Marketing Worker Coops, the Original Social Enterprise

Event Details

Mon. May 22nd, 2017

6:00 PM – 9:00 PM

The Murphy Institute

25 W 43rd St. Room #18A,

New York, NY 10036

Register for Free

Worker cooperatives came into being as socially conscious businesses to mutually benefit their workers and communities. Now, these feel-good concepts are used with huge success by big businesses and tech start-ups– from H&M targeting socially-minded shoppers with their ‘Conscious Collection’ to Airbnb promoting the ‘sharing economy’ (and nominating themselves for the Nobel Peace Prize.) So why do we continue to struggle with connecting with customers about our socially-minded point-of-difference?


In this workshop, we will share with cooperative developers and worker-owners marketing concepts, strategies and practices to drive home your business’s purpose-driven approach to potential customers and increase awareness (and sales!) We will explore scenarios, practice thinking through and designing options, and learn from successes and challenges.

We will explore marketing strategies that will help you to:

  1. Know your Audience. Find out who your audience is, understand their needs and values, and explore how you can best connect with them through marketing research, segmentation, and a customer-centric approach.
  2. Know Yourself(and learning from your mistakes). Use branding and storytelling to convey your point-of-difference and values to your audience. Learn from the experiences of seasoned worker-cooperative developers and social-business builders, a real cooperative’s experience, as well as shared experiences of participants.
  3. Connect and Build Community: Think “outside the ad” and meet your audience where they are, while also having fun and building an authentic connection with them.

We will also spend some time reviewing a proposal for joint marketing efforts for the NYC Coop Community.  From buying joint adds, to creating discounts for members, we will explore ways we can strengthen our collective marketing efforts


Facilitator: Anh-Thu Nguyen-Director of Special Projects, Democracy at Work Institute.

Language: English & Spanish Interpretation

Time: 120 minutes