Social Marketing Presentation to AUT

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  • People Think Environmental Social Marketing is Important Seven of the highest spending social marketing campaigns in New Zealand Including climate change and biosecurity Environmental issues at 2 and 3, within spitting distance of the road toll Direct co-relation between an issues importance and the need for some sort of collective community effort
  • Crawling before walking How we have prepared We are using research like never before to influence our planning.
  • Crawling before walking How we have prepared We are using research like never before to influence our planning.
  • Social Marketing Presentation to AUT

    1. 1. NEW ZEALAND.IT’S OUR PLACE TO PROTECTAUT Presentation5 March 2012
    2. 2. “KNOW THE ENEMY” CAMPAIGN
    3. 3. ENVIRONMENTAL COMMUNICATIONS:PEOPLE THINK IT’S IMPORTANT Collective Reducing the road toll in NZ Protecting NZ from unwanted pests/diseases Making sure NZ is working towards addressing sustainability and climate change Binge drinking Ensuring New Zealanders save enough for retirement Discrimination against people with mental illness Preventing accidents and injury around the home Getting people to stop smoking Addressing problem gambling Personal
    4. 4. RESPONDING TO THE CHALLENGES 1. Increasing  Simplicity & distraction accessibility 3. Empowered  Insight & individualism personalisation 5. New, developing  Partnership & communities involvement 7. New models of  Openness & authority authenticity
    5. 5. NEW APPROACHES TO EFFECTIVECOMMUNICATIONS 1. Focus on the drivers of behaviour 2. Involvement and co-creation 3. Innovative channels & partnership approaches 4. Build closer connections 5. Consider branding and reputation 6. Engage your employees
    6. 6. WHAT IS SOCIAL MARKETING?The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good. UK National Centre for Social Marketing 2006Social Marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for their benefit. UK National Centre for Social Marketing 2012
    7. 7. WHAT IS SOCIAL MARKETING?The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good. UK National Centre for Social Marketing 2006
    8. 8. WHAT IS SOCIAL MARKETING?The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good. UK National Centre for Social Marketing 2006
    9. 9. WHAT IS SOCIAL MARKETING?The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good. UK National Centre for Social Marketing 2006
    10. 10. WHAT IS SOCIAL MARKETING?The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good. UK National Centre for Social Marketing 2006
    11. 11. WHAT IS SOCIAL MARKETING?The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good. UK National Centre for Social Marketing 2006
    12. 12. DIDYMO (ROCK SNOT)
    13. 13. FOCUS ON THE DRIVERS OF BEHAVIOURCHANGE Waterway a resource Heartland Boaties - Family fun & ‘Social’ fishing Personal Government responsibility responsibility Jet Boating Heartland Heartland - ‘Passionate’ Fly Of Sport Fishermen serious Kayakers 100% natural environment
    14. 14. INVOLVEMENT AND CO-CREATION
    15. 15. INVOLVEMENT AND CO-CREATION
    16. 16. CHANNELS, MEDIA & PARTNERSHIPS
    17. 17. MEASURING PROGRESS Have you personally taken any different actions when using freshwater recreational areas to help stop the spread of didymo? Dont know Dont know 2% 1% No Yes 23% 2006 29% 2007 No Yes 69% 76%Base: 2006 (n=757, respondents who had seen, read or heard any communications relating to didymo),2007 (n=1550, all respondents) Didymo Campaign Evaluation 2007
    18. 18. MEASURING PROGRESS Below are some statements that other people have made about the communications about % who neither didymo. Please indicate to what extent you agree or disagree with each statement agree/disagree: Showed me what I need to do to stop didymo 1 3 48 38 Relevant 1 2 55 28 10% 1 3 52 28 14% Believable 1 3 17% For people like me 46 33 Credible 1 3 57 22 18% I could help stop the spread of didymo 1 5 55 21 18%Made me behave differently to help stop didymo 2 5 47 28 18% Not tired of didymo communications* 1 3 44 30 18% Did not turn me off* 1 3 41 31 23% Eye-catching 1 5 45 13 25% 2 7 45 12 35% Motivating Interesting 1 6 44 10 34% Showed me that didymo could be contained 8 24 27 4 38% 36% 100 80 60 40 20 0 20 40 60 80 100 %Base : All respondents (n=1550) Strongly disagree Disagree Agree Strongly agree Didymo Campaign Evaluation 2007
    19. 19. LINKING OUTPUT TO OUTCOME High confidence in MAF 25% 15% Biosecurity 14% 94% Heard of check, clean, dry 86% 50% Always make an effort to 71% 65% check, clean, dry 41% Strong belief that I can make a 47% 47% difference 39% Strong personal role in 69% 71% preventing spread 53% Best steps being taken to stop 24% 16% didymo 20% Know very well what to do 47% 29% about didymo 9% Personally considered "a lot" 55% 39% how to stop didymo 8% 0 20 40 60 80 100 Cannot recall any didymo publicity Can recall 1 - 3 publicity items Can recall 4 or more publicity itemsBase : All respondents (n=1550) Didymo Campaign Evaluation 2007
    20. 20. THE COMPLIANCE FRAMEWORK High Low Imprisonment (Enforcement Heavy Fines Communications) DecidedEconomic Sociological Co not to comply on mm nti un r ve Customer i ca Light Fines e Don’t want to Social Int tio comply Marketing nt ns me I nteBusiness Industry ce r for ve En nti Psychological Try to, but Licensing Social on Legal Incentive don’t always Marketing succeed Education Factors that influence Willing to do customer decisions and the right thing behaviour Low High
    21. 21. MEASURING COST-EFFECTIVENESS ● Total cost of didymo (NZIER 2005): $58m to $285m ● Cost of impact on North Island: $62.6m (2007-2012) ● Cost saving by stopping entry into North Island: $11.2m (2007-2008) ● Cost of social marketing: $5.2m (2005-2008) ● Return on investment to 2008: $1:$2.15 ● Return on investment to 2012: $1:$7.61

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