Marketing sustainability through sport

Abstract

This chapter provides an overview of the strategies, models, and frameworks that can be used by sport organizations to develop and assess sustainability marketing/communication campaigns and discusses the theories behind the models. It examines differences in market segments that allow for specific sustainability marketing campaigns to be developed for each segment, allowing more effective communication by the sport organization to the market segments. The chapter focuses on how to understand the markets specific to sustainability campaigns and communications. It outlines the parameters for sport managers to approach the development of their sustainability efforts and campaigns from a knowledgeable and strategic approach. Once the organization has a sufficient understanding of their target markets, they need to develop communication goals and key performance indicators, which will probably differ across the different segments. Identifying these specific segments allows for sport managers to create marketing campaigns that help advance each individual along the Sustainability Campaign Pathway to achieve the objectives of a sustainability campaign.

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