Session 4 Social marketing process and planning

Excellent Educational Programs SOCIAL MARKETING Session 4: Social Marketin g process an d pl an n i n g Session Objectives Understanding the social marketing process ◦ Situation analysis ◦ Goals, objectives ◦ Action plan ◦ Monitoring and evaluation Apprehend the marketing plan and the marketing mix ◦ The plan outline ◦ “traditional” P’s ◦ new P’s Social marketing process PROBLEM PROBLEM IDENT IDENT AND AND FOCUS FOCUS SITUATION SITUATION ANALYSIS ANALYSIS GOALS GOALS & & OBJECTIVES OBJECTIVES STRATEGY STRATEGY & & PLANNING PLANNING IMPLEMENTATION IMPLEMENTATION & & EVALUATION EVALUATION Problem identification and focus Why are we doing this  Cause  What is going on?  What are current and potential impacts?  What are potential benefits if the problem is solved? Why are we Where are doing this? we now? Where would We want to be? How we to How to keep get there? going? Situation analysis Where are we now? Background analysis and environment scanning Review prior works and efforts  SWOT analysis Why are we Where are doing this? we now? Where would We want to be? How we to How to keep get there? going? Goals and objectives setting Where would we want to be? Selection of target audience Establishing goals and objectives Why are we Where are doing this? we now? Where would We want to be? How we to How to keep get there? going? Strategy and plan Product How to get there? Price Research target audience and the competition Adopt a strategy to influence the change Select a value proposition (positioning)  Create an integrated plan of action Place Promotion Publics Policy Partnership Purse Why are we Where are doing this? we now? Where would We want to be? How to keep How to get there? going? Monitoring and control How to keep going?  Budgeting  Agenda for implementation  To INITIATE the change (new behavior)  To MAINTAIN so as to have a new habit  Plan for control and evaluation Why are we Where are doing this? we now? Where would We want to be? How we to How to keep get there? going? EXECUTIVE SUMMARY: Brief summary highlighting the plan’s purpose, target audiences, major marketing objectives and goals, desired positioning, marketing mix strategies (4Ps), and evaluation, budget, and implementation plans 4.1 Behaviors that target audience(s) will be influenced to that are single and BACKGROUND, PURPOSE & FOCUS What social issue is this plan intended to impact (e.g., water quality)? On what population (e.g., single-family homes) BEHAVIOR OBJECTIVES & GOALS adopt (e.g., planting native plants), ones simple with lowest current penetration, highest willingness, 4.2 SMART (Specific, Measurable, Achievable, Relevant, Timebehavior outcomes as well as and most potential impact bound) goals quantifying desired changes in knowledge, beliefs, and behavior intent and/or solution (e.g., natural yard care) will we focus? Why? Who is the sponsor? SITUATION ANALYSIS 5.1 Perceived barriers and costs associated with adopting the desired behavior 2.1 SWOT: organizational Strengths and Weaknesses and environmental Opportunities and Threats 2.2 Key learnings from a review of similar prior efforts and additional exploratory market research 5.2 Potential unique and meaningful benefits that will help influence and sustain targeted behaviors TARGET AUDIENCE 5.3 Competing behaviors/forces/choices 3.1 Descriptions of priority target audience(s), including demographics, geographic, readiness to change, relevant 5.4 Influence of importance to others behaviors, values and lifestyle, social networks, and community assets relative to the plan’s purpose and focus 3.2 Market research findings providing a rationale for targeted audiences, including factors such as size, problem incidence, problem severity, defensiveness, reachability, potential responsiveness to marketing mix elements, incremental costs, and organizational match, relative to the plan’s purpose and area of focus TARGET AUDIENCE BARRIERS, BENEFITS, THE COMPETITION & INFLUENTIALS OTHERS POSITIONING STATEMENT How we want the target audience to see the targeted behavior, highlighting unique benefits and the value proposition MARKETING MIX STRATEGY: BUDGET 7.1 Product: Benefits from performing behaviors and features of goods or services offered to assist adoption Core product: Audience-desired benefits promised in exchange for performing the behavior Actual product: Features of 9.1 Costs of implementing the marketing plan, including additional research and monitoring/evaluation plan any goods or services offered/promoted Augmented product: Additional goods and services to help perform the behavior or increase appeal 7.2 Price: Costs that will be associated with adopting the behavior and price-related tactics to reduce costs Costs: money, time, physical effort, psychological, lack of pleasure Price-related tactics: Monetary incentives Nonmonetary incentives Monetary disincentives Nonmonetary disincentives 9.2 Any anticipated incremental revenues, cost savings, or partner contributions PLAN FOR IMPLEMENTATION AND PROGRAM MANAGEMENT Who 7.3 Place: Convenient access Creating convenient opportunities for audience(s) to engage in the targeted behaviors and/or access products and services, including developing partnerships for distribution channels and reinforcing will what, desired behaviors