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The XYZ Factor: The DoSomething.org Guide to Creating a Culture of Impact by Alyssa Ruderman, Nancy Lublin

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EIGHT

CREATIVE MARKETING

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FUNCTIONING ON A ZERO-DOLLAR MARKETING BUDGET

Chloe Lee, Marketing Manager and Colleen Wormsley, PR and Talent Relations Associate

Most marketing people complain that their budget is too small. It’s true that when times are tough, marketing budgets are the first to be trimmed. So maybe you lose some TV advertising or your digital budget is reduced by half. Still, most companies spend something on marketing, advertising, and PR. If you don’t have the millions of dollars allocated for a media budget, don’t fret. There are plenty of creative ways to work with the same players and create successful partnerships. This chapter will challenge you to identify your worth and use these traits to construct valuable marketing ...

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