Business and social communities have always existed, but they are changing at a pace that was unimaginable just ten years ago. We have learned that communities of all kinds greatly influence our decisions and inform our opinions about what is normative. These groups can be cities, neighborhoods, congregations, corporations, clubs, business associations, or schools. They can also be virtual communities around shared interests and values. This session will provide case studies that use innovative channels to tap into the community-based marketing process in cities, schools, and large companies.