Queensland University of Technology

CRICOS No. 000213J

Social marketing:Improving Policy Implementation

Dr Stephen Dann

Dr Susan Dann

Queensland University of Technology

CRICOS No. 000213J

Introduction and Overview

• Marketing • Social marketing • Behavioural change model• Improving Policy Implementation• Efficiency and Effectiveness • Defending the Spend

Queensland University of Technology

CRICOS No. 000213J

Definitions

• Marketing: the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to

create exchanges that satisfy individual and organisational needs.

• Social marketing: the adaptation of commercial marketing

technologies to create programs designed to influence the voluntary

behaviour of target audiences to improve their personal welfare and

that of the society of which they are a part.

Queensland University of Technology

CRICOS No. 000213J

Framework of social marketing

• Client focussed in the design of campaigns– Research and evidence driven– Aims to achieve mutually beneficial exchanges

• Social marketing’s “bottom line” is voluntary behavioural change– Implemented through the “marketing mix”– Socially beneficial outcomes are subjective

• Adapts to external environments

Queensland University of Technology

CRICOS No. 000213J

Some characteristics of social marketing

• Public scrutiny• Extravagant expectations• Targeted at non existent or negative demand• Target unresponsive audiences• Focus on sensitive issues• Behaviours often have invisible, delayed or non

guaranteed benefits

Queensland University of Technology

CRICOS No. 000213J

Behaviour change model

Stage Characteristics

Pre contemplation Potential targets are unaware of issue

Contemplation Targets become aware of the issue and start to consider it in light of their lives

Preparation Targets determine what they need to know or do to change their behaviour

Action Targets trial the alternate behaviour

Maintenance Targets adopt the alternative behaviour long term as their “normal” behaviour

Queensland University of Technology

CRICOS No. 000213J

Stages of behavioural change

Stage Marketing & Communication Tasks

Pre contemplation Create awareness; change values and beliefs

Contemplation Persuade and motivate

Preparation Educate

Action Facilitate action

Maintenance Reinforce changes, reminder communications

Queensland University of Technology

CRICOS No. 000213J

Marketing mix

• The marketing mix is sometimes called the 4 Ps and consists of the following elements– product, – price, – place, – promotion

Queensland University of Technology

CRICOS No. 000213J

Marketing mix: Product

• The bundle of benefits that the organisation is offering to the public– what are you “selling” to the market?

– what aspect of the product needs to be communicated?

Queensland University of Technology

CRICOS No. 000213J

Social product

Social Product

Idea

Practice

Tangible object

BeliefAttitudeValue

One offOngoing

Queensland University of Technology

CRICOS No. 000213J

Childhood Obesity “product”

Contraception

Idea

Practice

Tangible object

Obesity is avoidable

Healthy

Outdoor exercise is a safe and fun activity to undertake

After school sports

Dietary change

Fresh fruit

Low fat food

Water to replace softdrinks

Queensland University of Technology

CRICOS No. 000213J

Competition

• Behaviours and associated benefits of the competing behaviour

• Behaviours that are habits

• Organisations and individuals that promote a counter behaviour

Queensland University of Technology

CRICOS No. 000213J

Competition: Example

• Behaviour objective: Encourage after school sport

• Competing behaviour: homework

• Competing messages/messengers: School

• Social marketing message:

Queensland University of Technology

CRICOS No. 000213J

Improving Policy Implementation through Social Marketing

Queensland University of Technology

CRICOS No. 000213J

Components of Successful Social Marketing

• The marketing mix consists of price, product, promotion, place, people, process and physical evidence.

• Each element of the marketing mix consists of sub components for example, price consists of both financial and non financial costs.

Queensland University of Technology

CRICOS No. 000213J

Social Marketing for Effectiveness and Efficiency

• Targeting• Segmentation• Understanding the consumer

Queensland University of Technology

CRICOS No. 000213J

Problems for Marketing

• Unrealistic expectations • Funding, Expenditure and Sponsorship• Uncertain outcomes

Queensland University of Technology

CRICOS No. 000213J

Unrealistic Expectations

• Coca Cola – Total market share – 45%– 55% of the market not supporting Coke

• In social marketing terms– 55% of drivers drink driving– 55% of teenagers smoking– 55% of houses not recycling

Queensland University of Technology

CRICOS No. 000213J

Funding and Sponsorship

• Broncos $1million dollar sponsorship– 3 years– 'better living - better lifestyle' – statewide campaign was to target Queensland residents and

encourage people, especially the youth of today, to live better lifestyles

• Rip Curl– 17-year-old female surfer– Five-year contract for $1 million– "Steph's really the leading edge of a new generation. Women's

surfing is on the move and we need our superstars coming through."

Queensland University of Technology

CRICOS No. 000213J

Countering funding

• Defending the spending• Explaining the purpose of the expenditure

– Pointing out the costs of inaction– Publicise the cost of alternative less effective delivery

mechanisms

• Ask the critic to suggest alternative solutions that meet the same proactive goals.

Queensland University of Technology

CRICOS No. 000213J

Uncertain outcomes

• Uncertain campaign outcomes– Not smoking today means…

• Possibly not contracting a smoking related illness– Unless there’s been any exposure to secondary smoke

– Unless you have a genetic predisposition towards cancer

– Unless you have exposure to other carcinogenic materials

– Drinking 8 glasses of water today means…• 8 glasses tomorrow and the next day• No concrete and tangible outcome.

Queensland University of Technology

CRICOS No. 000213J

Summary

• Social marketing is derived from managerial marketing and therefore uses commercial marketing tools and frameworks

• The ultimate aim of social marketing is to change behaviour

• Social marketing communications use traditional marketing communication methods and include the full range of marketing mix and promotional mix elements