1. SOCIAL MARKETINGHow the Nisqually River Council canapply this model to behavior change. 1

2. AGENDA FOR THE DAY Overview of Social Marketing Draft a Social Marketing Plan for atarget audience and single desiredbehavior Use this model going forward2 3. DEFINITIONS FORMAL: A process that applies marketing principles and techniques to influence target audience behaviors that benefit society as well as the target audience. BEHAVIORS TO REJECT, MODIFY, ACCEPT, ABANDON3 4. DEFINITIONS: INFORMALInfluencing Public Behaviors for Good4 5. ITS ALL ABOUT BEHAVIORS Eat 5 fruits and vegetables a day. Move right for sirens and lights. Exercise 30 minutes, 5X a week. Dont idle more than 10 seconds, except when in traffic. Store handguns in lockbox or safe. Keep a litterbag in your car. Ride the bus or join a carpool to work. Immunize on time. Sort office paper for recycling. Ask for your chicken without the skin. Know your BMI. 5 6. TYPICAL APPLICATIONS IMPROVING HEALTH PREVENTING INJURIES PROTECTING THE ENVIRONMENT INVOLVING THE COMMUNITY ENHANCING FINANCIAL WELL BEING6 7. YEAR 2009 REPORT CARD U.S.: HEALTH Each day, 3400+ youth tried first cigarette 50,000 people died from colon cancer 40,000+ women+ died from breast cancer 33,000+ men died from prostate cancer Close to 50% of adults aged 18 and over did not have regular physical activity 12,000+ infants born with fetal alcohol syndrome7 8. YEAR 2009 REPORT CARD: SAFETY More than 3,000 children and teens died from gunshot wounds Close to 11,000 people were killed in alcohol-related crashes 6% of high school youth attempted suicide; 14 % considered it8 9. YEAR 2009 REPORT CARD:ENVIRONMENT 50 billion plastic bags end up in the ocean every year More than 6 million acres burned from wildfires in the United States Only 23% of glass disposed of was recycled 1.69 billion pounds of cigarette butts were littered worldwide9 10. YEAR 2009 REPORT CARD:COMMUNITY 3+ million dogs in shelters were not adopted. More than 6,000 people on waiting lists for organ transplants died Only 61.6% of eligible voters voted in the 2008 U.S. presidential election 10 11. HOW DIFFERS Commercial Sector Marketing Typically goods and services For a profit Benefit of shareholders Non-Profit Marketing Promoting services Supporting fundraising Cause Marketing Raising awareness and concern about a cause Cause-Related Marketing Portion of sales go to a charity/cause Social Marketing Benefit society and the target audience11 12. HOW DIFFERSFrom Education: Education typically just informs Social Marketing is intent on influencing behavior changeFrom Advertising: Advertising is only one of the communication options (Promotion Tool) for influencing behavior There are 3 other powerful tools: Product, Price and Place12 13. CREDIT TO JAY KASSIRER, DAVE WARD, EVERETT ROGERS13 14. WHY ITS A 1000 TIMESHARDER HARDER. We ask people to . . . . Be uncomfortable Risk rejection Reduce pleasure Give up looking good Be embarrassed Go out of their way Spend more time Spend more money Learn new skills 15 15. STEPS IN THE PLANNNG PROCESS1. Establish Purpose & Focus2. Analyze Situation3. Select Target Audience4. Determine Behavior Objectives & Goals5. Understand Barriers & Benefits6. Craft Positioning Statement7. Develop 4P Strategies8. Determine Evaluation Plan9. Set Budgets & Find Funding10. Write Implementation PlanLAMINATED HANDOUT ON PLANNING STEPS 16 16. RESEARCHUseful In Every Step 17 17. RESEARCH EXAMPLE Increasing use of PedFlags inKirkland, Washington18 18. RESEARCH EXAMPLE Situation: City of Kirkland Pedestrian flags since 1996 2006: Wanted to increase usage Target Audience: Workers, shoppers Behavior: Use a flagevery time 19 19. RESEARCH EXAMPLE Purpose: How many people are using? Who uses? Who doesnt? When? Why? Why not? 20 20. WHO USES? WHO DOESNT? ;J1% H_U`%abb%%U08+;E0%7J,0%%bbc%M`WW`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dS0>;J1%H_U`%abb%%U08+;E0%7J,0%%bbc%M`WW`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tep 4: Determine Desired Behavior For Target Audience Support Purpose102 96. STEPS IN PLANNING 1. Establish Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategies 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 103 97. STEP 