03 social marketing

Social Marketing Empowering Communities with Access to Information and Tools June, 2003 James B Lewis, Sc.D Agenda • • • • • • Goals What is Social Marketing? Social Marketing Basics The Process of Social Marketing Evaluating Social Marketing Questions ?? Goals • Gain Better Understanding of Social Marketing • Introduce Tools • Give Examples What is Social Marketing? Social Marketing is the Practice of Utilizing the Philosophy, Tools, and Practices of Commercial Marketing for Health and/or Social Programs Social Marketing Sells a Behavior Change to a Targeted Group of Individuals - Accept a New Behavior Reject a Potential Behavior Modify a Current Behavior Abandon an Old Behavior Examples of Social Marketing • Accept a New Behavior – Take a Folic Acid Supplement (reduce incidence of birth defects) – Wear a Life Vest While Boating (reduce drowning events) – Replace Lawn with Plants and/or Chip (enhance water supply and quality) Examples of Social Marketing • Reject a Potential Behavior – Don’t Drink Alcohol While Pregnant (reduce incidence of birth defects) – Don’t Let your Child Swim Alone, or Don’t Leave Toddler Alone in Bathtub (reduce drowning events) – Don’t Use Toxic Fertilizers (enhance water supply and quality) Examples of Social Marketing • Modify a Current Behavior – Drink > Glasses of Water Daily (reduce incidence of birth defects) – Parents Wear Life Vests As a Model (reduce drowning events) – Water Deeply, but Slowly to Reach Roots (enhance water supply and quality) Examples of Social Marketing • Abandon an Old Behavior – If You Smoke, Quit (reduce incidence of birth defects) – Don’t Use “Water Wings” As Substitute for Life Vests (reduce drowning events) – Don’t Water Your Lawn If It’s Going to Rain (enhance water supply and quality) Examples of Social Marketing • More Fundamentally: – Change an Addictive Behavior (Stop Smoking) – Change a Comfortable Lifestyle (Reduce Thermostat) – Resist Peer Pressure (Be Sexually Abstinent) – Go out of Their Way (Pull Over to Use Cell Phone) Examples of Social Marketing – – – – – Be Uncomfortable (Get a Mammogram) Establish New Habits (Exercise 5x/Week) Be Embarrassed (Have a Colonoscopy) Hear Bad News (Have a Cholesterol Test) Risk Relationships (Take the Keys from a Drunk Driver) – Give up Leisure Time (Volunteer) Process of Social Marketing • Identify Potential Audience for Marketing Intervention • Segment and Target Market – – – – Size Problem Incidence Problem Severity Defenselessness Process of Social Marketing • Segment and Target Market (cont’d) – – – – Reachability Incremental Costs Responsiveness Our Capabilities to Assist Process of Social Marketing • Conduct Formative Research to ID Perceived Benefits/Barriers – Qualitative • Focus Groups • Interviews – Quantitative • Surveys Process of Social Marketing • Conduct Root Cause Analysis (Ask Why?) – – – – Work Backwards Keep Asking “Why?” Eventually “It Just Is” Somewhere Back Toward the Root Is the Best Point to Target Action • Establish Goals/Objectives for Program – Realistic, but Challenging – Objectives Are Measurable (Achieve What, by When?) Process of Social Marketing • Design Appropriate Strategy of Manipulating (5) P’s – – – – – Product (Service) Price Place Promotion Politics Process of Social Marketing • Product – Benefits of Desired Behavior – Behavior Itself – Tangible Object or Intangible Service Process of Social Marketing • Price – Cost Associated with the Behavior Change • • • • • • Monetary Time Effort Psychological Discomfort etc Process of Social Marketing • Place – Make it Convenient – Be There at the Point of Decision-Making Process of Social Marketing • Promotion – Message – Style (Slice of Life, Fantasy, Humor, Music, Evidence, Fear) – Media Process of Social Marketing • Politics – Partnerships/Alliances – Legislative Change Process of Social Marketing • Deliver Program and Monitor – Can’t “Set It and Forget It” – May Need to Modify Along the Way Evaluate the Program • Assess the Program Relative to Its Original Goals/Objectives • Ultimately, the Most Important and Most Difficult Relate to Behavior Change • Be Dispassionate • Be Aware of the Secular Trend • Most Frequently Incremental Change Is All One Can Achieve QUESTIONS??? Resources • Kotler, Philip, et al., Social Marketing: Improving the Quality of Life, Second Ed Thousand Oaks: Sage Publications, 2002 • Andreasen, Alan, Marketing Social Change San Francisco: Jossey-Bass, 1995 • http://www.turningpointprogram.org/Pages/ socialmkt.html Resources • http://www.buckleupamerica.org/ • http://www.thetruth.com/ • http://www.hcsc.gc.ca/hppb/socialmarketing/ ... • Goals What is Social Marketing? Social Marketing Basics The Process of Social Marketing Evaluating Social Marketing Questions ?? Goals • Gain Better Understanding of Social Marketing • Introduce... Examples What is Social Marketing? Social Marketing is the Practice of Utilizing the Philosophy, Tools, and Practices of Commercial Marketing for Health and/or Social Programs Social Marketing Sells... Voluntarily Social Marketing Basics • Core Unit of Marketing is the Exchange – Examples: • • • • Commercial Volunteer/Charity Employment Public Health /Social Services Social Marketing Basics • Social Marketing