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An introduction to social marketing

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An introduction to some of the basic principles of social marketing, from Claire Sain-ley-Berry of Environment Wales.

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An introduction to social marketing

  1. 1. An Introduction to Social Marketing <ul><li>Environet 2011 </li></ul><ul><li>Presentation designed with help from Dr Sue Peattie, Cardiff University and BRASS </li></ul>
  2. 2. Contents <ul><li>What is Social Marketing? </li></ul><ul><li>Some key concepts </li></ul><ul><li>Some case studies </li></ul><ul><li>The Supporting Sustainable Living scheme </li></ul><ul><li>Next steps! </li></ul>
  3. 3. The ‘Happy’ Meal
  4. 4. O ften what we offer is : Difficult hard challenging impossible! extra effort less convenient time consuming Boring worthy sensible heal t hy adult mature removing risks & excitement lonely on my own feel a sissy everyone else having fun others think I’m judging them isolating uncool
  5. 5. Marketing works by making things: Fun Easy Popular &
  6. 6. Social marketing is: The systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals, for a social good. French, Blair-Stevens 2006 marketing alongside other concepts and techniques systematic application for a ‘ social good’ behavioural goals
  7. 7. Social Marketing Is About …. <ul><li>using research </li></ul><ul><li>using techniques like segmentation & targeting </li></ul><ul><li>identifying and eliminating barriers </li></ul><ul><li>finding ways to maintain changed behaviours; </li></ul><ul><li>going beyond communication </li></ul>
  8. 8. Ultimately ….. … ..it means finding out who to target; their buttons, how to push them, and how to keep them pushed !
  9. 9. Why use Social Marketing ? …… because sometimes sending out a message gets the right result …… but often it isn’t enough !
  10. 10. Road Crew <ul><li>The Problem : </li></ul><ul><li>Alcohol related car crashes - major problem in Wisconsin. </li></ul><ul><li>Mostly single rural males </li></ul><ul><li>aged 21-34 </li></ul><ul><li>Education & legal </li></ul><ul><li>measures already in place </li></ul>
  11. 11. Understanding The Problem <ul><li>First Step: Research to find why young rural males drink & drive. </li></ul>
  12. 12. Insights <ul><li>Awareness that you shouldn’t drink and drive; </li></ul><ul><li>But a lack of perceived alternatives; </li></ul><ul><li>There was an element of pride/prestige; </li></ul><ul><li>Also hassle factor of collecting car later; </li></ul><ul><li>Those drinking and likely to drive did worry about it, which often spoilt their evening; </li></ul>
  13. 13. The Campaign <ul><ul><li>A limo ride to the bar, between bars, and home from the bar so that you can maximize your fun </li></ul></ul><ul><ul><li>About the cost of a beer </li></ul></ul><ul><ul><li>Anywhere you want it to be (in 3 pilot counties) </li></ul></ul><ul><ul><li>“ Road Crew, Beats Driving ” </li></ul></ul>
  14. 15. Branding & Positioning <ul><li>Fun, no hassle, and the right choice </li></ul>
  15. 16. Road Crew – Initial Results <ul><li>Initial results in 3 pilot sites (July 2002-June 2003): </li></ul><ul><ul><li>Nearly 20,000 rides given in 1 year </li></ul></ul><ul><ul><li>17% reduction in alcohol-related crashes after 1 year </li></ul></ul><ul><ul><li>Equated to a $615,000 saving for the communities. </li></ul></ul><ul><ul><li>It succeeded because it went beyond awareness </li></ul></ul><ul><li>to develop an offering of convenience, luxury & fun. </li></ul>
  16. 17. The importance of Segmenting and taking into account other Stakeholders
  17. 18. Audience Segmentation VERB- promoting Physical Activity <ul><li>Aimed at 9-13 year olds </li></ul><ul><li>Fun & friendship – not exercise </li></ul><ul><li>Secondary audience: Parents </li></ul><ul><li>Asian – improved learning </li></ul><ul><li>Hispanic – good parenting </li></ul><ul><li>African American – builds self-esteem </li></ul><ul><li>American Indians – community activities </li></ul>
  18. 19. VERB – promotion to Asian Americans Participating in sport and group activities can increase your child's capacity to learn, develop self-discipline and instill an appreciation for the rewards that come from hard work.
  19. 20. VERB – promotion to Tribal Indians
  20. 21. Recognising Important Stakeholders- Promoting Car Seat Use Among American Hispanic Women Research insights: “ My baby is safest in my arms ” “ God decides when to take my baby ”
  21. 22. The Novel Solution ? Get a priest to bless the car seats.
  22. 23. <ul><li>Clear behavioural goals </li></ul><ul><li>Developing ‘insight’ </li></ul><ul><li>Audience segmentation </li></ul><ul><li>Methods mix </li></ul>Benchmark Criteria
  23. 24. Cardiff Cycle Challenge <ul><li>Clear behavioural goals </li></ul><ul><li>Increase number of cycle journeys amongst employees in Cardiff, for work and recreation </li></ul><ul><li>Developing insight </li></ul><ul><li>Information, safety, ‘not doing it alone’, practical support, </li></ul><ul><li>Audience segmentation </li></ul><ul><li>Frequent, occasional and new cyclists, employers </li></ul><ul><li>Methods mix </li></ul><ul><li>Competition and prizes, Challenge Champions, Dr Bike sessions, taster events, interactive website </li></ul>
  24. 25. Stage 1 - Scoping <ul><li>which specific behaviours? </li></ul><ul><li>who is the audience? </li></ul><ul><li>why is undesired behaviour present or desired behaviour not present? </li></ul><ul><li>what might help the audience make and maintain changes? </li></ul><ul><li>when is the best time? </li></ul>
  25. 26. Y Dref Werdd – The Green Town <ul><li>Almost 1/3 of UK GHG emissions from domestic energy </li></ul><ul><li>Tanygrisau homes largely off-grid </li></ul><ul><li>Little awareness of heat use or management </li></ul><ul><li>£4,200 to understand current behaviour, identify barriers/motivators </li></ul><ul><li>Questionnaires, face to face interviews, energy monitors </li></ul>
  26. 27. Pembroke Can Make a Difference <ul><li>19% of the UK’s GHG emissions linked to food </li></ul><ul><li>Grow your own, buy local, reduce meat? </li></ul><ul><li>Producers, consumers, young people, parents? </li></ul><ul><li>£4,380 grant – info review, project visits, small group research, </li></ul>
  27. 28. Transition Bro Gwaun <ul><li>Transport major contributor to GHG </li></ul><ul><li>Congestion in Fishguard and Goodwick </li></ul><ul><li>Additional 5 trains a day from September </li></ul><ul><li>Success elsewhere </li></ul><ul><li>Current patterns, barriers and incentives </li></ul><ul><li>Residents, commuters, tourists </li></ul><ul><li>£6,913 project consultant, desktop research, community consultations, questionnaires </li></ul>
  28. 29. Next Steps <ul><li>National Social Marketing Centre www.thensmc.com </li></ul><ul><li>Community-Based Social Marketing – Fostering Sustainable Behaviour www.cbsm.com </li></ul><ul><li>www.environment-wales.org </li></ul><ul><li>www.sustainwales.com </li></ul><ul><li>Your Development Officer  </li></ul>