1 Social Marketing 101: More than Messages January 25, 2010

Social Marketing is a Process That applies marketing principles and techniques to create, communicate, and deliver value in order influence behaviors that benefit society as well as the audience (Kotler, Lee, and Rothschild) For creating, communicating, and delivering benefits that an audience(s) wants in exchange for audience behavior that benefits society without financial profit to the marketer (Smith) 2

Social Marketing is a Process That applies commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of audiences to improve personal/societal welfare (Andreasen) 3

Differences from Commercial Marketing Sells desired behavior vs. goods and services Aim is societal gain vs. financial gain Competition is most often the current or preferred behavior vs. other organizations 4

Similarities to Commercial Marketing Customer orientation Exchange theory Marketing research Audiences are segmented All “4Ps” are considered Results are measured and used for improvement 5

Plan Development Describe background, purpose, and focus –Issue or problem to be addressed –Existing data Conduct situation analysis –SWOT (strengths, weaknesses, opportunities, and threats) analysis –Past or similar efforts 6

Plan Development Select target markets –Size –Demographics –Characteristics relevant to the behavior Set goals and objectives –Behavioral change goal –Specific, measurable objectives (S.M.A.R.T.: specific, measurable, attainable, relevant, and time sensitive) 7

Plan Development Develop strategic marketing mix/4Ps: activities you will implement to achieve objectives –Product: desired behavior, benefits, tangible objects or services –Price: any costs the audience will pay, and monetary and nonmonetary incentives, monetary and nonmonetary disincentives –Place: where and when audience will perform behavior or receive services –Promotion: persuasive communication strategies, key messages, messengers, and communication channels 8

Evaluation Should be a consideration during plan development May support plan development, e.g., to understand current state of audience awareness or behavior May support implementation, e.g., process evaluation Can measure plan outcomes 9

Examples 5 A Day truth ® Campaign Click it or Ticket 10

Resources Andreasen, A.R. (1995). Marketing social change: changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass Publishers. Andreasen, A.R. (2008). Social marketing in the 21st century. Thousand Oaks, CA: Sage Publications. Kotler, P. and N.R. Lee (2008). Social marketing: influencing behaviors for good, 3 rd ed. Los Angeles: Sage Publications. National Cancer Institute “Pink Book” Making health communications work 11

Resources Social Marketing Quarterly On Social Marketing and Social Change (R. Craig Lefebvre) Social Marketing Institute ListServe, subscribe to through and type subscribe soc-mktg in the message body (i.e., subscribe soc-mktg John Smith) 12