ireland may 15 session 1 and 2 nl - national university … · 2010-02-17 · social marketing...

SOCIAL MARKETING

“Influencing Behaviorsfor Good.”

DEFINITIONS

FORMAL:“ A process that applies

marketing principles andtechniques to create,communicate anddeliver value in order toinfluence targetaudience behaviors thatbenefit society as well asthe target audience.”

BEHAVIORS TO REJECT,MODIFY, ACCEPT, ABANDON

IT’S ALL ABOUTBEHAVIOR CHANGE

• Eat 5 fruits and vegetables a day.• Move right for sirens and lights.• Exercise 30 minutes, 5X a week• Don’t idle more than 10 seconds, except when

in traffic.• Store handguns in lockbox or safe.• Keep a litterbag in your car.• Ride the bus or join a carpool to work.• Immunize on time.• Sort office paper for recycling.• Ask for your chicken without the skin• Know your BMI

TYPICAL APPLICATIONS

• IMPROVINGHEALTH

• PREVENTINGINJURIES

• PROTECTINGTHE ENVIRONMENT

• MOBILIZING THE COMMUNITY

YEAR 2004 U.S.REPORT CARD

HEALTH:

• Each day, 4400+ youth tried first cigarette• 40,000 women+ died from breast cancer• 30,000+ men died from prostate cancer• Close to 40% of adults aged 18 and over had

no leisure-time activity• 12,000+ infants born with fetal alcohol

syndrome

YEAR 2004 REPORTCARD: SAFETY

• More than 3,000 children andteens died from gunshot wounds

• Close to 17,000 people were killedin alcohol-related crashes

• 10% of high school youthattempted suicide

YEAR 2004 REPORTCARD:ENVIRONMENT

•More than 8 million acres burned in theUnited States

•60% of office paper was thrown away ingarbage that would have been recycled

•4.5 trillion nonbiodegradable cigarettesbutts were littered worldwide

YEAR 2004 REPORT CARD:COMMUNITY

• 7,500,000 dogs in shelters were notadopted.

• More than 5,000 people on waiting listsfor organ transplants died.

• Only 60.7% of eligible voters voted inthe U.S. presidential election

HOW DIFFERS

• Commercial Sector Marketing– Typically goods and services– For a profit– Benefit of shareholders

• Non-Profit Marketing– Promoting services– Supporting fundraising

• Social Marketing– Benefit society and the target audience

HOW DIFFERS

From Education:– Education typically just informs– Social Marketing is intent on influencing

behavior change

From Advertising:– Advertising is only one of the

communication options (Promotion Tool) forinfluencing behavior

– There are 3 other powerful tools

WHY IT’S A 1000 TIMESHARDER.

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

HISTORY

• 1971 term coinedby Philip Kotlerand Gerald Zaltman

• First 20 years, primarily used for healthand safety issues

• Last decade, used more formally forprotecting the environment andcontributing to the community

WHO DOES SOCIALMARKETING

• Professionals Working for:– Governmental Agencies :

• Centers for Disease Control & Prevention• Departments of Health• Departments of Ecology• Utilities• World Health Organization• National Traffic Safety Commission


Nonprofit Organizations :• American Cancer Society• American Dental Association• Organ Donation Centers• American Diabetes

Foundations :• Robert Wood Johnson Foundation• Bill and Melinda Gates Foundation• Produce for Better Health Foundation


For Profit Organizations :• Insurance Companies• Pharmaceuticals• Nurseries• Appliance Manufacturers

Professional Services :• Advertising Agencies• Public Relations firms• Marketing Research Firms• Consultants

OTHER WAYS TO IMPACTSOCIAL ISSUES

• Technology (Automatic seatbelts)• Science (Pill to quit smoking)• Laws (Ban kids’ food advertising )• Economics/Taxes ($1025 cig. butt )• Infrastructures (Bike lanes)

BUT THE SOCIAL MARKETER DOES HAVEA ROLE TO PLAY HERE

PRINCIPLES FOR SUCCESS

1. Take advantage of what’s been done before thatworks.

2. Start with target markets most ready for action.3. Promote a single, simple doable behavior.4. Understand barriers to behavior change.5. Bring real benefits to the present.6. Use all 4Ps.7. Find a tangible object or service to include.8. Look for a price that matters.9. Make access convenient.10. Practice effective communication techniques.11. Use prompts and commitments for sustainability.12. Use a sequential planning process.

1. Take advantage of what’s beendone before that works.

USED AROUND THE WORLD

2. Start with target markets mostready for action.

•Costs 10 times as much toacquire a new donor, as it doesto keep current one

•If 10% of current donors givejust one more time each year,they reach donation goals

–Lower reaction risk

–Higher blood-usability

–Collection efficiency

–Most credible recruiters

3. Promote a single, simpledoable behavior.

• As of April 2009,over 2 millionpledges

• 4.7 trillion lesspounds of GreenHouse Gas

4. Understand barriers tobehavior change.

• How to Ease Your Trip Through AirportSecurity“Empty your pockets early: Anything metal onyour person will set off the “bells and whistles”and slow the whole line in the process. Typicalculprits are coins and keys, metal belt bucklesand watchbands.”

