1 Applied Social Marketing Looking at the Great Lakes RCAP Source Water Protection Planning Model Christine Brittle, Ph.D. The Baldwin Group

2 Marketing Source Water Social Marketing can be applied whenever you need to change behavior:  Building diverse coalitions around a common endpoint  Building support to adopt regulatory solutions  Encouraging voluntary protective measures (most common form of social marketing)

3 4 Ps of Voluntary Measures Productdecreased chemical use Priceeffectiveness concerns Placelocation of alternatives Promotioneducational events/ samples

4 Steps in Social Marketing Sample RCAP Social Marketing Steps: Audience listening: Community survey Planning: Ranking risks and management options Pre-test: Community forum Implement: Institutional framework and continued public education Evaluate: ???

5 Stages of Behavior Change Example: Decreased chemical use on crops Pre-contemplation— No connection between crops and water Contemplation— Learning about the issue Trial— Willing to take a new approach Maintenance— Willing to maintain new approach Advocacy— Tells others to try new approach

6 Social Marketing vs. Traditional Outreach Audience first  Consider motivators to intended audience: if their motive is to save money, not protect water, that is OK – promote what works for your audience More than just information  What do they need to make the change?  How can change be enabled and maintained?

7 Why Social Marketing Works Meets people where they are  Work with existing beliefs and motivators Sets realistic priorities  Recognizes that change takes time Addresses barriers and creates bridges  Focuses on key issues and solutions

8 Audience First! At its core, social marketing is about the audience  What action you want them to take  What would motivate them to take it  What the best way is to reach them with information Focus on their needs, not your messages