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Part 3 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

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  1. 1. Social marketing campaigns<br />Wednesday - International Project Week - Nordhausen<br />
  2. 2. Today<br />Presentations<br />Step 6 -10<br />Positioning<br />The marketing mix<br />Monitoringand evaluation<br />Budget and resources<br />Implementation<br />Feedback / help <br />
  3. 3. Positioning<br />Ch. 9 - Kotler<br />Photo credit: zoom in tight<br />
  4. 4. Positioning<br />‘Positioning is the act of designing the organizational’sactual and perceivedoffering in such a waythatitlandson and occupies a distinctive place in mind of the target market – whereyou want it to be’<br />Ries & Trout, 1982<br />Top of mind!<br />
  5. 5. Top of mind<br />How do youget a new product ‘top of mind’?<br />
  6. 6. Perceptualmaps<br />High fares<br />B-locationairport<br />A-locationairport<br />Low fares<br />
  7. 7. Positioning statement<br />“We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficialthan [COMPETITION]”<br />Assignment 1:<br />Develop a positioning statement<br />
  8. 8. The marketing mix<br />
  9. 9. Product<br />The actual product: the desired behavior<br />In the factory we make cosmetics, in the store we sell hope!<br />The augmented product: tangible objects and services to support behavior change<br />The core product: benefits of desired behavior<br />
  10. 10. Price<br />Monetary (costs, coupons, rebates, fines, increased taxes)<br />Non monetary (recognition, reward, negative visibility)<br />
  11. 11. Price strategies<br />Increase monetary benefits for the desired behavior<br />Decrease monetary costs for the desired behavior<br />Increase nonmonetary benefits for the desired behavior<br />Decrease nonmonetary costs for the desired behavior<br />Increase monetary costs for the competing behavior<br />Increase nonmonetary costs for the competing behavior<br />
  12. 12. Place<br />What is ‘place’ in tradional marketing?<br />What is ‘place’ in social marketing?<br />Is ‘place’ the same as ‘distribution’ <br />“Place is where and when the target marketwillperform the desiredbehavior, acquireandyrelatedtangibleobjects, and receiveanyassociated services” <br />Kotler & Lee, p. 247<br />
  13. 13. Places - examples<br />Physical locations: walking trails<br />Phone: domestic violence help line<br />Post: immunization wallet card to keep track of a child’s immunizations<br />Internet: rideshare matching<br />Mobile unit: for hazardous waste <br />Home delivery: home energy audits<br />Vending machines: condoms<br />…<br />
  14. 14. Promotion<br />What are ‘promotions’ ?<br />Is ‘promotion’ the most important P?<br />
  15. 15. Promotion planning<br />You will have to make decisions on:<br />Messages: what do you want to communicate?<br />Messengers: who will deliver the message?<br />Channel: where & when will your messages appear?<br />Communication target group: not necessarily the target audience of the campaign<br />
  16. 16. Place - strategies<br />Make the location closer<br />Extend hours<br />Be there at the point of decision making<br />Make the location more appealing<br />Overcome psychological barriers associated with place<br />Be more accessible that the competition<br />Make access to competition more difficult / unpleasant<br />Be where your target audiences shops<br />Be where your target audience hangs out<br />Work with existing distribution channels<br />
  17. 17. Promotion<br />What are ‘promotions’ ?<br />Is ‘promotion’ the most important P?<br />
  18. 18. Promotion planning<br />You will have to make decisions on:<br />Messages: what do you want to communicate?<br />Messengers: who will deliver the message?<br />Channel: where & when will your messages appear?<br />Communication target group: not necessarily the target audience of the campaign<br />
  19. 19. Creative brief<br />A document to make sure that all team members, internally & externally, are in agreement with communication objectives and strategies prior to more costly development and production of communication materials. <br />Logo’s, taglines, copy, visuals, colors, script, actors, scenes and sounds in broadcasts media. <br />
  20. 20. More steps…<br />Managing your campaign:<br />Develop a plan for monitoring and evaluation (why evaluate? How to evaluate?)<br />Establishing budgets and finding funding (what in your campaign does cost money? Are they related to product, price, place, promotion and evaluation? How to find funding?)<br />Creating an implementation plan and sustaining behavior (Do you phase your campaign?)<br />
  21. 21. How to be creative?<br />
  22. 22. What is creativity all about?<br />Iseverybodycreative? Does creativity happen spontaneously?<br />How do yourecognizecreativepeople? Whatmakessomeonecreative?<br />Cancreativitybelearned?<br />
  23. 23. Conclusion….<br />
  24. 24. Why are (a lot of) humans not creative?<br />Humanstend to think in patterns and structures<br />
  25. 25. Why are (a lot of) humans not creative?<br />2. Humanstend to grow up<br />It is hard foradults to create a phantasieworld. <br />Errorsare notallowed<br />Humans are trained in logical thinking / reasoning. Humans are trained in findingsolutions<br />
  26. 26.
