SOCIAL MARKETING

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SOCIAL MARKETING In action
Kathleen Grace-Bishop, MHSA, CHES September, 2004
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AGENDA

• Goals
• Review of Social Marketing Concepts
• Discussion of Social Marking Planning Process,
  using case studies
• Questions?
• Resources

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Goals

• To review the principles of social marketing
• To build upon tools and concept of social
  marketing through discussion of case studies to
  help create a better understanding of social
  marketing planning process
• (I will be focusing on Steps 1-6 in my
  presentation and will use case studies to
  illustrate steps in the process.
• I will only quickly discuss Steps 7 8.)
• To provide additional resources

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Define Social Marketing

• Social Marketing is the practice of utilizing the
  philosophy, tools, and practices of commercial
  marketing for health and/or social programs.
• Social Marketing sells a behavior change to a
  targeted audience
• -Accept a new behavior
• -Reject a potential behavior
• -Modify a current behavior
• -Abandon an old behavior
• This is challenging to do, since change is
  voluntary. We cannot promise director benefit or
  immediate payback for proposed behavior change

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Social Marketing Basics

• Must be client/consumer/audience centered-so need
  to know them in order to target
• Same as commercial marketing except goal is not
  revenue/profit
• Focus on enhancing perceived benefits reducing
  perceived barriers. Actions will only occur if
  perceived benefits gt perceived costs
• Manage the Ps
• Measure results

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Social Marketing Planning Process

• 1. Analyze the social marketing environment
• Select target audience
• Set goals and objectives
• Understanding the target audience and the
  competition
• Determine Strategies Ps-Product, Price, Place,
  Promotion
• Develop Evaluation monitoring strategy
• Establish budgets find funding sources
• Complete an implementation plan

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Key Elements of a Successful Campaign

• Take advantage of what is known has been done
  before
• Start with target markets that are the most ready
  for action
• Promote a single, doable behaviors, explain in
  simple, clear terms
• Consider incorporating promoting a tangible
  object with the target behavior
• Understand address perceived benefits costs

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Key Elements of a Successful Campaign

• Make access easy
• Develop attention-getting motivational messages
• Choose appropriate media channels watch for
  audience participation in traditional media
  vehicles
• Provide response mechanism that make it easy
  convenient for inspired audiences to act on
  recommended behaviors
• Allocate appropriate resource for media/outreach
• Track results and make adjustments

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Role of Research

• Research is used to make decisions, so applicable
  in each of the planning steps
• If you want to develop a successful
  campaign/process research is key
• Research is often characterized in 1 of 3 ways
• By where it fits in the planning process
• By whether desired research information already
  exists
• By technique used to conduct research

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Where Does the Research Fit?

• Formative research help analyze the marketing
  environment, select target markets, develop
  preliminary strategies to address chosen markets
• Pretest research evaluate a short list of
  alternative strategies and tactics, identify
  deficiencies and fine future possible approaches
  to reach target audience
• Monitoring evaluating research-how is the
  project doing improve effectiveness and
  efficiency.

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Research Source

• Primary research-it has not been conducted
  before, tailored to specific questions
  decisions facing planners
• Secondary research refers to information
  research data that already exist somewhere
• To save time and do secondary research first

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Research Techniques

• Qualitative-exploratory in nature, seeking to
  identify and clarify issues. Sample size usually
  smaller and not projected to larger populations
• Quantitative conducted to reliably profile
  markets, predict cause and effect, and project
  findings. Sample sizes are usually large, and
  surveys conducted in a controlled and organized
  environments

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Discussion of Case Study
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Step 1. Analyze the Social Marketing Environment

• Choose a campaign focus
• Evaluate each potential approach choose focus
• Behavior change potential- is there a clear
  behavior that can be promoted to address the
  issue?
• Market Demand-how many people would benefit from
  behavior change campaign w/ this focus?
• Market Supply-is this issue already being
  addressed by other org. campaigns?
• Organizational Match-Is this a good match for the
  sponsoring org.?
• Funding Source Appeal-which approach has the
  greatest funding potential?
• The best focus would have high potential for
  behavior change, fill a significant need and void
  in marketplace, match org. capabilities, have
  high funding potential.

