This document provides an overview of topics to be covered in a community-based social marketing course. The course will discuss understanding and defining social marketing, using marketing to develop communities, planning social marketing activities, and evaluating examples. It will also cover understanding target audiences and developing strategies. Social marketing focuses on influencing behaviors that benefit the collective good. Community-based social marketing specifically addresses issues that benefit the community. The strategic planning process for social marketing is similar to regular marketing but aims for behavior change for the greater good rather than revenue or market share goals.

1. WEEK 1 & 2
MKT 365 COMMUNITY BASED SOCIAL
MARKETING

2. WHAT WILL BE
COVERED
1. Understanding and defining social marketing
• Social marketing basics
• Social marketing mix
• Social marketing process
2. Social marketing in a community context
• Using marketing to develop or build communities
3. Planning social marketing activities
• Understanding target audiences
• Strategy development
4. Evaluation of examples

3. EXPERIMENT
What is marketing?
Working in your regular groups of three, define marketing in
25 words or less.
Write your
definition on
the board when
finished.

4. MARKETING
According to the American Marketing Association:
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
There is a social implication to marketing. Social marketing
and community based social marketing specifically focus
primarily on this social aspect of marketing.

5. SOCIAL MARKETING
DEFINED
• Since the 1970‟s
• Also called social cause Using the
marketing
• Practiced by a wide range marketing
of organizations including
government, business
and non-profits
function to focus
• Distinct from non-profit
marketing
on influencing
• Social responsibility in
action?
behaviors that
• Can marketers be
irresponsible?
benefit the
collective good.

6. RESPONSIBLE?
• Is responsibility
equally applicable to
all products?
• Brands?
• Is there a variable
scale?

7. RESPONSIBLE?
• Vodka bottled in a
bong?

8. RESPONSIBLE?
• Does it matter who
the target audience
is?
• Another layer of
responsibility?
• Is selling more
product regardless
of outcome good for
a business or
community?

9. RESPONSIBLE?
• Shocking?
• Funny?
• Responsible?
• Is attention at any
cost responsible
marketing?
• What are the costs
here?

10. RESPONSIBLE?
• How does a
business like this
impact a
community?
• Is it fun until
someone gets hurt?
Twice?!

11. RESPONSIBLE?
• Greasy fried chicken and
cancer awareness?
• Problems?
• Better than nothing?

12. RESPONSIBLE?
• Soft drink maker
advocating on behalf of
polar bears?

13. RESPONSIBLE?
• Apple promoting itself as
a green company?

14. SOCIAL(LY) MARKETING
• Consumers are
sophisticated
• Cannot be lip service
• Needs to be backed up by
action, track record
• Identifiable behavior
changes are required
• In the benefit of all
involved

15. PROJECT RED
• Partnership based “Philanthropy is like hippie music,
• Commerce based holding hands. (RED) is more like
punk rock, hip-hop; this should feel
• Community based like hard commerce . . . People
• Simple: Global fund see a world out of whack. They
to end AIDS in Africa see the greatest health crisis of
• Buy things that are 600 years and they want to do the
red and a portion of right thing, but they’re not sure
purchase goes to what that is. (RED) is about doing
the fund (action) what you enjoy and doing good at
• Companies the same time.”
involved: Apple, —Bono, musician, activist, co-
Gap, Coke, Nike, founder of (RED)
Converse…

16. WORK IN YOUR
GROUPS
• Think of a social
marketing campaign you
have been exposed to in
the past
• What was it?
• Who was involved?
• What was the cause?
• What action and emotions
were being influenced?
• Did it change your
behavior? Why or why
not?
• Who benefited from the
changed behavior?

17. SOCIAL MARKETING
• Focused on behaviors
• Must have a behavioral 1. Behavioral
element that is socially
beneficial
Focused
• Weakest but most 2. Systematic
common: Awareness
• Stronger social Planning Process
marketing behavioral
focuses involve 3. Targeted Audiences
actions:
• Buy 4. Primary Beneficiary
• Do something
instead of
is society
something else (Community)
• Engage

18. WHERE/WHEN DID IT
ORIGINATE?
Nothing new in desiring to • 1970-Article on marketing and social change
influence public behavior (Koter & Zaltman)
The idea of applying • 1980‟s: Large global organizations (World Bank,
marketing or expanding WHO, CDC etc) use the terms and promote
marketing to include socially wider interest in their goals
beneficial outcomes is
• 1990‟s: academic programs are established
extremely new and the result
of a 40 year progression • 2000‟s: smaller, regional conferences with the
theme of social marketing become popular
• 2008 AMA includes social aspect to marketing
The idea of social generally
marketing is relatively
• 2010 first global conference held social
new and newly marketing
valuable to business.
• 2013 CSULA gets a class in the topic

19. HOW DOES IT DIFFER?
• Different from commercial
marketing or „traditional‟
marketing
• Not really (directly?)
selling anything—
changing behavior!
• Harder? Easier?
• Non-profit marketing?
(fundraising, services
etc.)
• Cause marketing (limited
to awareness)

20. WHO DOES SOCIAL
MARKETING
• Non-profit organizations
and foundations
• Government
organizations
• For-profit businesses (all
sizes and types)
• Sometimes in
partnerships

21. SOCIAL MARKETING
PRINCIPLES
Audience Oriented
Segmentation is critical
Focus on behaviors
Evaluations efforts required
Premised upon value exchange (behavior yields something of
value!)
Recognizes competition
4 P‟s still apply
Must be sustainable behavior
Communicates benefits of change
Ultimate goal is social/communal good

22. COMMUNITY BASED SOCIAL
MARKETING IS PREMISED UPON
ISSUES THAT BENEFIT A COMMUNITY
• Health related (smoking, teen pregnancy, binge drinking,
healthy eating, hand washing)
• Injury prevention (stay away from downed power lines,
gun storage, household poisons)
• Environmental (recycling, littering, water conservation, air
pollution)
• Educational (finishing school/degree attainment, funding
schools)
• Financial (financial literacy, opening bank accounts,
insurance)
• Community Involvement (animal adoption, blood
donation)

23. ARE SOCIAL MARKETERS
ONLY CONCERNED
ABOUT INDIVIDUALS?
No!
“Upstream factors and midstream audiences”
Focus on policy makers and organizations (“up stream” and “mid-
stream” respectively) that can play a role in many issues and behavioral
changes.
Policy and lawmakers are upstream (their role in regulating behaviors).
Organizations that interact with individuals are mid-stream (might be
many…think about HIV/AIDS prevention as an example.)

