Social marketing: Improving Policy Implementation Dr Stephen Dann Dr Susan Dann

Introduction and Overview Marketing Social marketing Behavioural change model Improving Policy Implementation Efficiency and Effectiveness Defending the Spend

Marketing

Social marketing

Behavioural change model

Improving Policy Implementation

Efficiency and Effectiveness

Defending the Spend

Definitions Marketing : the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational needs. Social marketing : the adaptation of commercial marketing technologies to create programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are a part.

Marketing : the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational needs.

Social marketing : the adaptation of commercial marketing technologies to create programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are a part.

Framework of social marketing Client focussed in the design of campaigns Research and evidence driven Aims to achieve mutually beneficial exchanges Social marketing’s “bottom line” is voluntary behavioural change Implemented through the “marketing mix” Socially beneficial outcomes are subjective Adapts to external environments

Client focussed in the design of campaigns

Research and evidence driven

Aims to achieve mutually beneficial exchanges

Social marketing’s “bottom line” is voluntary behavioural change

Implemented through the “marketing mix”

Socially beneficial outcomes are subjective

Adapts to external environments

Some characteristics of social marketing Public scrutiny Extravagant expectations Targeted at non existent or negative demand Target unresponsive audiences Focus on sensitive issues Behaviours often have invisible, delayed or non guaranteed benefits

Public scrutiny

Extravagant expectations

Targeted at non existent or negative demand

Target unresponsive audiences

Focus on sensitive issues

Behaviours often have invisible, delayed or non guaranteed benefits

Behaviour change model Targets adopt the alternative behaviour long term as their “normal” behaviour Maintenance Targets trial the alternate behaviour Action Targets determine what they need to know or do to change their behaviour Preparation Targets become aware of the issue and start to consider it in light of their lives Contemplation Potential targets are unaware of issue Pre contemplation Characteristics Stage

Stages of behavioural change Reinforce changes, reminder communications Maintenance Facilitate action Action Educate Preparation Persuade and motivate Contemplation Create awareness; change values and beliefs Pre contemplation Marketing & Communication Tasks Stage

Marketing mix The marketing mix is sometimes called the 4 Ps and consists of the following elements product, price, place, promotion

The marketing mix is sometimes called the 4 Ps and consists of the following elements

product,

price,

place,

promotion

Marketing mix: Product The bundle of benefits that the organisation is offering to the public what are you “selling” to the market? what aspect of the product needs to be communicated?

The bundle of benefits that the organisation is offering to the public

what are you “selling” to the market?

what aspect of the product needs to be communicated?

Social product Social Product Idea Practice Tangible object Belief Attitude Value One off Ongoing

Childhood Obesity “product” Contraception Idea Practice Tangible object Obesity is avoidable Healthy Outdoor exercise is a safe and fun activity to undertake After school sports Dietary change Fresh fruit Low fat food Water to replace softdrinks

Competition Behaviours and associated benefits of the competing behaviour Behaviours that are habits Organisations and individuals that promote a counter behaviour

Behaviours and associated benefits of the competing behaviour

Behaviours that are habits

Organisations and individuals that promote a counter behaviour

Competition: Example Behaviour objective: Encourage after school sport Competing behaviour: homework Competing messages/messengers: School Social marketing message:

Behaviour objective: Encourage after school sport

Competing behaviour: homework

Competing messages/messengers: School

Social marketing message:

Improving Policy Implementation through Social Marketing

Components of Successful Social Marketing The marketing mix consists of price, product, promotion, place, people, process and physical evidence. Each element of the marketing mix consists of sub components for example, price consists of both financial and non financial costs.

The marketing mix consists of price, product, promotion, place, people, process and physical evidence.

Each element of the marketing mix consists of sub components for example, price consists of both financial and non financial costs.

Social Marketing for Effectiveness and Efficiency Targeting Segmentation Understanding the consumer

Targeting

Segmentation

Understanding the consumer

Problems for Marketing Unrealistic expectations Funding, Expenditure and Sponsorship Uncertain outcomes

Unrealistic expectations

Funding, Expenditure and Sponsorship

Uncertain outcomes

Unrealistic Expectations Coca Cola Total market share – 45% 55% of the market not supporting Coke In social marketing terms 55% of drivers drink driving 55% of teenagers smoking 55% of houses not recycling

Coca Cola

Total market share – 45%

55% of the market not supporting Coke

In social marketing terms

55% of drivers drink driving

55% of teenagers smoking

55% of houses not recycling

Funding and Sponsorship Broncos $1million dollar sponsorship 3 years 'better living - better lifestyle' statewide campaign was to target Queensland residents and encourage people, especially the youth of today, to live better lifestyles Rip Curl 17-year-old female surfer Five-year contract for $1 million "Steph's really the leading edge of a new generation. Women's surfing is on the move and we need our superstars coming through."

Broncos $1million dollar sponsorship

3 years

'better living - better lifestyle'

statewide campaign was to target Queensland residents and encourage people, especially the youth of today, to live better lifestyles

Rip Curl

17-year-old female surfer

Five-year contract for $1 million

"Steph's really the leading edge of a new generation. Women's surfing is on the move and we need our superstars coming through."

Countering funding Defending the spending Explaining the purpose of the expenditure Pointing out the costs of inaction Publicise the cost of alternative less effective delivery mechanisms Ask the critic to suggest alternative solutions that meet the same proactive goals.

Defending the spending

Explaining the purpose of the expenditure

Pointing out the costs of inaction

Publicise the cost of alternative less effective delivery mechanisms

Ask the critic to suggest alternative solutions that meet the same proactive goals.

Uncertain outcomes Uncertain campaign outcomes Not smoking today means… Possibly not contracting a smoking related illness Unless there’s been any exposure to secondary smoke Unless you have a genetic predisposition towards cancer Unless you have exposure to other carcinogenic materials Drinking 8 glasses of water today means… 8 glasses tomorrow and the next day No concrete and tangible outcome.

Uncertain campaign outcomes

Not smoking today means…

Possibly not contracting a smoking related illness

Unless there’s been any exposure to secondary smoke

Unless you have a genetic predisposition towards cancer

Unless you have exposure to other carcinogenic materials

Drinking 8 glasses of water today means…

8 glasses tomorrow and the next day

No concrete and tangible outcome.

Summary Social marketing is derived from managerial marketing and therefore uses commercial marketing tools and frameworks The ultimate aim of social marketing is to change behaviour Social marketing communications use traditional marketing communication methods and include the full range of marketing mix and promotional mix elements

Social marketing is derived from managerial marketing and therefore uses commercial marketing tools and frameworks

The ultimate aim of social marketing is to change behaviour

Social marketing communications use traditional marketing communication methods and include the full range of marketing mix and promotional mix elements