5: IDENTIFY BARRIERS,BENEFITS, COMPETITION FOR THE DESIRED BEHAVIOR: Barriers Benefits Competition THE EXCHANGE THEORY 104 98. BARRIERS May be Internal or External Real or Perceived: Knowledge Belief Skills Infrastructure Technology Economic status Cultural Costs, objections, reasons dont want to or cant do the behavior A GIFT! 105 99. PRINCIPLE #4UNDERSTAND AUDIENCEBARRIERS TO BEHAVIORCHANGE. Some are perceived. Some are real. Most of the time, you can help.106 100. PRINCIPLE #5 Bring Real Benefits to the Present. There is not more disease when thewhether heats up, just more personalexposure. Bill Smith, AED Bring future value closer to the present.Michael Rothschild, University of Wisconsin107 101. ROAD CREWWhy do you drive after drinkingexcessively? To get home! I need my car in the morning Everybody does it I feel safe (especially at 1am) Low risk of getting caught 108 102. ROAD CREWWhat do you want instead? Nice vehicles (no school buses) Ride from home Ride between bars Ride back home With my buddies Smoking and drinking 109 103. PRODUCT PRICE PLACE PROMOTION Old limos Pick up at home,work or hotel Scheduled time Can take youbetween bars Can smoke & drink110 104. PRODUCT PRICE PLACE PROMOTION Average $15-$20 evening /per person111 105. PRODUCT PRICE PLACE PROMOTION112 106. PRODUCTPRICE PLACE PROMOTION Thailand, 1991, 140,000 AIDS cases/yr.113 107. MODIFIED LOGIC MODELTHE FLUFFY BUN THE BEEFINPUTS OUTPUTS OUTCOMES IMPACTROI2000-2007 Road Crew 85,000 rides 17%Cost of crashServicereduction in $231,000$870,000Developed &crashesAvailable Savings Avoided: $31 millionPromotionalmaterials140 alcoholFor every $1 relatedspent $35.63 crashessaved 6 fatalities3463% ROI No increase alcohol 108. GROUP EXERCISE Step 5: Understand Barriers & Benefits Brainstorm 5-10 Barriers Brainstorm 2-3 Benefits 115 109. STEPS IN PLANNING 1. Establish Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategies 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 116 110. STEP 6: POSITIONING Positioning Statement: We want (TARGET AUDIENCE) to see (DESIRED BEHAVIOR) as (DESCRIPTIVE PHRASE) 117 111. POSITIONINGWe want tweensto see regularphysical activityas something thatis cool and funand better thanjust sittingaround andwatching TV orplayingvideogames allthe time. 118 112. CASE EXAMPLE: NATIVEPLANTSState of Virginia (Eastern Coast) Background Loss of native vegetation on shores Impact on wildlife habitat & water quality Purpose Protect habitat & improve water quality Focus Native Plants 119 113. CASE EXAMPLE: NATIVEPLANTS Target Audiences Homeowners on shoreline interested andengaged in landscaping property Garden Center and Nursery Owners Behaviors Choose native plants for landscapes and/orreplace invasive and non-native plants withnative ones120 114. CASE EXAMPLE: NATIVEPLANTS BARRIERS: Dont know what plants are native Dont understand what plants have todo with animals or water quality Lack availability of native plants Feel natives are scraggly and weedy,not colorful or attractive Garden centers not helpful 121 115. CASE EXAMPLE: NATIVEPLANTS Product: Plant Tags Increased inventory Price Logo pin for leadership groups Place Nurseries and Garden Centers122 116. CASE EXAMPLE: NATIVEPLANTS Promotion Logo Booklet 123 117. CASE EXAMPLE: NATIVEPLANTSJanuary 2009Campaign Design including message,images, nameFebruary 2009 Visits to local garden centers and nurseriesto influence signage, tags, assistanceSpring 2009 Campaign launch with special eventsand radio campaign (April June)July 2009 Feedback from garden center ownersAugust 2009 Campaign enhancementsFall 2009 Enhanced campaign (Sept. Nov.) 124 118. CASE EXAMPLE: NATIVEPLANTS OUTCOMES: Sales-Related: Fall 2009 sales up 10% from 08 Policy-Related: One Garden Center/Nursery will grow their own stock of over 40 species of native plants New Garden Center will provide special section and offer classes125 119. GROUP EXERCISE Step 6: Craft a Positioning Statement Adjectives we would want target audienceto use to describe the desired behavior 126 120. STEPS IN PLANNING 1. Establish Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategies 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 127 121. 