Many people have seen the flipped sales funnel that switches the customer relationship process from primarily sales to primarily marketing. The flipped sales funnel, my version completely removing traditional sales from the equation, can also be applied to social services programming.
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Marketing Communities
Let me start by saying, I am a huge fan of Sheryl Sandberg and the Lean In movement. I do agree that there had been a huge drop-off in the women's empowerment movement in the last 5-10 years since its incarnation. However, that is not what I am here to talk about today. Regardless of how you feel about the message of the campaign, one thing is very clear, successful digital marketing made this campaign boom. What started as a Lean In movement turned into an international phenomenon within hours.
A Diamond In The Rough
I started working at the Marin City Community Services District (MCCSD) a little over a year ago. MCCSD acts as the local government for Marin City and is governed by a five person publicly elected board (www.marincitycsd.org). When I started working in Marin City I quickly learned about the history, the vital statistics, the many organizations present, and started to identify barriers to success for individuals and organizations. It took a while to identify one of the major issues fighting against all the efforts to revitalize Marin City which was, the popular image that had been created for it.