by Andrea Learned
Each year, the marketing team at Ben & Jerry's works on a single, large, integrated push related to the company's social mission. Ben & Jerry's management unites behind social initiatives with enthusiasm and motivation. Management ignites the employees, and the result is that the company can thoroughly integrate them into the cause as partners, and achieve much more powerful results than with a straightforward sponsorship. Voter registration was the task last year, an election year. Now, the ice cream maker reflects on the calls valuable lessons learned to integrate next time around.... cont'd
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