4Ps IN THE MARKETING TOOLBOX To overcome barriers & provide benefits Product Price Place Promotion128 122. STEPS IN PLANNING 1. Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objective & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategy Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan129 123. PRODUCT DECISIONS CORE PRODUCT What potential benefits are stressed ACTUAL PRODUCT Specific behavior (e.g., Eat 5 A Day) Name associated with behavior Sponsors and endorsements AUGMENTED PRODUCT Any new accompanying services orenhancements Any new tangible product or improvements130 124. AUGMENTED PRODUCT Although optional, sometimeswhats needed to: Provide encouragement Remove barriers Sustain behavior Make campaign more memorable Create partnerships 131 125. REPLACING THE PYRAMID132 126. TANGIBLE OBJECT FOR REDUCINGDRINKING & DRIVING 133 127. TANGIBLE OBJECT TO SUPPORTWATER CONSERVATION 134 128. THUMB SOCKS TO DISCOURAGE TEXTING135 129. TANGIBLE OBJECT TO SUPPORTINCREASED EXERCISE Chicago alone: 175 schools136 130. SERVICE FOR TOBACCOPREVENTION137 131. CIGARETTE BUTT SOLUTION138 132. AUGMENTED PRODUCT Guide for PestIdentification 139 133. FROM OUR COLLEAGUES IN AMSTERDAM 140 134. PRINCIPLE #7 DEVELOP OR PROMOTE A TANGIBLE GOOD OR SERVICE. Provides encouragement Removes barriers Sustains behavior Makes campaign more memorable Creates partnerships141 135. CASE EXAMPLE: NATURAL YARDCARE WORKSHOPS Spring 2000 King County DNRP Ad campaign to influence: Leave grass clippings on the lawn Not to use pesticides 40% awareness Little/no behavior change 142 136. CASE EXAMPLE: NATURAL YARDCARE WORKSHOPS 2000 Piloted new strategy Targeting One Neighborhood at a Time vs. 500,000 home gardeners 24 Desired Behaviors: Building healthy soils Practicing natural lawn care Choosing the best/right plants for the site Controlling pests and diseases w/o pesticides Water deeply and less frequently143 137. CASE EXAMPLE: NATURAL YARDCARE WORKSHOPS Research with 400 households Barriers to Natural Gardening: Not knowing ideal practices Not knowing how to do Concern lawn wont look as good Natural pesticides dont work Dont believe pesticides a real problem Perception natural products more costly Natural ways take more time Motivator: Neighbors success 144 138. PRODUCT PRICE PLACE PROMOTIONPRODUCT: 2-hour neighborhood workshops First 7 years, 5 practices 2008, added garden design145 139. PRODUCTPRICEPLACE PROMOTION Free Door prizes likemulch mowers Attending all 3 sessions increases likelihood) Free information kitvalued at $15 Extra materials togive to neighbors(Diffusion)146 140. PRODUCT PRICEPLACE PROMOTION 2 hour workshop Weekday evenings (7pm 9pm) Spring and fall Familiar location with free parking Schools, churches, community centers Register by phone or email or at door147 141. PRODUCT PRICEPLACE PROMOTION Fun, informative and free Direct mail, door-to-door calls Email reminders (Prompt) 148 142. CASE EXAMPLE: NATURAL YARDCARE WORKSHOPS Behavior Change Research: 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 their friends ($17) 149 143. GROUP EXERCISE Step 7: Product Strategies Potential Goods Potential Services 150 144. WHERE ARE WE? 1. Purpose & Focus 2. Analyze Situation 3. Select Target Markets 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Develop Positioning Statement 7. Develop 4P Strategy Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 151 145. 2ND P: PRICEPrice Tool Options: Monetary incentives Monetary disincentives Nonmonetary incentives Nonmonetary disincentives152 146. 2ND P: PRICE 2. Develop Strategies:Monetary Strategies Coupons Bulk discounts Rebates Fines Nonmonetary Strategies Recognition Appreciation153 147. MONETARY INCENTIVES Free native plants for riparians Rebates on old car seats Discount coupons for home energyaudits $200 for sterilization of drug-addicted women Paying people to be tuberculosispill pals 154 148. CASE EXAMPLE: RECYCLE City of Hollywood, Florida Partnership with RecycleBank Frequent flier rewards155 149. CASE EXAMPLE: RECYCLE156 150. CASE EXAMPLE: RECYCLE157 151. NONMONETARY INCENTIVES Gifts for kids at dental offices One year birthday refrigeratormagnet for timely immunizations A room of praise at a weight-watcher meeting 158 152. NONMONETARY INCENTIVE INSINGAPORE Restaurant recognition for healthyfoods 159 153. GROUP EXERCISE Step 7: Price Strategy Monetary Incentives Nonmonetary Incentives Monetary Incentives Nonmonetary Disincentives160 154. WHERE ARE WE? 1. Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategy Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 161 155. 3RD P: PLACE Definition: Where and when market will: Perform behavior Acquire tangible objects Receive services162 156. 3RD P: PLACE COMPONENTS: Physical location and its ambiance Whether you provide remote access: Internet: Web sites, email, blogs, podcasts Mail Phone Mobile Units Kiosks Where people dine and hang out Days of week available Hours available 163 157. 3RD P: PLACE NOTE: It is not the same as the media channel, where messages will appear. 164 158. 3RD P: PLACE Place Objective: Make it as convenient and pleasant as possible for our target audience to perform the behavior, acquire any tangible objects, and receive any services.165 159. STEP 5: PLACE TACTICS Look for ways to: Make the location closer Extend hours Make location more appealing Be there at the point of decision- making Make performing the desired behavior more convenient that the competing behavior 166 160. HOW ABOUT THIS FOR THETRUCKERS? 167 161. STEP 7: PLACE TACTICS Ways to extend hours Saturday clinics for flu shots 24-hour help lines Child care searches on line Pets on the net168 162. STEP 7: PLACE TACTICS Ways to improve ambiance: Mammograms in the mall Community clinics . . . just for teens, withreading materials and dcor to which themarket can relate 169 163. SUPPORT FOR BIKING 170 164. STEP 7: PLACE TACTICS Ways to be there at the point of decision-making: Ecstasy pill testing at nightclubs A glass bowl of fruits and vegetables at eye level in the refrigerator Providing pet waste bags & receptacles at parks Free litterbags at gas pumps171 165. STEP 7: PLACE TACTICS Make performing the behavior more convenient than the competition Family friendly lanes in grocery stores Smoking locations outside buildings172 166. CASE EXAMPLE: FORK IT OVER! Year 2000. Metro Regional Government Perfect storm in Portland Oregon: 180,000 tons food disposed annually in solid waste system Oregon Food Bank struggling 173 167. CASE EXAMPLE:FORK IT OVER! Food Rescue Program Partners: Restaurant Association, Chefs, Food Bank, 3 Counties, 25 cities, Food Alliance Provide food business a safe and convenient way to donate their perishable and surplus prepared foods to agencies that serve the hungry174 168. CASE EXAMPLE:FORK IT OVER! Restaurant Concerns Addressed: How do we get involved? How do we get the food to you? Can we select the agency closest to us? 175 169. CASE EXAMPLE: FORK IT OVER! Response of Fork it Over: Online registration Online selection of agency Picked up at scheduled time 176 170. CASE EXAMPLE: FORK IT OVER! Making a difference: 1999 -2005, 18 million pounds forked over Spent $700,000 to administer program Saved $647,650 in disposal costs Food worth $17 million Every dollar invested, $31 benefit177 171. PRINCIPLE #9 MAKE ACCESS CONVENIENT. Location Ambiance of facility Hours Days of week178 172. PLACE WAS THE PROBLEM Denmark 2009 Pilot to supply addicts w/free heroin to reduce associated crime Included doctor prescription Guaranteed pure dose Out of 30,000 addicts only 80 took offer The barrier wasnt Product or Price or Promo179 173. PLACE WAS THE PROBLEM The Place was the problem: Had to go to medical clinic Doctor administered Took away the fun and the freedom benefit 180 174. GROUP EXERCISE Step 7: Place Strategies Access to goods and services 181 175. WHERE ARE WE? 1. Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategy Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 182 176. STEP 7: PROMOTION DEFINITION Persuasive communicationsdesigned and deliveredto highlight product, price, place. 183 177. STEP 7: PROMOTION 3 COMPONENTS: MESSAGE What you want to communicate MESSENGERS Who might be used to deliver messages COMMUNICATION CHANNEL Where you will communicate 184 178. DEVELOPING MESSAGES What do you want your target audience to do? What do they need to know? What do they need to believe (different)?185 179. #10 PRINCIPLES FOR DEVELOPING PERSUASIVE MESSAGES Concrete Personal Clear and simple Easy to remember Fun when appropriate Using fear, follow up with solutions186 180. