SOCIAL MARKETING

UBSUP Social Marketing: Concept Development

By the Social Marketing Team 15th April 2013 (KSMS)

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people, place, product, price, participation, promotion, policy, programs, positioning, partnerhips

UBSUP Social Marketing: Concept Development

What is social marketing?

According to Pamela Mae: “Social Marketing is the process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.”

Note: Social marketing programmes use data provided by the target audience to set promotional objectives

The “Ps” of social marketing: people, place, product, price,

participation, promotion, policy, programs, positioning, partnerhips

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The key components of UBSUP’s social marketing approach:• Systematic data collection & analysis to develop appropriate marketing

strategies • Making toilet designs, emptying services and promoting behaviours

that fit the felt needs of the consumers• Strategic approach to promoting improved sanitation, emptying

services & hand washing • Methods for effective distribution of SafiSan toilets; when demand is

created at town & area level, consumers know where and how to get the products and services

• Improving the adoption of improved sanitation, emptying services or behaviors and increasing the willingness of consumers to contribute to improved sanitation

• Cost effective pricing so that the product & services are affordable

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Process of Social Marketing concept development The developement of our social marketing concept and tools was guided by: • Indepth qualitative study in 5 towns & quantitative studies in 11 towns

which obtained detailed information of what consumers know, do, and want. These data provided by the target audience defined our SM objectives and concept development

• As a result, UBSUP’s social marketing approach was centered on two key processes: 1. Developing messages that suit target audiences- landlords and

household owners2. Communicating the messages in ways that are appropriate,

attractive, and motivating

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UBSUP’s communication strategies include:

• Interpersonal communication training: Strengthen the ability of CBOs, FBO and NGO fieldworkers (Animators) to reach potential latrine adopters and to promote sanitation and hygiene

• Mass media: Build on existing policies and strengthen government and private-sector capacity for creative presentation of standardized messages

• Print media: Develop strategies using print media, e.g. billboards, posters, site-signs, interpersonal support, and other learning materials, manuals and programme guidelines

• Community-based media: Use local-level media, e.g. public address systems, and employ traditional, community-based entertainment artists, e.g. popular folk singers, dramatists, etc.

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UBSUP social marketing: from macro to micro

The right social marketing mixes: People, regions & levels.

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LevelNational WSP Town Area &

communityPlot &Household

Macro Macro Macro Meso Micro

ObjectiveAwareness TV & Radio

commercials

Awareness & sensitisation-

Sensitisation & marketingRoad shows,

Banners, Police Band

Marketing & sale-

Postors. Drama

groups, Social Animators

Sale, assembly & after care

KAP (1) Knowledge Knowledge & attitude

Attitude & practice

Practice (action)

Attitude & Practice

Focus of UBSUP’s Social Marketing:

The provision of safe sanitation facilities will only improve people’s health if the sanitation facilities are well used & maintained and people have good personal hygiene

Accordingly our social marketing strategy will focus on:• Triggering demand for improved sanitation• Increase improved hand washing practices• Encourage proper use and maintenance of toilets through

awareness creation & training• Encourage safe and proper disposal of human waste

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National-level Messages, Media & Activities:

• Radio & television messages (using local and national radio stations)• Newspaper advertisements/announcements to create awareness

about the UBSUP programme (targeting the general public & WSPs)• T-shirts, baseball caps (etc.) to improve UBSUP’s visibility a trigger

overall demand for improved sanitation and good hygiene and hand washing practice

UBSUP Social Marketing: Levels of Intervention:

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UBSUP Social Marketing: Levels of Intervention:

Town & WSP-level activities:

• Road shows, police band with banners• Sanitation barazas (= public meetings)• Posters, billboards & banners• Brochures• Video presentations• TV & radio messages (using local radio stations)• T-shirts & baseball caps• SMS messaging• Visits to treatment works

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UBSUP Social Marketing: Levels of Intervention:Community/area-based activities:

• Public announcements • Sanitation barazas • Posters, billboards & banners• Brochures & flyers• Presentations by local experts & opinion leaders• Drama group performances• Radio messages (using local radio stations)• T-shirts and baseball caps• SMS messaging• Visits to treatment works

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UBSUP Social marketing: Levels of interventionPlot & household level community/area-based activities:

• House visit programmes (1st & 2nd visit)• Brochures & hand-outs• Manual for the Social Animators• Manuals for the beneficiaries• T/shirt & capes for the first 100 adopters of improved sanitation• Hygiene promotion encourages people to adopt safer practices in

the household to prevent sanitation-related disease

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UBSUP Social Marketing: Levels of Intervention:Key outputs to date:• Mascot, slogan, rider• Posters & banners• Brochures & manuals• Social Animators Hand book• Song & skit• Programmes & public announcements• Baseball cap, t-shirt, sticker• Data collection questionnaire to measure customer satisfaction • Messages for the Chiefs, PHOs & opinion leaders for use in public

meetings• Overall programme for community mobilisation• TV commercial (animation)

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UBSUP Social marketing: Levels of intervention

Under construction: • Toilet application procedures (final draft)• Manuals for the beneficiaries• Scale-model for demonstration • TV & radio advert

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Thank You!

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