Download Social Marketing for a socially sustainable future

Premier’s ABN AMRO Business Studies, Economics
Scholarship
Social Marketing for a socially
sustainable future
Lisa Rohanek
South Western Sydney Institute of TAFE NSW, Granville College
Sponsored by:
Objectives of the study plan
The objectives of this study tour were to:
 Develop a clear understanding of social marketing
 Analyse best practice social marketing application in the United States and Canada
 Identify emerging trends and strategies in executing social marketing campaigns in
the ‘not for profit’ sector
 Develop learning programs and case studies on social marketing to enhance
education offerings in TAFE NSW
Overview of the study tour
This study tour involved two distinct segments. Firstly, participation in an intensive
training program and conference in the largest Social Marketing arena in Canada,
MARCOM, Ontario and a training program and conference through the University of
South Florida, Public Health and Social Marketing. The second component was a study
of case studies and interviews with university bodies and industry practitioners on the
application of social marketing to industry and education.
What is Social Marketing?
In the words of Gerard Hastings, keynote speaker, marketing is at a crossroads. For
decades it has been taught uncritically in business schools to inculcate new generations of
executives. Now, post Naomi Klein and her book, No Logo, it is being poked, prodded
and questioned. Some are asking whether the very powerful tools of marketing can be
used to promote socially desirable goals.
Currently social marketing is too often confused with health promotion. There is an
understanding that it is, in fact, just health promotion with added marketing flavour.
However social marketing is based on the same premise of any marketing activity. Social
marketing is an application of the concepts of marketing that ultimately results in socially
desirable aims. It is a way of using marketing to induce an exchange that is deemed
inherently good, as opposed to increasing sales and market shares for commercial
businesses.
Marketers positioned cars in such an attractive way that around three quarters of the
Australian adult population use a car on a regular basis. Businesses made cigarettes so
attractive that 3.5 million Australians currently smoke (ABS Ausstats 4831.0). Social
marketers aim to develop strategic marketing campaigns that encourage people to use
public transport, or to reduce their intake of harmful toxins. They are in fact trying to use
a strategic marketing mix that will result in some form of behaviour change.
Social marketing is a result of over consumption and materialism, where marketers are
attempting to change or modify behaviour through timely delivered marketing
campaigns. Resting on the premise of the marketing mix, social marketing is about
developing the product, pricing it appropriately, addressing the method of dispersion,
and communicating the benefit. Influencing opinion and changing behaviour are
becoming increasingly important. Social marketing seeks to influence and change
behaviour in order to benefit the target audience, and society at large.
In the United States and Canada social marketing is being implemented by groups as
diverse as the Centre for Disease Control and Prevention, the American Cancer Society,
the US Agency for International Development, American Association of Retired Persons
(AARP) and private sector companies whose strategies incorporate both business and
social objectives. As a result these two countries have a reputation for developing unique
and successful social marketing campaigns from addressing skin cancers, obesity, or HIV
awareness to water consumption. They don’t just communicate what people should and
shouldn’t do - they address the same fundamental areas that a consumer marketer would
address before launching a new product to the market place. There is a place for this in
education, through utilising social marketing to encourage people to adapt a behavioural
change to education and to give students an understanding of emerging trends in
marketing. Marketing does not have to be focused on how to position a consumer
product. It can be about distributing an idea, a thought, with the intent of a behavioural
modification.
This study tour had a heavy focus on how industry bodies apply social marketing
principles, and also how educators can engage in these social marketing principles in
academic environments. For many years educators have taught the basic fundamentals of
marketing. In fact, the principles of marketing haven’t changed a great deal over the
years. Educators are in a position to inform potential marketers of new changes in
marketing, and new applications in marketing so they too can carry these practices into
the vocational working world.
MARCOM 2007
The conference and trade show addressed top issues and trends in public sector
marketing from delivery strategies to exemplary social marketing campaigns and
methodologies. It included a pre-conference training day focused on writing strategic
social marketing plans and application throughout Canada. It was about a whole brain
approach to marketing, not just the sum of each individual component.
The training focused on how to develop social marketing plans in a structured cost
effective approach. It was about understanding that social marketing is not just public
education and other communication strategies. There are many ways that you can meet
the ultimate goal of influencing and changing behaviour. It addressed methods for
mobilising communities, influencing the media, lobbying and advocacy, building strategic
alliances and using the strategic marketing strategies that have served well in
consumer/business markets. Just like all forms of marketing, social marketing is just a
new product or service. It rests on requirements of developing a sustainable and strategic
marketing mix through offering incentives resulting in behaviour change.
The case studies presented in the training were interesting. A variety of Australian Health
Departments are quite well regarded overseas for their social marketing activities through
health promotion campaigns. However Canadian government bodies have taken these
same strategies and applied them to a wider variety of issues that have resulted in positive
social outcomes. Ontario Public Health association embarked on a new campaign in
2006 that addressed methods to encourage teens to drink responsibly. The campaign
“Keep Control” is a blunt and unapologetic look at the consequences of risky drinking
among teens. The campaign started with low cost online research to understand the
barriers and motivations of teens and as a result a campaign was developed. It consisted
of a standard Public Service Announcement, but success was increased through careful
consideration for the target audience and the other elements of the marketing mix. Peer
to peer social influence programs were piloted across Ontario. Sponsorship packages
with music extended reach and interactive games and prizes were included in the
campaign.
The campaign was an honest, strategic approach to standard health promotion and it is a
classic example of how to increase the likelihood of behavioural change through
engaging the elements of a marketing mix. With a wide variety of cases analysed, the
course was engaging with health professionals, government organisations and marketing
experts. The blend of skills in the conference saw a unique perspective on a wide range
of cases and application of social marketing.
University of South Florida
The University of South Florida chaired a symposium and training course on social
marketing in the health sector. It involved a two day training program on planning,
implementing and evaluating social marketing coupled with a three day workshop case
study conference which assessed real life applications of social marketing principles.
It was outlined that key characteristics of social marketing include:
 the determination of behavioural goals, that is behaviour needs to change, or what
new behaviour should consumers adopt
 a heavy focus on consumer research, and consumer wants and needs
 a strong marketing theory through the application of basic marketing principles of
segmentation and targeting
 thinking beyond communication to ensure an integrated marketing package, and
 addressing competition faced by the desired behaviour.
A keynote speaker at the conference was recently published author, Gerard Hastings,
whose text, Why should the Devil have all the best tunes, was a strong theme in the conference.
There was a perception that the greatest marketing campaigns that were remembered and
applauded were quite often for products and services deemed to have little social grace.
