www.thensmc.com the role of social marketing in improving csr programmes and business objectives...

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The role of Social Marketing in improving CSR programmes and business objectives

John Bromley

March 2012

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Expert Target

“Eat 5 Fruit and Veg Each Day”

“I’ve never eaten broccolli - ever”

Message

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The ‘expert knows best’ model

Expert-defined objectives and targets

Strategies: programmes and plans

Implementation: adapt to consumer wants and needs

Evaluate programme and plans

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The ‘public-driven’ model

Consumer wants and needs

Policy objectives and targets

Marketing strategy

Evaluation

Learning and refinement

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CONTROL

DESIGN

SUPPORT

EDUCATE

SOCIAL MARKETING

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The NSMC products and services

The NSMC website• ShowCase database• Planning guide and toolbox• The NSMC e-bulletin

Other resources• Guide to procuring social marketing

services• The National Occupational Standards for

social marketing: a short guide• Benchmark criteria• Value for money calculator• Quality improvement framework• Behaviour change resource centre

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