Transcript Introduction to Social Marketing

Applied Social Marketing
Looking at the Great Lakes RCAP
Source Water Protection
Planning Model
Christine Brittle, Ph.D.
The Baldwin Group
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Marketing Source Water
Social Marketing can be applied whenever
you need to change behavior:
 Building diverse coalitions around a common
endpoint
 Building support to adopt regulatory solutions
 Encouraging voluntary protective measures
(most common form of social marketing)
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4 Ps of Voluntary Measures
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Product
Price
Place
Promotion
decreased chemical use
effectiveness concerns
location of alternatives
educational events/
samples
Steps in Social Marketing
Sample RCAP Social Marketing Steps:
• Audience listening: Community survey
• Planning: Ranking risks and management options
• Pre-test: Community forum
• Implement: Institutional framework and
continued public education
• Evaluate: ???
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Stages of Behavior Change
Example: Decreased chemical use on crops
• Pre-contemplation— No connection between
crops and water
• Contemplation— Learning about the issue
• Trial— Willing to take a new approach
• Maintenance— Willing to maintain new
approach
• Advocacy— Tells others to try new approach
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Social Marketing vs.
Traditional Outreach
• Audience first
 Consider motivators to intended audience: if
their motive is to save money, not protect water,
that is OK – promote what works for your
audience
• More than just information
 What do they need to make the change?
 How can change be enabled and maintained?
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Why Social Marketing Works
• Meets people where they are
 Work with existing beliefs and motivators
• Sets realistic priorities
 Recognizes that change takes time
• Addresses barriers and creates bridges
 Focuses on key issues and solutions
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Audience First!
• At its core, social marketing is about the
audience
 What action you want them to take
 What would motivate them to take it
 What the best way is to reach them with
information
• Focus on their needs, not your messages
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