By Sean Robichaud of PDMA Digital Marketing
Inspired by “Upstream Social Marketing Strategy: An Integrated Marketing Communications Approach” by Thomas M. Key and Andrew J. Czaplewski, published in Business Horizons.
Most marketing focuses downstream—trying to convince individual consumers to buy or act.
Upstream social marketing flips that approach. Instead of chasing customers, it targets the people and institutions shaping the environment customers live in: policymakers, industry leaders, and cultural influencers.
In their article for Business Horizons, Thomas Key and Andrew Czaplewski explain how using an Integrated Marketing Communications (IMC) strategy can make upstream marketing much more effective—and how brands can start thinking beyond immediate sales to create long-term impact.
What Exactly Is Upstream Marketing?
Rather than persuading one person to make one decision, upstream marketing aims to shift the systems that influence many decisions over time.
For example:
-
Downstream: Convince individuals to recycle more.
-
Upstream: Influence lawmakers to pass better environmental regulations.
Changing behaviors at the system level is harder—but it creates deeper, more lasting results.
Why Integrated Marketing Communications (IMC) Matters
One press release won’t shift public policy.
One blog post won’t rewire an industry.
Upstream success depends on a coordinated strategy where every channel—PR, advertising, social media, direct outreach—supports the same mission.
IMC ensures that:
-
Every piece of communication tells a consistent story.
-
Target audiences (both primary and secondary) hear the same core message reinforced across different touchpoints.
-
Efforts build on each other instead of fighting for attention.
In short: IMC makes upstream marketing stronger, smarter, and harder to ignore.
The Five Steps to Effective Upstream IMC Strategy
Key and Czaplewski break the process into five steps:
-
Identify Your Primary Audience:
Who are you trying to influence? Legislators? CEOs? Regulators? -
Map Out Peripheral Audiences:
Who surrounds and influences your main targets? Activists? Media outlets? Industry associations? -
Select the Right Channels:
Use a smart mix of communication methods—earned media, advertising, direct engagement, social media campaigns—to reach both primary and secondary audiences. -
Craft Consistent Messaging:
Tailor your approach for each group, but always align your core message across platforms. -
Measure, Learn, Adjust:
Set clear goals. Track your results. Refine your strategy based on what’s actually working.
Why This Approach Works
Changing big systems takes coordinated pressure.
One meeting, one article, or one ad campaign isn’t enough—but a strategic wave of consistent messages across different channels builds influence that’s hard to resist.
When decision-makers hear your story from multiple trusted sources—and when their audiences reinforce the same ideas—you create the momentum needed to drive change.
Final Thoughts
At PDMA Digital Marketing, we don’t believe in doing marketing just for the sake of doing it.
We believe every campaign should be intentional, strategic, and aimed at creating real outcomes—whether that’s building brands or shifting industries.
That’s where art meets analytics.
If you’re ready to build smarter marketing strategies that reach decision-makers and create lasting impact, let’s connect.
Credits:
This blog post was inspired by “Upstream Social Marketing Strategy: An Integrated Marketing Communications Approach” by Thomas M. Key and Andrew J. Czaplewski, originally published in Business Horizons (2017).
