practical application of the framework, and implementation strategies for no-, low-, and optimal-budget scenarios.
An expanded second edition of Marketing for Action was developed in partnership with the Urban Sustainability Directors Network (USDN), with support from Bloomberg Philanthropies' American Cities Climate Challenge. It builds on the original framework with new tools, updated content, and additional examples drawn from local government practice.
More than 200 practitioners from over 90 cities and counties have been trained to apply the framework to the planning and implementation of behavior change marketing initiatives. Contact Us to learn about Marketing for Action trainings for your city or organization.