Embed Size (px)
Citation preview
SOCIAL MARKETING: ADAPTING SERVICE DELIVERY METHODS TO MEET AUDIENCE NEEDS
Mary Rabourn
Communications, LHWMPTamie Kellogg
Kellogg Consulting Inc.
Definition of Social Marketing
Influencing Public Behaviors for Good
Use marketing practices in analysis,
planning, strategy, evaluation to
influence voluntary behavior of
target audiences to improve
their welfare and society’s.
Social Marketing Principles
Top Five
1. Impact (Goal + Key Audience)2. Explore what’s been done before.3. Start with target audiences most
ready.4. Promote single, doable behaviors.5. Understand audience barriers and
motivations
Why Social Marketing vs Education
Natural Yard Care Results 18 Month Plan
99% mower at 2 inches 99% avoiding pesticides 58% choosing native plants 45% watering deeply/infrequently 43% using organic or slow-release
fertilizers 39% planted drought-tolerant
plants 39% applying organic layer of
mulch 26% called the garden hotline
Attendees shared workshop and tips w/ 5 others
Average cost to reach a gardener and friends ($17)
On education
“...education alone often has little or no effect upon sustainable behavior.
…programs that make use of information intensive approaches…have very little likelihood of changing behavior.” Fostering Sustainable Behavior, Doug
McKenzie-Mohr, PhD
Our Goal Today:
Practice applying Social Marketing to the work you are doing everyday!
1. Start with a problem statement. What is the current behavior?
2. Name the specific behavior, knowledge, and attitude you want to change?
3. What motivates, benefits or challenges our audience?
I am not my audience….or am I?
1. Sort into groups: wildlife person/cat person
2. In your group answer what you believe would be the other groups response to:
Barriers and challenges to keeping a cat indoors.
Benefits and motivation
Instead Social Marketers Gather and Use Audience Information:
What would benefit or motivate this audience?
What is in the way? What would it take to do the behavior?
Social Marketing Strategy
Is driven by using the right amount of audience information to guide strategy development.
Strategy matches the audience needs and increases project effectiveness
Multimedia and outreach
Hispanic Outreach Novella TV Clip
Hispanic Outreach Novella TV Clip, Testimonial
Community members participate
Key messages
Social Marketing Resources
Online and Email Resources: Georgetown listserve
Send an email to [email protected] In the message write “Subscribe soc-mktg (your name)”
Doug McKenzie Mohr Community Based Social Marketing http://www.cbsm.com/public/world.lasso Website includes: forums, e-book and educational information
Literature: Fostering Sustainable Behavior: An Introduction to
Community-Based Social Marketing Doug McKenzie-Mohr, 2011
Social Marketing: Influencing Behaviors for Good Nancy Lee and Philip Kotler, 2008
Social Marketing in the 21st Century Alan R. Andreasen, 2006
Additional Online Communities, Forums and Resources
Puget Sound Chapter, International Social Marketing Association (iSMA) 3 Quarterly Meetings, and annual Conference For more info contact [email protected]
North Carolina PH Social Marketing Site www.ncpublichealth.com/employees/socialmarketing.htm
Social Marketing National Excellence Collaborative www.socialmarketingcollaborative.org
The Social Marketing Place http://social-marketing.com/
CDC National Center for Health Marketing www.cdc.gov/healthmarketing/
National Social Marketing Centre (UK) http://thensmc.com/
Social Marketers Global Network www.socialmarketers.net
International Social Marketing Association (iSMA) http://i-socialmarketing.org/
Questions?
Mary RabournCommunications, [email protected]
206-263-3083
Tamie [email protected](206)313-7894Kellogg Consulting,
Inc.
