1. The document discusses the process of designing a social marketing campaign to address a bad habit or irritating behavior. Students will work in pairs to choose a topic and develop a campaign. 2. It provides guidance on conducting research and a situational analysis to understand the problem, target audiences, competition, and barriers/motivators to behavior change. The social marketing mix is compared to the traditional marketing mix. 3. A 10 step strategic marketing process is outlined including conducting background research, developing a purpose statement, focusing the campaign, doing a SWOT analysis, selecting target markets, and setting objectives and goals.

1. Social marketing campaignsInternational Project Week - Nordhausen

2. TodayGetting to know each otherThe project Social marketing

3. Nice to meet you….WindesheimNew media / InternetMassCommunicationImre& Nynke 1969 Catapult Running Educational SciencesHellendoornMusicbed & breakfastContact:E-mail: igorterhalle@gmail.comTwitter: igorterhalle

4. Introduce yourself….Name, study, hobby ….Why did you chose this project?Expectations…..

5. This weekWe are going to design a campaign to address a bad habit or (bad / irritating) behaviorYou will work in pairsFirst: choose a subject…

6. “Bad habits are like a comfortable bed, easy to get into, but hard to get out of”

7. Bad habbits….How long have you had this bad habit?How long have you been trying to break it?How many people have told you to stop it?How often have they nagged you?Why don’t you listen?

8. IrritationsWhat behavior (of others) does irritate you?Why does it irritate you?Why do people perform this behavior?Do they know some might think this behavior is annoying?Who do they continue performing this behavior?

9. 1. What subject did you chose?2. What’s your organization? Who will be contracting you?

10. Social marketing…Theory….

11. Social MarketingMake pairs of twoSuppose you want to collect money for an environment project in Nigeria. Some facts: Nigeria’s government is known to be corrupt; the majority of Nigerians live below the poverty line; environmental issues is not their top priority. Still you find it important to start this project, because ….. (think of some reasons)How would you convince:Your mother/father to donate moneyYour neighbourThe richest business man/woman in town?10 minutes….

12. Short discussionShare your thoughts and your three approaches:How were they different for each audience? How were they the same?Was it easy or difficult to adjust your approach for each audience?Are you on your way to becoming social marketers…?

13. What is marketing?Humanactivityaimed at fulfillinghumanneeds and wishes through exchangeMarketing is the socialprocessbywhichidviduals and groupsobtainwhattheyneed and want throuhcreating and exchangingproducts and valuewithothersPhilip Kotler

14. Social MarketingAimed at influencing behaviour which is voluntaryIn order to achieve a social goal/positive benefit to societyUses theories and techniques from marketingSystematic approach using planning Other instruments are services, policy, regulations

15. Most important featuresSocial marketing is about being strategic. Pick a crucial issue and a target audience.Then, think about the issue from the perspective of your target audience. Pretend that their perspective is all that matters.Why? Because it is all that matters!RESEARCH!!

16. The social marketing mix: compare with the marketing mixThe Senseo caseResearch: trends & patternsIndividual QuickEasy (technology)Coffee not fancyProduct; senseoPartnership DE; coffee padsPrice: in between cheap and expensive

17. The social marketing mix: compare with the marketing mixPlace; distribution (where can we buy this?); compare with nespressoPromotion

18. + about social marketingSocial marketing recognizes that information alone does not change behaviorsSocial marketing focuses on target audiences, including their needs, wants, and motivatorsSocial marketing focuses on making behaviors easy, fun, and popular!

19. Critique on social marketingSimplistic assumption that economic theories can be used for understanding, predicting and changing complex behaviors Human being as an economic rational; exchange theoryImportant determinants are overlookedToo much emphasis on communication tools (leaflet, poster will solve the problem)

20. Behavioural interventionsUnderstanding understanding what considering range of the key influences are options forthe behavior actionInterven-tionsBehaviorPatterns &trendsBehavioral theoryWhat they doPatterns& trendsWhy they do it Integrated theory frameworkOptions and mix4 primary components

21. From analysis to evaluationAnalysisPlan EvaluationImplemen-tation

22. 10 steps in strategic marketing processStep 1: background, purpose and focusStep 2: situationanalysisStep 3: target marketStep 4: objectives and goalsStep 5: competition; barriers and motivatorsStep 6: positioningStep 7: the marketing mixStep 8: monitoring and evaluationStep 9: budget and resourcesStep 10: implementationMontagMit-wochDienstag

23. Step 1: background, purpose and focusWhat is the problem? How big is the problem? For whom? Who is involved in the problem? What are the causes and consequences? What are the costsinvolved? Etc.Assignment 1:Prepareanansweron these quenstions.

24. Presentthemtomorrow in classWhat to do? Gather background data Gather data on the social issue you will be adressing from scientific, epidemiological or other researchExamples…Can you find figures on the increase of obesity?Is there an increase in cell phone use during driving?Is there a decline in blood donors?Etc.

25. What to do? Develop purpose statement Develop a purpose statement that reflects the benefit of a succesful campaign. What is the potential impact of your campaign? Typical purpose statements should inspire support for the planDon’t need to be long or elaborate….Examples:Decrease the spread of HIV/AIDS among homosexual GermansImprove the water quality in Lake …Eliminate the stigma surrounding mental illnessAssignment 2:Develop a purpose statement…

26. What to do? FocusIdentify and choose from the vast number of potential options to contribute to the plan’s purpose. Criteria:Behavior change potentialMarket supplyOrganizational matchFunding sources and appealImpact

27. ExampleAssignment 3:Focusyourcampaign and motivatethe criteria you have used….

28. Step 2: Situation analysis

29. Situation analysisQuickaudit of internal factors (strenght and weaknesses) and externalforces/developments (opportunities and threats)SWOT analysis

30. Micro environment – internal factorsAvailable resourcesService delivery capabilities (distribution channels)Management supportIssue priorityInternal publicsCurrent alliances and partnersPast performance ….

31. Macro environment – external forcesCultural forcesTechnological forcesDemographic forcesNatural forcesEconomic forcesPolitical / legal forcesExternal publics

32. SWOT

33. Opportunities (external)Main question:Can we deploy these opportunities by using our strengths?Strengths (internal)Opportunities versus strengthsBig chance for success, because there are possibilities and we can do something with them

34. Opportunities (external)Mainquestion:Are ourweaknesses a barrierformakinguse of these opportunities? There are possibilities, but we don’tknowwhether we cangrabthemWeak-nesses (internal)Opportunities versus weaknesses

35. Threats (external)Main questionCan we reduce or eliminate the threats by our strengths?Success is threatened, but perhaps we have an answerStrengths (internal)Threats versus strengths

36. Threats (external)Main questionAre the weaknesses a barrier to reduce or eliminate the threats? Big chance of failure.Weak-nesses (internal)Threats versus weaknessesAssignment 4:Develop a SWOT analysis

37. TomorrowPresentations (case, background, purpose, focus and environmental analysisStep 3- 5:Select target marketSet objectives and goalsIdentify competition, barriers and motivators…Feedback / help

38. Need help?