Professional Documents
Culture Documents
A Systematic Process
A systematic planning process is
recommended; we must resist the
temptation to develop strategies and
tactics prior to doing our homework.
Selling a Behaviour
Similar to commercial sector marketers who sell
goods & services, social marketers are selling
behaviour change. Change agents typically want
target audiences to do one of four things: (a)
accept a new behaviour
(b) reject a potential behaviour
(c) modify a current behaviour
(d) abandon an old behaviour
Segment Size
Problem Incidence
Problem Severity
Defenselessness
Reachability
General Responsiveness
Incremental Costs
Responsiveness to Marketing Mix
Organizational Capabilities
Behaviour)
Actual Product (The Desired Behaviour)
Augmented Product (Tangible Objects and
Services to Support Behaviour Change)
Monetary Costs
Most commonly, monetry costs are the
prices charged for purchasing tangible
objects and services that accompany the
campaign. In some cases, it is the actual
cost of the product or service, and in
others, it is any increases in price relatives
to current products and services being
used.
Nonmonetry Costs
Target audiences will also face
Sorting garbage
Pulling over to use the cell phone
Cooking a balanced meal
Finding the box at the office for mixed paper
recycling
Putting together an earthquake preparedness kit
Reusing grocery bags
Waiting for a bus and then transferring to get to
work
making.
Recovering costs where revenue is expected to offset a portion of
costs
Maximizing the no. of target adopters where the primary purpose is
to influence as many people as possible to use the service and/or
buy the product.
Social equity where reaching underprivileged or high-risk segments
is a priority & different prices might be charged according to ability
to pay.
Demarketing where pricing strategies are used to discourage people
from adopting a particular social product
Message Strategy:
What do we want to say?
Siegel & Doner describe creating messages
as a a complex art. The final message a
target audience member receive is a
combination of the communication
strategy, how the message is executed in
the materials, & how it is processed by the
sender. Reeves recommends, Think of
an ad not as what you put into it, but as
what the consumer takes of it.
Rational Elements
Focus on delivering straightforward
information and facts. An example would
be a litter campaign that has message on
roadway signs and litterbags that inform
motorists about laws and fines for
littering.
Emotional Elements
Are designed to elicit some negative feeling
(e.g., fear, guilt, or shame) or positive
emotion (e.g., humor, love, pride, or joy)
that will motivate the desired behaviour. A
litter prevention campaign for Texas, for
example, uses the slogan Dont Mess
With Texas. For many, it engenders
emotions of pride as well as humor.
Moral Elements
Are direct to the audiences sense of what
is right and proper. Keep America
Beautiful litterbag appears to be designed
to appeal to patriotic citizens.
Nonverbal Elements
Rely on visual cues, graphic image, and
symbols and on the body language of
actors and models, including vocal
expression, facial expressions, body
movements, eye contact, spatial distance,
and physical appearance.
concrete
Have your message delivered by an individual or
organization who is credible with the audience
you are trying to reach.
Frame your msg to indicate what the individual is
losing by not acting, rather than what he/she is
saving by acting.
In threatening msg make sure that you couple it
with specific suggestions regarding what actions
an individual can take.
Make your communication, especially instructions
for a desired behaviour, clear and specific.
Make it easy for people to remember what to do,
and how and when to do it.
Quantitative Technique
Qualitative Techniques
Observation Research
Control Groups
Records and Databases
In general, outcome measures will use target
audience survey, and process measures will rely
more on records and database.
Key components of an
implementation plan include:
What will we do?
Who will be responsible?
When will it be done?
How much will it cost?
formats
Formats for plans vary from simple plans
incorporated in the executive summary of
the marketing plan to complex plans using
software programs. The ideal plan
identifies activities over a period of 2 to 3
years.
Target markets
Geographic areas
Campaign objectives
Campaign goals
Stages of change
Products
Pricing
Distribution channels
Promotional messages
Media channels
Funding
Or some external environmental factor