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Part 1 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

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  1. 1. Social marketing campaigns<br />International Project Week - Nordhausen<br />
  2. 2. Today<br />Getting to know each other<br />The project <br />Social marketing<br />
  3. 3. Nice to meet you….<br />WindesheimNew media / InternetMassCommunicationImre& Nynke 1969 Catapult Running Educational SciencesHellendoornMusicbed & breakfast<br />Contact:<br />E-mail:<br />Twitter: igorterhalle<br />
  4. 4. Introduce yourself….<br />Name, study, hobby ….<br />Why did you chose this project?<br />Expectations…..<br />
  5. 5. This week<br />We are going to design a campaign to address a bad habit or (bad / irritating) behavior<br />You will work in pairs<br />First: choose a subject…<br />
  6. 6. “Bad habits are like a comfortable bed, easy to get into, but hard to get out of”<br />
  7. 7. Bad habbits….<br />How long have you had this bad habit?<br />How long have you been trying to break it?<br />How many people have told you to stop it?<br />How often have they nagged you?<br />Why don’t you listen?<br />
  8. 8. Irritations<br />What behavior (of others) does irritate you?<br />Why does it irritate you?<br />Why do people perform this behavior?<br />Do they know some might think this behavior is annoying?<br />Who do they continue performing this behavior?<br />
  9. 9. 1. What subject did you chose?<br />2. What’s your organization? Who will be contracting you?<br />
  10. 10. Social marketing…<br />Theory….<br />
  11. 11. Social Marketing<br />Make pairs of two<br />Suppose you want to collect money for an environment project in Nigeria. Some facts: Nigeria’s government is known to be corrupt; the majority of Nigerians live below the poverty line; environmental issues is not their top priority. Still you find it important to start this project, because ….. (think of some reasons)<br />How would you convince:<br />Your mother/father to donate money<br />Your neighbour<br />The richest business man/woman in town?<br />10 minutes….<br />
  12. 12. Short discussion<br />Share your thoughts and your three approaches:<br />How were they different for each audience? How were they the same?<br />Was it easy or difficult to adjust your approach for each audience?<br />Are you on your way to becoming social marketers…?<br />
  13. 13. What is marketing?<br />Humanactivityaimed at fulfillinghumanneeds and wishes through exchange<br />Marketing is the socialprocessbywhichidviduals and groupsobtainwhattheyneed and want throuhcreating and exchangingproducts and valuewithothers<br />Philip Kotler<br />
  14. 14. Social Marketing<br />Aimed at influencing behaviour which is voluntary<br />In order to achieve a social goal/positive benefit to society<br />Uses theories and techniques from marketing<br />Systematic approach using planning <br />Other instruments are services, policy, regulations<br />
  15. 15. Most important features<br />Social marketing is about being strategic. <br />Pick a crucial issue and a target audience.<br />Then, think about the issue from the perspective of your target audience. <br />Pretend that their perspective is all that matters.<br />Why? Because it is all that matters!<br />RESEARCH!!<br />
  16. 16. The social marketing mix: compare with the marketing mix<br />The Senseo case<br />Research: trends & patterns<br />Individual <br />Quick<br />Easy (technology)<br />Coffee not fancy<br />Product; senseo<br />Partnership DE; coffee pads<br />Price: in between cheap and expensive<br />
  17. 17. The social marketing mix: compare with the marketing mix<br />Place; distribution (where can we buy this?); compare with nespresso<br />Promotion <br />
  18. 18. + about social marketing<br />Social marketing recognizes that information alone does not change behaviors<br />Social marketing focuses on target audiences, including their needs, wants, and motivators<br />Social marketing focuses on making behaviors easy, fun, and popular!<br />
  19. 19. Critique on social marketing<br />Simplistic assumption that economic theories can be used for understanding, predicting and changing complex behaviors <br />Human being as an economic rational; exchange theory<br />Important determinants are overlooked<br />Too much emphasis on communication tools (leaflet, poster will solve the problem)<br />
  20. 20. Behavioural interventions<br />Understanding understanding what considering range of the key influences are options forthe behavior action<br />Interven-tions<br />Behavior<br />Patterns &trends<br />Behavioral theory<br />What they do<br />Patterns& trends<br />Why they do it <br />Integrated theory framework<br />Options and mix<br />4 primary components<br />
  21. 21. From analysis to evaluation<br />Analysis<br />Plan <br />Evaluation<br />Implemen-tation<br />
  22. 22. 10 steps in strategic marketing process<br />Step 1: background, purpose and focus<br />Step 2: situationanalysis<br />Step 3: target market<br />Step 4: objectives and goals<br />Step 5: competition; barriers and motivators<br />Step 6: positioning<br />Step 7: the marketing mix<br />Step 8: monitoring and evaluation<br />Step 9: budget and resources<br />Step 10: implementation<br />Montag<br />Mit-woch<br />Dienstag<br />
  23. 23. Step 1: background, purpose and focus<br />What is the problem? <br />How big is the problem? <br />For whom? <br />Who is involved in the problem? <br />What are the causes and consequences? <br />What are the costsinvolved? Etc.<br />Assignment 1:<br /><ul><li>Prepareanansweron these quenstions.
