Social Not for Profit Marketing, An Advance Marketing Concept

1. Social(Not for
Profit)
Marketing
Bhavya Bhatia
19BSPDD01C036/MBA

2. The more we increase the active participation and
partnership with young people, the better we serve
them...and the more...we increase our public value to
the entire community.
-- Carmen Martinez

3. What is Social Marketing ?
– Social marketing is the use of commercial marketing principles and techniques
to improve the welfare of people and the physical, social and economic
environment in which they live. It is a carefully planned, long-term approach to
changing human behavior.

4. Who employs Social Marketing?
– Social marketing is used primarily by nonprofit organizations, charity
foundations, public highway departments, and government agencies. It’s also
utilized by emergency services, such as police and fire departments. Some
commercial organizations also occasionally use social marketing strategies.
– Nonprofit organizations and charity foundations employ social marketing to raise
awareness, promote various causes, and encourage contributions from the public.
– Social marketing provides a way to inform and engage people that charitable
organizations would not otherwise be able to reach through more traditional
marketing channels. This strategy also helps charitable campaigns spread faster
and reach a wider global market.

5. What issues does Social Marketing best
Addresses?
– Health
– Safety
– Environment
– Community Engagement

6. What Groups use Social Marketing ?
– Government Agencies
– Non-profit Groups (NGOs)
– Corporations
- Media Companies

7. Key Characteristics of Social Marketing
– Target Audience analysis and Segmentation
– Creates awareness
– Increase interest by Edutainment
– Desired Result

8. 4P’s of Social Marketing
– P1 - Product is what you are marketing. In social marketing the product is a
behavior change or a shift in attitude. For example, a campaign may be designed
to increase condom use or to convince adolescents that spreading rumors is
harmful or dangerous.
– P2 - Price is the cost. In social marketing, price is the cost of changing
behaviors. It is difficult to price the personal costs of using a condom when the
individual commits to a new behavior that had been identified as inconvenient,
time consuming and embarrassing. The goal of social marketing is to reframe the
recommended behavior change so that the consumer realizes that the benefits of
change outweigh the efforts or costs.

9. 4P’s of Social Marketing
– P3 - Place is where and how the priority population can be reached. In social
marketing, place represents all efforts to make the behavior change as easy as
possible to a consumer. It might mean offering free or inexpensive condoms at
convenient locations (i.e. schools, bars, or restrooms) or changing a clinic
schedule to accommodate busy students.
– P4 - Promotion is the ways used to notify the public about the change messages.
Advertising is just one method to achieve this goal. A promotion campaign
includes incorporating messages about the recommended behavior change into
all existing programs in the community in order to reinforce the message on
multiple levels.

10. Other ways to influence customer perceptions
– Technology
– Economics
– Education
– Legal/Political/Policy Making

11. Examples of Social Marketing
– Social marketing is used for promoting tangible things like oral contraceptives or
just non tangible awareness like concept of family planning among a particular
target group which is in need as a social campaign.
– Other types of social marketing done are oral rehydration, immunizations,
smoking health hazards, nutritious diet, use of helmet in driving, slow driving,
following traffic rules, use of phones while driving, HIV and drug use,
cardiovascular diseases, other communicable diseases, sanitation, environment
pollution, corruption, etc.

12. Best practices in Social Marketing
❑ Take advantage of what is known and has been done before
❑ Start with target markets that are most ready for action
❑ Promote a single doable behaviour explained in simple, clear terms.
❑ Consider incorporating a tangible object or service to support the target
behaviour.
❑ Understand and address perceived benefits and costs
❑ Make access easy

13. Best practices in Social Marketing
❑ Develop attention – getting and motivational messages.
❑ Use appropriate media and exploit opportunities for audience participation
❑ Make it easy and convenient for inspired audiences to act on recommended
behaviours
❑ Allocate appropriate resources for media and outreach
❑ Allocate adequate resources for research
❑ Track results and make adjustments

14. Criticisms of Social Marketing
– Commercial marketing is sometimes done in the guise of social marketing.
– Being creative can sometimes cause problems as the audience have to interpret
the message themselves and the message is not very assertive.
– Social marketing is not taken as a proper mass communication theory sometimes