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
KnowledgeKnowledge
Persuasion
Decision
Implementation
Pre-contemplationPre-contemplation
ContemplationContemplation
PreparationPreparation
ActionAction
Maintenance
Maintenance
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) 538-7098
Free Electronic Publication!:
Utah Department of Agriculture and Food Website
http://www.ag.utah.gov/conservation/GettingYourFeetWet1.pdf
Or
www.ag.utah.gov
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