Mlk Day Of Service Essay

Subject: Field Report [MLK Day of Service: Fort Funston: Habitat Restoration and Trail Maintenance and the Mountain Winery Concert]

Introduction: The intent of marketing is to bring awareness and interest to a company’s brand, which can be accomplished in several ways, such as the sponsoring of events or bringing awareness to social and environmental causes. Two organizations which uses these marketing strategies are the Golden Gate National Parks Conservancy and Mountain Winery, hosts of the MLK Day of Service and the Summer Concert Series, respectively.

First Event

Title: MLK Day of Service

The MLK Day of Service was an annual day of service which promoted a volunteering event with the goal of planting “native seedlings in rare dune habitat,

As a result, the event needs to be promoted using an effective communication tool. The significance of the event is to honor Martin Luther King, Jr.’s legacy in engaging in a national day of service. IMC tools used to bring awareness to the event included vertical and external integration, especially relating to corporate sponsors and partnerships. This is a local, recurring event, in which the organization successfully used IMC tools to promote, sponsor, and fund the event by communicating directly to stakeholders, which has been transformed using digital

Golden Gate National Parks Conservancy executes this arm of IMC by using both organic and natural marketing strategies. For this event, organic (word-of-mouth) marketing has proven to be extremely effective. Not only are members of the community loyal participants, but the events have received lots of promotion by the community and is communicated to tourists who support the cause. Sponsored community marketing has also been successful in the restoration and maintenance of Fort Funston, achieving the organization’s marketing