Social Enterprise Series - Building your tribe

Learn digital marketing essentials, the five stories of social change and identifying your customer avatar.



13 October 2021

4:00 PM - 6:00 PM


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Twenty-first century marketing builds communities around businesses by being useful, valuable and relevant to their ideal clients. There is a huge opportunity to leverage your impact story to gain attention and business. For start-up founders, digital marketing is often not a specialty but something you need to take responsibility for early on, so it’s crucial you understand what works and what doesn’t and a focus on reaching the right audiences with your story.

Learning outcomes

  • how to design your target market or customer avatar
  • how to heighten your empathy to better understand what your audience is seeking, wanting and needing
  • what are the core elements of a successful digital marketing strategy
  • how can you leverage the ‘Five stories of social change’ and use them to build your community.

Presenter - Brook McCarthy

Week five, Building your tribe
Brook McCarthy is the founder of Hustle&Heart and a digital marketing trainer, conversion optimisation specialist and business coach with 15 years’ experience in online communications. Brook works closely with values-based self-employed people to help them define their difference and grow their community online.

Presenter – Tom Dawkins

Tom Dawkins

Tom Dawkins is co-founder and CEO of StartSomeGood, a social enterprise which helps people design, launch and grow social impact projects. StartSomeGood run the Good Hustle social enterprise design course; crowdfunding platform; and impact accelerators and entrepreneur education programs for partners including Optus, ING, the United Nations Development Program and the City of Sydney. Tom was previously the founder of youth non-profit Vibewire, he was the first Digital Communications Director for Ashoka in Washington DC, and the founding Director of the Australian Changemakers Festival. He is a director of the Centre for Social Impact and the Social Enterprise Council of NSW and the ACT (SECNA).

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