Value, cause, and social marketing <ul><li>Yvonne Mery </li></ul><ul><li>Mary Evangeliste </li></ul><ul><li>AzLA ,Nov 13th...
BY THE END OF THIS SESSION YOU WILL: <ul><li>Recall the history of social marketing and its relevance to libraries </li></...
Why apply Social Marketing to libraries? <ul><li>Because usually we are not selling a product like toothpaste  </li></ul><...
Social Marketing addresses the same types of issues as  libraries   Complicated issues like  preventing forest fires pollu...
Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working fo...
Why apply Social Marketing to libraries? &quot;We should stay true to our mission representing ourselves honestly , and pr...
Three caveats before we begin: <ul><li>More complicated than regular marketing </li></ul><ul><li>Realize that benefits of ...
Social Marketing by any name <ul><li>Non-profit Marketing </li></ul><ul><li>Cause-driven marketing </li></ul><ul><li>Value...
History of Social Marketing <ul><li>Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952) </li></ul>
War Bonds - An early Social Marketing Campaign
War Bonds Success <ul><li>Traditional Marketing Elements </li></ul><ul><li>Product - War Bonds </li></ul><ul><li>Promotion...
Other historical social marketing campaigns
History of Social Marketing Social Marketing: An Approach to Planned Social Change 1971 Kotler and Zaltman <ul><li>coined ...
Public Health Embraces Social Marketing
Public Health Embraces Social Marketing
Social Marketing Today
Social Marketing Today Journals - Social Marketing Quarterly The Social Marketing Institute Social Marketing Consultants -...
Your Turn <ul><li>Name, Where are you from? </li></ul><ul><li>Why did you come to this workshop? </li></ul><ul><li>Think o...
Current Social Marketing Campaigns <ul><li>Click it or ticket  </li></ul><ul><li>Truth </li></ul><ul><li>SIDS </li></ul>
A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle ...
Important change in message From: To:
<ul><li>in 2003 won the Oscar of the advertising  industry-Grand EFFIE </li></ul><ul><li>credited with creating new histor...
Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In...
Changed the game  -tapped into rebellious nature of teens  Gave them a target - rebel against the tobacco industry
  SIDS -Back to Sleep Campaign   <ul><li>Sudden Infant Death Syndrome </li></ul><ul><li>National Institute of Child Health...
 
SIDS Success Little information Simple Action Variety of channels
Your Turn  Take a 10 minute break
First step : choose narrow target audiences and do tons of research
Two different narrow audiences <ul><li>Teenage girls </li></ul><ul><li>Pickup drivers </li></ul>
<ul><li>Most people begin smoking before age 18 so they choose 12-17 years old </li></ul><ul><li>Street level research-sta...
Your turn: choose your target audience
Choose your audience <ul><li>Public library in an urban setting - teenage boys of lower-socioeconomic means </li></ul><ul>...
Second step:choose an action Go beyond awareness to action Choose specific and feasible action
A simple easy to do action
What is the action?
What is the action?
Your turn: choose an action <ul><li>Keep in mind: </li></ul><ul><li>action must be feasible and realistic </li></ul><ul><l...
Third Step: begin crafting message with reward that is directly related to target audience
Teens want to rebel In Your Face campaign
It’s about your audiences values
Your Turn: Craft message with reward <ul><li>Write down five or more things that are important to your audience </li></ul>...
Fourth Step: Choose a messenger <ul><li>Messengers should be appeal to the audience and be reflective of them </li></ul><u...
Messenger as Peer <ul><li>No adults, no authority figures </li></ul><ul><li>Only adult is the enemy </li></ul><ul><li>The ...
Messenger as Family
Messenger as Authority Figure
Your turn: Choose a messenger <ul><li>Write down three possible messengers: peer, authority figure, expert, inner circle <...
Fifth step: Choose the channel and the optimal time <ul><li>Channel: The “thing” you’re using to get your message out </li...
Core Calendar Opportunities Cinco de Mayo Alcohol Awareness Month BUA Week St. Patrick’s Day Spring Break CPS Week Super B...
Optimal Channel and  Best Time
Optimal time: Place
Time as Emotional State
Your Turn <ul><li>1. Choose three possible channels for your message </li></ul><ul><li>Do not rely too heavily on traditio...
Sixth Step: Partner, partner, partner <ul><li>Partnerships will help extend the reach of your message </li></ul><ul><li>A ...
Private partnership
Partner Non-profit <ul><li>Hospitals </li></ul><ul><li>Clinics </li></ul><ul><li>Birthing Centers </li></ul><ul><li>Federa...
Your Turn <ul><li>Brainstorm possible private and non-profit partners that could help you to deliver your message </li></u...