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGES Make Messages Concrete187 181. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGES Make Messages Personal188 182. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGES Be clear and simple.189 183. 190 184. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGES Make Messages Easy ToRemember 191 185. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGES Consider Fun Messages192 186. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGES Consider Fun Messages193 187. #10 PRINCIPLES FOR DEVELOPINGPERSUASIVE MESSAGESFear appeals works better when: Accompanied by a solution Targeted at someone close to thetarget adopter rather than targetadopter Credible source Previously unconcerned194 188. Over 100 cats & dogs will be euthanized by tonight if notadopted today.195 189. MESSENGER Who will deliver messages? Spokesperson Sole Sponsor Partners Mascot Considerations: Expertise, trustworthiness, likeability196 190. #11 USE APPROPRIATE MESSENGERS197 191. TOYS AS MESSENGERS Barbies New Dog Tanner who comeswith a magnetic pooper scooper and atrash can! 198 192. COMMUNICATIONCHANNELS Traditional Media Advertising Public Relations & Special Events Printed Materials Special Promotional Items Signage and Displays Nontraditional and New Media Popular Entertainment Media Public Art Product Integration Social Media Web Sites Mobile Phones for Pull versus Push Campaigns 199 193. COMMUNICATIONCHANNELSPRINCIPLE #12 Channel Principles Try for popular, entertainment media Be there just in time Use prompts Tap social media and networks Surprise them 200 194. #12 POPULAR ENTERTAINMENT MEDIA201 195. #12 JUST IN TIME MEDIA 202 196. #12 JUST IN TIME MEDIA ON ACEILING IN A SMOKERS LOUNGE 203 197. #12 JUST IN TIME MEDIA Messages for tobacco prevention on toiletpaper in Porta Potties at Youth Concerts May your lungs be cleaner than this Porta Potty. Tobacco kills one person every 10 seconds. Good thing youre sitting down. Whats worse: running out of toilet paper of running out of breath. 204 198. #12 TAP SOCIAL MEDIA 205 Source: Homer Simpson of the Matrix 199. #13 MAKE NORMS VISIBLE Especially effective when: Majority doing the behavior Those not doing behavior dont know in minority Social Norms Theory Behaviors influenced by what we think others we like/respect do206 200. Opower, an energy eciency and smart grid so4ware company, has developed a program whereby residents receive informa:on about their own level of household ener#13 MAKE NORMS VISIBLE[] OPOWER Energy Efficiency & Software Company Its time to engage the 300 million Americans in the dark about their energy use. First 1 million HH cut usage by 1.5% -3.5%207 201. #14 USE PROMPTS Prompts serve as a reminder Prompts help convey social norm Newborn diaper strap to reduceSIDS208 202. #14 USE PROMPTS209 203. #15 GET COMMITMENTS. Written commitments are better than verbalones. Public commitments are best. Self Prophecy or Self Fulfilling strategy 210 204. GROUP EXERCISE Step 7: PromotionMessagesMessengersMedia Channels211 205. WHERE ARE WE? 1. Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategy Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 212 206. WHAT TO MEASURE Input Measures Output/Process Measures Outcome Measures Impact Measures Return on Investment213 207. WHERES THE BEEF? 1984 Commercial Wendys hamburgers Making fun of thecompetitors bigfluffy bun And not much beef. An exec on his yacht. 208. MODIFIED LOGIC MODEL THE FLUFFY BUN THE BEEFINPUTS OUTPUTS OUTCOMES IMPACT ROIResourcesallocated tothe campaignor programeffort 209. MODIFIED LOGIC MODEL THE FLUFFY BUNTHE BEEFINPUTSOUTPUTS OUTCOMES IMPACT ROIResourcesProgramallocated to activitiesthe campaign conducted toor program influence aeffort desired behavior 210. MODIFIED LOGIC MODEL THE FLUFFY BUN THE BEEFINPUTSOUTPUTSOUTCOMES IMPACT ROIResourcesProgramAudienceallocated to activities response tothe campaign conducted to outputsor program influence aeffort desired behavior 211. MODIFIED LOGIC MODEL THE FLUFFY BUN THE BEEFINPUTSOUTPUTSOUTCOMES