Social marketing, however, and to some extent Public Service Announcements, are often
seen as boring, or lacklustre. It was in fact the adage that if it’s bad for you, then it must
be fun.
The two day training event looked at definitions of social marketing and their
application. The applications were deigned as:
 Promote socially beneficial behaviour changes
 Promote protective behaviours
 Prevent risky behaviour
 Increase utilisation of community services
 Promote new policies and standards.
There were however distinguishing features of social marketing:
 Marketing focus on consumer and commitment to deliver products they truly value
 Use research to understand consumer needs and desires
 Use marketing conceptual framework to develop strategic plans that services as the
blueprint for success.
This application of the conceptual framework in marketing rested on the marketing mix.
In this particularly event however, the marketing mix varies from the standard consumer
and business offering.
Product
 Actual product is the desired behaviour
 Core product is what we’re offering people
 Augmented products are the tangible services but not educational materials
Price
 Money
 Time
 Pleasure
 Loss of self esteem
 Embarrassment
Place
 The place in which the consumer will practice behaviour or receive services
 People and organisations that provide consumers with the information or support
Promotion
 Messages should be attention getting, memorable and persuasive
 Information channels
 Spokesperson.
This is a marketing mix for any social marketing campaign, and it is somewhat similar to
the marketing mix in a consumer product. However it reminds us that we need to
identify these strategic areas before embarking on changing any behaviour for a social
benefit. Gerard Hastings book, Social Marketing, explains the application of each of these
areas in great detail. The book was reviewed during the training component of the
conference and it was suggested to be a very strategic and practical text on social
marketing and how to apply it practically.
There is a straightforward application that is used to social marketing:
 What is the problem?
 Whom do we want to reach?
 What are we asking them to do?
 What factors must we address?
 What are effective marketing strategies for addressing the problem?
This training course outlined that any socially desirable opportunity/problem can be
addressed through the answers to these five questions. It’s not just about the
development of a brochure and a public education program, but the consideration of the
target audience. What are we asking them to do, and how can we help them do it? There
are some reasonable points raised in any discussion of this sort which premise on the
“socially desirable”. Who can determine what socially desirable behaviour is? However
marketing is about meeting needs and wants that consumers have expressed. Social
marketing is about preventing harm, and reducing risky behaviour. Waste management
issues whilst not harmful at present are still setting up a future risky behaviour. Social
marketing campaigns recently conducted in Canada have focused on strategic marketing
campaigns in order to encourage people to change behaviour on waste management.
Avoid the risky behaviour in the future, and change to a more proactive behaviour now.
There were fifty cases presented at the Florida training. All with interesting approaches
from marketers working in the health industry. However, my research tour allowed me
some specific time with organisations to investigate their own application to social
marketing.
Places of interest
The second part to my study tour involved visiting universities and businesses
throughout Canada and the United States of America.
Public Health Canada, Vancouver
Public Health Canada is constantly implementing and executing social marketing
campaigns. Their holistic approach to the campaign includes addressing the marketing
mix, but also the competitive that individuals in Vancouver constantly face - competition
in the form of their current behaviour, peers, social influences and other elements that
will prevent a behaviour change.
Social Marketing Institute, New York and Washington DC
The Social Marketing Institute is an affiliated body aimed at advancing the science and
practice of social marketing. The institute is responsible for bringing together social
marketers from all over the world and engaging them in online discussions and blogs on
social marketing. This has provided me with a wide network of up to the minute case
studies and evaluation on social marketing practices. The Social Marketing Institute
frequently participates in short seminars, courses and conferences on social marketing
educating relevant attendees on the latest advancements in social marketing.
Georgetown University, Washington DC
Georgetown University has a strong social marketing academic application. Professor
Alan Andreasen is not only a partner in the social marketing institute; but also the cofounder of the application of marketing for socially desirable aims. Professor Andreasen
lectures at Georgetown University on the principles and application of social marketing.
Although he predominately teaches postgraduate studies, his short courses and summer
seminars on social marketing are very case specific and challenging for learners. They
undergo a strong understanding on behaviour change, and the application of social
marketing techniques in order to support behavioural changes.
McGill University, Montreal and Quebec
McGill University in Montreal and Quebec educate under a more French system. Being
the French-speaking provinces in Canada, Montreal and Quebec have a culturally specific
way of delivering their courses. This is where social marketing becomes more marketing
focused through strong segmentation of culture and language.
Harvard University, Boston
Harvard University in Boston, Cambridge has a Public Health faculty which has started
implementing social marketing education into the curriculum. Partnering with the
Business School, Public Health is delivering marketing approaches addressing public
health situations. Although the academic field is somewhat different, this is a new
experience in university education where one school is developing a relationship with
another in order to provide a timelier, relevant focus to strategies in health.
Case Application
Rocky Mountaineer
The Rocky Mountaineer is one of British Columbia’s most famous tourist spots, and in
my opinion, one that implements very subtle social marketing tactics in a commercial
venture. Environmental issues are a lot more obvious in Canada than they are here in
Australia. Being surrounded by more mountains, snow and glaciers, the effects of global
warming are obvious to Canadians. As a result they are certainly more proactive in their
environmental education, and Canadian businesses pride themselves on their own social
responsibility in regard to the environment.
The Rocky Mountaineer is an environmentally focused organisation. They not only
adjust their own product offering to be more environmentally friendly, but also
constantly educate consumers and tourists alike. The tourist expedition provides
information and education on environmental issues, yet they provide services that allow
consumers to also participate. The train is a non smoking train, and whilst it is
appropriate to inform people they can’t smoke, they provide Nicabate patches for
smokers to encourage them to not smoke in the outside areas of the train. Waste is
cleared in an easy way for consumers, and then dropped off at a waste management site
for separation and recycling. Public transport is arranged at all drop off points and
tourists are encouraged and motivated through visible signs to walk where possible to
promote positive health.
Whilst none of these tactics are new or innovative, they are unique to the actual product
offering. If we consider that the Rocky Mountaineer experience is the actual product,
social marketing activities that are embedded in the offering all form the augmented
product and benefits for society and ultimately the consumer.
StarBucks
StarBucks is on every corner in the United States. From what we know about StarBucks
and its multimedia, consumer domination actually exists. Yet in their fundamental
position as the market leader in the fast coffee experience, they have carefully embedded
positions of corporate social responsibility through social marketing into all facets of the
business. StarBucks is excellent at marketing, yet it also attempts to market its business in
lieu of a society good. It is not just public education for them: they are also embedding
the principles of the marketing mix into a more socially accepted form hoping to assist
the powers that be in creating positive behavioural change.
StarBucks prides itslef on the following principles and values:

