COMMLD 570A: Building Brands with Communication and Community

Course Description:

An important way brands communicate who they are and what they do, is through community – through collaborations, partnerships and impact programs. This course will explore how partnerships and collaborations with like-minded brands or orgs, along with the communication strategy around them, grows your audience while furthering your mission. This course looks at how the right partnerships and collaborations help tell your story while deepening your relationship to your audience, the partner brand and others. This will include looking at both business partnerships (ones that further brand awareness, customer growth and sales) as well as social impact partnerships (ones that further customer loyalty, through things like givebacks, impact programs and public service). Lastly this course will also look at using your mission to create community impact programs and how to build powerful campaigns around them to grow your audience and engagement and create opportunities for others to share your story.