Social Marketing

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Execution The Strategy Statement Example: Alternate Strategy Statement The alternative Strategy Statement would look something like this: • I am trying to reduce deaths due to motor vehicle crashes. • I am trying to reduce deaths and injuries related to farm tractor roll-overs. • I want small crop and livestock farmers on smaller-sized, family-operated farms in upstate NY, who currently do not have any tractors with roll-over protective structures (ROPS) on their farms to retrofit at least one tractor with a ROPS. • The key benefit I will offer them is the conviction that by adding ROPS to one tractor they are securing the safety of their family and farm. • The second benefit is a reduced price for installation due to the rebate offer. • We will install a 1-800-YES-ROPS to answer questions, promote the rebate and benefits of ROPS and arrange for convenient ROPS installation. • We will use paid print ads in farm magazines, barn and roadside banners, and small media and collateral distributed at popular farm events to promote the program. Spotlight on Social Marketing Projects The Litro Bolsa program provided Honduran communities with a 1-liter sac in which to prepare re-hydration therapies for their children, preventing death from dehydration. Partner: USAID
Execution 69 The BEHAVE-based Marketing Plan There are many ways to create a marketing plan. However, we at AED have found our BEHAVE framework (described in The Basics) to be an excellent way of planning social marketing initiatives. In this section, we will describe how to develop a marketing plan based on the BEHAVE framework. The process is fairly straightforward and can be broken into eight steps. When you have completed the eight steps, you have created your plan. Step 1: Name your bottom line. What is the expected social benefit of your program? Think about what is behind the effort. What do those funding the program – or at least those who will be judging its success – want to see? This should be something simple and measurable, preferably the measure your boss, the funder, or a governing body plans to use. For example, while saving energy may be a result of a CFL campaign, your success may be measured as the percentage of homes or businesses using CFLs. Use that measure as your bottom line. Even if it isn’t the ultimate benefit to society, it is how your work will be judged. By clearly stating this goal, you can ensure that your marketing program will be designed with this purpose in mind. Step 2: Name the behavior you want to change. A behavior is a specific action taken by a specific audience under a specific set of circumstances. If people adopt the new behavior, you will accomplish the goal you stated in Step 1, above. For example, one behavior could be contractors installing CFLs in new buildings. Another behavior could be city public-works directors buying streetlights that are more efficient. While both actions could be described as selling CFLs, the two behaviors are very different. To ensure that you are being specific enough, use the Defining Behavior Worksheet in the Social Marketing Tools section of this book. Step 3: Develop a strategy. Now, it’s time to figure out what you might do to change this behavior. In this step, you should conduct your formative research, analyze the results, specify the determinants of behavior – including the barriers or benefits of a behavior – that are important, and then write a summary of how your interventions will affect the key determinants. This summary – your strategy – should be expressed in three to four easy-to-remember bullet points. Or better yet, you should boil the strategy down to a single declarative sentence, if possible. Use this shorthand to ensure that your tactics (to be developed next) are “on-strategy.” To help you do this, use the BEHAVE framework worksheet, provided in Social Marketing Tools. Also, consult the section, From Behavior to Strategies, for a step-by-step approach to getting this done. This strategy, along with your BEHAVE worksheet and your written plans for Steps 4 through 7 below, are what constitute your written “marketing plan.” Social Marketing Behavior A Practical Resource for Social Change Professionals
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Page 55 and 56: Marketing Mix 49 The Place P The pr
Page 57 and 58: Marketing Mix 51 The Promotion P Pr
Page 59 and 60: Possible Interventions Information
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