Social marketing planning process
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How to develop a Social Marketing plan?
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Social marketing planning process
- 1. Social Marketing Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP February 2010
- 2. SOCIAL MARKETING DEFINITION (1) “A process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience.” (Kotler, Nancy Lee & Rothschild, 2006)
- 3. SOCIAL MARKETING DEFINITION (2) “A process for creating, communicating and delivering benefits that target audience(s) wants in exchange for audience behavior that benefits society without financial profit to the marketer.” (Bill smith, 2006)
- 4. SOCIAL MARKETING DEFINITION (3) “social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” (Andreasen, 1995)
- 5. SOCIAL MARKETING Focus on Behavior 1) Accept a new behavior 2) Reject a potentially undesirable behavior 3) Modify a current behavior 4) Abandon an old undesirable behavior
- 6. SOCIAL MARKETING Focus on Behavior (Behavior Is Voluntary) Beliefs Wants Attitude Needs feelings Preferences Education Behavior ↑ Knowledge & skills Benefits Rewarding good behaviors Punishing bad behaviors
- 7. SOCIAL MARKETING Marketing Principles & Techniques Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. “The American Marketing Association” Customer orientation Marketing research: marketing segments—} potential needs, wants, beliefs, problems, concerns, behaviors. Objectives & goals Positioning: to appeal to the desires of the target markets Marketing mix (4Ps): Product, Price, Place, Promotion Monitoring & Evaluation
- 8. SOCIAL MARKETING Select & Influence a Target Market Market segmentation - Audience needs & wants - Objectives (Advocacy) The 1ry Beneficiary is Society Who determines what is good? (Abortion)
- 9. Difference between Social & Commercial Marketing Comm. Marketing Social Marketing Product Goods & services Desired behavior 1ry aim Financial gain Societal gain Target Market More sales Prevalence, reach, change Competitors Other organization Behavior of target market Similarities: Customer orientation is critical Exchange theory is fundamental Marketing research Audience segmentation All 4 Ps are considered Results are measured
- 10. FACTORS AFFECTING SOCIAL ISSUES automatic seat belts, Technology: Cars high-tech alcohol sensors Inoculation against cervical cancer Science A shot to smokers to quit Legal/Political/Policy Making For late adopters & laggards Improved Infrastructures & Built Environments Hotels master switches Changes in Corporate Policies & Business Practice Schools, Education, Media
Notes de l'éditeur
- Reference: Health Behavior & Health Education, 2008 Social Marketing, Kotler & Nancy Lee, 2008 Communication for Social Change, Kincaid 2002