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Ch3 keys to success acu
 

Ch3 keys to success acu

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Social Marketing- Keys to Success

Social Marketing- Keys to Success
For Ahram Canadian University
Source: Social Markeing, Philip Kotler

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  • Reference: Health Behavior & Health Education, 2008 Social Marketing, Kotler & Nancy Lee, 2008 Communication for Social Change, Kincaid 2002

Ch3 keys to success acu Ch3 keys to success acu Presentation Transcript

  • Strategic Marketing Planning Process Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP March 2011
  • Discovering keys to success
    • Good health is the product of many complex factors:-
    • Government policy
    • Commercial marketing
    • Education
    • and Wealth
    • Individual Lifestyle Choice
    • Gerard Hastings
  • Competitive Analysis
    • A Fat Change Pays Off (2006)
    • Background
    • Target Audience: (politicians, Public Health prof., Ofcom)
    • Objectives
    • Stakeholder needs and Benefits
    • Strategy : evidence-based decision making
    • Results
  • Fifteen Principles for success
  • Fifteen Principles for success
    • 1- Take advantage of prior &existing successful campaigns.
    • - Scoop the Poop
    • - Seat belt
    • 2- Start with target markets most ready for action.
    • a) Have a want or need the proposed behavior.
    • b) Knowledge regarding the benefits of the behavior.
    • c) Belief that can perform the behavior & experience of benefits
    • d) Engaged in desired behavior & have the perception of some initial benefit
    • Making the first experience a pleasant one
    • ( Blood donation )
    Fifteen Principles for success
  • Fifteen Principles for success
    • 3- Promote single, simple, doable
    • behaviors – one at a time.
    • (Simple, Clear, Action oriented message)
    - Take a Bite Out of Crime. - Be Safe. - Take a Bite of Cyber Crime. “ McGruff the Crime Dog”
  • Fifteen Principles for success
    • 4- Identify and remove barriers to behavior change.
    • - Alternative Transportation.
    • - Health certificates( Marriage)
  • Fifteen Principles for success
    • 5- Bring real benefits into the present.
    • - Smoke Alarms in Australia.
    • - Car insurance.
  • Fifteen Principles for success
    • 6- Highlight costs of competing behaviors.
    • - Tobacco and Lung Cancer ( National Cancer Institute )
    • - Garbage in streets.
    • - Personal hygiene.
  • Fifteen Principles for success
    • 7- Promote a tangible good or service to help target audiences perform the behavior.
    • - Tobacco quitlines
    • - The walking School bus
  • Fifteen Principles for success
    • 8- Consider nonmonetary incentive in the form of recognition &appreciation.
    • - Environmental products.
  • Fifteen Principles for success
    • 9- Make access easy.
    • - Water conservation
    • Shower head
    • Make the process simple, easy and
    • convenient.
  • Fifteen Principles for success
    • 10- Have a little fun with messages.
    • - Breastfeeding for 6 months
    • - Bilharzias Adv.
  • Fifteen Principles for success
    • 11- Use media channels at the point of
    • decision making.
    • - Ask for Healthy food.
    • Announcing at food
    • court.
  • Fifteen Principles for success
    • 12- Try for popular/entertainment media.
    • - Energy Conservation.
    • - Running for the cure ( Breast Cancer)
    • Pyramids race ( Giza ,Oct 2009)
  • Fifteen Principles for success
    • 13- Get commitments and pledges.
    • - AT&T
    • Teleworking - working at home
    • . Avoid 110 million miles driving.
    • . Saved 5.1 million gallon of gas.
    • . Reduce 50,00 tons of CO2.
    • - Female Genital Mutilation (FGM/C)
  • Fifteen Principles for success
    • 14- Use prompts for sustainability
    • The purpose of a prompt is not to change
    • attitudes or increase motivation, but to
    • remind us to engage in an action that we are
    • already predisposed to do.
    • - Back to sleep and baby safety
  • Fifteen Principles for success
    • 15- Track results and make adjustments .
    • - Eating disorder and awareness and
    • prevention.
    Thank you