Corporate Governance

Sustaining coffee quality

Being responsible to our communities and our customers

Reducing an environmental footprint

Providing a great working environment

Embracing diversity
As a social marketer, I found the process in which StarBucks created a sense of
responsibility between itself and its customers unique and strategic. Although it provide
great support in times of crisis and disaster, StarBucks adequately addresses customers’
health and wellbeing needs. Through promoting and educating the target market,
StarBucks provided an expanded menu offering that focused on positive nutrition,
reduced trans fat content in beverage and food products and provided adequate
adjustment to the marketing mix. StarBucks has placed itself in an adequate position to
be a social marketing partner that aims to create behavioural change. It has created the
branding and loyalty force behind it as a strong marketing organisation, and yet it is now
determining how it can change the marketing experience to be considered more socially
worthy. As a commercial offering, StarBucks has commenced the laying out of social
marketing principles in order to assist in creating a positive social behavioural change.
Conclusion
This report is submitted with great anticipation that it will be motivational to all
marketing teachers to understand the fundamental purpose of marketing in achieving
social aims, as well as organisational goals. As educators, we have a responsibility to
ensure we train socially responsible practitioners in order for each individual to assist in
creating a more sustainable future.
Hopefully, this report will be read by marketing teachers, and they will take away from it
some information that will benefit their teaching, and a new understanding of the
application of marketing. I am in the process of preparing a bank of case studies on CD
for people to use. These case studies, reading materials and web references may be of
value to those marketers who want to experience a new emerging trend in marketing
Please contact me at [email protected] if you would like a copy of this
material.
I hope that we can embed social marketing concepts into marketing courses at TAFE. It
is time to reflect on a new marketing experience, and ultimately a new marketing
education. Marketing has a future past promoting hot SUVs and fast food products.
Marketing is a strategic tool to allow us to create change for the better. As educators, we
have a responsible to inform our students that there are two tails in marketing, not just
consumerism.
Being awarded this scholarship has given me so many opportunities to learn more about
marketing, its new and modern application, and how we truly can have a more socially
sustainable future.