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 2Select target audience: begins with segmenting the market and ends with choosing one or more targets

Step 3Set 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.

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What we want target audience to change or What we want target audience to change or achieve ( goals and objectives) achieve ( goals and objectives)

Action Action ExampleExample

acceptaccept to accept that people who suffer from AIDS are just as deserving of treatment with dignity as those with any other disease

ModifyModify 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

AbandonAbandon 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)

HOW WILL WE GET THERE?

Step 5 ( Determine Strategies )

ProductPricePlacePromotion

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 8Complete 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 GoalsHave your blood pressure checked. Lose weight if you are overweightBe physically activeChoose foods low in salt and sodiumLimit your alcohol intake Take prescribed high blood pressure medication

Target AudiencesWomen taking birth control pillsOlder personsAfrican AmericansPeople with diabetesPeople 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 exerciseMy blood pressure is difficult to controlMy blood pressure varies so much, it’s probably not accurateMedications can have undesirable side effectsIt’s too expensive to go to the doctor just to get my blood pressure checkedIt may be the result of living a full and active life. Not everybody dies from it

2020

StrategiesStrategies

– ProductProduct

Behaviors as products.Behaviors as products. Some programs may include promoting services Some programs may include promoting services

and tangible objects. E.g., home monitoring and tangible objects. E.g., home monitoring instruments. instruments.

Distinguish between the product (desired Distinguish between the product (desired behavior) and the product’s positioning (the behavior) and the product’s positioning (the benefits are equal or greater if the target benefits are equal or greater if the target

customer adopts the target behaviorcustomer adopts the target behavior))

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– PricePrice

Perceived costs of adopting the desired behavior (entry costs) Perceived costs of adopting the desired behavior (entry costs) and of abandoning the current one (exit costs)and of abandoning the current one (exit costs)

Don’t have to make all the changes immediately. Focus Don’t have to make all the changes immediately. Focus on one or two at a time. Once achieved, go onto the next on one or two at a time. Once achieved, go onto the next change. One change can lead naturally to another. change. One change can lead naturally to another.

Keep your track of your blood pressure outside doctor’s Keep your track of your blood pressure outside doctor’s office, e.g., at home.office, e.g., at home.

Don’t have to run marathons to benefit from physical Don’t have to run marathons to benefit from physical activity. Any activity, if done at least 30 minutes a day activity. Any activity, if done at least 30 minutes a day over the course of most days, can help.over the course of most days, can help.

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– PlacePlace

Places are chosen to make it easy Places are chosen to make it easy for people to monitor their blood for people to monitor their blood pressure, such as health clinics, pressure, such as health clinics, community health centers, community health centers, doctors’ offices, malls, and even in doctors’ offices, malls, and even in homes. homes.

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– PromotionPromotion

Key messages on increasing awareness and Key messages on increasing awareness and understanding of the importance of knowing your blood understanding of the importance of knowing your blood pressure and the benefits of following recommended pressure and the benefits of following recommended lifestyle changes. Media channels have included the lifestyle changes. Media channels have included the following:following:

Facts sheets, pamphlets and brochures with Facts sheets, pamphlets and brochures with recommendations for managing high blood recommendations for managing high blood pressure that are available from health care pressure that are available from health care providers, by mail and over the internet.providers, by mail and over the internet.

Provide professional educational materials Provide professional educational materials guidelines for cliniciansguidelines for clinicians

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Websites that include healthy diet and recipe Websites that include healthy diet and recipe info and tips on how to achieve a healthy info and tips on how to achieve a healthy weightweight

Provide a toll-free number, recorded info Provide a toll-free number, recorded info about high blood pressure prevention and about high blood pressure prevention and controlcontrol

Prepare special materials for high-risk Prepare special materials for high-risk populations: women and Latin and African populations: women and Latin and African AmericansAmericans

Mass media that include print ad, radio, and Mass media that include print ad, radio, and postersposters

Organized special events, e.g., ‘May is High Organized special events, e.g., ‘May is High Blood Pressure Education MonthBlood Pressure Education Month’. ’.

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EvaluationEvaluation– A reduction of mean blood pressures A reduction of mean blood pressures

between 1960 and 1991 shows that the between 1960 and 1991 shows that the population had heard and acted on the population had heard and acted on the messages. More importantly, this has led to messages. More importantly, this has led to a significant reduction of death rates from a significant reduction of death rates from heart disease and stroke.heart disease and stroke.

– – Team up national, state, and local Team up national, state, and local

government agencies; nonprofit, voluntary government agencies; nonprofit, voluntary and professional organizations; business; and professional organizations; business; communities; and individuals to improve the communities; and individuals to improve the health of all, eliminate disparities in health, health of all, eliminate disparities in health, and improve in years and quality of healthy and improve in years and quality of healthy lifelife

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