Social Marketing

1
Social Marketing Lifestyle Campaigns

• Presentation to the 2005 Sports Philanthropy
  Conference

2
Robert Wood Johnson Foundation

• One of the five largest U.S. foundations
• Mission is to improve the health and health care
  of all Americans

3
Social Marketing

• The application of marketing principles and
  techniques to advance social change.
• Like commercial marketing, social marketing uses
  research to tailor messages for a particular
  target audience.

4
Tools of Social Marketing

• Advertising
• Public Relations
• Media Advocacy
• Grassroots Marketing
• Media Literacy
• Partnership Development

5
Effective Social Marketing Campaigns

• Define objectives specifically
• Address a defined target audience
• Include research to understand the audience

6
Effective Social Marketing Campaigns

• Pretest messages and materials
• Invest in multiple modes/channels
• Track and revise strategies

7
How to Assess Potential Plan Framing Questions

• What is the situation now?
• What do we want it to be instead?
• Who will be affected or involved in the change?
  What do we want them to know/do?
• Why arent they doing it now? What stands in the
  way?

8
How to Assess Potential Plan Framing Questions

• What changes are needed to get there (systems,
  policies, people)?
• Who is on our side? Who else is needed?
• What is the competition? How can we meet it?

9
Athletes, Teams and Social Marketing Campaigns

• Bring celebrity element to campaigns
• Are effective at reaching target audiences
• Natural tie-in to health and youth messages
• Venues already in place to stage events