Social Marketing
Social Change Strategy
• An approach
• Not a theory
• It is not social advertising
• Use of mass media
• Not focus group research
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Promote services
Promote standards and policies
• Uses commercial marketing
technologies and theory
• Brings about voluntary behavior
change
• Targets specific audiences
• Focus is on personal welfare and that
of society
Distinguishing Features
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Consumer orientation
Marketing’s conceptual framework
Data driven decision making
Willingness to modify the product
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Exchange Theory
The Four P’s
• Exchange time and effort for benefits
• Make an attractive offer
• Create an awareness that the problem exists
• Demonstrate the product’s benefits
• Help lower the price
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Eat 5 a Day (NCI)
Breastfeeding (USDA)
Physical activity (RWJF and AARP)
Obesity prevention (CDC)
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Definition: Key Concepts
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Promote healthy behaviors
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Product
Price
Place
Promotion
Data Based Decision Making:
Planning Model
Steps
• Who do you want to reach?
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• Segment population into audience segments
• What is reasonable to ask them to do?
• Identify the specific behavior to promote
• What factors have the greatest influence on
their behavior?
• Answers used to design effective interventions
around 4 Ps
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Initial Planning
Formative Research
Strategy Development
Program Development
Program Implementation
Monitoring and Tracking
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Summary
Marketing Mind-Set
Social Marketing is
„ A behavior change strategy
„ A way to plan and implement a program
„ Relies on wide variety of types of marketing
research to develop a plan
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Understand and respond to consumer wants
and needs
Formative Research Based on Marketing Model
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who do I want to help?
what am I recommending they do?
what factors must I address?