Congratulations <ul><li>You are now ready to create and design your materials and  your slogan </li></ul>
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Social Marketing

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  • marye
  • Social Marketing

    1. 1. Value, cause, and social marketing <ul><li>Yvonne Mery </li></ul><ul><li>Mary Evangeliste </li></ul><ul><li>AzLA ,Nov 13th, 2007 </li></ul>
    2. 2. BY THE END OF THIS SESSION YOU WILL: <ul><li>Recall the history of social marketing and its relevance to libraries </li></ul><ul><li>Identify contemporary social marketing campaigns </li></ul><ul><li>Recognize the elements that make social marketing campaigns successful </li></ul><ul><li>Apply social marketing best practices to libraries </li></ul><ul><li>Create an initial social marketing plan </li></ul>
    3. 3. Why apply Social Marketing to libraries? <ul><li>Because usually we are not selling a product like toothpaste </li></ul><ul><li>Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness </li></ul>
    4. 4. Social Marketing addresses the same types of issues as libraries Complicated issues like preventing forest fires pollution drunk driving
    5. 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.&quot; -Katya Andresesen Robin Hood Marketing
    6. 6. Why apply Social Marketing to libraries? &quot;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 &quot; --Katya Andresesen Robin Hood Marketing
    7. 7. Three caveats before we begin: <ul><li>More complicated than regular marketing </li></ul><ul><li>Realize that benefits of our libraries are not self evident </li></ul><ul><li>Transform ourselves into effective communicators </li></ul>
    8. 8. Social Marketing by any name <ul><li>Non-profit Marketing </li></ul><ul><li>Cause-driven marketing </li></ul><ul><li>Value-based marketing </li></ul><ul><li>Development communication </li></ul><ul><li>Socially-responsible marketing </li></ul>
    9. 9. History of Social Marketing <ul><li>Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952) </li></ul>
    10. 10. War Bonds - An early Social Marketing Campaign
    11. 11. War Bonds Success <ul><li>Traditional Marketing Elements </li></ul><ul><li>Product - War Bonds </li></ul><ul><li>Promotion - Posters, radio </li></ul><ul><li>Strong Messenger - Kate Smith </li></ul><ul><li>Strong Message - Buy war bonds and help save a life, help your country </li></ul><ul><li>Psychological Elements </li></ul><ul><li>Motivation - Patriotism </li></ul><ul><li>Direction - Knowledge of where to buy war bonds </li></ul><ul><li>Mechanism - banks, post, phone </li></ul><ul><li>Ability to deliver product - many centers cause ease of use </li></ul><ul><li>Low exertion - pick up phone </li></ul>
    12. 12. Other historical social marketing campaigns
    13. 13. History of Social Marketing Social Marketing: An Approach to Planned Social Change 1971 Kotler and Zaltman <ul><li>coined term </li></ul><ul><li>saw marketing as technology </li></ul>
    14. 14. Public Health Embraces Social Marketing
    15. 15. Public Health Embraces Social Marketing
    16. 16. Social Marketing Today
    17. 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. 18. Your Turn <ul><li>Name, Where are you from? </li></ul><ul><li>Why did you come to this workshop? </li></ul><ul><li>Think of a social marketing campaign that has affected you </li></ul><ul><li>What was the visual imagery? </li></ul><ul><li>What was the message? </li></ul><ul><li>Why has it stuck with you? </li></ul>
    19. 19. Current Social Marketing Campaigns <ul><li>Click it or ticket </li></ul><ul><li>Truth </li></ul><ul><li>SIDS </li></ul>
    20. 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. 21. Important change in message From: To:
    22. 22. <ul><li>in 2003 won the Oscar of the advertising industry-Grand EFFIE </li></ul><ul><li>credited with creating new historic lows in teen smoking- lowest rates since 1980s </li></ul><ul><li>smoking declined 38% from 1998-2002 in florida where truth was started </li></ul>
    23. 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. 24. Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry
    25. 25. SIDS -Back to Sleep Campaign <ul><li>Sudden Infant Death Syndrome </li></ul><ul><li>National Institute of Child Health and Human Development </li></ul><ul><li>Maternal and Child Health Bureau </li></ul><ul><li>American Academy of Pediatrics </li></ul><ul><li>SIDS Alliance </li></ul><ul><li>Association of SIDS and Infant Mortality Programs </li></ul>
    26. 27. SIDS Success Little information Simple Action Variety of channels
    27. 28. Your Turn Take a 10 minute break
    28. 29. First step : choose narrow target audiences and do tons of research
    29. 30. Two different narrow audiences <ul><li>Teenage girls </li></ul><ul><li>Pickup drivers </li></ul>
    30. 31. <ul><li>Most people begin smoking before age 18 so they choose 12-17 years old </li></ul><ul><li>Street level research-staffers went out and spoke to teenagers with video cameras </li></ul>
    31. 32. Your turn: choose your target audience
    32. 33. Choose your audience <ul><li>Public library in an urban setting - teenage boys of lower-socioeconomic means </li></ul><ul><li>University Library - International graduate students majoring in education </li></ul><ul><li>Community College Library in a suburban setting - Part-time ESL adult students </li></ul><ul><li>School library in a rural setting - elementary school students in a low-performing school </li></ul>
    33. 34. Second step:choose an action Go beyond awareness to action Choose specific and feasible action
    34. 35. A simple easy to do action
    35. 36. What is the action?
