Case Study: Social Marketing and Drought Response Mike Newton-Ward, MSW, MPH Social Marketing Consultant

“ 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?)

Behavior change

Audience driven

Segmentation (targeting)

Exchange (costs vs. benefits)

Competition (what is more attractive than your offer?)

“ 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

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

Case Study : Drought Response

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.

Case Study : Drought Response Behavioral Goals Buy and use rain barrels for outdoor home watering.

Case Study : Drought Response Audiences Home owners in Tarheelville who have yards or outdoor plants that they water.

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

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

Case Study : Drought Response Competition Status quo—continuing with current watering habits Reducing outdoor watering, but still using public water

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

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 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

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

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)

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)

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

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

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

Civic organizations

Home owner associations and apartment complexes

Hardware and gardening stores

Places of worship

Scouts, 4-H, etc.

Home

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

Educational classes

Mass media stories, interview shows, news and editorials

Utility bill inserts

Yard signage

Talking points and speakers for groups

Written instructions