Social Marketing

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Execution The Marketing Process Marketing Plans In the marketer’s perfect world – that is, one where the marketer gets to make all of the decisions – you would start the marketing process at the very beginning. You would only be given a goal. Your assignment would be the bottom line – the social benefit your agency is targeting. For example, in this pie in the sky scenario, you would be asked to get people to use less energy. How? That would be up to you. You could determine which behaviors – buying CFLs, using different appliances, changing the way energy is priced – would make the biggest difference and are the easiest to change. Then, you would determine which perceptions motivate those behaviors and what marketing mix might drive a change in behavior. Unfortunately, that is not the way it typically works. Often, marketing assignments come with strings attached. We are told what audience to reach, what action to target or, at times, what type of intervention to pursue. We may not have the freedom to say, “Hey, this doesn’t make sense. Maybe we would save more energy if we targeted a different group or focused on a different action.” In reality, those decisions may have already been made. Yet, you should still start in the same place – at the beginning of the marketing process. You should not develop a product before you understand how the product might help you reach your ultimate goal: behavior change. The A marketing plan should be your manifesto. The plan also should tell you where you are and where you hope to go. marketing process outlined in this chapter will help you understand why, or if, certain products, or service will be effective. That is why you need to go through each step of the marketing process, even if some of the decision process has already been completed. An early and critical step in this process – perhaps the most critical – is creating the marketing plan, the outline you create to describe how you plan to change a behavior. A marketing plan should be your manifesto. The plan also should tell you where you are and where you hope to go. It should lay out a strategy for changing a specific behavior, hopefully a strategy based on research. It should include the theory behind your approach and your tactics for making it happen. In short, a marketing plan outlines how you expect your intervention to make a difference and shows what steps you plan to take to get there. It is a map for you to follow – and adjust – as you develop and implement a marketing campaign. It is where you begin – and what you refer to along the way. As soon as you are asked to design, lead or even help on a marketing campaign, you should begin creating a marketing plan (or familiarize yourself with one, if one already exists). This chapter will take you, step by step, through the marketing process, from the creation of the marketing plan to the final program evaluation.
Execution 67 The Strategy Statement By this point, you should have identified your audience, researched determinants, identified a primary benefit and decided on a product. The next step is to tie it all together into a strategy statement. This statement should crystallize your thinking, and give you a simple description of your project. The strategy statement ought to fit easily on one page. Often a good strategy statement fits in a paragraph or even a single sentence. Two approaches are discussed below. The first is the BEHAVE framework that we have been using all along. The strategy statement becomes the answers to each of the four boxes that have been outlined. BEHAVE Strategy Statement In order to help (A) _______________________, to do (B) ______________________ this program will focus on (C) ___________________________, using the following marketing mix (D) _______________________________. Example: BEHAVE Strategy Statement In order to help (A) small crop and livestock farmers on smaller-sized, family-operated farms, who currently do not have any tractors with roll-over protective structures (ROPS) on their farms to (B) retrofit at least one tractor with a ROPS (on farms with no ROPS), this program will focus on (C) linking farmers’ values of protecting their family with a perceived benefit of tractor safety; reducing the perceived cost barrier of ROPS installation; and increasing the perceived normative support for installing ROPS, using the following marketing mix: (D) Funding to support a rebate for ROPS installation, print media messages that link ROPS to farmer values about family and farm security, a toll-free 1-800-YES-ROPS line to answer questions and make convenient installation appointments, and promotion at popular farm events. Alternate Strategy Statement The second approach to writing a strategy statement is very similar but lays the information out in a slightly different way: Problem statement: What I am trying to accomplish. Objective: The action I want to influence. Audience: The group I want to perform the action. Key benefit: What the audience will get from the program that they want. Support: Which tactics I will use to ensure they believe me. Social Marketing Behavior A Practical Resource for Social Change Professionals
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Table of Contents iii Marketing Mix
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About This Book Overview The Single
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10 The Basics Thinking Like a Marke
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14 The Basics The BEHAVE Framework
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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
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Page 43 and 44: From Behavior to Strategies Determi
Page 45 and 46: From Behavior to Strategies 39 Dete
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Page 49 and 50: Marketing Mix Product The Price P T
Page 51 and 52: Marketing Mix 45 Product Commercial
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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
Page 61 and 62: Marketing Mix 55 Advertising • Me
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Page 65 and 66: Marketing Mix 59 Public Relations W
Page 67 and 68: Marketing Mix 61 Partnerships When
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Social Marketing

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