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Case Study Social Marketing & Drought Response

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Mike Newton-Ward

A "manufactured" case study created to illustrate how social marketing concepts ccan be applied to an environmental issue.

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Case Study: Social Marketing and Drought Response Mike Newton-Ward, MSW, MPH Social Marketing Consultant
“ BASECs” of Social Marketing (plus 4 Ps) ,[object Object],[object Object],[object Object],[object Object],[object Object]
“ BASECs” of Social Marketing (plus 4 Ps) ,[object Object],[object Object],[object Object],[object Object]
Case Study : Drought Response
Case Study : Drought Response The Problem Much of North Carolina is experiencing an exceptional drought. The governor has asked citizens to cut home water usage in half. The city council of “Tarheelville” has retained a social marketing consultant to develop a plan to reduce water consumption.
Case Study : Drought Response Behavioral Goals Buy and use rain barrels for outdoor home watering.
Case Study : Drought Response Audiences Home owners in Tarheelville who have yards or outdoor plants that they water.
Case Study : Drought Response Formative Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study : Drought Response Competition Status quo—continuing with current watering habits Reducing outdoor watering, but still using public water
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case Study : Drought Response Exchange
Case Study : Drought Response Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study : Drought Response Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study : Drought Response ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study : Drought Response Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study : Drought Response Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Case Study Social Marketing & Drought Response

  • 1. Case Study: Social Marketing and Drought Response Mike Newton-Ward, MSW, MPH Social Marketing Consultant
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  • 4. Case Study : Drought Response
  • 5. Case Study : Drought Response The Problem Much of North Carolina is experiencing an exceptional drought. The governor has asked citizens to cut home water usage in half. The city council of “Tarheelville” has retained a social marketing consultant to develop a plan to reduce water consumption.
  • 6. Case Study : Drought Response Behavioral Goals Buy and use rain barrels for outdoor home watering.
  • 7. Case Study : Drought Response Audiences Home owners in Tarheelville who have yards or outdoor plants that they water.
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  • 9. Case Study : Drought Response Competition Status quo—continuing with current watering habits Reducing outdoor watering, but still using public water
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