Marketing can do more than sell products; it can shift outcomes for people and places. In this seminar, Craig Constantinides, multi-award-winning social entrepreneur, community advocate, and Founder of SME Local CIC, unveils Marketing for Change, a campaign proving that professional marketing, deployed with intent, can strengthen local economies, widen participation, and accelerate the missions of charities and grassroots organisations.Drawing on two decades across retail, digital, and education, Craig will share how SME Local CIC operates as a not-for-profit agency: delivering paid campaigns for SMEs and larger entities, then reinvesting profits to provide free, high-quality marketing to charities and community projects. He will explain a model that blends commercial rigour with social purpose, showing attendees how to build work that is measurable, ethical, and genuinely useful.What you’ll hearThe case for change: Why many charities, youth groups, and community CICs are locked out of professional marketing and what happens when they aren’t.A practical funding mechanism: How cross-subsidy from SME campaigns can sustainably underwrite pro bono work without compromising quality or scale.Evidence from the field: Real examples from Croydon and South London, including hyper-local storytelling (IAMCR0), digital inclusion drives, and employability initiatives that illustrate how targeted content, SEO, and paid social can increase reach, engagement, and programme uptake.Inclusion by design: Building campaigns that reflect Equality, Diversity and Inclusion principles, remove barriers to access, and reach hardest-to-reach groups.Measurement that matters: Selecting outcome metrics charities can own such as service enquiries, volunteer sign-ups, event attendance, and referrals into training and employment, rather than vanity numbers.Skills transfer: Structuring projects so charities leave with assets, templates, and capability, not dependency.The Marketing for Change frameworkCraig will introduce a step-by-step framework any organisation can adopt:Community brief: Co-design problems to solve with local partners such as colleges, youth services, PRUs, and sports clubs.Audience map: Understand motivations, channels, and access needs including digital inclusion factors.Story system: Build consistent narratives that centre beneficiaries with dignity and clarity.Channel plan: Balance owned, earned, and paid media while prioritising low-cost, high-impact formats.Delivery pods: Mixed teams pairing professionals with students and volunteers for capability building.Impact tracking: Lightweight dashboards for outcomes, not just impressions.Handover and upskilling: Toolkits, governance, and training to keep momentum.Live case studiesKeep Croydon Connected: Coordinated content and partnerships that helped refurbish and distribute devices to schools, NHS staff rooms, and young people during lockdowns.Grassroots to growth: Using brand stewardship and sponsorship strategy in community sport to create alternative education and employability pathways.Hyper-local media: IAMCR0 as a student-curated platform that boosts small businesses while providing meaningful work experience.Launch commitmentsPro bono credits: SME Local CIC will ring-fence a portion of revenue each quarter for fully funded charity campaigns.Open resources: A publicly available Marketing for Change Playbook with brief templates, content calendars, impact metrics, and safeguarding guidance.Cohort programme: A structured support track pairing charities with SME Local practitioners and student creators to deliver one campaign each, end-to-end.Who should attendCharities and CICs seeking practical growth; SME leaders who want their marketing spend to achieve wider impact; education partners linking curricula to real-world briefs; local authorities and funders exploring sustainable, outcomes-led community communications.Your takeawaysA replicable model for funding and delivering impact-led marketing.A clear set of measures to prove value to boards and funders.Tools to mobilise volunteers, students, and partners without compromising quality.A route to make your next campaign not just visible but valuable to the people who need it most.Marketing for Change is an invitation to align commercial excellence with civic responsibility. Craig’s message is simple and actionable: when we design marketing to serve communities first, everyone benefits.