*Elicit answers from the PDOs; ask random PDOs to answer the questions.
Traditional marketing follows the 4Ps.Social marketing considers other Ps (development communication)
The product isn’t literally a product that consumers buy. It can be a form of service, a program, a concept, etc.
What do you want to get from the stakeholder?
How will the stakeholders know about the program?
Internal stakeholders are inherent to the organization but not necessarily to the program. Each staff employed by the DSWD represents the DSWD as a whole, not just a specific program. It is imperative that we familiarize ourselves with all the programs and services provided by the DSWD.
Each set of stakeholders must be approached differently. Different stakeholder, different needs, different demandsMedia and social media can both be stakeholders and promotional tools. The media chooses what to feature about the DSWD depending on how they see us.
Cite the Boracay ordinance as an example.
Usually the case in the development sector
Buy one pair of Toms, you donate another pair to a child in need.
Unique business/program strategy
The experiential approachAllow other individuals to talk about the business/program.
Feature the beneficiaries behind the program. Give them “air time.”
RAGS2RICHES SALE!Christmas season
Pr for external stakeholders
Public Relations: Communicatingthe Sustainable Livelihood Program to external stakeholders By Ana Maria B. Raymundo Presented by David Daniel P. PagulayanApril 1-5, 2013Albergo Hotel,Baguio City
What is Social Marketing?“Social marketing is the planningand implementation of programsdesigned to bring about socialchange using concepts fromcommercial marketing.”
What is Social Marketing?“Social marketing seeks to influencesocial behaviors not to benefit themarketer, but to benefit the targetaudience and the general society.”
Why Social Marketing?• What is the objective of the Sustainable Livelihood Program?• Why do we do what we do?• What is our ultimate goal in the DSWD?
Product: Sustainable Livelihood Program for poor familiesProblem: Poor families have substandardsocio-economic conditionsSolution: Sustainable Livelihood Program asone way to reduce poverty
Price: support, partnership• What is the ‘cost’ to obtain the ‘product?’• What is asked of the stakeholders? – support, partnership
Place: distribution channels, accessibility• How can stakeholders access the program?• If a stakeholder wants to partner, how can s/he? What will s/he do? Where will s/he go? Who will s/he contact?
Promotion: methods of communication to reach stakeholdersAdvertising/advertorials/press releasesPersonal selling: dialogues and meetings with partnersIEC materials: brochures, posters, tarpaulinsQuadmedia: TV, radio, print, social mediaSpecial events: SLP Congress, caravan, etc.
Publics: external and internal stakeholders Internal• Executive and Management Committees• Central Office Staff• Field Office Staff
Publics: external and internal stakeholders External• Beneficiaries • Business Sector /Community • CSOs• Development Partners • Academe• NGAs • Youth• Legislators • Media and Social Media• LGUs
Policy: laws, programs, ordinances (examples)• For the micro-enterprise development track: DTI, SEC, CDA programs and regulations, etc.• For the employment facilitation track: TESDA classes, DOLE job fairs, etc.
Purse Strings: fund source for social marketing strategies (working with a limited budget)• Social media: Facebook, Twitter, Wordpress, Blogspot, Tumblr, Rappler, etc.• Submitting success stories to national dailies• Writing letters/emails to TV and radio programs, and print media
OUR VISION• Poverty reduction with institutional support from the LGUs OUR PROMISE• Uplift the standard of living and improve the quality of lives of their constituents
Engaging Partners• Identify potential partners: – thrust and priorities – Image of the potential partners – Existing communication efforts – Corporate Social Responsibility (for the business sector)• Know your prospective partners: (Background check) – Company/Organization profile – Company/Organization thrust – Personal Background – advocacies
Communicating with External Stakeholders: Remember the basicsAlways remember the 4Ps in the context of the SLP 1. Product 2. Price 3. Place 4. Promotion
Communicating with External Stakeholders: Remember the basicsVisual Aids: Partner’s Kit: Information, Education, Communication (IEC) materials Audio Visual Presentations (AVP) Success stories/anecdotes Field dataPhysical presence of beneficiariesYOUR physical preparation