Ignite presentation Esther Spanjer

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Developing a social marketing plan, steps 5-7

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Ignite presentation Esther Spanjer

  1. 1. Social Marketing Plan, Steps 5 – 7 <br />Team FEHM: Esther Spanjer<br />
  2. 2. BORING!<br />2<br />
  3. 3. YEAH BABY!<br />3<br />
  4. 4. The challenge<br />
  5. 5. Step 5 - Key factors that influence adoption of behavior <br /><ul><li>Perception of issue
  6. 6. Barriers
  7. 7. Competition</li></ul>5<br />
  8. 8. Marine Dock’s and their Effect on Wildlife<br />6<br />
  9. 9. Large % willing to make a change<br />
  10. 10. Understanding Barriers<br />8<br />
  11. 11. Barriers for Project<br /><ul><li>Cost
  12. 12. Time & Effort
  13. 13. Facts/Information
  14. 14. How to make the change?</li></li></ul><li>10<br />Step 6 – Positioning Statement<br />How do you want your target market to think and feel when they hear about the targeted behavior?<br />
  15. 15. Positioning Statement<br />The Project<br />“We want recreational dock owners and State-Owned Aquatic Lands lessees to see making some or all of these 5 dock improvements as a top priority way for them to protect native fish and wildlife. We want them to understand why and how native habitats are the most beneficial. Permitting and construction will be easier and less time intensive than they might think. The recommended materials are superior and this is a good investment.”<br />BORING AND TOO LONG!<br />11<br />
  16. 16. Positioning Statement<br />The Project – improved <br />CONCISE AND CLEAR<br />“Protect the habitat of 22 species of native fish and wildlife. Influence and persuade our stakeholders to make the necessary improvements on overwater structures.”<br />12<br />
  17. 17. Step 7 – Marketing Mix Strategies<br /><ul><li>Product Strategy
  18. 18. Price Strategy
  19. 19. Place Strategy
  20. 20. Promotion Strategy</li></ul>13<br />
  21. 21. Step 7 – Marketing Mix Strategies<br /><ul><li>Product Strategy
  22. 22. Price Strategy
  23. 23. Place Strategy
  24. 24. Promotion Strategy</li></ul>14<br />
  25. 25. Product Strategy<br />15<br />
  26. 26. Price Strategy<br /><ul><li>Grants
  27. 27. Low Interest Loans
  28. 28. Dumpster for free disposal
  29. 29. Clean Marina Recognition</li></ul>16<br />
  30. 30. Promotion Strategy<br />Messages<br />Docks: Built Right For People and Fish<br />17<br />
  31. 31. Promotion Strategy <br />Who are the messengers?<br />18<br />
  32. 32. Promotion Strategy<br />Communication Channels<br /><ul><li>Posters
  33. 33. Brochures
  34. 34. Mailings
  35. 35. Press Releases
  36. 36. Website with links
  37. 37. YouTube video
  38. 38. Events</li></ul>19<br />
  39. 39. Thank You! <br />

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