Communication

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Current

Problem

Strategic Planning for Social Change

Social Marketing

Desired

Future

State

Products

&

Services

Promotion

(Communication)

Price Distribution

Current

Problem

Strategic Planning for Social Change

Social Marketing

•Audience

•Exchange

•Behavior

Desired

Future

State

Products

&

Services

Promotion

(Communication)

Price Distribution

Current

Problem

Strategic Planning for Social Change

Social Marketing

Desired

Future

State

Products

&

Services

Promotion

(Communication)

Price Distribution

Current

Problem

Strategic Planning for Social Change

Social Marketing

Desired

Future

State

Products

&

Services

Promotion

(Communication)

Legislation

Litigation

Regulation

Incentives

Advocacy

Grassroots

Mobilizing

Research

Standards

Community

Organizing

Current

Problem

Strategic Planning for Social Change

Social Marketing

•Audience

•Behavior

•Exchange

Desired

Future

State

Health Belief Model

Social Learning Theory

Reasoned Action

Stages of Change

Products

&

Services

Promotion

(Communication)

Legislation

Litigation

Regulation

Incentives

Advocacy

Grassroots

Mobilizing

Research

Standards

Community

Organizing

Theories of Social Change

• System Change

• Environmental

Change

• Institutional

Change

• Community-

Organizational

Change

Diffusion of

Innovation

Social Movement

Theories

Organizational

Change Theory

Social Change – Going to Scale

Social Change requires sustained, multiple levels of intervention-

Marketing can help at each level

• System Change

• Environmental

Change

• Institutional

Change

• Community-

Family-

Individual

Behavior

Change

Challenges for

Social Marketing and

Health Promotion

• Infrastructure

• Professional Skill Set

• Commitment of Resources

– Size

– Time

• Poor Social Change Planning

Top 5 Electronic

Games Advertisers

Advertiser

Nintendo Co.

Sony Corp.

Hasbro

Microsoft

Corp.

Electronic Arts

2001*

$83.5

$73.9

$28.4

$24.3

$24.2

*In millions

Top Fast Food

Advertisers

Advertiser

McDonald’s

Burger King

Wendy’s

Applebee’s

International

2001*

$635.1

$298.3

$237.1

$ 87.1

*In millions

Creating

Social

Change

• NCI screening guidelines

• Standards for mammography machines

• Regulatory changes for self-referral

• Malpractice for failure to diagnose

• Social Marketing Campaign

• Partnerships/TV shows

• Revlon

• Avon

• NBC

• Univision

• NBA

• Media Relations

• White House Summits

• Insurance coverage – private & Medicare

• Breast Cancer Awareness Month

• Race for the Cure

• GE Corporate Advertising

Mammography Rates

70.0%

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%

1987 1990 1991 1993

Percentage of women 50+ who have had a mammogram

Source: Institute of Medicine

White, Non-Hispanic

Black, Non-Hispanic

Hispanic

Current

Problem

Strategic Planning for Social Change

Social Marketing

•Audience

•Exchange

•Behavior

Social Marketing

(Communication) Campaigns

Advertising

Media Relations

Special Events

Internet

Direct Mail

News letters

Branding

Collateral Materials

Outdoor

Promotions

E-promotions

Entertainment

Desired

Future

State

Social Marketing

Communication Process

Message &

Materials Development

Planning &

Development

Pretesting

Evaluation &

Feedback

Implementation

6 Strategic Questions for

Audience-Based

Communications sm

Target?

Action?

Rewards?

Support?

Image?

Openings?

1. THE TARGET

Who is the target and what is their reality?

2. TAKE ACTION

What do we want the target to do?

What Exactly Do You

Want

Them To Do When They

Receive Our Message?

18

What Are They Doing Now?

Competitive Actions

What is their current behavior?

Why do they take those actions?

What do they gain from the status quo?

(Here is where the behavior theories help)

19

Copy:

To learn more, call

1-800-284-KIDS

3. THE REWARD

What’s in it for them?

Marketing Exchange

What benefits can we offer in exchange for the action?

Are they worth the cost?

Behavior Theory

Says People Want

•Fun

•Easy

•Popular

WARNING:

You are not the target audience!

Text:

Crispy

Crunchy

Rings is one of five, fabulous, fun new

Funky Fries

Text:

New

Lunch ables

Make your own magic

What Girls Want

To Be Grown Up

Social Interaction

What TV Gives

Them

They can learn life’s lessons from talk shows; learn from others’ mistakes; exposed to adult content

Social engagement with story line and characters

Sophistication

Popularity Among Peers

Keeps girls up to date on current trends and events; makes girls aware of new and different products

Gives girls something to talk about with friends

Focus Groups – 11-14 year old girls

California Obesity Prevention Initiative, 2002

Benefits (and costs) are:

Subjective/personal

In the present, not the future

Unknown until you talk to your audience

31

“Swallow Your Cause”

Rewards may have nothing to do with “our cause.”

They come from the personal wants of our audience.

We must communicate the rewards we have to offer

32

4. SUPPORT

Why should they believe us?

Support

What evidence do we have to substantiate the reward?

What can we say to make the action seem feasible?

What makes it the norm?

For example…

“Leading hospitals” – we can support this claim because:

US News & World

Report says so

Growing number of programs

5. IMAGE

What’s our brand?

An Effective Image:

• Is appealing and relevant

Is original and distinctive

Tells the audience, “I’m speaking to you”

38

IMPACT OF GOVERNMENT

PROGRAMS TO IMPROVE

CONDITIONS OF POOR PEOPLE

Unsure

4%

Making them worse

13%

No impact

49%

Making them better

34%

NPR/KAISER 1-01

DO WELFARE RECIPIENTS REALLY

WANT TO

WORK OR NOT?

No

44%

Yes

47%

Unsure

9%

NPR/KAISER 1-01

6. OPENINGS

(Not Channels)

How do we break through?

Openings Are Not About

How We Get Our Message

Out.

Openings Are About How

Our Audience Takes Our

Message In.

42

Good Openings For Reaching

Your Audience

Times, places, situations, states of mind when they are:

Ready to hear your message

Looking for your benefits

In a position to act

• Broadcasters

• Producers

• Distributors

• Licensors

• Licensees

• Marketers

Creating Message Strategies

The six questions give you a message

strategy:

If I do (action) instead of (status quo),

I will get (reward) because (support).

An associated image

Openings when your audience will be receptive to your message

Next Steps Toward Success

Start the process right

Get the audience, interventions, messages, scale, & incentives right

Stay on course

Be creative!

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