Social Marketing

VACCINATE your childUSE a condom

GO to school

BREASTFEED your baby

By Definition

“Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to in!uence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society”

(Alan Andreasen,1997)

What Social Marketing is... • A social behavior change

strategy• Consumer-focused• Most effective when it activates

people• Targeted to those who have a

reason to care• Strategic and requires efficient

use of resources • Integrated, and work on the

“installment plan”• Link to Zola ad

What Social Marketing is not...• Just advertising• A clever slogan or messaging

strategy• Driven by the organizational

expert’s agenda • Promotions or media outreach

exclusively• An image campaign • A fundraiser• Done in a vacuum • A quick process

The Basics

Know your audience

Create action

Offer an exchange

Acknowledge the competition

Keep the “four Ps” in mind

Know your audience

No such thing as “general public”

Segment into narrowly de"ned groups

Understand their demographics and psychographics thoroughly

photo:www.corbis.com

Human Nature means we minimize our costs and maximize our rewards when possible - basic cost/bene"t analysis.

Increase or Highlight Bene"ts/Rewards

Decrease or De-emphasize Barriers/Costs

Make changes in product, price, place or promotion if necessary

Philosophy of Exchange

Exchange: Pepsi GenerationYou give me $1You get:

Thirst quencherGood tasteFunYouthful feeling A new boy/girlfriend

photo:www.corbis.com

Stop AIDS, Love Life

Survey Reseach

Infection rate: 3 - 4 percent

Ghanaians tend to abstain and be faithful to their partners

Low condom use

The social risk was seen as higher than health risks

Stop AIDS, Love Life Objectives

Increase risk perception

Increase social support for preventative behaviors

Increase condom sales

Increase care and compassion for people living with HIV/AIDS

Stop AIDS, Love Life Phase 1

Prevention messages

A, B, C of prevention

Strategies

Entertainment-Education

Peer Counseling

Stop AIDS, Love Life

Create an action: A new idea should...

Have a relative advantageBe compatible with social normsNot be too complexBe observable others trying/doing Can be “tried out”

Exchange: Prevention Behaviors

You Give?

You Get?

What competition??

Know your environment

Competing messages

Non-action vs. action

Have ability to respond

Political changes

News events

Other organizations’ work

photo:www.corbis.com

The “Four Ps”

ProductBehavior, service, product being exchanged with the target audience for a price and a bene"t

PriceCost to the target audience of changing behavior

Time; Effort; Lifestyle; Psychological Cost

The “Four Ps”

Place

Where does your audience access products or programs?

Where do they engage in the desired behavior?

Promotion

Communication to the audience about product/program, price and place variables

More Ps? Publics: all the people who can affect the programs success

Partnerships: other organizations with similar goals, target audience access or credibility, desire or resources

Policy: government or organizational policies that can serve as a catalyst for large scale social change

Purse Strings: funders such as corporate partners, foundations and government agencies

Source: Nedra Weinreich

Seven PrinciplesBegin with the desired action

Messages must:

• Create personal connection

• Offer key benefit or reward

• Promote an action

• Be memorable

Be inescapable

Have unique competitive position

Be emblematic of the cause & extend the brand

Be flexible

Be tested many times Robin Hood Marketing, Katya Andreson

Entertainment Education