Social Marketing Social Marketing PPA March 2 0 0 7 PPA March 2 - - PowerPoint PPT Presentation

Social Marketing Social Marketing

PPA – March 2 0 0 7 PPA – March 2 0 0 7

Objectives

• Overview of Social Marketing principles
• YOU as a social m arketer

W hat is Social Marketing?

• Social Marketing “is the use of

com m ercial m arketing techniques to prom ote the adoption of a behavior that w ill im prove the health or w ell-being of the target audience or of society as a w hole.”

( N.K. W einreich, “Hands-on Social Marketing” ( Sage, 1 9 9 9 ) .)

Key Messages

• Action is the objective
• Target audience is critical

W hen w ould I use a social m arketing approach?

• Develop a public aw areness cam paign
• Create prom otional or educational

m aterials

• I m prove services
• Create new program s

( W einreich, 1 9 9 9 )

Social Marketing vs. Com m ercial Marketing

• Builds on 4 Ps of com m ercial m arketing
• Distinction: Benefits accrue to the

individual or society

• 1. Planning
• 2. Development
• 3. Pre-testing
• 4. Implementation
• 5. Evaluation

Social Marketing Framework

STEP 1 : Planning Stage

PROBLEM ANALYSI S

• Background inform ation on

the issue

• The behavior change you w ish

to prom ote

• The purpose of the cam paign

( intended im pact if successful)

• I dentify target audience
• I dentify barriers to a behavior

ENVI RONMENT ANALYSI S

• Law s & policies
• Other cam paigns
• Social norm s
• Available com m unication

channels

RESOURCE ANALYSI S

• Budget
• Partners
• Staff capabilities

I dentify your Target Audience

• Group( s) of people w hose behavior

you w ant to change

• Market segm entation

Som e w ays to segm ent the population:

• Geographically: by location
• Dem ographically: by socio-econom ics –

age, incom e, gender

• Psychographically: by such things as

attitudes, values, lifestyles, and opinions

( Health Canada 2 0 0 5 )

More w ays to segm ent the population

• Theories of behavior change

STAGES OF CHANGE MODEL

• Pre-contem plation
• Contem plation
• Preparation
• Action
• Maintenance

( Prochaska & DiClem ente, 1 9 8 3 )

Stage of Possible Change Strategy

• Pre-contem plation
• Contem plation
• Preparation
• Action
• Maintenance

( W einreich 1 9 9 9 )

• Aw areness
• Em phasize benefits
• Minim ize barriers
• Positive reinforcem ent
• Positive reinforcem ent

and coping tips

Researching the target audience

• Focus groups
• Surveys/ interview s
• Observational studies
• Academ ic research
• Census data
• Marketing databases

Analyzing the target audience

• Level of aw areness of the issue
• Myths and m isconceptions
• W here do they get their inform ation about the issue
• Current attitudes
• Current behaviours
• Perceived benefits of the proposed behaviour
• Perceived barriers of the proposed behaviour
• Media and leisure habits
• W hat organizations do they belong to

Key findings influence …

• The identification of one or m ore target

audiences

• Program developm ent, im plem entation

and key m essages

STEP 2 : Developm ent Stage

• Product
• Price
• Place
• Prom otion

PRODUCT

Refers to…

• The behavior/ product being prom oted
• The objects/ services offered to

support the behavior change

• The key benefits that w ill be derived

from perform ing the behavior

• W hat is the com petition for your

product and how is your product different

PRI CE

Refers to…

• The costs ( m onetary or non-m onetary,

such as tim e, em otional cost, physical discom fort, em barrassm ent, disapproval, etc.) individuals associate w ith giving up the old behavior and adopting the new behavior

PLACE

Refers to …

• W hen and w here the target audience

accesses the program products/ services

• r w here they get their inform ation

PROMOTI ON

Refers to … Getting the m essage out through

• Radio
• Television
• Special events
• Prom otions
• Entertainm ent

STEP 3 : Pretesting

• I m portant to pre-test your m essage

and/ or product to avoid unintended affects and to illum inate barriers

• Assess and refine until it is effective

STEP 4 : I m plem entation

• Develop an im plem entation plan

STEP 5 : Evaluate

• Process
• I m plem entation objectives
• I m pact

Com m unity Tool Box - http:/ / ctb.ku.edu/ tools/ tk/ en/ tools_ tk_ 1 3 .jsp

Social Marketing Exam ple

Health Canada “Back to Sleep” – w w w .toolsofchange.com / English/ CaseStudies/ default.asp?I D= 1 6 1

YOUR TURN!