Social Marketing: Adapting Service Delivery Methods to Meet Audience Needs

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SOCIAL MARKETING: ADAPTING SERVICE DELIVERY METHODS TO MEET AUDIENCE NEEDS Mary Rabourn Communications, LHWMP Tamie Kellogg Kellogg Consulting Inc.

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Social Marketing: Adapting Service Delivery Methods to Meet Audience Needs. Tamie Kellogg Kellogg Consulting Inc . Mary Rabourn Communications, LHWMP. Definition of Social Marketing. Influencing Public Behaviors for Good - PowerPoint PPT Presentation

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Page 1: Social Marketing:  Adapting Service Delivery Methods to Meet Audience Needs

SOCIAL MARKETING: ADAPTING SERVICE DELIVERY METHODS TO MEET AUDIENCE NEEDS

Mary RabournCommunications, LHWMP

Tamie KelloggKellogg Consulting Inc.

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Definition of Social Marketing

Influencing Public Behaviors for Good

Use marketing practices in analysis, planning, strategy, evaluation to influence voluntary behavior of

target audiences to improve their welfare and society’s.

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Social Marketing PrinciplesTop Five

1. Impact (Goal + Key Audience)2. Explore what’s been done before.3. Start with target audiences most

ready.4. Promote single, doable behaviors.5. Understand audience barriers and

motivations

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Why Social Marketing vs Education

Natural Yard Care Results 18 Month Plan

99% mower at 2 inches 99% avoiding pesticides 58% choosing native plants 45% watering deeply/infrequently 43% using organic or slow-release

fertilizers 39% planted drought-tolerant plants 39% applying organic layer of mulch 26% called the garden hotline

Attendees shared workshop and tips w/ 5 others

Average cost to reach a gardener and friends ($17)

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On education“...education alone often has little or no

effect upon sustainable behavior. …programs that make use of information

intensive approaches…have very little likelihood of changing behavior.” Fostering Sustainable Behavior, Doug

McKenzie-Mohr, PhD

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Our Goal Today:Practice applying Social Marketing to the

work you are doing everyday!1. Start with a problem statement. What is

the current behavior?2. Name the specific behavior, knowledge,

and attitude you want to change?3. What motivates, benefits or challenges

our audience?

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I am not my audience….or am I?

1. Sort into groups: wildlife person/cat person

2. In your group answer what you believe would be the other groups response to:

Barriers and challenges to keeping a cat indoors.

Benefits and motivation

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Instead Social Marketers Gather and Use Audience Information:

What would benefit or motivate this audience?

What is in the way? What would it take to do the behavior?

 

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Social Marketing Strategy Is driven by using the right amount of

audience information to guide strategy development.

Strategy matches the audience needs and increases project effectiveness

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Multimedia and outreach

Hispanic Outreach Novella TV Clip Hispanic Outreach Novella TV Clip, Test

imonial

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Community members participate

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Key messages

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Social Marketing Resources

Online and Email Resources: Georgetown listserve

Send an email to [email protected] In the message write “Subscribe soc-mktg (your name)”

Doug McKenzie Mohr Community Based Social Marketing http://www.cbsm.com/public/world.lasso Website includes: forums, e-book and educational information

Literature: Fostering Sustainable Behavior: An Introduction to

Community-Based Social Marketing Doug McKenzie-Mohr, 2011

Social Marketing: Influencing Behaviors for Good Nancy Lee and Philip Kotler, 2008

Social Marketing in the 21st Century Alan R. Andreasen, 2006

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Additional Online Communities, Forums and Resources

Puget Sound Chapter, International Social Marketing Association (iSMA) 3 Quarterly Meetings, and annual Conference For more info contact [email protected]

North Carolina PH Social Marketing Site www.ncpublichealth.com/employees/socialmarketing.htm

Social Marketing National Excellence Collaborative www.socialmarketingcollaborative.org

The Social Marketing Place http://social-marketing.com/

CDC National Center for Health Marketing www.cdc.gov/healthmarketing/

National Social Marketing Centre (UK) http://thensmc.com/

Social Marketers Global Network www.socialmarketers.net

International Social Marketing Association (iSMA) http://i-socialmarketing.org/

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Questions?

Mary RabournCommunications, [email protected]

206-263-3083 Tamie Kellogg

[email protected](206)313-7894Kellogg Consulting,

Inc.