Agenda Welcome Background Information Ground Rules Parking Lot Introductions & Expectations Discussion of Social Marketing Q&A
Course Objective Review the principles of social marketing. Review the implementation of a social marketing campaign. Obtain a better understanding of social marketing.
Intros & Expectations Your name Organization or agency An expectation Social marketing campaign that have influenced your behavior? Why did it work?
Social Marketing What is social marketing? What is cause marketing? Have you conducted a social marketing campaign? What activities would you include in a social marketing campaign?
What is social marketing? The systematic application of marketing to the solution of social and health problems. Encourages people to adopt healthier behaviors. Influences behaviors and policy. Influences media through campaigns. 1950s — Planned Social Change.
Social Marketing Sells a behavior change Accept new behavior Reject a potential behavior Modify a current behavior Abandon an old behavior
Social Marketing is not Just advertising Driven by a political agenda Media outreach or promotions Using fear tactics One way communication
Campaigns should: Create awareness Educate and inform Remind Call to think Call to act
Social Marketing What makes social marketing more difficult than traditional marketing?
Social Marketing Social Marketing vs. Traditional Marketing Changing difficult behaviors Target groups are challenging to reach Tough economic times Tough social and political climates Consumer involvement more intense Limited resources and funding Improve quality of life
Consumer Orientation Active participants Trust Ongoing input Never ask: What is wrong with these people, why don’t they understand? (PH) But instead ask: What is wrong with us? What don’t we understand about our target
Exchange Voluntary behavior offering what people want Motivation to become involved: Goods for money Education in return for fees Vote in return for an issue Change in behavior = Peace of mind
Long-term planning Long-term outlook Strategic, rather than tactical Strategy – planning Tactical - doing Starts and ends with research/analysis Research: problem, objectives, strategy
Competition Inertia (exercising) Alternative behaviors (donating blood) Feeling of hopelessness Unhealthful or unsocial behaviors (T & A)
Barriers What are some of the barriers that would prevent your audience from changing behaviors?
Branding Brand strategy to create a relationship: Credible Memorable Compelling Relevant Multi-dimensional Loyalty
7Ps Model Producer (source of the promotion) Purchaser (target audience) Product (what’s being sold) Price (time, effort, changes) Place Promotion (be creative – (ex) Take 2) Probing (evaluation and feedback)
Social Marketing Concepts Audience participation Multi-channel approach: Advertising / Earned Media Multi / Social media / Blogs Community relations Outreach / Guerilla / POS / Brand Ambassadors Collateral: Posters, wallet cards, etc. WOM-Viral / Buzz Experiential – What does it feel like…
Focus Groups Test materials or ideas Gather information Risk taking behaviors What influences thoughts Barriers Messaging channels
Stages of Change Pre-contemplation: no intention to change behavior in the near future. Contemplation: people aware that problem exists and thinking about changing. Preparation: combines intention and behavioral criteria. Individuals will take action in next month. Action: individuals modify behavior, experiences, or environment to overcome problems. Maintenance: people work to prevent relapse and consolidate the gains attained during action.
Collateral Preparing materials: Vivid, clear and brief Simple and easy to read Culturally sensitive Photos and graphics Transcreate, don’t just translate
Activity Let’s break into groups of 3 or 4. Design a brochure or pamphlet. Purpose of your document. Info to go into your document. Types of graphics, photos, colors, logo. You will have 30 minutes. Be prepared to share out.
Why Evaluation? Programs can be improved Determine knowledge, attitudes, changes in behavior Campaign can be improved Funder want to see results and impact
Evaluation & Monitoring Key steps: What will be measured? How will it be measured? When will it be measured? How will results be used?
Evaluation & Monitoring Outcome: Changes in behavior, knowledge, beliefs, campaign awareness and responses. Processes (activities): Changes in policy, media coverage, distribution of collateral, promo items, campaign implementation and participation
Surveys Direct Mail Telephone Key informant / Face 2 Face Online – Survey Monkey Poll Daddy Others? / What works for you?
Activity: Planning a campaign Break into 4 or 5 groups Each group will be given a campaign to design, target audience, etc. Each group will work together to plan a campaign. You will have 30 minutes. Be prepared to share out.
Remember…know your target What do they know? What stage of change are they in? What do they like? What motivates them? What are their barriers?
It’s more important to… Reach the people that count, than to count the people you reach. How can you accomplish this and make the funder happy?
Summary Today we have covered: Overall Steps of Social Marketing Barriers Target Audience 7 Principles Model Segmentation Evaluation
What’s different? Based on this overview, how is social marketing different from traditional marketing? What is the biggest change you see between your approaches and social marketing? Have you already been doing social marketing?