    36. 37. What is the action?
    37. 38. Your turn: choose an action <ul><li>Keep in mind: </li></ul><ul><li>action must be feasible and realistic </li></ul><ul><li>action must be easy to do </li></ul><ul><li>action must be tied to your target audience </li></ul>
    38. 39. Third Step: begin crafting message with reward that is directly related to target audience
    39. 40. Teens want to rebel In Your Face campaign
    40. 41. It’s about your audiences values
    41. 42. Your Turn: Craft message with reward <ul><li>Write down five or more things that are important to your audience </li></ul><ul><li>Use these values to create a message </li></ul><ul><li>Message should have an immediate reward </li></ul><ul><li>Ask yourself: </li></ul><ul><ul><li>Why should your audience do this? </li></ul></ul><ul><ul><li>What is in it for them? </li></ul></ul><ul><ul><li>What will they gain or lose from taking your action? </li></ul></ul><ul><li>Appeal to your audience’s values, not yours’, not the organizations’ </li></ul>
    42. 43. Fourth Step: Choose a messenger <ul><li>Messengers should be appeal to the audience and be reflective of them </li></ul><ul><li>Messengers can be: </li></ul><ul><li>Peers </li></ul><ul><li>Authority figures </li></ul><ul><li>Experts </li></ul><ul><li>Inner circles (family members) </li></ul>
    43. 44. Messenger as Peer <ul><li>No adults, no authority figures </li></ul><ul><li>Only adult is the enemy </li></ul><ul><li>The Truth Campaign </li></ul>
    44. 45. Messenger as Family
    45. 46. Messenger as Authority Figure
    46. 47. Your turn: Choose a messenger <ul><li>Write down three possible messengers: peer, authority figure, expert, inner circle </li></ul><ul><li>Keep your audience in mind </li></ul><ul><li>Choose a messenger you believe will best appeal to your target audience </li></ul>
    47. 48. Fifth step: Choose the channel and the optimal time <ul><li>Channel: The “thing” you’re using to get your message out </li></ul><ul><li>Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks </li></ul><ul><li>Time: </li></ul><ul><li>As place </li></ul><ul><li>As time </li></ul><ul><li>As emotional state </li></ul>
    48. 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
    49. 50. Optimal Channel and Best Time
    50. 51. Optimal time: Place
    51. 52. Time as Emotional State
    52. 53. Your Turn <ul><li>1. Choose three possible channels for your message </li></ul><ul><li>Do not rely too heavily on traditional channels </li></ul><ul><li>2. Choose the optimal time or times to deliver your message </li></ul><ul><li>Remember to match channel with time </li></ul>
    53. 54. Sixth Step: Partner, partner, partner <ul><li>Partnerships will help extend the reach of your message </li></ul><ul><li>A partner can be any organization that is also trying to reach your same target audience – private and non-profit </li></ul><ul><li>Partnerships need to have a mutual benefit for both </li></ul><ul><li>Philanthropic </li></ul><ul><li>Financial </li></ul><ul><li>Image change or enhance </li></ul><ul><li>New market access </li></ul>
    54. 55. Private partnership
    55. 56. Partner Non-profit <ul><li>Hospitals </li></ul><ul><li>Clinics </li></ul><ul><li>Birthing Centers </li></ul><ul><li>Federal agencies – WIC </li></ul>
    56. 57. Your Turn <ul><li>Brainstorm possible private and non-profit partners that could help you to deliver your message </li></ul><ul><li>Ask yourself: </li></ul><ul><li>Who else is trying to reach my audience? – include those that are working on different issues with same audience </li></ul><ul><li>Is there a benefit for both partners? – If not, do not choose them </li></ul><ul><li>Choose your top three </li></ul>
    57. 58. Congratulations <ul><li>You are now ready to create and design your materials and your slogan </li></ul>

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