Social Marketing

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