Transcript What is more powerful – politics or communications

What is more powerful –
politics or communications ?
Vita Savicka
Former project consultant pf communication
campaign for social issuance and pension
system
Lector in Riga Stradina University
Director of Baltic Communication Partners
Approach to political communication
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Insure political communication;
Inform;
Create positive image;
To get feedback from society.
Types of campaigns
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Awareness campaign;
Informative campaign;
Education campaign;
Creation of attitudes and values;
Change of attitude and values;
Change of behavior.
Social marketing
Social marketing campaigns promote social
changes in society, achieving that target
groups voluntarily changes their attitude by
making better life for themselves and society
as well.
Social marketing approach
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First goal of communication is to affect action
not at immediately to change target groups;
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Communication is started even target
audience do not believes that benefit will be
greater than what they will lose.
When is it easer to change behavior
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Advantage of new behavior – it promises greater
benefit than instant behavior;
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New behavior correspond to existing social values
and norms;
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Accepting new behavior is easier if behavior is not
too complicated.
Challenges to change behavior
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Considering that people who are in the target groups rarely
are united in their way of the thinking, because in the
different situations they attitude differ;
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Preferable feedback may be different than we want to receive,
because it is crucial to define the feedback which we want
to receive from the each audience;
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Situations constantly changes, that is why it is crucial to
monitor every marketing campaigns effectiveness, and
according to observations have to be ready to change
strategics and tactics if it is necessary.
Typical causes, why social marketing
campaigns are not effective
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Ignorance – target audience do not value those
benefits which it receives in case of change in
attitude.
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Flaw in the character - the target audience knows
the benefits which they may receive in the case of
change in attitudes, but do not react afterwards.
Campaign of pension system on 2000- 2001- one of
largest communicative campaigns in Latvia
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First phase – “More you invest – more you
can receive”;
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Second phase – “Save for future”.
Communication tools
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Direct mail – two times
Events for mass media 29, 11 in regions
Seminars for social insurance employees and interessents
Web page with pension calculator (about 12 000 respond)
Five brochures - 260 000 copies
Brochures - 820 000 copies
Advertisement – TV, Radio, outdoor
Publicity
During 16 month - 2974 publications
Cooperation with TV and radio
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11 regional TV media directly mailed 15 video release about different issues– totally 165 subjects.
410 radio broadcasts about 65 issues – 4 national radio stations and 4 regional radio stations.
Communication campaigns in Latvia
and Sweden
Goals of campaigns
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Sweden 50% participation in pension system;
75% understand how pensions system works.
Latvia Recover that 75% would be informed about new pension
system;
Recover that 5 - 6 % would participate in pension level 2,
which would be implemented during the campaign.
Results of communication campaigns
in Latvia and Sweden
Sweden 67 % make a choice – target is reached;
 20% admit that they are not interested.
Latvia 75% admit that they are informed about pension level 2, but just
5% are accepted to participate it.
Analysis of campaign in Latvia
Social marketing 4P – product, price, place,
promotion
Analysis of campaign in Latvia
Product
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Base product – benefit that target audience has received,
when it will accept desirable attitude.
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Is it had relative privileges comparing with instant system?
Is it well matched with instant social norms?
Is it not too complicated?
May it be tried?
Has it been noticed that somebody has already done it in like
manner?
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Analysis of campaign in Latvia
Product
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Specific product – promoted specific attitude. This product is
needed to gain all benefits, which are defined in base product;
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Additional Product- tangible products and services promoted
along with preferable attitude. It is not obligatory, but
sometimes they motivate on action.
Analysis of campaign in Latvia
Price
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Price refers to what the consumer must do in order to obtain the
social marketing product. However, if the benefits are perceived
as money, psychological and social expenses, and also of none
used alternatives and barriers which has to been overcome to
receive exact attitude.
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Defining change of attitude, that what is proposed to target
audience should be equal or greater than that what should
target audience give back.
Analysis of campaign in Latvia
Place
Place describes the way that the product reaches the
consumer. It is a distribution system trough the product with
information about it will reach the target audience.
Analysis of campaign in Latvia
Promotion
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integrated use of advertising, public relations, promotions,
media advocacy, personal selling and entertainment vehicles.
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responsible for information which will be distributed trough the
channels (how it will reach the target audience in the right
time).
Conclusion
The main Social marketing indicators are not
just quantitative ones.
Conclusion
Communication is a power to do our lives
better for ourselves and society!
Thank you!