  24. 24. Presentthemtomorrow in class</li></li></ul><li>What to do? Gather background data <br />Gather data on the social issue you will be adressing from scientific, epidemiological or other research<br />Examples…<br />Can you find figures on the increase of obesity?<br />Is there an increase in cell phone use during driving?<br />Is there a decline in blood donors?<br />Etc.<br />
  25. 25. What to do? Develop purpose statement <br />Develop a purpose statement that reflects the benefit of a succesful campaign. What is the potential impact of your campaign? <br />Typical purpose statements should inspire support for the plan<br />Don’t need to be long or elaborate….<br />Examples:<br />Decrease the spread of HIV/AIDS among homosexual Germans<br />Improve the water quality in Lake …<br />Eliminate the stigma surrounding mental illness<br />Assignment 2:<br />Develop a purpose statement…<br />
  26. 26. What to do? Focus<br />Identify and choose from the vast number of potential options to contribute to the plan’s purpose. <br />Criteria:<br />Behavior change potential<br />Market supply<br />Organizational match<br />Funding sources and appeal<br />Impact<br />
  27. 27. Example<br />Assignment 3:<br />Focusyourcampaign and motivatethe criteria you have used….<br />
  28. 28. Step 2: Situation analysis<br />
  29. 29. Situation analysis<br />Quickaudit of internal factors (strenght and weaknesses) and externalforces/developments (opportunities and threats)<br />SWOT analysis<br />
  30. 30. Micro environment – internal factors<br />Available resources<br />Service delivery capabilities (distribution channels)<br />Management support<br />Issue priority<br />Internal publics<br />Current alliances and partners<br />Past performance ….<br />
  31. 31. Macro environment – external forces<br />Cultural forces<br />Technological forces<br />Demographic forces<br />Natural forces<br />Economic forces<br />Political / legal forces<br />External publics<br />
  32. 32. SWOT <br />
  33. 33. Opportunities (external)<br />Main question:<br />Can we deploy these opportunities by using our strengths?<br />Strengths (internal)<br />Opportunities versus strengths<br />Big chance for success, because there are possibilities and we can do something with them<br />
  34. 34. Opportunities (external)<br />Mainquestion:<br />Are ourweaknesses a barrierformakinguse of these opportunities? <br />There are possibilities, but we don’tknowwhether we cangrabthem<br />Weak-nesses (internal)<br />Opportunities versus weaknesses<br />
  35. 35. Threats (external)<br />Main question<br />Can we reduce or eliminate the threats by our strengths?<br />Success is threatened, but perhaps we have an answer<br />Strengths (internal)<br />Threats versus strengths<br />
  36. 36. Threats (external)<br />Main question<br />Are the weaknesses a barrier to reduce or eliminate the threats? <br />Big chance of failure.<br />Weak-nesses (internal)<br />Threats versus weaknesses<br />Assignment 4:<br />Develop a SWOT analysis<br />
  37. 37. Tomorrow<br />Presentations (case, background, purpose, focus and environmental analysis<br />Step 3- 5:<br />Select target market<br />Set objectives and goals<br />Identify competition, barriers and motivators…<br />Feedback / help <br />
  38. 38. Need help?<br />