Download Social marketing

LCM
LEVEL 4 SOCIAL MARKETING
Lecturer: Dr. Samta Rai ( Ph. D)
Date : 12th Jan, 2011
Timings – 9:15 am – 12:15 pm
Outline and explain the stages in the strategic development of
social marketing programmes
LO3 Outline and explain the stages in the strategic
development of social marketing programmes
• Steps in the social marketing planning process
• Social campaigns – choosing a campaign focus and purpose
The nature of social marketing goals and objectives
Issues and ethical concerns in researching social marketing issues
Developing the social marketing product platform and branding
issues
Positioning, behaviour-focused, benefit –focused, barrier-focused
Downstream and upstream social marketing strategies
Pricing and monetary and non monetary incentives
Developing the place strategy
Promotional strategies, messages, the messenger and media
channels
Definition: Social marketing is the systematic application of
marketing, along with other concepts and techniques, to achieve
specific behavioral goals for a social good.
Steps in Social Marketing Planning Process
What are the steps in the social marketing planning process?
• WHERE ARE WE?
Step 1
• Analyze the Social Marketing Environment
• Identify campaign purpose
• Conduct an analysis of SWOT
• Review past and similar efforts
SWOT ANALYSIS
• WHERE DO WE WANT TO GO?
Target audience, objectives, and goals
Step 2
Select target audience: begins with segmenting
the market and ends with choosing one or more targets
Step 3
Set objectives and goals: what we want our target
audience to do and what they need to know and believe to
make the behavior change more likely; establish
quantifiable measures relative to our objective.
Step 4:
Analyze target audience and the competition: explores current
knowledge, beliefs and behavior or target audiences relative
to objectives and goals; competition, perceived benefits and
barriers to action are identified and understood.
What we want target audience to change or
achieve ( goals and objectives)
Action
Example
accept
to accept that people who suffer from AIDS
are just as deserving of treatment with
dignity as those with any other disease
Modify
to not overeat; to not drink while driving.
Note that we don't ask to abandon eating
or drinking, just to do it in moderation or
not in certain circumstances
Abandon to quit smoking, littering, abusing children –
anything which just should not be done at
any time (in the mind of the change agent;
these are almost always value judgments)
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HOW WILL WE GET THERE?
Step 5 ( Determine Strategies )
Product
Price
Place
Promotion
Product– Design the market offering; in
social marketing, desired behavior and
associated benefits of that behavior; may
include promoting tangible objects and
services that support or facilitate behavior
change.
Price– Manage costs of behavior change
including money, convenience, time, effort,
and pleasures
Place– Make the product available; this is
where the target audience perform the
behavior; acquire any tangible objects,
receive any services associated with the
campaign,
and
learn
more
about
performing the behavior.
Promotion–
two
components
of
promotional strategies– create messages
and Choose media (communication)
channels
How will we stay on Course?
Social Marketing program Management
Step 6
Develop a plan for evaluation and monitoring (what will be
measured and how will it be measured?)
Step 7
Establish Budgets and Find Funding Sources: this step may
necessitate revisions of strategies, target audiences, and goals or
the need to secure additional funding sources.
Step 8
Complete an Implementation Plan: this will provide detailed info
on ‘who will do what, when, and for how much’.
Quick Recap of the Social Marketing Planning Process
• Step 1 WHERE ARE WE?
• Step 2, 3 & 4 WHERE DO WE WANT TO GO?
(Target audience, objectives, and goals)
• Step 5
HOW WILL WE GET THERE?
• Step 6 EVALUATION AND MONITORING
• Step 7 ESTABLISH BUDGETS AND FIND FUNDING SOURCES
• Step 8 IMPLEMENTATION PLAN
STRATEGIC MARKETING PLANNING PROCESS - DIAGRAM ( A)
STRATEGIC MARKETING PLANNING PROCESS - DIAGRAM ( B)
Example :
Marketing Cause
To Lowering Blood Pressure
Objectives and Goals
Have your blood pressure checked.
Lose weight if you are overweight
Be physically active
Choose foods low in salt and sodium
Limit your alcohol intake
Take prescribed high blood pressure medication
Target Audiences
Women taking birth control pills
Older persons
African Americans
People with diabetes
People with high blood cholesterol
Following segmentation principles, the
unique characteristics of each of these
segment would be analyzed relative to a
variety of factors: current knowledge,
beliefs and behaviors; perceived benefits
and costs of current and healthier lifestyles
Understanding Target Markets and the
Competition
It’s hard for me to change my diet and to find
the time to exercise
My blood pressure is difficult to control
My blood pressure varies so much, it’s probably
not accurate
Medications can have undesirable side effects
It’s too expensive to go to the doctor just to get
my blood pressure checked
It may be the result of living a full and active life.
Not everybody dies from it

