SOCIAL MARKETING
“Influencing Behaviors
for Good.”
DEFINITIONS
FORMAL:
“ A process that applies
marketing principles and
techniques to create,
communicate and
deliver value in order to
influence target
audience behaviors that
benefit society as well as
the target audience.”
BEHAVIORS TO REJECT,
MODIFY, ACCEPT, ABANDON
IT’S ALL ABOUT
BEHAVIOR CHANGE
•
•
•
•
•
•
•
•
•
•
•
Eat 5 fruits and vegetables a day.
Move right for sirens and lights.
Exercise 30 minutes, 5X a week
Don’t idle more than 10 seconds, except when
in traffic.
Store handguns in lockbox or safe.
Keep a litterbag in your car.
Ride the bus or join a carpool to work.
Immunize on time.
Sort office paper for recycling.
Ask for your chicken without the skin
Know your BMI
TYPICAL APPLICATIONS
• IMPROVING
HEALTH
• PREVENTING
INJURIES
• PROTECTING
THE ENVIRONMENT
• MOBILIZING THE COMMUNITY
YEAR 2004 U.S.
REPORT CARD
HEALTH:
•
•
•
•
Each day, 4400+ youth tried first cigarette
40,000 women+ died from breast cancer
30,000+ men died from prostate cancer
Close to 40% of adults aged 18 and over had
no leisure-time activity
• 12,000+ infants born with fetal alcohol
syndrome
YEAR 2004 REPORT
CARD: SAFETY
• More than 3,000 children and
teens died from gunshot wounds
• Close to 17,000 people were killed
in alcohol-related crashes
• 10% of high school youth
attempted suicide
YEAR 2004 REPORT
CARD:
ENVIRONMENT
•More than 8 million acres burned in the
United States
•60% of office paper was thrown away in
garbage that would have been recycled
•4.5 trillion nonbiodegradable cigarettes
butts were littered worldwide
YEAR 2004 REPORT CARD:
COMMUNITY
• 7,500,000 dogs in shelters were not
adopted.
• More than 5,000 people on waiting lists
for organ transplants died.
• Only 60.7% of eligible voters voted in
the U.S. presidential election
HOW DIFFERS
• Commercial Sector Marketing
– Typically goods and services
– For a profit
– Benefit of shareholders
• Non-Profit Marketing
– Promoting services
– Supporting fundraising
• Social Marketing
– Benefit society and the target audience
HOW DIFFERS
From Education:
– Education typically just informs
– Social Marketing is intent on influencing
behavior change
From Advertising:
– Advertising is only one of the
communication options (Promotion Tool) for
influencing behavior
– There are 3 other powerful tools
WHY IT’S A 1000 TIMES
HARDER.
We ask people to . . . .
• Be uncomfortable
• Risk rejection
• Reduce pleasure
• Give up looking good
• Be embarrassed
• Go out of their way
• Spend more time
• Spend more money
HISTORY
• 1971 term coined
by Philip Kotler
and Gerald Zaltman
• First 20 years, primarily used for health
and safety issues
• Last decade, used more formally for
protecting the environment and
contributing to the community
WHO DOES SOCIAL
MARKETING
• Professionals Working for:
– Governmental Agencies :
• Centers for Disease Control & Prevention
• Departments of Health
• Departments of Ecology
• Utilities
• World Health Organization
• National Traffic Safety Commission
WHO DOES SOCIAL
MARKETING
Nonprofit Organizations :
• American Cancer Society
• American Dental Association
• Organ Donation Centers
• American Diabetes
Foundations :
• Robert Wood Johnson Foundation
• Bill and Melinda Gates Foundation
• Produce for Better Health Foundation
WHO DOES SOCIAL
MARKETING
For Profit Organizations :
• Insurance Companies
• Pharmaceuticals
• Nurseries
• Appliance Manufacturers
Professional Services :
• Advertising Agencies
• Public Relations firms
• Marketing Research Firms
• Consultants
OTHER WAYS TO IMPACT
SOCIAL ISSUES
•
•
•
•
•
Technology
(Automatic seatbelts)
Science (Pill to quit smoking)
Laws (Ban kids’ food advertising )
Economics/Taxes ($1025 cig. butt )
Infrastructures (Bike lanes)
BUT THE SOCIAL MARKETER DOES HAVE
A ROLE TO PLAY HERE
PRINCIPLES FOR SUCCESS
1.
