CHAPTER 2

Social Marketing: Influencing Behaviors for Good

10 STEP MARKETING PLAN

1) Describe the Plan Background, Purpose, and Focus

2) Conduct a Situation Analysis

3) Select Target Markets

4) Set Objectives and Goals

5) Identify the Competition and Target Market Barriers and Motivators

6) Craft a Desired Positioning

7) Develop a Strategic Marketing Mix (4Ps)

8) Outline a Plan for Monitoring and Evaluation

9) Establish Budgets and Find Funding Sources

10) Complete an Implementation Plan

Step1: Describe the Plan Background, Purpose, and Focus

Background: Identify the social issue the plan will be addressing (e.g., climate change)and facts that have led to the development of this plan.

Purpose: What is the potential impact of a successful campaign?‖ and ―What difference will it make?‖

Focus: Narrow the scope of the plan to an option that will contribute to the plan’s purpose,(e.g., improved water quality) but provides some focus for this specific plan.

Background

Begin the first section of your social marketing plan by briefly identifying the social issue your plan will be addressing, most likely a public health problem, safety concern, environmental threat, or community need

Then move on to present information and facts that led ur organization to take on the development of this plan.

What’s the problem? How bad is it? What happened? How do you know?

Purpose:

It answers the questions, What is the potential impact of a successful campaign?‖ and ―What difference will it make?‖

An objective in a SM campaign is what we want our target audience to do (behavior objective) and what they may need to know (knowledge objective) or believe (belief objective) to be persuaded.

Goals establish a desired level of behavior change as as a result of program and campaign efforts. They are measurable and quantifiable.

The campaign purpose, is the ultimate impact (benefit) that will be realized if your target audience performs the desired behaviors at the intended levels. It should inspire support for the plan, as well as doesn’t need to be long or elaborate at this point.

Decrease the spread of HIV/AIDS among African Americans

Focus:

Narrow the scope of the plan to an option that will contribute to the plan’s purpose, but provides some focus for this specific plan.

A focus (e.g. Abstinence) is selected from the vast number of potential options contributing to the plan’s purpose (e.g. decrease teen pregnancies)

The areas of potential focus may be behavior –related, population-based(although a target market segment has not yet been chosen), or product –related strategies, but they are broad at this point

Evaluate Based On: Behavior Change Potential: is there a clear behavior within

this area of focus that can be promoted to address the issue? Market Supply: is this area of focus already being addressed

adequately in this way by other organizations and campaigns?

Organizational Match: is this a good match 4 the sponsoring organization? Is it consistent with is mission and culture?

Funding Sources and Appeal: which focus area has the greatest funding potential?

Impact on the Social Issue: which areas has the greatest potential to contribute to the social issue?

The best focus for a social marketing campaign would have high potential behavior change, fill a significant need and void in the marketplace, match the organization’s capabilities and have high funding potential.

Step2:Conduct a Situation Analysis

Strengths (maximize) Weaknesses (minimize) Opportunities (should take advantage) Threats (should prepare for)

these forces are typically not within the marketer’s control but must be taken into account, with major categories, including cultural, technological, natural,…

Review of Past or Similar Efforts: activities, results, and lessons learned

Step3: Selecting Target Markets

Target Markets: A set of buyers sharing common needs or

characteristics that the company decides to serve.

A three - Step process

1. Segment the market into smaller groups: who will likely require unique but similar strategies in order to be persuaded to change their behavior

2. Evaluate segments based on a set of criteria

3. Choose one or more for targeting

VARIABLES USED TO SEGMENT

Geographic segmentation

Demographic segmentation

Psychographic segmentation

Behavioral segmentation

Geographic segmentation divides the market into different geographical units based on area (such as nations, regions, states, counties, cities, neighborhoods), population intensity ( large cities, suburbs, countryside….), and climate ( south and north or hot and moderate).