5. Bring benefits to the present.

6. Use all 4Ps

• PRODUCT• PRICE• PLACE• PROMOTION

EXAMPLE SOUTH AFRICA: TOOT n SCOOT

7. Find a tangible object orservice to include.

TANGIBLE OBJECT FOR REDUCINGDRINKING & DRIVING

TANGIBLE OBJECTS &SERVICES:

• Guide for PestIdentification

8. Look for a price thatmatters.

A COST THAT MATTERS?

• IMAGE APPEARED IN A CAMPAIGN

• (CD BEST AD)

9. Make access convenient.

MAKE ACCESS CONVENIENT

NEW YORK CITY• 3% of population• 18% of HIV/AIDS• Increasingly (2003)

– Black (44%)– Latinos (32%)– Women (31%)– The Poor

• Since 1971: Condoms at health clinics

MAKE ACCESS CONVENIENT

• 2007: A New Approach• “Grab a Handful & Go”

– Subways,– Barber shops– African hair braiding– Nail salons,– Laundromats– Bath houses,– Tattoo parlors– Ethnic cafes

• Dial 311 to order• 2.5 million/year to 18 million

10. Practice effective communicationtechniques.

EASY TO REMEMBER

CONCRETE

CLEAR AND SPECIFIC

CREDIBLE MESSENGERS

HAVE A LITTLE FUN

11.Use Prompts and Commitmentsfor Sustainability.

USE PROMPTS.

USE PROMPTS

SIDS & Pampers• Health Canada Research• From 44% to 66% saying back sleeping

position reduces risks

PROMPTS BETTER CHOICE

• City council approved 20-cent charge• Citizen petition forced the issue to be on a

ballot this August

USE PROMPTS

GET COMMITMENTS &PLEDGES

GET COMMITMENTS &PLEDGES

• Followup Survey 500HH: 6 months• Among those who saw campaign:

– 21% who had allowed smoking in their carchanged their rules

• “We don’t smoke in the cars with kids anymore”• “I don’t smoke when the nephews are in my car

now.”

– 17% who used to allow smoking in theirhome changed their habits:

• “I don’t let people smoke inside anymore”• “I don’t smoke around the grandkids now and if

they’re coming over, I air out the house.

12. USE A SEQUENTIALPLANNING PROCESS

1. Background, Purpose & Focus2. Situation Analysis3. Select Target Markets4. Determine Objectives & Goals5. Identify Barriers, Benefits, Competition

6. Write a Positioning Statement7. Develop 4Ps (Product, Price, Place, Promo)8. Determine Evaluation Plan9. Establish Budgets & Find Funding10. Outline Implementation Plan

Planning a SocialMarketing Initiative

A 10 Step Model

WASHINGTON STATE #1

WashingtonState

#1 !

WashingtonState

#1 !

FOUR SUCCESS STORIES

1. Tobacco Cessation2. Pedestrian Safety3. HIV/AIDS Prevention4. Litter Prevention

TEN STEPS & RESEARCH

FOR EACH STORY

1. Background, Purpose, Focus2. Target Audience3. Behavior Objective4. Barriers & Guiding Theory5. 4Ps in Toolbox

1. Product2. Price3. Place4. Promotion

6. Results & ROI

TOBACCO CESSATION

• Situation: Washington State– Year 2000: 1 million adult users– $1800 taxpayer cost per smoker/per year– Purpose: Reduce users– Focus: Quit Line

• Target Audience:– 70% wanting to quit

• Behavior:– Call the Quit Line

• Theory:– Stages of Change

TOBACCO USE

1 PrecontemplationNot thinking about giving it up. Not a problem.

2. Contemplation *******Thinking about quitting, but have many concerns so haven’tset a date or decided.

3. In ActionDecided to quit , maybe set a date, maybe started to cut down

4. MaintenanceHaven’t used tobacco for 6 months.

• Quit counselor• Quit plan• Quit kit• Quit resources

PRODUCT PRICE PLACE PROMOTION

Toll Free Number

Free Counselor

Free Quit Plan Kit

Online Calculator


PHONE– 7 days a week– 5am – 9pm– Message 24/7WEB SITE– Worksheet– “Click to Call” buttonFAX FROM PHYSICIAN’S OFFICE

PRICE PLACE PROMOTIONPRODUCT

• Messages– Encouraging– Understanding– Assuring


• Media Channels– Television– Outdoor– Posters– Brochures– Wallet cards– Bar coasters– Workplace activities– Publicity


RESULTS & ROI

• Seven years later– 100,000th call• 13% of callers quit• State cost per quit: $830• State savings per quit: $1800/year• 235,000 fewer smokers in state• From 22.4% to 17% users• From 20th to 5th in nation

PEDESTRIAN SAFETY

• Situation: City of Kirkland– Pedestrian flags since 1996– Purpose: Reduce injuries– Focus: Flags

• Target Audience:– Workers, shoppers

• Behavior:– Use a flag every time

• Theory:– Health Belief Model:

• Barriers Focus

Formative Research

• Purpose– How many people are using?– Who uses? (Doer)– Who doesn’t? (NonDoer)– When?– Why? (Motivators/Benefits)– Why not? (Barriers)

HOW MANY USE FLAGS NOW?