Take advantage of what’s been done before that
works.
2. Start with target markets most ready for action.
3. Promote a single, simple doable behavior.
4. Understand barriers to behavior change.
5. Bring real benefits to the present.
6. Use all 4Ps.
7. Find a tangible object or service to include.
8. Look for a price that matters.
9. Make access convenient.
10. Practice effective communication techniques.
11. Use prompts and commitments for sustainability.
12. Use a sequential planning process.
1. Take advantage of what’s been
done before that works.
USED AROUND THE WORLD
2. Start with target markets most
ready for action.
•Costs 10 times as much to
acquire a new donor, as it does
to keep current one
•If 10% of current donors give
just one more time each year,
they reach donation goals
–Lower reaction risk
–Higher blood-usability
–Collection efficiency
–Most credible recruiters
3. Promote a single, simple
doable behavior.
• As of April 2009,
over 2 million
pledges
• 4.7 trillion less
pounds of Green
House Gas
4. Understand barriers to
behavior change.
• How to Ease Your Trip Through Airport
Security
“Empty your pockets early: Anything metal on
your person will set off the “bells and whistles”
and slow the whole line in the process. Typical
culprits are coins and keys, metal belt buckles
and watchbands.”
5. Bring benefits to the present.
6. Use all 4Ps
•
•
•
•
PRODUCT
PRICE
PLACE
PROMOTION
EXAMPLE SOUTH AFRICA: TOOT n SCOOT
7. Find a tangible object or
service to include.
TANGIBLE OBJECT FOR REDUCING
DRINKING & DRIVING
TANGIBLE OBJECTS &
SERVICES:
• Guide for Pest
Identification
8. Look for a price that
matters.
A COST THAT MATTERS?
• IMAGE APPEARED IN A CAMPAIGN
• (CD BEST AD)
9. Make access convenient.
MAKE ACCESS CONVENIENT
NEW YORK CITY
• 3% of population
• 18% of HIV/AIDS
• Increasingly (2003)
–
–
–
–
Black (44%)
Latinos (32%)
Women (31%)
The Poor
• Since 1971: Condoms at health clinics
MAKE ACCESS CONVENIENT
• 2007: A New Approach
• “Grab a Handful & Go”
–
–
–
–
–
–
–
–
Subways,
Barber shops
African hair braiding
Nail salons,
Laundromats
Bath houses,
Tattoo parlors
Ethnic cafes
• Dial 311 to order
• 2.5 million/year to 18 million
10. Practice effective communication
techniques.
EASY TO REMEMBER
CONCRETE
CLEAR AND SPECIFIC
CREDIBLE MESSENGERS
HAVE A LITTLE FUN
11. Use Prompts and Commitments
for Sustainability.
USE PROMPTS.
USE PROMPTS
SIDS & Pampers
• Health Canada Research
• From 44% to 66% saying back sleeping
position reduces risks
PROMPTS BETTER CHOICE
• City council approved 20-cent charge
• Citizen petition forced the issue to be on a
ballot this August
USE PROMPTS
GET COMMITMENTS &
PLEDGES
GET COMMITMENTS &
PLEDGES
• Followup Survey 500HH: 6 months
• Among those who saw campaign:
– 21% who had allowed smoking in their car
changed their rules
• “We don’t smoke in the cars with kids anymore”
• “I don’t smoke when the nephews are in my car
now.”
– 17% who used to allow smoking in their
home changed their habits:
• “I don’t let people smoke inside anymore”
• “I don’t smoke around the grandkids now and if
they’re coming over, I air out the house.
12. USE A SEQUENTIAL
PLANNING PROCESS
1.
2.
3.
4.
5.
Background, Purpose & Focus
Situation Analysis
Select Target Markets
Determine Objectives & Goals
Identify Barriers, Benefits, Competition
6.
7.
8.
9.
10.
Write a Positioning Statement
Develop 4Ps (Product, Price, Place, Promo)
Determine Evaluation Plan
Establish Budgets & Find Funding
Outline Implementation Plan
Planning a Social
Marketing Initiative
A 10 Step Model
Washington
Washington
State
State
#1
#1 !!
WASHINGTON STATE #1
FOUR SUCCESS STORIES
1.
2.
3.
4.
Tobacco Cessation
Pedestrian Safety
HIV/AIDS Prevention
Litter Prevention
TEN STEPS & RESEARCH
FOR EACH STORY
1.