24. GROUP ACTIVITY
• Social marketing can be
practiced by a wide variety
of organizations.
• How would a small
business like a bar engage
in community based social
marketing?
• Apply what you‟ve learned
so far and think of a
campaign or social benefit
that a business like a bar How can a small business like
might utilize that marketing
function for in order to a bar support its community
improve a community. and grow it’s sales?

25. SOCIAL MARKETING
STRATEGIC PLANNING
PROCESS
Social marketing
benefits from a
planning process just
like ‘regular’
marketing.
The need to
implement, measure
and assess the
strategy are pretty
much the same.
The strategy is
different. Why?

26. STRATEGIC OBJECTIVES
OF SOCIAL MARKETING
• Behavior change that is in
the interest of the greater
good
• Very different from
revenue or market share
• Both are premised upon
value (meeting user
needs) just envisioned
differently
• How do you get people do
do good as opposed to
just buy something?

27. 10 STEPS TO
DEVELOPING A SOCIAL
MARKETING PLAN
1. Conceptualize
2. Situational Analysis
3. Target Audience
4. Behavioral objectives
and goals
5. Barriers, Benefits and
Competition
6. Positioning Statement
7. Marketing Mix (4 p‟s)
8. Monitoring and
Evaluating
9. Budget
10. Implementation

28. STEP 1: BACKGROUND,
PURPOSE, FOCUS
• Overall
concept(ualization) of the
need
• What social need will be
addressed?
• Can it be summed up in a
statement?
• As narrowly focused as
possible
• Summarizes the problem
(social or communal) that
led to the plan

29. STEP 2: SITUATION
ANALYSIS
• Audit the factors
influencing the needed
behavior change
• Look at internal and
external environments
that will be impacted by
the planning decisions to
come
• Is the organization
capable (SWOT) of
impacting the desired
change
• What external forces are
needed to effect the
change (potential
partners for example)

30. STEP 3: SELECT THE
TARGET AUDIENCE
• Critical
• Rich description, analysis and
intelligence using
characteristics like
demographics, related
behaviors, psychographics etc.
to determine how large your
audience is and how you will
gauge success down the road
• Who are the people who need to
hear your message? How many
of them are out there?

31. STEP 4: SPECIFIC
OBJECTIVES AND GOALS
• What do you want people
to do?
• How many of them do you
need to do it?
• Think SMART!
• Specific
• Measurable
• Attainable
• Relevant
• Time Sensitive
• What you determine
here will guide
subsequent decisions
regarding marketing
mix…

32. STEP 5: IDENTIFY TARGET
AUDIENCE BARRIERS, BENEFITS,
COMPETITION AND INFLUENCES
• What is the target
audience currently
doing?
• Prefer to do?
• Instead of the desired
change?
• Could be nothing…
• Are there costs
associated with each?
• What benefits does each
choice entail?
• Barriers to changing
behaviors?

33. STEP 6: DEVELOP A
POSITIONING STATEMENT
• Summarizes how you
want your target audience
to see the behavior you
want them to buy into
• Social marketing‟s
version of the brand: The
vision you want your
audience to buy into

34. STEP 7: DECIDE ON THE
STRATEGIC MARKETING MIX
• Product: What changed
behavior you want from
the target audience and
the benefits (value) that
will flow from
• Price: Costs associated
for engaging in the new
behavior
• Place: Where will the new
behavior take place
• Promotion:
Communication
strategies

35. STEP 8: MONITOR AND
EVALUATE
• In relation to goals and
objectives
• Expensive! Can
sometimes be a
significant part of a
budget beyond
communications and
other costs
• Output measures
(campaigns,
communications etc.)
• Outcome measures
(actual changes in
behaviors or beliefs)
• Impact measures (what
resulted from changed
behaviors)

36. STEP 9: BUDGET AND
FUNDING SOURCES
• How much is needed for
all activities?
• Where will the money
come from?
• Contributions from
partners?

37. STEP 10: CREATE AND
IMPLEMENTATION PLAN
• What needs to be done and when
• Timeline
• Project management chart
• Specific as possible
• Break plans down into phases if multiple
years

38. WHAT ABOUT
RESEARCH
Steps 1 & 2 require
background research
(Google, literature databases
etc.)
Steps 3-6 require formative
market research (surveying,
interviewing), competitor
analysis, trend analysis and
demographic analysis
(SimplyMap)
Steps 8-10 are non-research
dependent and based upon
internal assessment and/or
evaluation of evidence
produced by the plan itself

39. 16 TIPS FOR SUCCESS
Chapter 3 of text
Working in your regular
groups present two tips each
(5 minutes max)
Group 1: Tips 1 & 2
Group 2: Tips 3 & 4
Group 3: Tips 5 & 6
Group 4: Tips 7 & 8
Group 5: Tips 9 & 10
Group 6: Tips 11 & 12
Group 7: Tips 13 & 14
Me: Tips 15 & 16