Transcript 2. Social Marketing Presentation

SOCIAL MARKETING
UBSUP Social Marketing: Concept Development
By the Social Marketing Team
15th April 2013 (KSMS)
people, place, product, price, participation, promotion, policy, programs,
positioning, partnerhips
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UBSUP Social Marketing: Concept Development
What is social marketing?
According to Pamela Mae: “Social Marketing is the process
of influencing human behavior on a large scale, using
marketing principles for the purpose of societal benefit
rather than commercial profit.”
Note: Social marketing programmes use data provided by the target
audience to set promotional objectives
The “Ps” of social marketing: people, place, product, price,
participation, promotion, policy, programs, positioning,
partnerhips
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The key components of UBSUP’s social marketing
approach:
• Systematic data collection & analysis to develop appropriate marketing
strategies
• Making toilet designs, emptying services and promoting behaviours
that fit the felt needs of the consumers
• Strategic approach to promoting improved sanitation, emptying
services & hand washing
• Methods for effective distribution of SafiSan toilets; when demand is
created at town & area level, consumers know where and how to get
the products and services
• Improving the adoption of improved sanitation, emptying services or
behaviors and increasing the willingness of consumers to contribute to
improved sanitation
• Cost effective pricing so that the product & services are affordable
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Process of Social Marketing concept development
The developement of our social marketing concept and tools
was guided by:
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Indepth qualitative study in 5 towns & quantitative studies in 11 towns
which obtained detailed information of what consumers know, do, and
want. These data provided by the target audience defined our SM
objectives and concept development
• As a result, UBSUP’s social marketing approach was centered on two key
processes:
1. Developing messages that suit target audiences- landlords and
household owners
2. Communicating the messages in ways that are appropriate,
attractive, and motivating
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UBSUP’s communication strategies include:
• Interpersonal communication training: Strengthen the ability of CBOs,
FBO and NGO fieldworkers (Animators) to reach potential latrine
adopters and to promote sanitation and hygiene
• Mass media: Build on existing policies and strengthen government and
private-sector capacity for creative presentation of standardized
messages
• Print media: Develop strategies using print media, e.g. billboards,
posters, site-signs, interpersonal support, and other learning materials,
manuals and programme guidelines
• Community-based media: Use local-level media, e.g. public address
systems, and employ traditional, community-based entertainment
artists, e.g. popular folk singers, dramatists, etc.
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UBSUP social marketing: from macro to micro
The right social marketing mixes: People, regions & levels.
WSP
Town
Area &
community
Macro
Macro
Macro
Meso
Micro
Sensitisation
& marketing
Road shows,
Banners,
Police Band
Marketing
& salePostors.
Drama
groups, Social
Animators
Sale, assembly
& after care
Attitude
& practice
Practice
(action)
Attitude
& Practice
Level
Awareness
Objective
KAP (1)
Plot &
National
TV & Radio
commercials
Knowledge
Awareness &
sensitisation-
Knowledge
& attitude
Household
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Focus of UBSUP’s Social Marketing:
The provision of safe sanitation facilities will only improve
people’s health if the sanitation facilities are well used &
maintained and people have good personal hygiene
Accordingly our social marketing strategy will focus on:
• Triggering demand for improved sanitation
• Increase improved hand washing practices
• Encourage proper use and maintenance of toilets through
awareness creation & training
• Encourage safe and proper disposal of human waste
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UBSUP Social Marketing: Levels of Intervention:
National-level Messages, Media & Activities:
• Radio & television messages (using local and national radio
stations)
• Newspaper advertisements/announcements to create awareness
about the UBSUP programme (targeting the general public & WSPs)
• T-shirts, baseball caps (etc.) to improve UBSUP’s visibility a trigger
overall demand for improved sanitation and good hygiene and hand
washing practice
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UBSUP Social Marketing: Levels of Intervention:
Town & WSP-level activities:
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Road shows, police band with banners
Sanitation barazas (= public meetings)
Posters, billboards & banners
Brochures
Video presentations
TV & radio messages (using local radio stations)
T-shirts & baseball caps
SMS messaging
Visits to treatment works
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UBSUP Social Marketing: Levels of Intervention:
Community/area-based activities:
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Public announcements
Sanitation barazas
Posters, billboards & banners
Brochures & flyers
Presentations by local experts & opinion leaders
Drama group performances
Radio messages (using local radio stations)
T-shirts and baseball caps
SMS messaging
Visits to treatment works
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UBSUP Social marketing: Levels of intervention
Plot & household level community/area-based activities:
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House visit programmes (1st & 2nd visit)
Brochures & hand-outs
Manual for the Social Animators
Manuals for the beneficiaries
T/shirt & capes for the first 100 adopters of improved sanitation
Hygiene promotion encourages people to adopt safer practices in
the household to prevent sanitation-related disease
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UBSUP Social Marketing: Levels of Intervention:
Key outputs to date:
• Mascot, slogan, rider
• Posters & banners
• Brochures & manuals
• Social Animators Hand book
• Song & skit
• Programmes & public announcements
• Baseball cap, t-shirt, sticker
• Data collection questionnaire to measure customer satisfaction
• Messages for the Chiefs, PHOs & opinion leaders for use in public
meetings
• Overall programme for community mobilisation
• TV commercial (animation)
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UBSUP Social marketing: Levels of intervention
Under construction:
• Toilet application procedures (final draft)
• Manuals for the beneficiaries
• Scale-model for demonstration
• TV & radio advert
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Thank You!
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