Social marketing today is not just another legal obligation that needs to be met, it has been integrated into common business practice. This approach is developing fast and is becoming a common practice among respectable companies. It refers to how organizations manage their business processes in order to achieve a positive impact on the society, the environment and employees. Building a good relationship with interest – influential groups and employees is an important element of corporate and communication strategy. Every company applies social marketing tools such as advertising, public relations, sales promotion, personal sales and direct marketing. The subject of research is to analyze the potential for using the elements of direct marketing in the promotion of the selected company. The aim of this thesis is to promote the offer of the company as a response to the aspiration of society to improve the quality of life. Primary and secondary research has identified the current promotional activity of companies and the proposals for social marketing applications with regard to available resources through marketing tools. Based on the research results recommendations have been made for the further development of promotional activities through social marketing.