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Step 1 Analyze Soc. Marketing Environment

• Clarify the purpose (broad) impact of campaign,
  dont confuse with campaign objectives which
  focus on behavior, or what we want audience to
  do
• What is the potential impact of a successful
  campaign? What difference will it make?
• Our campaign purpose is ultimate impact/benefit
  of adopting the behavior to target market and/or
  society.
• Conduct a SWOT analysis
• Review past and similar efforts

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Selecting Target Markets

• Segment the market
• Traditional variables-demographics, geographics,
  psychographics, behavioral variables
• 2 other models
• Stages of Change
• Healthystyles segmentation system

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Step 2. Select Target Markets

• Evaluate the segments
• Segment size
• Problem incidence
• Problem severity
• Defenselessness-care for self vs. need help from
  others
• Reachability-audience easily identified and
  reached
• General responsiveness-ready, willing, able
• Incremental cost-est. cost to do this group vs.
  another
• Responsiveness to marketing mix (Ps)
• Organizational capabilities-staff expertise,
  outside resources

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Selecting Target Markets

• Choose one or more segments for targeting
• Undifferentiated marketing-same strategy for all
  segments
• Differentiated marketing-different strategy for
  different audiences
• Concentrated marketing-a few segments are
  targeted with unique strategies

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Selecting Target Markets

• Target markets emerge as those with the greatest
  need and are the most ready for action, easiest
  to reach and best match for organization.
• Targeting markets of greatest opportunity may run
  counter
• to a planner natural desire and inclination or
  mandate to either ensure that all constituents
  are reached and served or to focus resources on
  segment of audience with greatest need.

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Discussion of Case Study
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Step 3. Setting Goals Objectives

• Primary objective of social marketing campaign
  is behavior change.
• Need specific behavior objective in mind,
  something you want your target audience to do.
• Behavior objectives should be clear, doable,
  which the target audience will know they
  completed.

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Setting Goals Objectives

• Two additional objectives that may also need to
  be established
• Knowledge objectives-stats, facts, other info
  that may be helpful, motivating to audience
• Belief objectives-attitudes, opinions, or values
  held by the audience (change current belief, or
  need them to gain a belief in order to help them
  make the change).

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Setting Goals Objectives

• Goals
• Are quantifiable, measurable, and related to
  campaign focus, target audience and time frame
• Establish a desire level of behavior change as a
  result of campaign.
• When establishing measuring behavior change is
  not practical/economical, alternatives can be
  considered-measure campaign awareness, response,
  process and/or increase in knowledge, beliefs and
  intentions.

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Cell Phone Usage Potential Campaign Objectives
Goals to Decrease Traffic Accidents/Injuries

• Focus cell phone usage in cars
• Purpose reduce accident assoc with cell phone
  usage in cars
• Campaign objectives
• Behavior to pull over to use phone
• Knowledge to know of accidents that involve
  cell phones
• Belief to believe that talking on cell phones.
  Even hands-free can be a distraction
• Campaign goal increase of people who pull
  over by 25

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Step 4. Understanding Target Audience

• After establishing objectives and goals, we need
  to return to target audience and explore current
  behavior, knowledge beliefs related to specific
  objectives/goals. This is critical to develop
  customer oriented strategies.
• Research is important-doesnt need to be new.
  Use info that already exists

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Step 4. Understanding Target Audience

• What would they rather do than the behavior we
  are promoting why?
• What benefits do they see in their current
  behavior?
• What costs do they see in their current behavior?
• What do the know about the desired behaviors?
• What do they believe?
• What are their values/attitudes relative to the
  desired behaviors?
• Folic acid example.

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Understanding Target Audience

• Several social marketing theories/models
  regarding behavior change can it helpful in our
  work
• Knowledge, Attitude, Practices Beliefs (KAPB)
• Health Belief Model
• Innovations diffusion model
• Social cognitive theory/social learning theory
• Social Norms approach

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Understanding Target Audience

• The competition is tough. It includes these
  challenges
• Behaviors our audience would prefer to do
  pleasures/benefits associated with them
• Behaviors that are lifelong
• Strong messages and messengers that are counter
  to behaviors being promoted
• An in-depth analysis of perceived benefits,
  barriers, and cost of the desired and competing
  behaviors is key .

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Step 5. Determine Strategies-Ps

• Product-the desire behavior and its benefits, and
  tangible services/objects to support change
• 1.Core Product-benefits What potential benefits
  should be stressed?
• 2.Actual Product-behavior Choosing name,
  packaging, sponsors, endorsements
• 3. Augmented product-tangible objects/services
  Need to develop new products/services or improve
  current ones
• These should be based on clear understanding of
  competition and to ensure that your target
  audience will see you product as offering more
  and greater benefits than current behaviors.

