Social Marketing J455

USE a condom VACCINATE your child Social Marketing BREASTFEED your baby GO to school

By Definition “Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to in uence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” (Alan Andreasen,1997)

What Social Marketing is... • A social behavior change strategy • Consumer-focused • Most effective when it activates people • Targeted to those who have a reason to care • Strategic and requires efficient use of resources • Integrated, and work on the “installment plan” • Link to Zola ad

What Social Marketing is not... • Just advertising • A clever slogan or messaging strategy • Driven by the organizational expert’s agenda • Promotions or media outreach exclusively • An image campaign • A fundraiser • Done in a vacuum • A quick process

The Basics Know your audience Create action Offer an exchange Acknowledge the competition Keep the “four Ps” in mind

Know your audience No such thing as “general public” Segment into narrowly de ned groups Understand their demographics and psychographics thoroughly photo:www.corbis.com

Philosophy of Exchange Human Nature means we minimize our costs and maximize our rewards when possible - basic cost/bene t analysis. Increase or Highlight Bene ts/Rewards Decrease or De- emphasize Barriers/Costs Make changes in product, price, place or promotion if necessary

Exchange: Pepsi Generation You give me $1 You get: Thirst quencher Good taste Fun Youthful feeling A new boy/girlfriend photo:www.corbis.com

Stop AIDS, Love Life Survey Reseach Infection rate: 3 - 4 percent Ghanaians tend to abstain and be faithful to their partners Low condom use The social risk was seen as higher than health risks

Stop AIDS, Love Life Objectives Increase risk perception Increase social support for preventative behaviors Increase condom sales Increase care and compassion for people living with HIV/AIDS

Stop AIDS, Love Life Phase 1 Prevention messages A, B, C of prevention Strategies Entertainment-Education Peer Counseling

Stop AIDS, Love Life

Create an action: A new idea should... Have a relative advantage Be compatible with social norms Not be too complex Be observable others trying/doing Can be “tried out”

Exchange: Prevention Behaviors You Give? You Get?

What competition?? Know your environment Competing messages Non-action vs. action Have ability to respond Political changes News events Other organizations’ work photo:www.corbis.com

The “Four Ps” Product Behavior, service, product being exchanged with the target audience for a price and a bene t Price Cost to the target audience of changing behavior Time; Effort; Lifestyle; Psychological Cost

The “Four Ps” Place Where does your audience access products or programs? Where do they engage in the desired behavior? Promotion Communication to the audience about product/ program, price and place variables

More Ps? Publics: all the people who can affect the programs success Partnerships: other organizations with similar goals, target audience access or credibility, desire or resources Policy: government or organizational policies that can serve as a catalyst for large scale social change Purse Strings: funders such as corporate partners, foundations and government agencies Source: Nedra Weinreich

Seven Principles Begin with the desired action Messages must: • Create personal connection • Offer key benefit or reward • Promote an action • Be memorable Be inescapable Have unique competitive position Be emblematic of the cause & extend the brand Be flexible Be tested many times Robin Hood Marketing, Katya Andreson

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Social Marketing J455

by Kelli Matthews

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