Social Marketing

Table of Contents iii
Marketing Mix
Product
Product Considerations
Consumer Demand Product Design Principles
The Price P
The Place P
The Promotion P
Promotional Tactics
Aperture
Exposure
Integration
Affordability
Advertising
Hiring an advertising agency
Managing an Advertising Agency
Types of advertising
Public Relations
Hiring a PR firm
Partnerships
When 1 + 1 = 3
Execution
The Marketing Process
Marketing Plans
The Strategy Statement
BEHAVE Strategy statement
Alternate Strategy Statement
The BEHAVE-based Marketing Plan
Step 1: Name your bottom line.
Step 2: Name the behavior you want to change.
Step 3: Develop a strategy.
Step 4: Define the marketing mix.
Step 5: Prototyping and pre-testing.
Step 6: Implement.
Step 7: Evaluate.
Step 8: Refine the campaign.
Social Marketing Tools
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Social Marketing Behavior A Practical Resource for Social Change Professionals