Social Marketing

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Marketing Mix The Promotion P Integration Interventions are more effective when they integrate various tactics (mass media, face-to-face, print, etc.) within a single coherent focus. Your program will have a greater effect if your audience gets the same message from many different credible sources. The articulate orchestration of events, media, press, and print are critical to success. Affordability As your strategy develops, you should constantly check your decisions against your resources. The last thing we want to do is to create a monster program – unwieldy and impossible to implement given our resources. Resources include more than just money. Some intervention tactics, such as media advocacy or media buying for example, require considerable talent and experience. One way to make intervention more affordable is to share the cost. Look for partners who can donate resources or provide additional funding. Partnerships have lots of value. They often improve credibility by getting respected organizations involved. They open up new distribution networks. And they bring with them new creativity and experience. Spotlight on Social Marketing Projects AED used a gastronomic approach— Save the Crabs, Then Eat ‘Em—as a hook to curtail home fertilizer use and minimize nitrogen pollution into the Chesapeake Bay. Partner: EPA
Possible Interventions Information and referral Information and referral hotline Counseling hotline Clearinghouse Small-group interventions Peer or non-peer led Community, school, and work settings Single session or multiple sessions over a number of weeks Lectures Panel discussions Testimonials from peers/survivors Video presentations Live theater Events (such as health fairs) One-on-one interventions Peer or non-peer led Street outreach Crowd or clique-based outreach Event-based outreach Counseling and referral Other one-on-one interventions offered in community centers, alcohol treatment programs, or other settings Product accessibility Free distribution Price supports More/different distribution outlets More/different brands Community mobilization Endorsements/testimonials/ involvement by opinion leaders Coalition building Mass media and “small” media Paid advertising in various media outlets PSAs in various media outlets Media relations Print materials such as pamphlets, instruction sheets, posters e Media Web 2.0 Blogs Social Media Websites Cell Phones PDAs Social Networks Policy/regulation Policies affecting use of enforcement.
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Social Marketing Behavior A Practic
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Table of Contents iii Marketing Mix
Page 7 and 8: About This Book Overview The Single
Page 9: About This Book 3 The Single Most I
Page 12 and 13: 6 The Basics Social Marketing Eat y
Page 14 and 15: 8 The Basics Social Marketing This
Page 16 and 17: 10 The Basics Thinking Like a Marke
Page 18 and 19: 12 The Basics The 5 “Thinking lik
Page 20 and 21: 14 The Basics The BEHAVE Framework
Page 22 and 23: 16 The Basics Working Toward a Stra
Page 24: 18 The Basics Working Toward a Stra
Page 27 and 28: Research What is Behavior? Behavior
Page 29 and 30: Research 23 What is Behavior? To un
Page 31 and 32: Research 25 What is Behavior? • R
Page 33 and 34: Research 27 What is Behavior? Under
Page 35 and 36: Research 29 Behavioral Science Thes
Page 37 and 38: Research 31 Behavioral Science Embe
Page 39 and 40: Research 33 Research So how do you
Page 41 and 42: Research 35 Research Here are the s
Page 43 and 44: From Behavior to Strategies Determi
Page 45 and 46: From Behavior to Strategies 39 Dete
Page 47 and 48: From Behavior to Strategies 41 Dete
Page 49 and 50: Marketing Mix Product The Price P T
Page 51 and 52: Marketing Mix 45 Product Commercial
Page 53 and 54: Marketing Mix 47 Product 7. Connect
Page 55 and 56: Marketing Mix 49 The Place P The pr
Page 57: Marketing Mix 51 The Promotion P Pr
Page 61 and 62: Marketing Mix 55 Advertising • Me
Page 63 and 64: Marketing Mix 57 Advertising “dec
Page 65 and 66: Marketing Mix 59 Public Relations W
Page 67 and 68: Marketing Mix 61 Partnerships When
Page 70 and 71: Execution 4
Page 72 and 73: Execution The Marketing Process Mar
Page 74 and 75: Execution The Strategy Statement Ex
Page 76: Execution The BEHAVE-based Marketin
Page 80 and 81: Social Marketing Tools Social Marke
Page 82 and 83: Social Marketing Tools The BEHAVE F
Page 84 and 85: Social Marketing Tools Understandin
Page 86 and 87: Social Marketing Tools Marketing Mi
Page 88 and 89: Social Marketing Tools Partnership
Page 90 and 91: Social Marketing Tools Doer/Nondoer
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