2.
3.
4.
5.
Background, Purpose, Focus
Target Audience
Behavior Objective
Barriers & Guiding Theory
4Ps in Toolbox
1.
2.
3.
4.
Product
Price
Place
Promotion
6. Results & ROI
TOBACCO CESSATION
• Situation: Washington State
–
–
–
–
Year 2000: 1 million adult users
$1800 taxpayer cost per smoker/per year
Purpose: Reduce users
Focus: Quit Line
• Target Audience:
– 70% wanting to quit
• Behavior:
– Call the Quit Line
• Theory:
– Stages of Change
TOBACCO USE
1 Precontemplation
Not thinking about giving it up. Not a problem.
2. Contemplation *******
Thinking about quitting, but have many concerns so haven’t
set a date or decided.
3. In Action
Decided to quit , maybe set a date, maybe started to cut down
4. Maintenance
Haven’t used tobacco for 6 months.
PRODUCT
•
•
•
•
PRICE
PLACE
Quit counselor
Quit plan
Quit kit
Quit resources
PROMOTION
PRODUCT
PRICE
Toll Free Number
Free Counselor
Free Quit Plan Kit
Online Calculator
PLACE
PROMOTION
PRODUCT
PRICE
PLACE
PROMOTION
PHONE
– 7 days a week
– 5am – 9pm
– Message 24/7
WEB SITE
– Worksheet
– “Click to Call” button
FAX FROM PHYSICIAN’S OFFICE
PRODUCT
PRICE
PLACE
• Messages
– Encouraging
– Understanding
– Assuring
PROMOTION
PRODUCT
PRICE
PLACE
• Media Channels
–
–
–
–
–
–
–
–
Television
Outdoor
Posters
Brochures
Wallet cards
Bar coasters
Workplace activities
Publicity
PROMOTION
RESULTS & ROI
•
•
•
•
•
•
•
Seven years later– 100,000th call
13% of callers quit
State cost per quit: $830
State savings per quit: $1800/year
235,000 fewer smokers in state
From 22.4% to 17% users
From 20th to 5th in nation
PEDESTRIAN SAFETY
• Situation: City of Kirkland
– Pedestrian flags since 1996
– Purpose: Reduce injuries
– Focus: Flags
• Target Audience:
– Workers, shoppers
• Behavior:
– Use a flag every time
• Theory:
– Health Belief Model:
• Barriers Focus
Formative Research
• Purpose
– How many people are using?
– Who uses? (Doer)
– Who doesn’t? (NonDoer)
– When?
– Why? (Motivators/Benefits)
– Why not? (Barriers)
HOW MANY USE FLAGS NOW?
• Observed 20 days (March-April,
2007)
• 3090 pedestrians in crosswalks
• 267 flags used
• 11% usage
WHO USES? WHO DOESN’T?
<10
YRS.
10-20
YRS.
20-40
YRS.
40-60
YRS.
60+
YRS.
MALE
FEMALE
All
Pedestrians
Flag
Available]
44
177
1343
744
315
1486
1302
# Using
Flag
31
25
111
57
43
137
130
71%
14.1%
8.3%
7.7%
13.7%
9.2%
10.1%
% Using
Flag
BARRIERS
•
•
•
•
•
•
•
What are they for?
No flags on my side.
Holder hard to use.
I feel safe.
I’d look silly.
Takes too much time.
I didn’t see them.
PRODUCT
PRICE
• Old Design
PLACE
PROMOTION
• New Design
PRODUCT
PRICE
PLACE
• Adopt a Crosswalk
Partners
PROMOTION
PRODUCT
PRICE
PLACE
• Improving Access
PROMOTION
PRODUCT
PRICE
• Drink Coasters
PLACE
PROMOTION
• Posters
PRODUCT
PRICE
PLACE
PROMOTION
• Downtown Banner • Sidewalk Stencils
RESULTS: 5 MONTHS LATER
2007
2008
% CHANGE
2426
2363
3% Decrease
#
People/
Groups
# Flags
267
438
% Usage
11.0%
18.5%
64%
Increase
68%
Increase
HIV/AIDS TESTING
• Situation: King County, WA
–
–
–
–
–
About a third of positives don’t know it
Knowing positive changes behaviors
1996 declining testing rates
Purpose: Increase Testing
Focus: Rapid Tests
• Target Audience:
– Customers at Gay Bath Houses
• Behavior:
– Get tested
• Theory:
– Ecological Model
Ecological Model
• Behaviors Influenced By:
– Individual factors
– Relationship factors
– Community factors
– Societal factors
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT:
• Oral rapid testing
• Results in 30 minutes
• Counseling
PRODUCT
PRICE
PRICE:
– Free
PLACE
PROMOTION
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT
PRICE
PLACE
PROMOTION
RESULTS
•
•
•
•
Tested 1559 ( 2003 – 2007)
33 positives (2.1%)
1% considered cost effective
Unexpected benefit
– Return for partner help
– Return for early treatment counseling
LITTER PREVENTION
• Situation: Washington State 2001
–
–
–
–
16 million pounds of litter/year (Just on roads)
$4 million for only 25%
Purpose: Reduce Litter
Focus: Cars & Pickup Trucks
• Target Audience:
– 20% tossing stuff or
not securing loads
– 80% watching!