when—including partners and their roles 7.4 Promotion: Persuasive communications highlighting benefits, features, fair price, and ease of access Decisions regarding messages, messengers, creative strategies, and media channels Consideration of incorporating prompts for 10 PLAN FOR MONITORING AND EVALUATION sustainability 7.5 People and public participation 7.6 Partnership 8.1 Purpose and audience for monitoring progress and evaluating final results 8.2 What will be measured: inputs, outputs, outcomes (from Step 4), and (potentially) impact and return on investment (ROI) 7.7 Policy 8.3 How and when measures will be taken 7.8 Purse string Marketing Mix in Social Marketing Product Price Placement Promotion Public Partnership Policy Purse 11 Marketing Mix- Product Not necessarily a physical offering Can range from intangible to actual physical products, services (Human rights violation), practices (Cancer awareness) or more intangible ideas (Environmental protection) To have a viable “product”, the target segment must first perceive a genuine problem or a need, and that the product or service being marketed is a good solution for that problem 12 Marketing Mix- Price Refers to what the consumer must or pay (in terms of financial, physical effort time or any other resource) in order to obtain the social marketing product or service Just like product marketing, if the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater 13 Marketing Mix- Place Describes the way that the product reaches the consumer For a tangible product, this refers to the distribution system including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training 14 Marketing Mix- Promotion Use of extensive market research is necessary to determine the communication channels that will best reach your audience for easy adoption of the products or services It becomes crucial to understand which advertising or public relations media would play a greater role (e.g., radio, newspaper, postcard racks) since that will vary depending on the product/service and also on the target segment 15 Marketing Mix- Public (people) Marketers would have different audiences that their program has to address in order to accelerate adoption of the products and ideas “Public” could be both the external and internal groups 16 Marketing Mix- Partnership Lifestyle and Social issues are often so ingrained into the consumer that change becomes a real challenge Teaming up with organizations in the community helps to be effective Co-creation of market even with a competitor is sometimes necessary 17 Marketing Mix- Policy Social marketing campaigns could well in stimulating individual behavior change, but for sustainability, environmental change is necessary Thus policy changes from the government is often important and so is pitching your product and/or service to the policy makers crucial for the sustainability of your campaign 18 Marketing Mix- Purse Most social marketing campaigns operate through funds provided by sources such as NGOs, foundations, governmental grants, private donations and CSR funds This adds another dimension to the strategy development and sustainability of campaigns, namely, planning the funding process well in advance in different stages of the program 19 Example of a social marketing mix “We want adolescence aged 13-18 to see that eating five servings of fruits and vegetables a day is healthy and more beneficial than eating ‘junk food’.”  Product: Behaviors such as eating servings of fruits and veggies a day, or choosing an apple instead of a snickers as a snack, creating an interactive app with incentives for teens to play  Price:  Place:  Promotion: Costs- cost of healthy food, loss of pleasure from ‘junk food’, cost of an app Benefits- feel better, healthy food actually taste good, app: coupons, push-notifications, recipes Websites, billboards at school, posters at grocery store locations, anywhere with wifi or mobile data access Media channels, community outreach, collaborating with grocery stores to provide coupons/specials at their store, posters, logo/slogan Example of Marketing Mix Strategy “We want adolescence aged 13-18 to see that eating five servings of fruits and vegetables a day is healthy and more beneficial than eating ‘junk food’.”  Public:  Partnership:  Policy: Internal public: members of the organization, volunteers External public: media, school administrators and teachers Organizations targeting adolescents, such as Youth Association, UNICEF, English language centers… Regulation on food labelling, food advertisement,  Purse string: Required nutritional information on packaged food Expected cost and revenue forecast, call for sponsorship from pubic and private funds Case study .. .Session Objectives Understanding the social marketing process ◦ Situation analysis ◦ Goals, objectives ◦ Action plan ◦ Monitoring and evaluation Apprehend the marketing plan and the marketing. .. new P’s Social marketing process PROBLEM PROBLEM IDENT IDENT AND AND FOCUS FOCUS SITUATION SITUATION ANALYSIS ANALYSIS GOALS GOALS & & OBJECTIVES OBJECTIVES STRATEGY STRATEGY & & PLANNING PLANNING... purpose, target audiences, major marketing objectives and goals, desired positioning, marketing mix strategies (4Ps), and evaluation, budget, and implementation plans 4. 1 Behaviors that target audience(s)