Basic Social Marketing Principles and Process

Outline Social marketing process: Identify goals Segment and target Develop the “4 p’s” –Product, price, place, promotion Determine positioning, incentives

What is Marketing? Marketing is the process of planning and executing the product, pricing, promotion, and distribution/placement of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Social Marketing Social Marketing applies the principles of marketing to address social problems by influencing behavior change. Social marketing requires: –A “customer” focused approach –Voluntary behaviour change –An exchange – Individual or societal benefit (rather than corporate benefit or profit)

Identify Goals Clear problem description –Who, what, when, and where –Impact on key population segments Desired outcome –Measurable and attainable Measure of Success –Financial savings from success compared to program cost –Beginning levels compared to ending/later levels of behaviour

CASE: University of Washington’s U-Pass program Problem: Volume of traffic in Seattle’s University District University of Washington decided to use social marketing strategies to reduce traffic in the district in 1991.

Segmentation Identify most relevant variable: –On campus/not Select target group(s) –UW: All regularly on campus Select important secondary targets –Gatekeepers, influencers UW VP

Targeting Targeting Criteria –Segment size –Potential/expected growth or decline –“Competition” –Cost of marketing –Fit with org resources/objectives

Product Price Place Promotion Marketing: The Four P’s

Product WHAT ARE YOU SELLING? UW example: Basic Product: –Alternatives to driving alone Specific products: –U-pass program –Increased mass transit service at reduced rates –Shuttle service

Price Cost to the target audience of behavior Is not just financial, there are other “costs” –time –effort –lifestyle –psychological cost UW Program Inconvenient Takes more time Less freedom

Place Channels through which products or programs are available (access) UW program More mass transit stops Home (shuttle service) Campus parking lots –(free for carpools)

Promotion Communicating your product and its benefits. UW PROGRAM: “U-PASS: For You and the U” Posters, brochure, and campus newspaper ads “Commuter Information Centers” Emphasis on the program’s incentives: –lower prices and more commute options Endorsement by University Vice President

UW promotional piece

Incentives Unlimited use of mass transit Free parking to faculty and staff carpools [University parking rates increased significantly for single drivers] Vanpools: Vans pick up and drop off passengers at or near their homes. Cyclists: New bicycle paths through the University, free bike lockers and racks, free helmet ($5 for staff and faculty) with the purchase of a tune-up

Summary Identify problem and goals Segment and target Develop 4 p’s –Product, Price, Place, Promotion –Exchange! Need benefit for each target.