| "Social" Says Who? | | | | Who benefits if you do what they want? |
| The term "Social Marketing" was probably coined | | | | Policy |
| by someone who wanted it to seem different | | | | The political environment needed to support |
| from what it really is. | | | | change for the long term. Who's in power? |
| It's really just plain old marketing. But instead of | | | | Who wants what? |
| getting you to buy a bar of soap, or a certain | | | | Purse Strings |
| brand of beer, or a particular service, social | | | | The resources from foundations, government |
| marketing tries to get you to do what the | | | | budgets, or donations needed to fund the |
| marketer thinks is "good for society." | | | | program. Who's got the money? |
| So they tell you. | | | | Changing public behavior is a long-term process. |
| Social marketing seeks to sell ideas, attitudes, and | | | | Like all social marketing, it requires increased |
| behaviors. Issues which have been targeted by | | | | education and the repetition of messages. |
| social marketing campaigns include: | | | | Successful Campaign Examples |
| - Pollution | | | | Social marketing has targeted a number of issues: |
| - Drunk Driving | | | | - In Seattle, the "Get-in-the-Loop" campaign used |
| - AIDS Awareness | | | | retail partnerships, on-shelf signage, paid |
| - Substance Abuse | | | | advertising and media relations to increase the |
| - Early Cancer Detection | | | | purchase of recycled content products by 27 |
| - Fire Prevention | | | | percent. |
| - Disaster Readiness | | | | - More than 52 percent of the U.S. population |
| - Energy Conservation | | | | recognizes the Energy Star label due to public |
| - Blood Drives | | | | service advertising, media relations and retail, |
| - Medical Research Fundraising | | | | manufacturer and utility partnerships. |
| - Water Quality and Conservation | | | | - The average seat-belt usage rate in North |
| | | | | Carolina jumped from 65 percent to over 80 |
| And it would be hard to find someone who would | | | | percent in the first six months of the "Click It or |
| argue that these issues are not important. | | | | Ticket" campaign. In addition, the campaign is |
| Social marketing provides a mechanism for | | | | credited with producing a 14% reduction in traffic |
| tackling such problems by encouraging people to | | | | fatalities |
| voluntarily adopt a specific behavior. | | | | - The percent of Florida middle schoolers who |
| - Don't smoke | | | | smoked cigarettes fell from 18.5 to 8.6 percent |
| - Don't over-water your lawn | | | | while the percentage for high schoolers went |
| - Don't pollute | | | | from 27.4 to 20.9 as a result of the Florida |
| - Recycle glass and plastic bottles | | | | "Truth" anti-smoking campaign. |
| - Get out and vote | | | | - PeachCare for Kids, created by the Georgia |
| | | | | legislature in spring 1998, is designed to provide |
| When planning social marketing campaigns, | | | | children's health insurance for working-class |
| marketers know it is essential that an emphasis is | | | | families. This program has helped 57,000 children |
| placed on the audience's perceived needs. That's | | | | and accepts applications at the rate of 500-1,000 |
| because the ultimate objective of social marketing | | | | per day. |
| is to influence action. Achieving that goal is a | | | | - Results for Switzerland's "Stop AIDS" campaign |
| much more ambitious -- and more blurred -- | | | | indicated that between 1986 and 1990, condom |
| bottom line. | | | | sales had increased by 80 percent (from 7.6 |
| After all, how are "they" to know if you are really | | | | million to 15 million units). Condom use among |
| turning off the water when you brush? | | | | 17-30 year-olds increased from 8% to almost |
| I'm Your Friend, and I Have Your Best Interest at | | | | 50%. Condom use among 31-45 year-olds also |
| Heart. Really, I Do. Pay No Attention to That | | | | increased during that time (from 22% to 35%). |
| Man Behind the Curtain. | | | | - The "Florida's Water: It's Worth Saving" |
| Social marketers feel "I'm my brother's keeper." | | | | campaign (which I helped create) achieved all |
| "Do what I want you to do; it's good for you." | | | | objectives for the St. Johns River Water |
| And they are often very sincere about it. And | | | | Management District, and post-campaign research |
| they may even be right. | | | | revealed 89% resident compliance with local |
| Social marketing differs from other areas of | | | | water restrictions. |
| marketing only with respect to the objectives of | | | | |
| the marketer's organization. | | | | Human nature never changes. But human |
| The objective? Changing your behavior and | | | | thinking does. There was a time that most |
| saving you -- and society -- from yourself. | | | | people thought it was cool to smoke. Now, |
| The planning process takes a | | | | smoking is something you try to "quit." |
| "consumer-approach" into account by addressing | | | | Social marketing helped make that happen . . . for |
| the elements of the marketing mix. | | | | better or worse. |
| Like commercial marketing, social marketing uses | | | | Conclusion |
| "The Four Ps" to define the total marketing | | | | Successful social marketing uses carefully crafted |
| picture: | | | | -- and often crafty -- messages that make an |
| Product | | | | emotional connection. It can fundamentally |
| The specific change in awareness, attitude, and | | | | change behavior to save lives, sustain the |
| behavior. | | | | environment, and make communities more livable. |
| Price | | | | It can also trick you into following a social agenda. |
| The psychological barriers that often prevent | | | | The average consumer is exposed to 3,000 |
| behavior change. Inertia is a very powerful | | | | messages per day. To effectively compete with |
| competitor. | | | | this message overload, social marketing must |
| Place | | | | reach its target several times through different |
| The distribution plan and media channels used to | | | | mediums before an impact can be expected. |
| get the word out. | | | | A good messaging platform is simple and provides |
| Promotion | | | | both knowledge and motivation needed for the |
| Tactics and strategies used to persuade the | | | | audience to act. |
| audience. | | | | And the best tell the truth . . . and tell it well. |
| However, marketers must often add the following | | | | Following these steps will start a path to a social |
| that are unique to social marketing: | | | | marketing campaign that delivers measurable |
| Publics | | | | results. |
| The many different audiences – internal and | | | | The question is . . . do you want to do what |
| external – involved with the approval or | | | | "they" want you to do? Do you have all the |
| implementation of the program. Who's got their | | | | information you need to make an informed |
| hand in it? | | | | decision? |
| Partnership | | | | Regardless of what "they" want . . . it's still up to |
| Like-minded organizations solicited for involvement | | | | you. |
| in order for the program to be truly effective. | | | | |