Marketing for Social Change and Watershed Awareness
Michelle Rogers
Project WET Tennessee Coordinator
The Center of Excellence for Field Biology
Austin Peay State University
Brain on Drugs
http://www.youtube.com/watch?v=nl5gBJGnaXs
The Ad Council, 1970’s
http://www.youtube.com/watch?v=_R‐FZsysQNw
Social marketing attempts to influence behaviors that benefit society and the individual.
Many people involved in social marketing are not the people in “marketing.”
Marketing Planning
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Why are you doing this?
Where are you today?
Where do you want to go?
How are you going to get there?
How will you keep on track?
Why?
What social issue will you be addressing?
Purpose and Focus
• Social issue: Water Quality in Chesapeake Bay
• Purpose: to reduce non‐point source pollution contaminating runoff and reducing water quality
• Focus: Residential use of lawn fertilizer
Save the Crabs, Then Eat ‘Em
http://www.youtube.com/watch?v=AMOBPQ55zKw
Sod
http://www.youtube.com/watch?NR=1&v=N8gW3nHrctQ
No appetizers were harmed
http://www.youtube.com/watch?NR=1&v=729IVQrQ‐t4
Where are you today?
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SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Background Research
• Prior social marketing campaigns
• Marketing research
– Social Marketing Listserv
listproc.georgetown.edu
• Interviews
• Focus groups
• Surveys
Target Audience
VERB Summer Scorecard
http://www.verbsummerscorecard.com/montgomery/how_to_play.html
Target Audience
• Choice
– Consider readiness to change
– Define narrowly
• List barriers
• List benefits
• Consider the competition
Plan Your Strategy
• What benefit can you provide target?
• What costs will affect the target?
• Where, when and how will you convey your message?
• Keep your target audience in mind.
Research doesn’t stop
• Do preliminary tests of your “product”
• Continue ongoing assessment and modify your approach
• Measure output, outcome and impact
An Inconvenient Truth
• Output
video
book
web site
• Outcome
# of video showing
# of books sold
# of web hits
• Impact: ?
http://www.climatecrisis.
net/an_inconvenient_tru
th/about_the_film.php
Resources
• Social Marketing: Influencing Behaviors for Good, 3rd edition, by Philip Kotler and Nancy R. Lee, 2008
• Fostering Sustainable Behavior: An Introduction to Community‐Based Social Marketing, by Doug McKenzie‐Mohr – http://www.cbsm.com/public/world.lasso
– Community‐Based Social Marketing
• Water Words that Work
– http://waterwordsthatwork.com/
Resources
• Social Marketing: Influencing Behaviors for Good, 3rd edition, by Philip Kotler and Nancy R. Lee, 2008
• EPA Watershed Academy Training Courses at http://water.epa.gov/learn/training/wacademy/training.cfm
– Getting in Step: A Pathway to Effective Outreach in Your Watershed
– Getting in Step: Engaging and Involving Stakeholders in Your Watershed
– Getting in Step with Phase II: A Workshop for Stormwater Program Managers
Resources
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Surveys, focus groups, and evaluations http://cfpub.epa.gov/npstbx/Surveys.cfm
EPA’s Nonpoint Source Focus Group results http://cfpub.epa.gov/npstbx/files/epanpsfocusgroup.pdf
EPA Nonpoint Source (NPS) Outreach Toolbox at http://cfpub.epa.gov/npstbx/index.html
Examples of materials you can use for free: http://cfpub.epa.gov/npstbx/FeaturedProductsDetail.cfm?TopicID=74
Thank you
• Any questions?
More examples from Kotler
• Is Your Family Prepared?
• http://www.getprepared.gc.ca/index‐eng.aspx
• Above the Influence
• http://www.abovetheinfluence.com/