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Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
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Social Marketing
Social Marketing
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Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
Social Marketing
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Social Marketing

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  • marye
  • Transcript

    • 1. Value, cause, and social marketing
      • Yvonne Mery
      • Mary Evangeliste
      • AzLA ,Nov 13th, 2007
    • 2. BY THE END OF THIS SESSION YOU WILL:
      • Recall the history of social marketing and its relevance to libraries
      • Identify contemporary social marketing campaigns
      • Recognize the elements that make social marketing campaigns successful
      • Apply social marketing best practices to libraries
      • Create an initial social marketing plan
    • 3. Why apply Social Marketing to libraries?
      • Because usually we are not selling a product like toothpaste
      • Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness
    • 4. Social Marketing addresses the same types of issues as libraries Complicated issues like preventing forest fires pollution drunk driving
    • 5. Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible." -Katya Andresesen Robin Hood Marketing
    • 6. Why apply Social Marketing to libraries? "We should stay true to our mission representing ourselves honestly , and promise only what we can deliver In that way we gain a competitive advantage.... We have credibility and sincerity on our side and we should never lose sight of that " --Katya Andresesen Robin Hood Marketing
    • 7. Three caveats before we begin:
      • More complicated than regular marketing
      • Realize that benefits of our libraries are not self evident
      • Transform ourselves into effective communicators
    • 8. Social Marketing by any name
      • Non-profit Marketing
      • Cause-driven marketing
      • Value-based marketing
      • Development communication
      • Socially-responsible marketing
    • 9. History of Social Marketing
      • Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952)
    • 10. War Bonds - An early Social Marketing Campaign
    • 11. War Bonds Success
      • Traditional Marketing Elements
      • Product - War Bonds
      • Promotion - Posters, radio
      • Strong Messenger - Kate Smith
      • Strong Message - Buy war bonds and help save a life, help your country
      • Psychological Elements
      • Motivation - Patriotism
      • Direction - Knowledge of where to buy war bonds
      • Mechanism - banks, post, phone
      • Ability to deliver product - many centers cause ease of use
      • Low exertion - pick up phone
    • 12. Other historical social marketing campaigns
    • 13. History of Social Marketing Social Marketing: An Approach to Planned Social Change 1971 Kotler and Zaltman
      • coined term
      • saw marketing as technology
    • 14. Public Health Embraces Social Marketing
    • 15. Public Health Embraces Social Marketing
    • 16. Social Marketing Today
    • 17. Social Marketing Today Journals - Social Marketing Quarterly The Social Marketing Institute Social Marketing Consultants - Fearless Future Social Marketing Listserv Social Marketing Conferences Social Marketing
    • 18. Your Turn
      • Name, Where are you from?
      • Why did you come to this workshop?
      • Think of a social marketing campaign that has affected you
      • What was the visual imagery?
      • What was the message?
      • Why has it stuck with you?
    • 19. Current Social Marketing Campaigns
      • Click it or ticket
      • Truth
      • SIDS
    • 20. A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months
    • 21. Important change in message From: To:
    • 22.
      • in 2003 won the Oscar of the advertising industry-Grand EFFIE
      • credited with creating new historic lows in teen smoking- lowest rates since 1980s
      • smoking declined 38% from 1998-2002 in florida where truth was started
    • 23. Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In 2006, a court found that tobacco companies manipulate nicotine levels to keep smokers addicted
    • 24. Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry
    • 25. SIDS -Back to Sleep Campaign
      • Sudden Infant Death Syndrome
      • National Institute of Child Health and Human Development
      • Maternal and Child Health Bureau
      • American Academy of Pediatrics
      • SIDS Alliance
      • Association of SIDS and Infant Mortality Programs
    • 26.  
    • 27. SIDS Success Little information Simple Action Variety of channels
    • 28. Your Turn Take a 10 minute break
    • 29. First step : choose narrow target audiences and do tons of research
    • 30. Two different narrow audiences
      • Teenage girls
      • Pickup drivers
    • 31.
      • Most people begin smoking before age 18 so they choose 12-17 years old
      • Street level research-staffers went out and spoke to teenagers with video cameras
    • 32. Your turn: choose your target audience
    • 33. Choose your audience
      • Public library in an urban setting - teenage boys of lower-socioeconomic means
      • University Library - International graduate students majoring in education
      • Community College Library in a suburban setting - Part-time ESL adult students
      • School library in a rural setting - elementary school students in a low-performing school
    • 34. Second step:choose an action Go beyond awareness to action Choose specific and feasible action
    • 35. A simple easy to do action
    • 36. What is the action?
    • 37. What is the action?
    • 38. Your turn: choose an action
      • Keep in mind:
      • action must be feasible and realistic
      • action must be easy to do
      • action must be tied to your target audience
    • 39. Third Step: begin crafting message with reward that is directly related to target audience
    • 40. Teens want to rebel In Your Face campaign
    • 41. It’s about your audiences values
    • 42. Your Turn: Craft message with reward
      • Write down five or more things that are important to your audience
      • Use these values to create a message
      • Message should have an immediate reward
      • Ask yourself:
        • Why should your audience do this?
        • What is in it for them?
        • What will they gain or lose from taking your action?
      • Appeal to your audience’s values, not yours’, not the organizations’
    • 43. Fourth Step: Choose a messenger
      • Messengers should be appeal to the audience and be reflective of them
      • Messengers can be:
      • Peers
      • Authority figures
      • Experts
      • Inner circles (family members)
    • 44. Messenger as Peer
      • No adults, no authority figures
      • Only adult is the enemy
      • The Truth Campaign
    • 45. Messenger as Family
    • 46. Messenger as Authority Figure
    • 47. Your turn: Choose a messenger
      • Write down three possible messengers: peer, authority figure, expert, inner circle
      • Keep your audience in mind
      • Choose a messenger you believe will best appeal to your target audience
    • 48. Fifth step: Choose the channel and the optimal time
      • Channel: The “thing” you’re using to get your message out
      • Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks
      • Time:
      • As place
      • As time
      • As emotional state
    • 49. Core Calendar Opportunities Cinco de Mayo Alcohol Awareness Month BUA Week St. Patrick’s Day Spring Break CPS Week Super Bowl New Year’s Eve 3D Month Thanksgiving Holiday World Series - Halloween Tailgating Back-to-School Labor Day July 4th Prom/Graduation
    • 50. Optimal Channel and Best Time
    • 51. Optimal time: Place
    • 52. Time as Emotional State
    • 53. Your Turn
      • 1. Choose three possible channels for your message
      • Do not rely too heavily on traditional channels
      • 2. Choose the optimal time or times to deliver your message
      • Remember to match channel with time
    • 54. Sixth Step: Partner, partner, partner
      • Partnerships will help extend the reach of your message
      • A partner can be any organization that is also trying to reach your same target audience – private and non-profit
      • Partnerships need to have a mutual benefit for both
      • Philanthropic
      • Financial
      • Image change or enhance
      • New market access
    • 55. Private partnership
    • 56. Partner Non-profit
      • Hospitals
      • Clinics
      • Birthing Centers
      • Federal agencies – WIC
    • 57. Your Turn
      • Brainstorm possible private and non-profit partners that could help you to deliver your message
      • Ask yourself:
      • Who else is trying to reach my audience? – include those that are working on different issues with same audience
      • Is there a benefit for both partners? – If not, do not choose them
      • Choose your top three
    • 58. Congratulations
      • You are now ready to create and design your materials and your slogan

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