  27. 27.
  28. 28. Functions associated with hemispheric dominance include:<br />Left Brain Characteristics<br />Follows a logical pattern<br />Is objective<br />Views time chronologically, hour by hour, day by day<br />Sees things as true or false, black or white<br />Seeks details<br />Holds short-term memory<br />Thinks critically, perhaps negatively, asks “why?”<br />
  29. 29. Right Brain Characteristics<br /><ul><li>Follows intuitive hunches
  30. 30. Creates patterns, without following a step-by-step process
  31. 31. Is subjective
  32. 32. Views time in a total sense—a lifetime, a career, a project
  33. 33. Sees the “whole” rather than the details
  34. 34. Thinks positively, unconstrained by preconceived ideas
  35. 35. Asks “why not?” and breaks rules</li></li></ul><li>Left / right problems<br />Example: Stroop test<br />
  36. 36. But… how to become creative?<br />Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game. <br />Creativepeoplethink different. <br />Learn to diverge and converge <br />Combine playfullness and discipline<br />Combine passionwithobjectivity<br />Problems are fun!<br />
  37. 37. Pilars of the creative proces<br />Knowledge<br />Intrinsic motivation<br />Guts<br />Creative techniques<br />
  38. 38. Reformulateproblems: three cases…<br />How to promote short parking?<br />Parking only allowed with lights on<br />How to develop a phone box that will be used only for short calls?<br />Een headset of two kilo<br />How do we prevent littering? <br />Howcan we promote to usestairs(instead of elevator)?<br />
  39. 39. The 9-dots problem.<br />Without lifting your pencil, draw four straight lines that connect all 9 dots.<br /> <br />
  40. 40.
  41. 41.
  42. 42. Creative communication- Commercial advertising<br />Creative advertising on youtube<br />
  43. 43. Creative communication- Non profit advertising<br />
  44. 44.
  45. 45. And now…. Action!<br />Thinkabout a solutionfor a case<br />Rules of brainstorming?<br />
  46. 46. Warm-up<br />Define amount of ideas<br />Have a dead-line: 10 minutes<br />Post the rules<br />
  47. 47. No Criticism<br />Go for quantity<br />Crazy ideas are welcome<br />Build on others ideas<br />Post the rules<br />
  48. 48. Yes, but<br />Yes, and<br />
  49. 49. Write down everything<br />
  50. 50. Case study – design a responsible drinking campaign<br />Client: The Portman Group (Britain’s alcohol industrywatchdog and campaigning body against the misuse of alcohol)<br />Target audience: 18 – 25 yearoldfemales<br />Briefing:<br />The youngfemalemarket is oftenoverlookedwhenit comes to responsibledrinkingmessages. Research suggests, however, thatit is a keygroup to target. The briefing is to attempt to draw attention to the illeffects of excessive alcohol conumption in such a waythatitdidnotappeartop-down (fromauthorities) or to bepreaching in anyway. Design a campaign. Howwouldyouapproachthisassignment? <br />
  51. 51. To do this afternoon and tomorrow morning…. <br />Finish your plan (make an posititioning statement and fill in the four P’s)<br />Design and develop your promotion materials: show us the results of your creativity. …<br />
  52. 52. Need help?<br />