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Social Marketing Overview
Turning Point
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First Things First!You can’t have a marketing plan without
an overall plan!
Communication activities should support your overall goals!
M arketing Plan
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First Things First!
Don’t think media first!
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First Things First!Start with your audience first!
Then think message, then channel.
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First Things First!Work with professionals.
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First Things First!Use formative research…
Every time…
For every project…
Really!
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First Things First!Apply best practices!
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Simplified DefinitionSocial Marketing is the coordinated activities that
comprise a program to make certain behaviors– Fun “Are the consequences of behavior both real and
rewarding for me?”– Easy “Can I do it? Am I capable?”– Popular“What do the people I care about want me to do?”
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Warning! Messages Alone Marketing!
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Marketing is more about lowering barriers and
increasing benefits!
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0100020003000400050006000700080009000
10000
1994 1995 1996 1997 1998 1999 2000
Consumption Media Buy Awareness
Got Behavior Change?
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What is Marketing About?It’s about Behavior
Brushing your teeth
Recycling
Putting your baby in a car seat
Voting
Eating eight servings of fruits and vegetables each day
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What is Marketing About?It’s about People
Not everybody!
Specific groups of people . . .
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What is Marketing About?It’s about Understanding Why People Do What They Do
People behave in ways that benefit them
People weigh the costs and benefits of behaviors
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. . .So, What Affects Behavior?
External• Policies
• Access
• Skills
• Actual consequences
• Cultural beliefs and values
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. . .So, What Affects Behavior?
Internal• Knowledge and beliefs
• Attitudes
• Perceived risk
• Perceived consequences
• Self efficacy
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What is Marketing About?It’s about Decreasing Barriers & Increasing Benefits of Behavior
Brushing your teethbubble gum flavors & fewer dental visits!
Recyclingcurbside pick-up & reduced utility bill for a month
Putting your baby in a car seatproviding seat to new parents before they leave the hospital at free or low cost; lessons in proper use
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How Does Marketing Do This?It’s about the “4 Ps”
Product
Price
Place
Promotion
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Marketing “Strategies”--What are We Offering
The behavior we want people to doThe “bundle of benefits” that people tell us are
important to them (may not be health-related)Tangible services and products to make the
behavior easier to do
(Product)
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Marketing “Strategies”Barriers/Benefits
Anything that lowers barriers, reduces “costs,” makes it easier, emphasizes benefits:
(Price)
ActivitiesPolicy changesMessagesOutreachServices and opportunities
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Marketing “Strategies”Where we Offer It
Placing services, products and activities at places or times thatpeople are likely to be thinking about the problem/issues are convenient for people they are likely to see/hear the informationwhere they will act
(Place)
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Marketing “Strategies”Providing Information
Presenting information in a way that
is memorablestands-out from competing messagesis repeated again, and again, and againhas a “call to action”respects cultureis in a place and at a time they will notice
(Promotion)
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Marketing “Strategies”Providing Information
Examples:
News storiesLetters to the editorPSAsBrochuresWord-of-mouth/face-to-faceEducation sessions
(Promotion)
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BEHAVE FrameworkTARGET
AUDIENCE ACTION ACTIVITIES
11Know exactly who your audience
is and look at everything from their point of view.
22Your bottom line: the audience’s
action is what counts.
33People take action when it
benefits them. Barriers keep them from acting.
44All your activities should maximize the benefits and minimize the barriers that
matter to the target audience.
Base decisions on evidence and keep checking in.
A specific target audience Take a specific, observable action under certain conditions
Who? What?
What determines that action Activities aimed at the behavioral determinants
In order to help: to:
we will focus on: through:
Why? How?
DETERMINANTS
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An Example
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What is Marketing About?It’s about Behavior
Brushing your teeth
Recycling
Putting your baby in a car seat
Voting
Eating eight servings of fruits and vegetables each day
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What is Marketing About?It’s about People
Not everybody!
Specific groups of people . . .
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What is Marketing About?It’s about Understanding Why People Do What They Do
People behave in ways that benefit them
People weigh the costs and benefits of behaviors
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. . .So, What Affects Behavior?
External• Policies• Access--toothbrushes and toothpaste made
available• Skills--outreach visits to schools and recreation
centers to teach kids and parents• Actual Consequences--flavored toothpaste tastes
good; kids tell about successful dentist visits with no cavities or fillings!
• Cultural Beliefs and Values --parental support and modeling
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. . .So, What Affects Behavior?
Internal• Knowledge and Beliefs--teaching through
outreach visits• Attitudes--stories from kids who brush
successfully• Perceived Risk• Perceived Consequences--stories from other
kids and from outreach worker• Self Efficacy
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What is Marketing About?It’s about Decreasing Barriers & Increasing Benefits of Behavior
Decreasing BarriersBubble gum flavors of toothpasteToothbrush and toothpaste made availableCorrect brushing skills taught through fun games
Promoting BenefitsFewer dental visits; no drilling or pain (kids)Less monetary costs; happier kids (parents)
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The 4 P StrategiesProduct
Correct tooth brushingFlavored toothpaste; outreach classesFewer cavities = no drills & less money!
Price Flavored toothpaste; toothbrushes availableOutreach classesKids who brush tell their class mates its great not to have cavities
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The 4 P StrategiesPlace
School classesRecreation centers
PromotionOutreach classesTeaching materials for kids and parentsLetter to parents about the class
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What Are the Benefits of Using Social Marketing?
Provides a 360 viewof the issue
Involves those affected by the issue
Develops culturally appropriate interventions
Enables effective use of resources
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What Are the Benefits of Using Social Marketing?
It offers coordinated, multiple intervention tactics!
It can be used for “downstream” and “upstream” change
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Social Marketing: A Mindset
Think behavior change
Know your audience-motivations, what is important to them, fears, hopes, values
Think benefits and costs of behavior
When/Where in right frame of mind
When/Where is right place & time
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“With social marketing, you can have some truly improved outcomes. Because it is evidence-based—based on what works—you have more effective use of resources.”
-Leah Devlin, DDS, MPH State Health Director