Professor Sharyn Rundle-Thiele, Professor of Marketing, Griffith University, Australia gave this keynote presentation entitled “Social Marketing is (so much) more than communications” at Co-Creating Change: the 8th Annual Social Marketing Conference on 24th May 2018

1. Social Marketing is so much more than
communication

2. Social Marketing @ Griffith

4. Co-create Build
Engage
Social
Marketing
Process

6. Co-create

7. Build

8. Build

9. Engage

10. 10,000
5,000
+15
%
519,24
6
Engage

11. Engage
5.6
5.7
5.8
Pre-intervention Post-intervention
MeanofSelf-efficacyItems
Time
Target group Control group

12. Stakeholder
Orientation
Competition Theory Segmentation
Insight
Social
Marketing Mix
Exchange
Behaviour
Change
Social Marketing Benchmark Criteria

14. Social marketing’s effectiveness

15. Fruit andVegetable consumption
up by 29% (4Ps)
Fruit andVegetable up by 7% (1P)
Control condition up by 5%

17. Study Behavioural
Change
Formative
Research
Segmentation Exchange Marketing
Mix
Competition Theory Use Number of
Benchmark Criteria
Sherman et al., ✔ ✖ ✖ ✔ ✔ ✖ ✖ 3
Grigg et al., (2008) ✔ ✔ ✖ ✖ ✔ ✖ ✔ 4
MacAskill et al. ✔ ✔ ✖ ✔ ✖ ✔ 4
Schmidt et al., ✔ ✔ ✖ ✖ ✔ ✖ ✔ 4
McCausland et al.
(2009)
✔ ✔ ✖ ✖ ✔ ✖ ✔ 4
Evas et al. (2007) ✔ ✖ ✖ ✔ ✔ ✔ ✔ 5
Kennedy et al. (2013) ✔ ✔ ✖ ✖ ✔ ✖ 3
Lowry et al., (2004) ✔ ✔ ✖ ✔ ✔ ✔ ✖ 5
Martino-McAllister
and Wessel (2005)
✔ ✔ ✖ ✖ ✔ ✖ ✔ 4
Murukutla et al.
(2012)
✔ ✔ ✖ ✖ ✔ ✖ ✖ 3
De Grunchy and
Coppel (2008)
✔ ✔ ✔ ✔ ✔ ✔ ✔ 7
Lv et al. (2014) ✔ ✔ ✖ ✖ ✔ ✖ ✔ 4
McNeill et al. (2013) ✔ ✔ ✖ ✔ ✔ ✖ ✖ 4
Perusco et al. (2010) ✔ ✔ ✖ ✔ ✔ ✔ ✔ 5
Social Marketing
Score Card

19. Co-create Build
Engage
Social
Marketing
Process

20. Leaveit.com.au

21. Systematic Review
Co-create
Expert Interviews
Competitive
Co-design
Surveys
Stakeholder
Orientation
Competition
Theory
Segmentation
Insight

22. Co-create
Systematic literature
review (n=16)
Stakeholder
Orientation

23. Co-create
Expert Interview
(n=14)
Stakeholder
Orientation

24. Co-create
Identified programs
(n=10)
Competition

25. Co-create
Descriptive Norms
Injunctive Norms
Instrumental Attitudes
Affective Attitudes
Self-Efficacy
Intention Behaviour
.33°
.19°
.27°
.15°
Surveys (n=635 dog owners in
local council area)
Theory

26. Fur Babies
Co-create
4 segments
identified
Segmentation

27. Co-create
4 co-design sessions Stakeholder
Orientation

28. Dog focussed
Wider wildlife focus
Fun
Training
Insight
Co-create
Insight

29. Price
Competitive price: $150 and discounts
Build
Product
Dog trainings (4x75 minutes): obedience skills, dog owner
education, koala aversion (advanced)
Social
Marketing
Mix

30. People
All six dog trainers received koala aversion training
Place
Springwood, Thornlands, Cleveland
Build
Social
Marketing
Mix

31. Promotion
• Website
• Events
• 3000 flyers
• Press and radio
• Email and social media
• Dog fest
Build
Social
Marketing
Mix

32. Engage
Social
Marketing
Mix

33. Engage
Social
Marketing
Mix

34. Dimensions (RE-AIM) Outcomes
Reach  1,577 unique visits on https://www.leaveit.com.au
 Facebook: 37,000 people reached / 1000 responding to Dog Fest event/ 1,713 views Steve
feed
 Instagram: 540 likes and 45 comments on Leave It account
 More than 1,500 Dog Fest attendees
 19 registrations for “Leave It”
Effectiveness  Significant improvement of obedience abilities
Adoption  Stakeholders show high satisfaction (6.7 out of 7) and intention to participate in Dog Fest again
Implementation  Over 90% of respondents reported a positive Dog Fest experience
 87.5% of the participants were satisfied with the “Leave It” program
Maintenance  92.1% would attend Dog Fest again
 75% would attend “Leave It” again
 Three trainers based in Brisbane
Engage
Exchange

35. Engage
4.1
2.7 2.7
2.4
1.9
4.9
3.6 3.6
3.4
3.7
0.0
1.0
2.0
3.0
4.0
5.0
Sit** Stay* Come back every time** Aversion* Stay quiet on command**
Pre Leave It Post Leave It
Significance levels: *p < 0.08, **p < 0.05
Behaviour
Change

36. Engage
Behaviour Change
Behaviour
Change

37. SocialMarketing4change.com
Free online course
Social Marketing@Griffith

39. Want to learn more about
Social Marketing?
Griffith Marketing Department ranks
third in Australia and 25th among the
top 500 universities in the world!
We offer (online and face-to-face):
• Graduate Certificate in Marketing
• Bachelor of Business (Marketing)
• Master of Marketing
• Master of Philosophy
• Doctor of Philosophy

40. Keen to deliver change
for the better?
Learn more from us Work with us Contact us
Book us: Workshops
(half day, full day, several days)
Teaching social marketing
(beginner to advanced levels)
Formative research and research
methods
(including theory application)
How to segment and target your
market
Co-designing solutions with your
audience
Implementation and evaluation
of interventions/programs
Commercial consultancy
(individual negotiation)
Scholarships
(Honours & PhD)
$5,000 - $25,000
Research Assistants
(Paid)
Internships
(Paid and unpaid)
Website
https://www.griffith.edu.au/busi
ness-government/social-
marketing-Griffith
Email
s.rundle-thiele@griffith.edu.au