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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) <ul><li>Behavior change </li></ul><ul><li>Audience driven </li></ul><ul><li>Segm...
“ BASECs” of Social Marketing (plus 4 Ps) <ul><li>Product – what you’re offering:  behavior,  services, tangible items, be...
Case Study :  Drought Response
Case Study :  Drought Response The Problem Much of North Carolina is experiencing an exceptional drought.  The governor ha...
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 <ul><li>Barriers </li></ul><ul><li>Cost </li></ul><ul><li>Changing habit...
Case Study :  Drought Response Competition Status quo—continuing with current  watering habits Reducing outdoor watering, ...
<ul><li>Costs </li></ul><ul><li>Cost </li></ul><ul><li>Changing habit </li></ul><ul><li>Knowing proper set up and usage </...
Case Study :  Drought Response Product <ul><li>Behavior:  buy and use rain barrel for outdoor home water </li></ul><ul><li...
Case Study :  Drought Response Price <ul><li>Reduced cost barrels, subsidized by the city </li></ul><ul><li>Reminders </li...
Case Study :  Drought Response <ul><li>Re-norming </li></ul><ul><ul><li>-sign for yard; lapel button to wear </li></ul></u...
Case Study :  Drought Response Place <ul><ul><ul><li>Civic organizations </li></ul></ul></ul><ul><ul><ul><li>Home owner as...
Case Study :  Drought Response Promotion <ul><li>Educational classes </li></ul><ul><li>Mass media stories, interview shows...
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Case Study Social Marketing & Drought Response

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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 & Drought Response

  1. 1. Case Study: Social Marketing and Drought Response Mike Newton-Ward, MSW, MPH Social Marketing Consultant
  2. 2. “ BASECs” of Social Marketing (plus 4 Ps) <ul><li>Behavior change </li></ul><ul><li>Audience driven </li></ul><ul><li>Segmentation (targeting) </li></ul><ul><li>Exchange (costs vs. benefits) </li></ul><ul><li>Competition (what is more attractive than your offer?) </li></ul>
  3. 3. “ BASECs” of Social Marketing (plus 4 Ps) <ul><li>Product – what you’re offering: behavior, services, tangible items, benefits </li></ul><ul><li>Place –1) where people are located, 2) where they are likely to think about your issue, 3) the point of action </li></ul><ul><li>Price – making it easier, providing meaningful benefits </li></ul><ul><li>Promotion – information, knowledge, awareness </li></ul>
  4. 4. Case Study : Drought Response
  5. 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. 6. Case Study : Drought Response Behavioral Goals Buy and use rain barrels for outdoor home watering.
  7. 7. Case Study : Drought Response Audiences Home owners in Tarheelville who have yards or outdoor plants that they water.
  8. 8. Case Study : Drought Response Formative Research <ul><li>Barriers </li></ul><ul><li>Cost </li></ul><ul><li>Changing habits </li></ul><ul><li>Knowing proper set up and usage </li></ul><ul><li>Convenient access to places of purchase </li></ul><ul><li>Facilitators </li></ul><ul><li>Concern over drought </li></ul><ul><li>Sense of being part of the solution </li></ul><ul><li>Sense of “keeping up with the Jones” </li></ul><ul><li>Living out personal values of being a good steward of the environment </li></ul>
  9. 9. Case Study : Drought Response Competition Status quo—continuing with current watering habits Reducing outdoor watering, but still using public water
  10. 10. <ul><li>Costs </li></ul><ul><li>Cost </li></ul><ul><li>Changing habit </li></ul><ul><li>Knowing proper set up and usage </li></ul><ul><li>Access to places of purchase </li></ul><ul><li>Benefits </li></ul><ul><li>Sense of being part of the solution </li></ul><ul><li>Sense of “keeping up with the Jones” </li></ul><ul><li>Live out personal values of being a good steward of the environment </li></ul>Case Study : Drought Response Exchange
  11. 11. Case Study : Drought Response Product <ul><li>Behavior: buy and use rain barrel for outdoor home water </li></ul><ul><li>Tangible Products </li></ul><ul><li>rain barrels </li></ul><ul><li>written instructions </li></ul><ul><li>demonstration groups </li></ul><ul><li>Benefits </li></ul><ul><li>sense of being part of the solution </li></ul><ul><li>sense of “keeping up with the Jones;” </li></ul><ul><li>living out personal values </li></ul>
  12. 12. Case Study : Drought Response Price <ul><li>Reduced cost barrels, subsidized by the city </li></ul><ul><li>Reminders </li></ul><ul><ul><li>-hang tags for spigots </li></ul></ul><ul><ul><li>-in utility bills </li></ul></ul><ul><ul><li>-in mass media </li></ul></ul><ul><li>Classes on how to use barrels by certified environmental educators and trained volunteers (paired with tips on drought resistant gardening) </li></ul>
  13. 13. Case Study : Drought Response <ul><li>Re-norming </li></ul><ul><ul><li>-sign for yard; lapel button to wear </li></ul></ul><ul><ul><li>-users featured in mass media stories and in utility bill inserts </li></ul></ul><ul><ul><li>-partnering with existing associations, groups, business to form “users clubs </li></ul></ul><ul><ul><ul><li>Civic organizations </li></ul></ul></ul><ul><ul><ul><li>Home owner associations and apartment complexes </li></ul></ul></ul><ul><ul><ul><li>Hardware and gardening stores (stores offer reduced price as good corporate citizens) </li></ul></ul></ul><ul><ul><ul><li>Places of worship </li></ul></ul></ul><ul><ul><ul><li>Scouts, 4-H, etc. </li></ul></ul></ul><ul><li>Available for purchase at partner sites above </li></ul>
  14. 14. Case Study : Drought Response Place <ul><ul><ul><li>Civic organizations </li></ul></ul></ul><ul><ul><ul><li>Home owner associations and apartment complexes </li></ul></ul></ul><ul><ul><ul><li>Hardware and gardening stores </li></ul></ul></ul><ul><ul><ul><li>Places of worship </li></ul></ul></ul><ul><ul><ul><li>Scouts, 4-H, etc. </li></ul></ul></ul><ul><ul><ul><li>Home </li></ul></ul></ul>
  15. 15. Case Study : Drought Response Promotion <ul><li>Educational classes </li></ul><ul><li>Mass media stories, interview shows, news and editorials </li></ul><ul><li>Utility bill inserts </li></ul><ul><li>Yard signage </li></ul><ul><li>Talking points and speakers for groups </li></ul><ul><li>Written instructions </li></ul>

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