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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