Nine out of ten Americans say they absolutely need hope. St. Jude Children's Research Hospital did not assume that. They commissioned a study to prove it. In this episode, Samantha Malton, chief marketing and brand officer of ALSAC, joins Savannah on the St. Jude campus to break down the Hope Imperative, what it revealed about how people move from awareness to action, and why the same principles that drive donations apply directly to every business trying to convert an audience.
In this episode:
Why St. Jude commissioned the Hope Imperative study and what it says about the state of hope in America
How hope is made up of small, repeatable actions and why that changes the way you think about content
The three goals that drive every marketing decision at St. Jude: trusted, loved, and relevant
What the creator economy means for brands right now and why younger generations trust people before they trust brands
How St. Jude tells authentic patient stories under hospital regulations without ever staging or scripting a single moment
Apply to work with Savannah HERE: http://bit.ly/applywlfpodcast or DM her on Instagram @itssavannahjordan ( / itssavannahjordan ) with your takeaway.
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