Case Study  Social Marketing & Drought Response
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Case Study Social Marketing & Drought Response

on

  • 2,999 views

A "manufactured" case study created to illustrate how social marketing concepts ccan be applied to an environmental issue.

A "manufactured" case study created to illustrate how social marketing concepts ccan be applied to an environmental issue.

Statistics

Views

Total Views
2,999
Views on SlideShare
2,995
Embed Views
4

Actions

Likes
0
Downloads
43
Comments
0

1 Embed 4

http://www.slideshare.net 4

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Case Study Social Marketing & Drought Response Presentation Transcript

  • 1. Case Study: Social Marketing and Drought Response Mike Newton-Ward, MSW, MPH Social Marketing Consultant
  • 2. “ BASECs” of Social Marketing (plus 4 Ps)
    • Behavior change
    • Audience driven
    • Segmentation (targeting)
    • Exchange (costs vs. benefits)
    • Competition (what is more attractive than your offer?)
  • 3. “ BASECs” of Social Marketing (plus 4 Ps)
    • Product – what you’re offering: behavior, services, tangible items, benefits
    • Place –1) where people are located, 2) where they are likely to think about your issue, 3) the point of action
    • Price – making it easier, providing meaningful benefits
    • Promotion – information, knowledge, awareness
  • 4. Case Study : Drought Response
  • 5. Case Study : Drought Response The Problem Much of North Carolina is experiencing an exceptional drought. The governor has asked citizens to cut home water usage in half. The city council of “Tarheelville” has retained a social marketing consultant to develop a plan to reduce water consumption.
  • 6. Case Study : Drought Response Behavioral Goals Buy and use rain barrels for outdoor home watering.
  • 7. Case Study : Drought Response Audiences Home owners in Tarheelville who have yards or outdoor plants that they water.
  • 8. Case Study : Drought Response Formative Research
    • Barriers
    • Cost
    • Changing habits
    • Knowing proper set up and usage
    • Convenient access to places of purchase
    • Facilitators
    • Concern over drought
    • Sense of being part of the solution
    • Sense of “keeping up with the Jones”
    • Living out personal values of being a good steward of the environment
  • 9. Case Study : Drought Response Competition Status quo—continuing with current watering habits Reducing outdoor watering, but still using public water
  • 10.
    • Costs
    • Cost
    • Changing habit
    • Knowing proper set up and usage
    • Access to places of purchase
    • Benefits
    • Sense of being part of the solution
    • Sense of “keeping up with the Jones”
    • Live out personal values of being a good steward of the environment
    Case Study : Drought Response Exchange
  • 11. Case Study : Drought Response Product
    • Behavior: buy and use rain barrel for outdoor home water
    • Tangible Products
    • rain barrels
    • written instructions
    • demonstration groups
    • Benefits
    • sense of being part of the solution
    • sense of “keeping up with the Jones;”
    • living out personal values
  • 12. Case Study : Drought Response Price
    • Reduced cost barrels, subsidized by the city
    • Reminders
      • -hang tags for spigots
      • -in utility bills
      • -in mass media
    • Classes on how to use barrels by certified environmental educators and trained volunteers (paired with tips on drought resistant gardening)
  • 13. Case Study : Drought Response
    • Re-norming
      • -sign for yard; lapel button to wear
      • -users featured in mass media stories and in utility bill inserts
      • -partnering with existing associations, groups, business to form “users clubs
        • Civic organizations
        • Home owner associations and apartment complexes
        • Hardware and gardening stores (stores offer reduced price as good corporate citizens)
        • Places of worship
        • Scouts, 4-H, etc.
    • Available for purchase at partner sites above
  • 14. Case Study : Drought Response Place
        • Civic organizations
        • Home owner associations and apartment complexes
        • Hardware and gardening stores
        • Places of worship
        • Scouts, 4-H, etc.
        • Home
  • 15. Case Study : Drought Response Promotion
    • Educational classes
    • Mass media stories, interview shows, news and editorials
    • Utility bill inserts
    • Yard signage
    • Talking points and speakers for groups
    • Written instructions