PROCESS POST: Class response (week 11)

This process post will be a response to the guest speaker we had in class named Darren Barefoot, who works with Capulet Communications. This was my favourite guest speaker we had this semester. Darren’s work reflects a lot of what I want to do in the future, which is marketing and communications for non-profit organizations. What compelled me most about Darren’s talk was when he spoke about Heartbeats and Remarkables. Heartbeats can be defined by the core operations of marketing within an organization. For example, every year NightShift does a fundraising gala and that is a Heartbeat of who they are and how they draw attention to their organizations. Another thing Darren talked about was Remarkables. Remarkables are campaigns that are out of the ordinary. They can look like PR stunts, gimmicks, pop-up events, or unique fundraising mechanisms.

For a good portion of the class we talked about Remarkables and different ones that Capulet has been involved with over the years. My favourite type of Remarkable campaigns Darren spoke about were volunteer activations. These types of campaigns generally call for high threshold volunteerism. An example he gave was when a cancer agency worked with a hair salon to create a new haircut that inspired people to cut their hair for cancer. Although it is a big ask for people to cut their hair, it is a remarkable marketing tactic that people will remember.

I am so grateful that Darren spoke with our class! I learned a lot from him and I will definitely be looking at Capulet’s website to learn from the way they do things and check out their featured Remarkables.

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