The document provides an overview of developing a social marketing campaign, outlining six key steps: 1. Choose a narrow target audience and conduct research on their values. 2. Choose a specific, feasible action for the audience to take. 3. Craft a message appealing to the audience's values and offering an immediate reward for taking action. 4. Select a messenger that will appeal to the target audience. 5. Choose optimal communication channels and timing to reach the audience. 6. Seek partnerships that can help extend the reach of the campaign's message.

4. Social Marketing addresses the same types of issues as libraries Complicated issues like preventing forest fires pollution drunk driving

5. Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible." -Katya Andresesen Robin Hood Marketing

6. Why apply Social Marketing to libraries? "We should stay true to our mission representing ourselves honestly , and promise only what we can deliver In that way we gain a competitive advantage.... We have credibility and sincerity on our side and we should never lose sight of that " --Katya Andresesen Robin Hood Marketing

10. War Bonds - An early Social Marketing Campaign

12. Other historical social marketing campaigns

14. Public Health Embraces Social Marketing

15. Public Health Embraces Social Marketing

16. Social Marketing Today

17. Social Marketing Today Journals - Social Marketing Quarterly The Social Marketing Institute Social Marketing Consultants - Fearless Future Social Marketing Listserv Social Marketing Conferences Social Marketing

20. A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months

21. Important change in message From: To:

23. Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In 2006, a court found that tobacco companies manipulate nicotine levels to keep smokers addicted

24. Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry

27. SIDS Success Little information Simple Action Variety of channels

28. Your Turn Take a 10 minute break

29. First step : choose narrow target audiences and do tons of research

32. Your turn: choose your target audience

34. Second step:choose an action Go beyond awareness to action Choose specific and feasible action

35. A simple easy to do action

36. What is the action?

37. What is the action?

39. Third Step: begin crafting message with reward that is directly related to target audience

40. Teens want to rebel In Your Face campaign

41. It’s about your audiences values

45. Messenger as Family

46. Messenger as Authority Figure

49. Core Calendar Opportunities Cinco de Mayo Alcohol Awareness Month BUA Week St. Patrick’s Day Spring Break CPS Week Super Bowl New Year’s Eve 3D Month Thanksgiving Holiday World Series - Halloween Tailgating Back-to-School Labor Day July 4th Prom/Graduation

50. Optimal Channel and Best Time

51. Optimal time: Place

52. Time as Emotional State

55. Private partnership