Social Marketing: Changing
Attitudes and Behaviors
Rose Luna
512-474-7190 ext. 13
rluna@taasa.org
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What is Social/Grassroots
Marketing?
“The application of commercial marketing techniques
to social problems”
Community Tool Box – ctb.ku.edu/tools
What is Social Marketing?
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Challenging your community
Challenging existing social, political and cultural systems
Thorough, effective and far reaching
Motivating people to take action
Changing people’s behaviors
A series of sustainable activities/interventions that engage
communities to take action
• LONG TERM!!!!!!!!!
Changing
Attitudes/Behaviors
Risks
Time
•Take Notice
•Consider
•Choice
•Take Action
Effort
Energy
A Combined approach:
Influencing Agendas
Top Down
(Policy Agenda)
(Media Agenda)
Bottom Up
(Public Agenda)
Top Down
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Institutions
Government – politicians, legislature
Data Assemblers (both macro & micro)
Think Tanks
Media Gatekeepers
Advocacy Groups (NAACP, NRA, AARP)
Local control – city council, board of directors,
commissioners, school boards & etc.
Bottom Up
• Those exhibiting the behavior you wish to change
• The local community or society you wish to engage
• Cultural systems and structures
Child Obesity
Bottom Up
1. Eating habits
2. Exercise
Top Down
1. Eating habits – school lunches, cultural eating habits,
home situation,
2. Exercise- small or concrete yards, lack of lighting,
dangerous streets, lack of youth centers in area.
Staples of Corporate
Marketing
• Research
• Implementation
• Reassess / Redirect
Marketing Terms
Marketing - is the process of planning and
executing the conception, pricing, promotion and
distribution of ideas, goods, and services to create
and maintain relationships that will satisfy
individual and organizational objectives
Belch, George., Belch Michael. Advertising & Promotion. Boston: Irwin, McGraw-Hill, 1995.
Marketing
Reach – the number of individuals exposed to your
message and the depth of message infiltration
Market segmentation – the process of grouping
segments of the community based on
commonalities and/or similarities
Target market (audience) – the particular
segment of a total population to which the
message/activity/intervention is aimed
4 P’s of Corporate
Marketing
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Packaging (Place)
Price
Product
Promotion
Staples of Grassroots
Marketing
• Research
• Implementation
• Reassess / Redirect
Elements of a Social
Marketing Campaign
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Analyze Community
Build Collaboration/Coalition
Define an Issue/Behavior to change
Chose a Course of Action
Attention to the Problem
Reassess or Redirect efforts
Analysis of Your
Community
• Bottom up Community – Community at large both
directly and indirectly affected
• Top down community – Community in position to
change rules, laws and etc. (those with power both
formal and informal)
Analysis of Your Community :
Demographics
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Geographic
Socio-economic
Socio-cultural
Political
Gender
Family structure
Age
Community Groups (both formal and informal)
…..to name a few
Analysis of Groups / Build
Collaborations
• Identify all community groups both formal and
informal
• Political – Who runs the group/community
• What groups exist – research successes/records of
those groups
• Existing community groups working relationship –
find out why particular groups do or do not work
together (Find a way to bridge gap)
Build Collaboration
• A collaboration is a group of individuals and/or
organizations with a common interest who agree to
work together toward a common goal. (s. fawcett
et.al)
• Approach/Invite
Define an Issue
• Identify an issue to solve/behavior to change
• Evidence
• Data – can help formulate a plan
Chose a Course of Action
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Based on research!!
Consider audience
Influential factors
Listen to community
Scenario building
Costs involved
Identify barriers
Reduce barriers
Attention to the Problem
• Activate the community
• Identify the various market segments (target market
or audience)
• Focus on several different segments to reach
– Different approach to each segment
• Keep the issue on the forefront of public, media and
policy agenda’s
Reassess / Redirect
The Parallels of Corporate-Social Marketing
Corporate Marketing
Research
Social Marketing
Research
Social Marketing Campaign
Research
Analyze Community
Build Collaboration
Define an Issue
Implementation
4 P's
Product
Price
Packaging
Promotion
Reassess / Redirect Efforts
Implementation
4 P's
Action Steps, List of Solutions
Possible Barriers, Price of Inaction
Framing of Message, Perception
Approach, Engagement of Community
Reassess / Redirect Efforts
Implementation
4 P's
Choose Course of Action
Choose Course of Action
Attention to the Problem
Attention to the Problem
Reassess / Redirect Efforts
Seat Belt and Child
Restraint Initiative
• Since Mobilizations began (1997):
• Child fatalities have dropped by more than 20 percent.
• Child restraint use for infants under one has risen from 85
percent to 99 percent
• Restraint use among toddlers, ages 1-4, has jumped even
more dramatically from 60 to 94 percent.
• Adult seat belt use rose from 62 percent to 79 percent - the
highest use rate ever - with more than 50 million Americans
buckling up.
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http://www.nsc.org/airbag.htm
MADD
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Designated Driver
Alcohol related deaths per year have declined from
26,173 in 1982 to 16,885 in 2005
Thousands of anti-drunk driving laws have been passed
Successfully advocated for strict and severe punishment
of offenders of laws against drinking and driving.
Heavily involved in lobbying to reduce the legal limit for
blood alcohol from BAC.10 to BAC.08
http://en.wikipedia.org/wiki/Mothers_Against_Drunk_Driving
Thank You!!!!!!!!!!!!!!!
Rose Luna
Training/Diversity Specialist
512-474-7190 ext. 13