IMPACTROIResourcesProgramAudienceIndicatorsallocated to activities response to that showthe campaign conducted to outputs levels ofor program influence aimpact oneffort desiredthe social behavior issue thatwas thefocus for theeffort 212. MODIFIED LOGIC MODEL THE FLUFFY BUN THE BEEFINPUTSOUTPUTSOUTCOMES IMPACT ROIResourcesProgramAudienceIndicatorsEconomicallocated to activities response to that show value ofthe campaign conducted to outputs levels of changes inor program influence aimpact on behavior andeffort desiredthe socialthe behavior issue thatcalculatedwas the rate of returnfocus for the on theeffortspendingassociatedwith theeffort 213. FOR OUR EXAMPLETHE FLUFFY BUNTHE BEEFINPUTS OUTPUTS OUTCOMES IMPACT ROI 214. WHATS THE BEEF? For every taxpayer dollar spent, what did we save or earn? What, then, is the rate of return on our investment (ROI)? 215. A FINAL WORD ON R0I EXAMPLES FOR NPS STORMWATER OUTREACH ACTIVITIES 1. Use a Commercial Carwash 2. Fertilize In the Fall222 216. WHAT YOULL NEED OUTPUT Keep track of all campaign costs OUTCOME Measure number of people who changedbehavior as a result of your intervention Determine concrete value (e.g. gallons orpounds diverted) of 1 changed behavior ROI Calculate cost per concrete value223 217. Use a Commercial Carwash OUTPUT OUTCOMEROI $100,000 200,000 people4 fewer car washesFor every $1 spent,per year/per person800 gallons diverted800,000 fewer carwashes in lawns100 gallons per If sustained 2 years,wash1600 gallons per $180 million gallonsless per year224 218. Fertilize Only in the Fall OUTPUTOUTCOMEROI $100,000 200,000 people For every $1 spent,1 less pound of2 lbs. avoidedfertilizer/year200,000 lesspounds of If sustained 2 years,fertilizer/year4 lbs. per $1.225 219. WHERE ARE WE? 1. Purpose & Focus 2. Analyze Situation 3. Select Target Audience 4. Determine Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategy Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 226 220. STEP #9 Establishing Budgets & FindingFunding Approaches: Affordable Method Competitive-Parity Method Objective-and-Task Method (IDEAL)227 221. BUDGET COMPONENTSCost-Related Components: Product-Related Costs Price-Related Costs Place-Related Costs Promotion-Related Costs Evaluation-Related Costs 228 222. STEP 9: BUDGETS & FUNDING If budgets exceed funding: Explore additional sources of funding including corporate contributions Eliminate least effective and efficient strategies Reduce goals (Why so rare?) Develop campaign phases 229 223. STEP 10: IMPLEMENTATION What Who When How Much (Budget) Formats vary; ideally, 2-3 years 230 224. UTILIZING VOLUNTEERS Bayside Climate Change Action Group Bayside, Australia Human Sign! 231 225. UTILIZING VOLUNTEERS Mission: Reduce junk mail Target: Well-intended, but not active, Greens Behavior: adhere No Junk Mail sticker Volunteers helped distribute 20,000 stickers232 226. VOLUNTEERS Distribution: Results Coffee shops Observation Libraries research Door to door 10,000 stickersposted 1/3 households inBayside City Area233 227. IN SUMMARY What is social marketing? Why do we choose target audiences? How do we select a desired behavior? Why is it important to understand barriers andbenefits? What are the 4Ps? 234 228. A 10 STEP PLANNING MODEL 1. Establish Purpose & Focus 2. Analyze Situation 3. Select Target Audiences 4. Determine Behavior Objectives & Goals 5. Understand Barriers & Benefits 6. Craft Positioning Statement 7. Develop 4P Strategy: Product, Price, Place, Promotion 8. Determine Evaluation Plan 9. Set Budgets & Find Funding 10. Write Implementation Plan 235 229. USE PRINCIPLES THAT WORK1.Choose a focus that will have an impact on your plans purpose2.Take advantage of whats been done before that works.3.Start with target markets most ready for action.4.Promote one single, simple doable behavior.5.Understand audience barriers to behavior change.6.Bring real benefits to the present.7.Develop or promote find a tangible good or service.8.Look for a price that matters.9.Make access convenient.10. Develop persuasive messages.11. Use appropriate messengers.12. Utilize effective communication channels13. Make norms visible.14. Use prompts.15. Get commitments and pledges.16. Monitor, evaluate and report on results. 236