Social Marketing
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Execution<br />
The Strategy Statement<br />
Example: Alternate Strategy Statement<br />
The alternative Strategy Statement would look something like this:<br />
• I am trying to reduce deaths due to motor vehicle crashes.<br />
• I am trying to reduce deaths and injuries related to farm tractor roll-overs.<br />
• I want small crop and livestock farmers on smaller-sized, family-operated farms in upstate<br />
NY, who currently do not have any tractors with roll-over protective structures (ROPS) on<br />
their farms to retrofit at least one tractor with a ROPS.<br />
• The key benefit I will offer them is the conviction that by adding ROPS to one tractor they<br />
are securing the safety of their family and farm.<br />
• The second benefit is a reduced price for installation due to the rebate offer.<br />
• We will install a 1-800-YES-ROPS to answer questions, promote the rebate and benefits of<br />
ROPS and arrange for convenient ROPS installation.<br />
• We will use paid print ads in farm magazines, barn and roadside banners, and small media<br />
and collateral distributed at popular farm events to promote the program.<br />
Spotlight on <strong>Social</strong> <strong>Marketing</strong><br />
Projects<br />
The Litro Bolsa program provided<br />
Honduran communities with a 1-liter<br />
sac in which to prepare re-hydration<br />
therapies for their children,<br />
preventing death from dehydration.<br />
Partner: USAID