Ex: circumcision or birth control Demographic segmentation divides the market into groups based on

variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality

Example: planning an immunization campaign, because immunization schedules vary considerably according to age. Planners create unique strategies for each of the following population segments in their local community

– Birth to 2 years (3%), 3-6 (5%), 7-17(20%), adults, 18 -64 (52%) seniors, 65 and over (20%)

Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits and value. You may find that your market varies more by a personal value, such as concern for the environment, than by some demographic characteristic such as age.

Ex: a campaign to reduce domestiv violence might find it most important to develop campaign programs based on levels of self-esteem among potential victims:

High self-esteem (20%)Moderate self-esteem (50%)Low self-esteem (30%)

Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product

Occasions: when the product is used or decided on Benefits sought: what the segment wants from using the

product Usage rate Loyalty statusEx: blood donation center divided market based on loyalty

status according to donation history: gave more than 10 times in past 5 years, gave to 2-10, gave only once, less than 5 years ago, gave only once, more than 5 years ago, never given at this blood center

1. Segment size: how many people are in this s?2. Problem incidence: either engaged in the problem related behavior

or not engaged in the desired behavior.3. Problem severity: what are levels of consequences of the problem

behavior in this segment4. Reachability: is this an audience that can be easily identified and

reached?5. General responsiveness : how “ready, willing and able” to respond

are those in this segment6. Incremental costs: how do estimated costs to reach and influence

this s compare with those 4 others segments?7. Responsiveness to marketing mix: how responsive is this market

likely to be to social marketing strategies.8. Organizational capabilities

CRITERIA FOR EVALUATING

Give an example of each for a social marketing effort:– Undifferentiated Marketing– Differentiated Marketing– Concentrated Marketing

SEGMENTATION APROACHES

SEGMENTATION APROACHES

Undifferentiated marketing targets the whole market with one offer– Mass marketing– Focuses on common needs rather than what’s

different– Mass marketing

Ex: drinking eight glasses of water a day, wearing seatbelts, not drinking and driving, voting, flossing teeth, water conservation, voting, sun protection, organ donation.

SEGMENTATION APROACHES

Differentiated marketing targets several different market segments and designs separate offers for each

Ex: promoting water safety, physical activity, breast cancer screening.

SEGMENTATION APROACHES

Concentrated marketing: some segments are eliminated altogether, and resources and efforts often concentrate on developing the ideal strategy for one or only a few key segments.

Ex: promoting folic acid to women in childbearing years.

Developing AIDS prevention outreach programs to drug abusers.

Encouraging horse farmers to cover manure piles to avoid contamination of streams.

Step 4:Setting Objectives and Goals

Behavior objectives: What you want your audience to do.

Knowledge objectives: What you want your audience to, including information or facts to be aware of.

Belief objectives: What you want your audience to believe or feel

SMART Objectives

Social marketing by nonprofit or government organizations furthers a cause, such as “say no to drugs” or “exercise more and eat better.”

Choosing the right goal or objective for a social marketing program is critical. Social marketing campaigns may try to change people’s cognitions, values, actions, or behaviors.

The following examples illustrate the range of possible objectives.

Social Marketing Campaigns

Cognitive

• Explain the nutritional values of different foods

• Demonstrate the importance of conservation

Action

• Motivate people to vote “yes” on a certain issue.

• Inspire people to donate blood

• Attract people for mass immunization.

Behavioral

• Demotivate cigarette smoking.

• Demotivate use of brand

• Demotivate excessive alcohol consumption.

Value

• Alter ideas about abortion.

• Change attitudes of bigoted people

Step5 Identify target market issues:

Barriers : may be internal to the individual such as lack of knowledge or skill needed to carry our an activity or external as in structural changes that need to be made in order for the behavior to be more convenient such as infrastructures, technology, economic status or cultural.

– What are some of the reasons they are not currently doing this or don’t want to? barriers

– What do they think of your idea?

