Download Social Marketing Basics

Social Marketing in Public Health
PUBH 535, Department of Public Health
August 12, 2015
Course Overview
• Review syllabus
• Learning goals and objectives
• Grading and assignments
– Participation
– Discussion Posts
– Project
• Review of schedule
What is Social Marketing?
• “The application of commercial marketing
technologies to the analysis, planning,
execution, and evaluation of programs
designed to influence voluntary behavior of
target audiences in order to improve their
personal welfare and that of society.”
- Alan Andreasen, Marketing Social Change: Changing Behavior to
Promote Health, Social Development, and the Environment, p. 7
Key points
• Uses commercial marketing strategies
• Influencing voluntary behavior change
• Promotes end goal of improved personal
welfare and improved welfare of society
Social Marketing Is….
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A systematic and strategic planning process
Social/ behavior change strategy
Mindset for addressing problems
A set of strategies based on characteristics of
the target audience
Social Marketing Is Not….
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Simply advertising or communication
A media campaign
Mass audiences
Fast process
A single theory
When to use Social Marketing
• When voluntary behavior change is the goal
• You would not use if you are only trying to
educate or raise awareness about a problem
• Social marketing can also be used to make
“Upstream” changes
Key Terms
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Primary target audience
Secondary audience
Formative research
Behavioral objective
Intervention strategy
How is Social Marketing Different
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Audience orientation
Audience segmentation
Influencing behavior
Competition
Exchange
Marketing mix
Audience Orientation
• Take time to learn what the audience knows,
believes, and does currently.
• When making decisions, keep in mind the
audience’s perspectives.
• It is about what the audience needs and wants
• Test your assumptions about an audience first
(use focus groups)
Audience Segmentation
• Process of taking a broad target audience and
dividing them up into a similar subgroup,
called a segment
• This makes program more effective
• You are using messaging that is relevant to
your audience segment
Influencing Behavior
• Bottom line of any social marketing campaign
• adopt a new behavior, Stop a current
behavior, or to prevent from starting new
behavior
• Audience may need to start with smaller
changes that move them toward adopting the
ideal behavior
• End point is action!
Competition
• Defined as “the behaviors and related benefits
that the target audience is accustomed to, or
may prefer, to the behavior you are
promoting.”
• Examples competing against physical activity:
Watching TV, Playing on the computer, talking
on the phone, Shopping, doing homework,
spending time with friends
Exchange
• Every decision we make is a transaction.
• We give up one thing in return for something
else.
• Determine what target audience values and
perceived costs.
• Increase perceived benefits, minimize costs
• Increase perceived costs of competing
behavior and minimize their benefits
Marketing Mix
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Product
Price
Place
Promotion
Marketing Planning Process
• Six Phases:
1.
2.
3.
4.
5.
6.
Problem Description
Formative Research
Strategy Development
Intervention Design
Evaluation
Implementation
Main Components of a Plan
• Problem/ Health Issue
– What is the problem we need to address?
• Target Audience
– Who is affected by the problem and how can they be
reached?
• Behavior
– What do we want the audience to do?
• Strategies for Change
– How can we get the target audience to adopt behavior(s)?
Learning Objectives
• Define Social Marketing. Describe what it is
and what it is not.
• Discuss when and why to use social marketing
• Define the marketing mix
• List the 6 phases in the social marketing plan
Reading
• Grier, S and Bryant, CA. Social Marketing in Public
Health. Annu. Rev. Public Health 2005. 26:319-39.
• Kotler, P and Lee NR. Social Marketing: Influencing
Behaviors for Good: Quick Reference Guide. Sage
Publications 2008.
• CDC Planning Questions Worksheet
• All readings are accessible under Blackboard, Lecture
1.
Sources
• Social Marketing for Nutrition and Physical
Activity Web Course: Introduction.
www.cdc.gov/nccdphp/dnpa/socialmarketing/
training
• Additional Resources:
www.cdc.gov/nccdphp/dnpa/socialmarketing/
training/resources.htm