Transcript m1u3s8-presentation-key_concepts_part_2_ajm

Session 8
Critical Components of
Social Marketing
PART 2
Session Objectives
By the end of this session, campaign
managers should be able to:
•Define key social marketing theories
•Describe key social marketing methods
•Explain the difference between Mass Media and
Guerilla Marketing techniques
•Give examples of species from your site that have
the characteristics that make up a good Pride
Flagship species
Module 1, Unit 3, Session 8
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
9. SUMMARY
3
5.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
5
A person’s willingness to accept
the message depends
on both the messenger and the
message
Module 1, Unit 3, Session 2.2.3
6
Types of Positive Sources
•
•
•
•
Attractive Sources
Trusted Sources
Powerful Sources
Peers
Peers: What shall I wear?
The cost of getting your messages
out there $$$$$$$$$$$$$$$$$$$$$
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Big Budget Mass Media
The Most Expensive TV Advert
APPLE MAC
http://www.youtube.com/watch?v=OYecfV3ubP8
HONDA ACCORD
http://vimeo.com/6294877
PEPSI
http://www.youtube.com/watch?v=RGR_HwUsDcE&feature=related
Guerilla Marketing
1984
Jay Levinson
“unconventional
system of
promotions”
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Guerilla Marketing
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Guerilla Marketing
Low budget
Time &
energy
Imagination
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Guerrilla Marketing Video
T-MOBILE
http://www.youtube.com/watch?v=VQ3d3Ki
gPQM
CANON
http://www.youtube.com/user/bloguerrilla#p
/u/6/CGUNADfP26w
CLIMATE CHANGE
http://www.youtube.com/watch?v=CMpqR
CHr5s0
Mass Media vs. Guerilla Marketing
Module 1, Unit 3, Session 2.2.3
15
6.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
17
Steps in
Social
Marketing
Module 1, Unit 3, Session 2.2.3
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Steps in Social Marketing
1.
2.
3.
4.
5.
6.
7.
Situational analysis
Target audience identification
Campaign plan and strategies
Message development
Materials development and pre-testing
Campaign implementation
Campaign evaluation
Module 1, Unit 3, Session 2.2.3
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7.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
21
Involving
Stakeholders
Stakeholders can help you avoid
unnecessary conflicts
and duplication of effort
Module 1, Unit 3, Session 2.2.2
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Stakeholders Include…
•
•
•
•
•
•
Resource users
Government agencies
Conservation and other NGOs
Developers
Local communities
Community leaders
Module 1, Unit 3, Session 2.2.3
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Why Involve Stakeholders?
• Saves time and money.
• Failure to understand stakeholder positions can delay
or block projects.
• Stakeholders can help identify problem
areas.
• Stakeholders can provide
useful input regarding local
culture, conditions, and
threats.
Module 1, Unit 3, Session 2.2.3
24
8.
Introduce you to:
1. Changing Behaviour
2. Marketing Theory
3. Choosing your Audience
4. Different types of Marketing
5. Delivery of your Messages
6. Your Social Marketing Plan
7. Carrying out your Plan
8. Rare Pride – a variation on a theme
26
Pride
How Rare uses Social Marketing
Using Pride and Flagship Species
“All persuasion begins with capturing
attention. Without attention,
persuasion is impossible.”
(McKenzie-Mohr and Smith in Fostering Sustainable Behavior)
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A Flagship Species
1775
• Grabs your audiences’
attention.
• Builds knowledge, concern
and pride for the wildlife
species as a living symbol.
• Promotes your core
environmental message.
Module 1, Unit 3, Session 2.2.3
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Flagship Species
Should have some of the following characteristics:
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–
–
–
Be endemic
Reside in a critical habitat
Be “marketable”
It should not carry any “negative baggage”
Module 1, Unit 3, Session 2.2.2
2.2.3
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35
9.
1.
2.
3.
4.
5.
6.
7.
8.
Changing Behaviour
Marketing Theory
Choosing your Audience
Different types of Marketing
Delivery of your Messages
Your Social Marketing Plan
Carrying out your Plan
Rare Pride – a variation on a theme
37
Barriers and
Benefits
Commercial
Marketing
Techniques
Conservation Results
Behaviour
Change
Rare’s Pride Program uses social marketing
to achieve conservation results
with local communities
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INGREDIENTS
1. 2 Cups x Behaviour Change
2. 1 Cup x Marketing
3. 1 tbsp x Target Audience
4. 2 tbsp x Marketing Ready Mix
5. 1 Cup x Message Delivery
6. 5 Cups x Social Marketing Plan
7. 5 Cups x Implementation
8. Sprinkle of Rare Pride
METHOD
1. Gather all ingredients
2. Mix well
3. Taste the delicious result!
Aim: Social Marketing PEP1
Session Objectives
Did we meet these objectives?
•Define key social marketing theories.
•Describe key social marketing methods.
•Explain the difference between Mass Media and
Guerilla Marketing techniques.
•Give examples of species from their site that have
the characteristics that make up a good Pride
Flagship species.
Module 1, Unit 3, Session 8