• Behavior:
– Proper disposal
– Report littering
• Theory:
– Social Norms
Social Norms Theory
• Behaviors influenced by incorrect
perceptions
– % students drink
– % of people who litter
– % of people who wear seatbelts
• Correct the perceived norm
PRODUCT
PRICE
PLACE
• Toll-free Hotline
PROMOTION
• Web site
PRODUCT
PRICE
PLACE
• Highlight fines
• Hotline & Web site:
Free
PROMOTION
PRODUCT
PRICE
Available 24/7
PLACE
PROMOTION
PRODUCT
PRICE
PLACE
PROMOTION
RESULTS & ROI
• Outcome:
– Calls to Hotline: Almost 15,000/year
• Impact
– 2003-2007
– 24% Reduction (From 8000 to 6000
tons)
RESULTS & ROI
Preventing 6.88 pounds = $1.00
Picking up 6.88 pounds = $3.37
ICING ON THE CAKE
IT TOOK ALL 4PS
Tobacco
Quit Line
Product
Quit Line
Quit Kit
Quite Counselor
Price
Toll Free
Savings
Medications
Place
Line: 5am-9pm
Web site: 24/7
Promotion
Integrated Mix
Testimonials
Healthcare
Providers
IT TOOK ALL 4PS
Tobacco
Quit Line
Pedestrian
Flags
Product
Quit Line
Quit Kit
Quite Counselor
Improved Flags
Price
Toll Free
Savings
Medications
Discount
coupons from
Partners
Place
Line: 5am-9pm
Web site: 24/7
Buckets to ease
use and
closer to
crosswalk
Promotion
Integrated Mix
Drink coasters
Banners
Newspaper
Stories
Posters
Partner mention
Testimonials
Healthcare
Providers
IT TOOK ALL 4PS
Tobacco
Quit Line
Pedestrian
Flags
HIV/AIDS
Testing
Product
Quit Line
Quit Kit
Quite Counselor
Improved Flags
Rapid tests
Price
Toll Free
Savings
Medications
Discount
coupons from
Partners
Free
Place
Line: 5am-9pm
Web site: 24/7
Buckets to ease
use and
closer to
crosswalk
Bath Houses
Promotion
Integrated Mix
Drink coasters
Banners
Newspaper
Stories
Posters
Partner mention
Web sites
Staff
Testimonials
Healthcare
Providers
IT TOOK ALL 4PS
Tobacco
Quit Line
Pedestrian
Flags
HIV/AIDS
Testing
Litter
Product
Quit Line
Quit Kit
Quite Counselor
Improved Flags
Rapid tests
Hotline
Price
Toll Free
Savings
Medications
Discount
coupons from
Partners
Free
Free
Fines
Place
Line: 5am-9pm
Web site: 24/7
Buckets to ease
use and
closer to
crosswalk
Bath Houses
24/7
Promotion
Integrated Mix
Drink coasters
Banners
Newspaper
Stories
Posters
Partner mention
Web sites
Staff
Road signs
Radio ads
TV ads
Outdoor
Posters
Testimonials
Healthcare
Providers
WHY #1?
WASHINGTON STATE #1
WASHINGTON STATE #1
What
Whatare
arethey
they
doing
doingin
in
Washington
Washington
State?
State?
We
Weuse
use
Social
Social
Marketing!
Marketing!
WASHINGTON STATE #1
What
Whatare
arethey
they
doing
doingin
in
Washington
Washington
State?
State?
A REQUIRED COURSE