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Determine Strategies-Ps

• Price-cost that the target audience associates
  with adopting the new behavior
• We need to ensure that the benefits of change is
  or gt what they give up (costs)
• Identify monetary ( for purchasing tangible
  services/objects) nonmonetary cost (time,
  effort, energy, psychological losses)
  associated with adopting new behavior
• Develop 4 Ps tactics to decrease costs
  increase benefits

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Determine Strategies-Ps

• Place-where and when the target audience will
  perform desired behavior, acquire any related
  tangible objects receive any associated
  services
• Make it as convenient and pleasant as
  possible-location, hours, mobile, parking
• Make it more convenient to do desired behavior
  then competing behavior

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Determine Strategies-Ps

• Promotion-is persuasive communication to ensure
  that target audience knows about the offer,
  believe they will experience stated benefits and
  is inspired to act.
• Message-what is being said, why how
• Media-where it will be said, when,and by whom
• Try to pretest messages and execution if
  possible.

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Message Execution Strategy How do we want to
say it?

• Goal to develop communication that captures
  attention of or target audience persuade them
  to adopt desired behaviors
• Elements relational, emotional, moral,
  nonverbal
• Execution styles slice of life, lifestyle,
  fantasy, mood/image, musical, personality symbol,
  technical expertise, scientific evidence,
  testimonial
• Execution also includes tone, choice of words,
  format
• Selecting media vehicle,-type, timing, frequency,
  impact, cost, advantages/limitations

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Effective Communication (McKenzie-Mohr Smith)

• Message should be vivid, personal concrete
• Have message delivered by individual/org that is
  credible w/ audience
• Frame message to indicate what they individual is
  losing by not acting
• If you use a threatening message make sure you
  couple it with specific suggestion for action to
  take
• Make instructions related to behavior clear
  specific
• Make it easy for people to remember what to do,
  how to do it when to do it.

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Examples of Promotion
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Step 6. Evaluation Monitoring Strategy

• Key components of plan
• What will be measured?
• How will it be measured?
• When will it be measured?
• How will results be used?

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Evaluation Monitoring Strategy

• Measure
• outcome (results)
• Changes in behavior, knowledge, beliefs, campaign
  awareness, customer satisfaction, responses to
  campaign
• processes (activities)
• Changes in policy and infrastructure, media
  coverage, dissemination of materials,
  participations, contributions from sources,
  assessment of program and campaign implementation

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Evaluation Monitoring Strategy

• Measuring techniques
• Quantitative-telephone, mail, in-person survey
• Qualitative-focus groups, formal interviews,
  anecdotal comments
• Observation research
• Records and databases
• In general, outcome will use target audience
  surveys and process rely more on records and
  reports.
• Timing important-measure prior to campaign
  launch, during implementation and post-campaign

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Discussion of Case Study
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Step 7. Budget/Funding

• Preliminary budgets are determined by using
  objective and task method
• Review specific objectives
• Identify tasks that must be performed to achieve
  objectives
• Estimate costs associated with performing tasks
• Make sure to review desired goals/objective
  those with cost implications will be added to
  preliminary budget.
• Make sure that all objectives/task are critical
  for success, as well as competitive and
  cost-effective.

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Budget/Funding

• If budget exceed current funding, look for
  additional funding
• If proposed budget still exceeds funding sources
  even after exploring additional sources, need to
  consider developing campaign phases,
  strategically reducing cost and/or adjusting
  campaign goals

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Step 8. Implementation Plan

• Idea plan identifies activities over 2-3 years
  and are often presented in phases
• Frameworks for organizing plan
• Target audiences, geographic areas, campaign
  objectives/goals, Ps, funding
• Key components
• What will we do?
• Who will be responsible?
• When will it be done?
• How much will it cost?
• Not only change behavior but sustain these
  changes into the future (reminders, recognition,
  infrastructure)

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QUESTIONS???
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Resources

• Kotler, Philip, et al., Social Marketing
  Improving the Quality of Life, 2nd ed., Thousand
  Oaks Sage Publications, 2002.
• Leigel, M. Doner, L., Marketing Public Health
  Strategies to Promote Social Change,
  Gaithersburg, MD An Aspen Publication, 1998.
• McKenzie-Moh, D., Smith,W., Fostering Sustainable
  Behavior, Gabriola Island, BC, Canada New
  Society Publication, 1998.
• Weinreich, N., Hands-On Social Marketing A Step
  by Step Guide., Thousands Oaks, CA Sage
  Publications, 1999.

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Resources

• Prochaska, J., Norcross, J., DiClemente, C.,
• Changing for Good. New York Avon Books,
  1994.
• Andreasen, A.R., Marketing Social Change
  Changing
• Behavior to Promote Health, Social
  Development,
• and the Environment. San Francisco
  Jossey-Bass, 1995.

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Resources

• Jim Lewis presentation on Social Marketing
  www.ecnh.unh.edu/social.ppt
• www.questia.com
• www.turningpointprogram.org
• www.themanager.org
• www.toolsofchange.com
• www.apha.org
• www.mostofus.org