Social marketing:Improving Policy Implementation


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Social marketing:Improving Policy Implementation

This is the powerpoint presentation to accompany the launch of the coauthored Dann and Dann monograph on social marketing. The powerpoint covers basics of social marketing, introduces a couple of models, and explains how social marketing can be used to improve government performance in delivering changes promised by policy, and delivered by changing individual behaviours

Monograph: Dann and Dann (2005) Social Marketing and Behavioural Change Strategies. Queensland Department of Premier and Cabinet,

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Published in: Business, Education
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Social marketing:Improving Policy Implementation

  1. 1. Social marketing: Improving Policy Implementation Dr Stephen Dann Dr Susan Dann
  2. 2. Introduction and Overview <ul><li>Marketing </li></ul><ul><li>Social marketing </li></ul><ul><li>Behavioural change model </li></ul><ul><li>Improving Policy Implementation </li></ul><ul><li>Efficiency and Effectiveness </li></ul><ul><li>Defending the Spend </li></ul>
  3. 3. Definitions <ul><li>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. </li></ul><ul><li>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. </li></ul>
  4. 4. Framework of social marketing <ul><li>Client focussed in the design of campaigns </li></ul><ul><ul><li>Research and evidence driven </li></ul></ul><ul><ul><li>Aims to achieve mutually beneficial exchanges </li></ul></ul><ul><li>Social marketing’s “bottom line” is voluntary behavioural change </li></ul><ul><ul><li>Implemented through the “marketing mix” </li></ul></ul><ul><ul><li>Socially beneficial outcomes are subjective </li></ul></ul><ul><li>Adapts to external environments </li></ul>
  5. 5. Some characteristics of social marketing <ul><li>Public scrutiny </li></ul><ul><li>Extravagant expectations </li></ul><ul><li>Targeted at non existent or negative demand </li></ul><ul><li>Target unresponsive audiences </li></ul><ul><li>Focus on sensitive issues </li></ul><ul><li>Behaviours often have invisible, delayed or non guaranteed benefits </li></ul>
  6. 6. 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
  7. 7. 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
  8. 8. Marketing mix <ul><li>The marketing mix is sometimes called the 4 Ps and consists of the following elements </li></ul><ul><ul><li>product, </li></ul></ul><ul><ul><li>price, </li></ul></ul><ul><ul><li>place, </li></ul></ul><ul><ul><li>promotion </li></ul></ul>
  9. 9. Marketing mix: Product <ul><li>The bundle of benefits that the organisation is offering to the public </li></ul><ul><ul><li>what are you “selling” to the market? </li></ul></ul><ul><ul><li>what aspect of the product needs to be communicated? </li></ul></ul>
  10. 10. Social product Social Product Idea Practice Tangible object Belief Attitude Value One off Ongoing
  11. 11. 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
  12. 12. Competition <ul><li>Behaviours and associated benefits of the competing behaviour </li></ul><ul><li>Behaviours that are habits </li></ul><ul><li>Organisations and individuals that promote a counter behaviour </li></ul>
  13. 13. Competition: Example <ul><li>Behaviour objective: Encourage after school sport </li></ul><ul><li>Competing behaviour: homework </li></ul><ul><li>Competing messages/messengers: School </li></ul><ul><li>Social marketing message: </li></ul>
  14. 14. Improving Policy Implementation through Social Marketing
  15. 15. Components of Successful Social Marketing <ul><li>The marketing mix consists of price, product, promotion, place, people, process and physical evidence. </li></ul><ul><li>Each element of the marketing mix consists of sub components for example, price consists of both financial and non financial costs. </li></ul>
  16. 16. Social Marketing for Effectiveness and Efficiency <ul><li>Targeting </li></ul><ul><li>Segmentation </li></ul><ul><li>Understanding the consumer </li></ul>
  17. 17. Problems for Marketing <ul><li>Unrealistic expectations </li></ul><ul><li>Funding, Expenditure and Sponsorship </li></ul><ul><li>Uncertain outcomes </li></ul>
  18. 18. Unrealistic Expectations <ul><li>Coca Cola </li></ul><ul><ul><li>Total market share – 45% </li></ul></ul><ul><ul><li>55% of the market not supporting Coke </li></ul></ul><ul><li>In social marketing terms </li></ul><ul><ul><li>55% of drivers drink driving </li></ul></ul><ul><ul><li>55% of teenagers smoking </li></ul></ul><ul><ul><li>55% of houses not recycling </li></ul></ul>
  19. 19. Funding and Sponsorship <ul><li>Broncos $1million dollar sponsorship </li></ul><ul><ul><li>3 years </li></ul></ul><ul><ul><li>'better living - better lifestyle' </li></ul></ul><ul><ul><li>statewide campaign was to target Queensland residents and encourage people, especially the youth of today, to live better lifestyles </li></ul></ul><ul><li>Rip Curl </li></ul><ul><ul><li>17-year-old female surfer </li></ul></ul><ul><ul><li>Five-year contract for $1 million </li></ul></ul><ul><ul><li>&quot;Steph's really the leading edge of a new generation. Women's surfing is on the move and we need our superstars coming through.&quot; </li></ul></ul>
  20. 20. Countering funding <ul><li>Defending the spending </li></ul><ul><li>Explaining the purpose of the expenditure </li></ul><ul><ul><li>Pointing out the costs of inaction </li></ul></ul><ul><ul><li>Publicise the cost of alternative less effective delivery mechanisms </li></ul></ul><ul><li>Ask the critic to suggest alternative solutions that meet the same proactive goals. </li></ul>
  21. 21. Uncertain outcomes <ul><li>Uncertain campaign outcomes </li></ul><ul><ul><li>Not smoking today means… </li></ul></ul><ul><ul><ul><li>Possibly not contracting a smoking related illness </li></ul></ul></ul><ul><ul><ul><ul><li>Unless there’s been any exposure to secondary smoke </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unless you have a genetic predisposition towards cancer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unless you have exposure to other carcinogenic materials </li></ul></ul></ul></ul><ul><ul><li>Drinking 8 glasses of water today means… </li></ul></ul><ul><ul><ul><li>8 glasses tomorrow and the next day </li></ul></ul></ul><ul><ul><ul><li>No concrete and tangible outcome. </li></ul></ul></ul>
  22. 22. Summary <ul><li>Social marketing is derived from managerial marketing and therefore uses commercial marketing tools and frameworks </li></ul><ul><li>The ultimate aim of social marketing is to change behaviour </li></ul><ul><li>Social marketing communications use traditional marketing communication methods and include the full range of marketing mix and promotional mix elements </li></ul>
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