An introduction to social marketing

Environment Wales: Supporting Sustainable Living Amgylchedd Cymru: Cefnogi Byw Cynaliadwy

An Introduction to Social Marketing

Environet 2011

Presentation designed with help from Dr Sue Peattie, Cardiff University and BRASS


Contents

• What is Social Marketing?

• Some key concepts

• Some case studies

• The Supporting Sustainable Living scheme

• Next steps!


The ‘Happy’ Meal


Often what we offer is:

worthy sensible

healthy

adult

matureremoving

risks &

excitement

hard

challenging

impossible!

extra

effort

less

convenient

time consuming

on my

own

feel a sissyeveryone else

having fun

others think

I’m judging

them

isolatinguncool


Marketing works by making things:

&


Social marketing is:

The systematic application of marketing,

alongside other concepts and techniques,

to achieve specific behavioural goals,

for a social good.

French, Blair-Stevens 2006

marketingalongside other concepts and

techniques

systematicapplication

for a

‘social good’

behavioural goals


Social Marketing Is About ….

• using research • using techniques like segmentation & targeting • identifying and eliminating barriers • finding ways to maintain changed behaviours;• going beyond communication


Ultimately …..

…..it means finding out who to target; their buttons, how to push them, and how to keep them pushed !


Why use Social Marketing ?

……because sometimes sending out a message gets the right result ……

but often it isn’t enough !


Road Crew

The Problem :

Alcohol related car crashes - major problem in Wisconsin.

• Mostly single rural males

aged 21-34 • Education & legal

measures already in place


Understanding The Problem

First Step: Research to find why young rural males drink & drive.


Insights

• Awareness that you shouldn’t drink and drive;

• But a lack of perceived alternatives;• There was an element of

pride/prestige;• Also hassle factor of collecting car

later;• Those drinking and likely to drive did

worry about it, which often spoilt their evening;


The Campaign

• A limo ride to the bar, between bars, and home from the bar so that you can maximize your fun

• About the cost of a beer • Anywhere you want it

to be (in 3 pilot counties)

“Road Crew, Beats Driving”


Branding & Positioning

Fun, no hassle, and the right choice

http://images.google.co.uk/imgres?imgurl=http://gainesvilleharley.com/upload/templates/images1/splash/logo.gif&imgrefurl=http://gainesvilleharley.com/splash.html&h=221&w=295&sz=19&hl=en&start=1&tbnid=zXK4FcL60MtkVM:&tbnh=86&tbnw=115&prev=/images%3Fq%3Dharley%2Bdavidson%2Blogo%26svnum%3D10%26hl%3Den%26sa%3DG


Road Crew – Initial Results

Initial results in 3 pilot sites (July 2002-June 2003):

• Nearly 20,000 rides given in 1 year • 17% reduction in alcohol-related crashes after 1 year• Equated to a $615,000 saving for the communities.

It succeeded because it went beyond awareness

to develop an offering of convenience, luxury & fun.


The importance of Segmenting and taking into account other Stakeholders


Audience Segmentation VERB- promoting Physical Activity

Aimed at 9-13 year olds• Fun & friendship – not exercise

Secondary audience: Parents• Asian – improved learning• Hispanic – good parenting• African American – builds self-esteem• American Indians – community

activities


VERB – promotion to Asian Americans

Participating in sport and groupactivities can increase yourchild's capacity to learn, developself-discipline and instill anappreciation for the rewards thatcome from hard work.


VERB – promotion to Tribal Indians


Recognising Important Stakeholders- Promoting Car Seat Use Among American Hispanic Women

Research insights:

“My baby is safest in my arms”

“God decides when to take my baby”


The Novel Solution ?

Get a priest to bless the car seats.


1. Clear behavioural goals2. Developing ‘insight’3. Audience segmentation 4. Methods mix

Benchmark Criteria


Cardiff Cycle Challenge • Clear behavioural goals Increase number of cycle journeys amongst employees in

Cardiff, for work and recreation• Developing insight Information, safety, ‘not doing it alone’, practical support,• Audience segmentationFrequent, occasional and new cyclists, employers• Methods mix Competition and prizes, Challenge Champions, Dr Bike

sessions, taster events, interactive website


Stage 1 - Scoping

• which specific behaviours?• who is the audience?• why is undesired behaviour present or desired

behaviour not present?• what might help the audience make and

maintain changes?• when is the best time?


Y Dref Werdd – The Green Town

• Almost 1/3 of UK GHG emissions from domestic energy

• Tanygrisau homes largely off-grid• Little awareness of heat use or management• £4,200 to understand current behaviour, identify

barriers/motivators• Questionnaires, face to face interviews, energy

monitors


Pembroke Can Make a Difference

• 19% of the UK’s GHG emissions linked to food• Grow your own, buy local, reduce meat?• Producers, consumers, young people, parents?• £4,380 grant – info review, project visits, small

group research,


Transition Bro Gwaun

• Transport major contributor to GHG• Congestion in Fishguard and Goodwick• Additional 5 trains a day from September• Success elsewhere• Current patterns, barriers and incentives• Residents, commuters, tourists• £6,913 project consultant, desktop research, community

consultations, questionnaires


Next Steps

• National Social Marketing Centre www.thensmc.com

• Community-Based Social Marketing – Fostering Sustainable Behaviour www.cbsm.com

• www.environment-wales.org• www.sustainwales.com• Your Development Officer

http://www.thensmc.com/

http://www.cbsm.com/

http://www.environment-wales.org/

http://www.sustainwales.com/

An introduction to social marketing

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