• Observed 20 days (March-April,2007)

• 3090 pedestrians in crosswalks• 267 flags used• 11% usage

WHO USES? WHO DOESN’T?

10.1%9.2%13.7%7.7%8.3%14.1%71%% UsingFlag

13013743571112531# UsingFlag

13021486315744134317744AllPedestriansFlagAvailable]

FEMALEMALE60+YRS.

40-60YRS.

20-40YRS.

10-20YRS.

<10YRS.

BARRIERS

• What are they for?• No flags on my side.• Holder hard to use.• I feel safe.• I’d look silly.• Takes too much time.• I didn’t see them.

• Old Design • New Design


• Adopt a CrosswalkPartners


• Improving Access


• Drink Coasters • Posters


• Downtown Banner • Sidewalk Stencils


RESULTS: 5 MONTHS LATER

68%Increase

18.5%11.0%% Usage

64%Increase438267# Flags

3% Decrease23632426#

People/Groups

% CHANGE20082007

HIV/AIDS TESTING

• Situation: King County, WA– About a third of positives don’t know it– Knowing positive changes behaviors– 1996 declining testing rates– Purpose: Increase Testing– Focus: Rapid Tests

• Target Audience:– Customers at Gay Bath Houses

• Behavior:– Get tested

• Theory:– Ecological Model

Ecological Model

• Behaviors Influenced By:– Individual factors– Relationship factors– Community factors– Societal factors

PRODUCT:• Oral rapid testing• Results in 30 minutes• Counseling


PRICE:– Free


RESULTS

• Tested 1559 ( 2003 – 2007)• 33 positives (2.1%)• 1% considered cost effective• Unexpected benefit

– Return for partner help– Return for early treatment counseling

LITTER PREVENTION

• Situation: Washington State 2001– 16 million pounds of litter/year (Just on roads)– $4 million for only 25%– Purpose: Reduce Litter– Focus: Cars & Pickup Trucks

• Target Audience:– 20% tossing stuff or

not securing loads– 80% watching!

• Behavior:– Proper disposal– Report littering

• Theory:– Social Norms

Social Norms Theory

• Behaviors influenced by incorrectperceptions– % students drink– % of people who litter– % of people who wear seatbelts

• Correct the perceived norm

• Toll-free Hotline • Web site


• Highlight fines• Hotline & Web site:

Free


Available 24/7


RESULTS & ROI

• Outcome:– Calls to Hotline: Almost 15,000/year

• Impact– 2003-2007– 24% Reduction (From 8000 to 6000

tons)

RESULTS & ROI

Preventing 6.88 pounds = $1.00Picking up 6.88 pounds = $3.37

ICING ON THE CAKE

IT TOOK ALL 4PS

Integrated Mix

Testimonials

HealthcareProviders

Promotion

Line: 5am-9pmWeb site: 24/7

Place

Toll FreeSavingsMedications

Price

Quit LineQuit KitQuite Counselor

Product

TobaccoQuit Line

IT TOOK ALL 4PS

Drink coastersBannersNewspaperStoriesPostersPartner mention

Integrated Mix

Testimonials

HealthcareProviders

Promotion

Buckets to easeuse andcloser tocrosswalk


Place

Discountcoupons fromPartners


Price

Improved FlagsQuit LineQuit KitQuite Counselor

Product

PedestrianFlags

TobaccoQuit Line

IT TOOK ALL 4PS

Web sitesStaff


Integrated Mix

Testimonials

HealthcareProviders

Promotion

Bath HousesBuckets to easeuse andcloser tocrosswalk


Place

FreeDiscountcoupons fromPartners


Price

Rapid testsImproved FlagsQuit LineQuit KitQuite Counselor

Product

HIV/AIDSTesting

PedestrianFlags

TobaccoQuit Line

IT TOOK ALL 4PS

Road signsRadio adsTV adsOutdoorPosters

Web sitesStaff


Integrated Mix

Testimonials

HealthcareProviders

Promotion

24/7Bath HousesBuckets to easeuse andcloser tocrosswalk


Place

FreeFines

FreeDiscountcoupons fromPartners


Price

HotlineRapid testsImproved FlagsQuit LineQuit KitQuite Counselor

Product

LitterHIV/AIDSTesting

PedestrianFlags

TobaccoQuit Line

WASHINGTON STATE #1

WHY #1?

WASHINGTON STATE #1 What are theydoing in

WashingtonState?

What are theydoing in

WashingtonState?

WASHINGTON STATE #1 What are theydoing in

WashingtonState?

What are theydoing in

WashingtonState?

We useSocial

Marketing!

We useSocial

Marketing!

A REQUIRED COURSE

ireland may 15 session 1 and 2 nl - national university … · 2010-02-17 · social marketing...

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