Getting Your Feet Wet with Social Marketing Jack Wilbur, Social Marketing Consultant Utah Department of Agriculture and Food Simple Steps to Success using Social Marketing

Social Marketing Defined Social Marketing is an integrated marketing communication approach to promoting behavior change that benefits individuals or society.

Integrated Marketing communication Combine communication approaches  Advertising  Public Relations  Media relations  Newsletters  Existing mediums  Water bill stuffers, point of sale, etc.  Community-based approaches  Speeches  School presentations  Displays  Public meetings

Behavior Change Process Confirmation Knowledge Persuasion Decision Implementation Pre-contemplation Contemplation Preparation Action M a i n t e n a n c e Rogers, Diffusion of Innovations Prochaska, Stages of Change Model

IT’S ALL ABOUT BEHAVIOR CHANGE Eat 5 fruits and vegetables a day. Buckle your seat belts. Pick up after your pet. Mow high and let it lie. Plant native plants. Turn off water while brushing your teeth. Water in the early morning or late evening. Install low flow shower heads.

Commercial Marketing concepts The 4 P’s  Product  Price  Place  Promotion Social Marketing “Sells” Positive Behaviors

Why Social Marketing is Harder We ask people to.... Be uncomfortable Risk rejection Reduce pleasure Give up looking good Be embarrassed Go out of their way Spend more time Spend more money

The Social Marketing Process Outlined in Four phases. 8

Social Marketing Process Define the issue and the actions  Behavioral (what you want people to do)  Structural (what sponsors need to do)

Audience How can you group, or segment your audiences?  Demographics  Interests  Affiliations  audience research Who do you target First?  Innovators  Change agents  Opinion Leaders

Campaign Test Messages and Concepts Use and Integrate Marketing Approach (Media Mix)  Mass media  Community based approaches  Earned media (news media)

Evaluate What?  Process  Outputs  Outcomes Measures  Did people receive the message?  Did they learn something?  Did they take action?  Did the actions spread (diffuse)?

Ways to Make Social Marketing a little easier Give people something simple to do Make it worth their while  What’s in it for me? (Benefits)

Ways to Make Social Marketing a little easier Use your audience research to target your outreach and media efforts

Use Vivid Communication Humor Shock Colors Emotional

In August 2001, the Governor called together major water wholesalers to work towards a 25 percent reduction in per capita water use for the state of Utah. The Governor pointed out that as the second-driest state, Utah should be a model for water conservation. The team chose to build on Jordan Valley Water Conservancy District’s Slow the Flow campaign.

Slow the Flow Campaign Media mix  School presentations  Demonstration gardens  Utility bill stuffers  Print ads  Radio  Television  News coverage

Slow the Flow Campaign Several partners  Leverage money  Staff time  Volunteer time Results  25 percent decrease in water use in three years  Despite increased population over the same time  Drought was a mitigating factor

Thank You! Jack Wilbur (801) Free Electronic Publication!: Utah Department of Agriculture and Food Website n/GettingYourFeetWet1.pdf Or Click on the book cover icon