Strategies
– Product
 Behaviors
as products.
 Some programs may include promoting services
and tangible objects. E.g., home monitoring
instruments.
 Distinguish between the product (desired
behavior) and the product’s positioning (the
benefits are equal or greater if the target
customer adopts the target behavior)
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– Price
Perceived costs of adopting the desired behavior (entry costs)
and of abandoning the current one (exit costs)



Don’t have to make all the changes immediately. Focus
on one or two at a time. Once achieved, go onto the next
change. One change can lead naturally to another.
Keep your track of your blood pressure outside doctor’s
office, e.g., at home.
Don’t have to run marathons to benefit from physical
activity. Any activity, if done at least 30 minutes a day
over the course of most days, can help.
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– Place
Places are chosen to make it easy
for people to monitor their blood
pressure, such as health clinics,
community health centers,
doctors’ offices, malls, and even
in homes.
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– Promotion
Key messages on increasing awareness and
understanding of the importance of knowing your blood
pressure and the benefits of following recommended
lifestyle changes. Media channels have included the
following:
 Facts
sheets, pamphlets and brochures with
recommendations for managing high blood
pressure that are available from health care
providers, by mail and over the internet.
 Provide professional educational materials
guidelines for clinicians
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 Websites
that include healthy diet and recipe
info and tips on how to achieve a healthy
weight
 Provide a toll-free number, recorded info
about high blood pressure prevention and
control
 Prepare special materials for high-risk
populations: women and Latin and African
Americans
 Mass media that include print ad, radio, and
posters
 Organized special events, e.g., ‘May is High
Blood Pressure Education Month’.
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
Evaluation
– A reduction of mean blood pressures
between 1960 and 1991 shows that the
population had heard and acted on the
messages. More importantly, this has led to
a significant reduction of death rates from
heart disease and stroke.
–
– Team up national, state, and local
government agencies; nonprofit, voluntary
and professional organizations; business;
communities; and individuals to improve
the health of all, eliminate disparities in
health, and improve in years and quality of
healthy life
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Seminar
Why is systematic planning process important?
Seminar
Why is systematic planning process important?
Through the systematic process of analyzing the marketplace, we
can select a appropriate target audience for our efforts; only
through taking the time to know our target audience, we can
establish realistic goals and objectives; only through developing
an integrated strategy, we can create real behavior change by
communication (promotion), perceived benefits (product),
perceived costs )price) and perceived ease of access (place).
By taking time to establish how we will measure our performance,
we will ensure that this critical step is taken to contribute to future
successes.
The temptation, and often the practice, is to go straight to
advertising or promotional ideas and strategies. Questions we ask
e.g.,:
How can we know our slogan (message) if we don’t know what
we are selling (product)?
How can we know whether ads on the sides of buses (a media
channel) are a good idea if we don’t know how long the key
message is?
How can we know how to position our product if we don’t know
what our audience perceives as the benefits and costs of their
current behavior compared with the behavior we are promoting?
Social marketers need to be flexible, recognizing that there may be a
good reason to go back and adjust a prior step before completing the
plan. E.g.,
Step 4 may reveal that goals are too ambitious or that one of the
target markets needs to be dropped.
Ideal media determined in Step 5 may turn out to be cost
prohibitive or not cost-effective when more carefully examined in
Step 7 (budgets).
References
Andreasen (2006), Social Marketing in the 21st Century: Sage
Kotler, P. ( 2000) . Marketing Management. The Millennium Edition.
New Jersey: Prentice Hall Inc.
Kotler, P., Bowen, J. T., & Makens, J. C. ( 2006 ) . Marketing for
Hospitality and Tourism. 4th Edition. New Jersey: Pearson
Kotler & Lee (2008), Social Marketing: Sage