Good morning and thank you for being here. We are team FEHM:Fede, Esther, Hans and I’m Marcela. We will present you with the social marketing plan described by Kotler and LeeI’ll give an overview of the plan and then we will get into a specific example as a team. ( as future leaders in sustainability)
As future leaders in sustainability We are sure that each and everyone of you has a mission. But every mission starts with the first step.( Why?)Image retrived from: http://images.google.com/images?hl=en&biw=893&bih=411&gbv=2&tbs=isch%3A1&sa=1&q=first+step+on+the+moon&aq=f&aqi=g2g-m3&aql=f&oq=
So… why bother???Why are we going to invest so much Money, time and energy to create this social marketing plan? You really have to be convinced that this is important since the road is long and not super easy.( When you are convinced think through)Image retrived from: http://images.google.com/images?hl=en&source=imghp&biw=893&bih=411&q=marketing+plan&gbv=2&aq=f&aqi=g10&aql=f&oq=
When you are convinced that this social issue is importantYou want to think….who is going to pay for it?Whom are you going to target?Can you reach them, if yes, how are you going to reach them?( in the next step you are also in a reflective mode)Image retrived from: http://images.google.com/images?hl=en&source=imghp&biw=893&bih=411&q=marketing+plan&gbv=2&aq=f&aqi=g10&aql=f&oq=
you want to look honestly at your Organization’s strengths and weaknessesPlus opportunities and threats in the environment.In a social plan you look at other related issues you want to learn from the past.(Then you select your Targetaudience)Image retrived from: http://images.google.com/images?hl=en&biw=893&bih=411&gbv=2&tbs=isch%3A1&sa=1&q=streangth&aq=f&aqi=g-s1g-sx9&aql=f&oq=Image retrived from: http://images.google.com/images?hl=en&biw=893&bih=411&gbv=2&tbs=isch%3A1&sa=1&q=weaknecess&aq=f&aqi=&aql=&oq=Image retrived from: http://images.google.com/images?hl=en&biw=893&bih=411&gbv=2&tbs=isch%3A1&sa=1&q=opportunities&aq=f&aqi=g10&aql=f&oq=
Then you select your TargetaudienceYou better start with the people that have the most benefit or are most impacted from you plan. For example, if you create a social plan that aims to stop people from smoking this would not be your target audience(In step one you already realized that you could reach your target audience.)Image retrived from: http://images.google.com/images?hl=en&source=hp&biw=1047&bih=450&q=audience&gbv=2&aq=f&aqi=g10&aql=f&oq=
In step one you already realized that you could reach your target audience. Now you have to get dirty, get into the field and do some researchget to know what they know and what they do not know (Getting to know what your audience think is key)Image retrived from: http://images.google.com/images?hl=en&source=imghp&biw=893&bih=411&q=marketing+plan&gbv=2&aq=f&aqi=g10&aql=f&oq=
Getting to know what your audience think is keyYou want to know how flexible they are in general to adaptation and specifically to your plan. You want to find out what they will accept or resist to your plan. (Here we have an example of step 6 in the social marketing plan)Image retrived from: http://images.google.com/images?hl=en&biw=1047&bih=450&gbv=2&tbs=isch%3A1&sa=1&q=hear+no+evil+see+no+evil+speak+no+evil&aq=1&aqi=g10&aql=f&oq=hear+no
Here we have an example of step 6 in the social marketing plan. coca cola wants to sell you the image that if you drink coca cola you would be happy. Social plans can go in many directions (Hitler’s used the social marketing plan for a completely different aim)Image retrived from: http://images.google.com/images?hl=en&biw=1047&bih=450&gbv=2&tbs=isch%3A1&sa=1&q=coca+cola+ad&aq=f&aqi=g10&aql=f&oq=
Hitler’s used the social marketing plan for a completely different aim. He wanted people to feel pure and superior when they adopted his social plan. His plan was obviously extremely successful. (Now, we know that we are not living on an island.) Image retrived from: http://images.google.com/images?hl=en&biw=1047&bih=450&gbv=2&tbs=isch%3A1&sa=1&q=hitler+social+plan&aq=f&aqi=&aql=&oq=
Now, we know that we are not living on an island. Many people and organization are targeting our desired target audience.The trick is how do we position our social marketing plan successfully in comparison to other alternatives. (To make sure that your plan is on the right track you need to decide)Image retrived from: http://images.google.com/images?hl=en&biw=1047&bih=450&gbv=2&tbs=isch:1&aq=f&aqi=&oq=&q=competition%20for%20resources%20on%20an%20island
To make sure that your plan is on the right track you need to decide how and when to monitor and evaluate your level of success or failure throughout the process.(We know that all of this costs money)Image retrived from: http://images.google.com/images?hl=en&source=imghp&biw=893&bih=411&q=marketing+plan&gbv=2&aq=f&aqi=g10&aql=f&oq=
We know that all of this costs money. A key component to the success of the plan is accurate budgeting of the entire project. (After we went through a……..ll the nine steps we are almost ready to get into action.)Image retrived from: http://images.google.com/images?hl=en&source=imghp&biw=893&bih=411&q=marketing+plan&gbv=2&aq=f&aqi=g10&aql=f&oq=
After we went through a……..ll the nine steps we are almost ready to get into action. Not before all the people involved in the plan are in agreement of who is doing what and when. (So let’s move from the theory into a specific case where an organization…. that cared about a social issue implemented this very same process). Image retrived from: http://images.google.com/images?hl=en&biw=1047&bih=450&gbv=2&tbs=isch%3A1&sa=1&q=meeting&aq=f&aqi=g10&aql=f&oq=
The aim of this project is to protect fish, birds and other aquatic animals that are at some risk of extinctionThere are 22 species in Washington that are at risk. For example, this is the Lewis’s Woodpecker.It has been extinct in Western Washington since the mid 1970’s(So why should we care about these 22 species?)http://www.currentresults.com/Endangered-Animals/North-America/recently-extinct-animals.phpRead more: http://www.ehow.com/info_7984057_endangered-species-state-washington.htmlImageretrived from :http://images.google.com/images?hl=en&biw=1094&bih=390&gbv=2&tbs=isch:1&aq=f&aqi=&oq=&q=Lewis%27s%20Woodpecker,
So why should we care about these 22 species?Well…We know that all species are interconnected, Including us human beings. For example, fish are an important part of our diet, and mussels, are indicators of water quality.(Now that we understand the importance of this social plan lets focus a little bit.)Picture retrived from : http://www.google.com/images?q=mussels&hl=en&prmd=ivnse&source=lnms&tbs=isch:1&ei=AjZ8TczAMIumsQPU18CEAw&sa=X&oi=mode_link&ct=mode&cd=2&sqi=2&ved=0CBMQ_AUoAQ&biw=1011&bih=439
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