Introduction to Social Marketing Lecture

More documents

Recommendations

Info

Worcester ‘Choose How You Move’ Sustainable Travel Town Aim: to tackle traffic congestion and reduce the environmental impact of personal travel by developing a package of measures to promote walking, cycling, public transport and car sharing. Reduce the number of ‘car as driver’ (single occupancy) journeys by 10% Reduce the number of car passenger trips by 8% Increase the number of residents walking by 10% Increase the number of residents cycling by 10% Increase the number of residents using public transport by 20%
BEHAVIOURAL GOALS Behaviour allies Positive behaviour promotion Behaviour reinforcement, Maintenance support Behaviour ‘change’ Behaviour controls current non-smokers dynamic interface current smokers eg: Smoking behaviour SEGMENTATION e.g. by relationship to ‘smoking behaviour’ “never smoked, never will” “susceptible to pressure to smoke” “recent quitter – potential to restart” “would like to quit but finding it hard” “strong entrenched resisters”
Page 1 and 2: Introduction to Social Marketing Le
Page 3 and 4: Moving toward consumer orientation
Page 5 and 6: In your working environment what dr
Page 7 and 8: waste valuable resources
Page 9 and 10: Problem and Solution • How do you
Page 11 and 12: Example: ‘Health Challenge Englan
Page 13 and 14: Social marketing… in short “usi
Page 15 and 16: worthy sensible healthy challenging
Page 17 and 18: Turning into Longer term BENEFITS S
Page 19 and 20: How to approach social marketing As
Page 21 and 22: The Benchmark Criteria • Identify
Page 23 and 24: 1. Customer Orientation Developing
Page 25 and 26: “Customer intelligence is now a k
Page 27 and 28: Act on ‘insight’ - what really
Page 29 and 30: …but developing ‘actionable ins
Page 31 and 32: So What? • REALITY? Does it refle
Page 33 and 34: 3. Segmentation Using segmentation
Page 35 and 36: The importance of segmenting Don’
Page 37: 4. Clear behavioural goals? Strong
Page 41 and 42: Competition CB-S 2006 OR Exercise m
Page 43 and 44: computer games excitement take drug
Page 45 and 46: 6. Exchange Understand what the per
Page 47 and 48: A balancing act costs benefits
Page 49 and 50: Incentives: Gym PruHealth membershi
Page 51 and 52: 7. Theory based Use theory to infor
Page 53 and 54: The People’s Movement (Sheffield)
Page 55 and 56: The 4 primary ways to influence beh
Page 57 and 58: The marketing mix The Seven P’s a
Page 59 and 60: ‘Total Process Planning’ model
Page 61: working to realise the potential of

Introduction to Social Marketing Lecture

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?