Benefits: sth your target market wants or needs and therefore values that the behavior you are promoting has the potential to provide

– what would motivate them to “buy “ it or act– Do they think any of your potential strategies would work for them

Competition: – behaviors our target market would prefer over the

ones we are promoting.– Behaviors they have been doing “forever” such as

a habit that they would have to give up( drinking alone to work or having a cigarette with a morning cup coffee)

– Organizations and individuals who send messages that counter or oppose the desired behavior ( Marlboro Man)

Behavior objective: give five hours a week to a volunteer effort

Competing behavior: spending time with family

Message: your kids

Step6: Craft a Desired Positioning

Develop A Positioning Statement for Social Marketing Products

Keeping in Mind: Target Market Profile Perceived Barriers Perceived Benefits Upstage Competitors

POSITIONING DEFINED

Positioning is the act of designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market –where you want it to be.

A positioning statement

We want (TARGET AUDIENCE) to see (DESIRED BEHAVIOR) as (SET OF BENEFITS) and a more important and beneficial than (COMPETITION).”

Describes how you want ur target audience to see the behavior you want them to buy-relative to competing behaviors.

STEP 7: Marketing Mix: the first P product

Three product levels you should consider when developing a product:

Core product: is the benefit the target audience wants and expects

in exchange for performing the behavior. Ex: For improved health: early detection and treatment of breast cancers

Actual product: is the specific behavior you will be influencing your target audience to buy(desired behavior). Ex: Conduct a monthly breast self-exam

Augmented product: any additional goods (tangible objects) and services that you may develop, distribute, sell, or just promote ex: laminated instruction card for placement on shower nozzle

Example 5 a Day

In 1991, the National Cancer Institute in cooperation with the Produce for Better Health Foundation, created “5 a Day for Better Health”, a national programs that approaches Americans with a simple, positive message: “Eat five or more servings of vegetables and fruit daily for better health”.

This key message has been repeated using a well-integrated strategy and a multitude of venues over the years.

In 2006, a new slogan, “the Color Way”, was added to promote more variety in the 5 a Day mix we choose.

PRODUCT PLATFORM

Step 8: outline a plan for monitoring and evaluation

Monitoring: refers to measurements that are conducted sometime after you launch your social marketing effort but before it is completed. Its purpose is to help you determine whether you need to make midcourse corrections that will ensure that you reach your ultimate marketing goals.

Evaluation: is a measurement and final report on what happened …..

Step 9: establish budgets and find funding sources

Approaches:- Affordable Method: budgets are based on what the

organization has available in the yearly budget or on what has been spent in prior years

– Competitive-Parity Method: on the basis of what others have spent 4 similar effort.

– Objective-and-Task Method : established by a) reviewing specific objectives, b) identifying the tasks that must be performed to achieve these objectives, and c) estimating the costs associated with performing these tasks.

Step 10: complete an implementation plan

Components: What will we do? Who will be responsible? When will it be done? How much will it cost?

Often 1 year; ideal 2-3 years

WHERE RESEARCH FITS

Example: Litter Plan Excerpt

STEP1: Background, Purpose, and Focus

Background information leading to the development of the plan – High expenses are tossed into parks and interstate– Litter creates an eyesore for motorists and harms

wildlife and their habitats Purpose of the campaign (benefit)

- Decrease littering Focus

– on intentional littering on roadways.

STEP2: Conduct a Situation Analysis

SWOT analysis: strengths: state’s fine for littering, social marketing

expertise on team, management support, and other state agency support .

Weaknesses: limited financial resources, lack of adequate litter containers in public areas and competing priorities faced by law enforcement.

Opportunities: not being aware of the significant fines for littering, strong environmental ethic of many citizens and many business who are part of the problems could be potential campaign sponsors such as beverage companies & mini marts.

Threats: litterers are not motivated by environmental concerns and it was not considered a priority issue.

STEP3: Select Target Markets

Segment the market litterers and nonlitterers

Identify your primary target audience (demographics, behavioral, psychographics, geographic) The primary target market is the one that needs to change

its behavior Based on the behavioral segmentation: the majority of

international litter on roadways: