Social Marketing: Influencing Behaviors for Good

Foreword Alan R. Andreasen PART I: UNDERSTANDING SOCIAL MARKETING 1. Defining Social Marketing Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010) What is Social Marketing? Where Did the Concept Originate? How does Social Marketing Differ From Commercial Sector Marketing? How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? What is Social Marketing's Unique Value Propostion? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences? Marketing Dialogue 2. 10 Steps in the Strategic Marketing Planning Process Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009) Marketing Planning: Process and Influences 10 Steps to Develop a Social Marketing Plan Wht Is a Systematic, Sequential Planning Process Where Does Marketing Research Fit in the Planning Process? Marketing Dialogue 3. 16 Tips for Success Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009 16 Tips for Success Marketing Dialogue II. Analyzing the Social Marketing Enviornment 4. Determining Research Needs and Options Marketing Highlight: Increasing Family Planning in Pakistan (2007) Major Research Terminology When Research Is Used in the Planning Process Steps in Developing a Research Plan Research "That Won't Break the Bank" Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007) 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Marketing Highlight: Reducing Diarrhoeal Disease in India: The ORS-Zinc Solution Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Analysis Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Ethical Considerations When Choosing a Focus for Your Plan Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006) III: Establishing Target Audiences, Objectives, and Goals 6. Segmenting, Evaluating and Selecting Target Audiences Marketing Highlight: Reducing Tabacco Use in the United States Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All" Step #3: Selecting Target Audience Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Markets Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign 7. Setting Behavior Objectives and Goals Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices Step #4: Setting Objective and Target Goals Behavior Objective Knowledge and Belief Objectives Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluations Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006) 8. Identifying Barriers, Benefits, the Competitions and Influential Others Marketing Highlight: Be Active: A 2009 Award Winning Program in Birmingham, England Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition What More Do You Need to Know about Target Audience? How Do You Learn More From and About the Target? How Will This Help Develop Your Strategy? Potential Revision of Target Audiences, Objectives, and Goals Ethical Considerations When Researching Your Target Audience Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) IV. Developing Social Marketing Srategies 9. Crafting Desired Positioning Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go! " New York City's Bold Campaign to Increase Condom Use (2007-2010) Positioning Defined Step #6: Developing a Positioning Statement for Social Marketing Offerings Bahavior-Focused Positioning Barriers-Focused Positioning Competetion-Focused Positioning Repositioning-Focused How Positioning Relates to Branding Ethical Considerations When Developing a Positioning Research Highlight: Stopping Aquatic Hitchhikers: A Branding Strategy (2010) 10. Product: Creating a Product Platform Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s) Product: The First "P" Step #7: Developing the Social Marketing Product Platform Branding Ethical Considerations Related to Creating a Product Platform Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011) 11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010) Price: The Second "P" Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives Setting Prices for Tangible Objects and Services Ethical Considerations Related to Pricing Strategies Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002) 12. Place: Making Access Convenient and Pleasant Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008) Place: The Third "P" Step #7: Developing the Place Strategy Managing Distribution Channels Ethical Considerations When Selecting Distribution Channels Research Highlight: Bicycling in the Netherlands: What Went Right? (2010) 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010) Promotion: The Fourth "P" A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009) 14. Promotion: Selecting Communication Channels Marketing Highlight: Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008) Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Research Highlight: Financial Literacy Road Shows in Ghana: A Qualitative Impact Assessment to Inform Future Efforts (2007-2008) V: Managing Social Marketing Programs 15. Developing a Plan for Monitoring and Evaluation Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006) Step #8: Developing a Plan for Monitoring and Evaluation Why Are You Conducting This Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010) 16. Establishing Budgets and Finding Funding Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010) Step #9: Establishing Budgets Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding 17. Creating an Implementation Plan and Sustaining Behavior Marketing Highlight: "Let's Move! " First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010) Step #10: Creating an Implementation Plan Phasing Sustainability Sharing and Selling Your Plan Ethical Considerations When Implementing Plans Research Highlight: Turn it Off: An Anti-Idling Campaign (2007) Appendix A: Social Marketing Planning Worksheets Appendix B: Social Marketing Resources Chapter Notes Name Index Subject Index About the Authors