Transcript Communication

Current
Problem
Strategic Planning
for Social Change
Desired
Future
State
Social Marketing
Products
&
Services
Promotion
(Communication)
Price
Distribution
Current
Problem
Strategic Planning
for Social Change
Desired
Future
State
Social Marketing
•Audience
•Exchange
•Behavior
Products
&
Services
Promotion
(Communication)
Price
Distribution
Current
Problem
Strategic Planning
for Social Change
Desired
Future
State
Social Marketing
Products
&
Services
Promotion
(Communication)
Price
Distribution
Strategic Planning
for Social Change
Current
Problem
Desired
Future
State
Social Marketing
Products
&
Services
Promotion
(Communication)
Legislation
Regulation
Litigation
Incentives
Advocacy
Grassroots
Mobilizing
Research
Standards
Community
Organizing
Strategic Planning
for Social Change
Current
Problem
Social Marketing
•Audience
•Behavior
•Exchange
Products
&
Services
Promotion
(Communication)
Legislation
Regulation
Litigation
Desired
Future
State
Health Belief Model
Social Learning Theory
Reasoned Action
Stages of Change
Incentives
Advocacy
Grassroots
Mobilizing
Research
Standards
Community
Organizing
Theories of Social Change
• System Change
• Environmental
Change
• Institutional
Change
• CommunityOrganizational
Change
•Diffusion of
Innovation
•Social Movement
Theories
•Organizational
Change Theory
Social Change – Going to Scale
Social Change
requires
sustained,
multiple
levels of
intervention-
Marketing
can help at
each level
• System Change
• Environmental
Change
• Institutional
Change
• CommunityFamilyIndividual
Behavior
Change
Challenges for
Social Marketing and
Health Promotion
• Infrastructure
• Professional Skill Set
• Commitment of Resources
– Size
– Time
• Poor Social Change Planning
Top 5 Electronic
Games Advertisers
Advertiser
2001*
Nintendo Co.
$83.5
Sony Corp.
$73.9
Hasbro
$28.4
Microsoft
Corp.
Electronic Arts
$24.3
$24.2
*In millions
Top Fast Food
Advertisers
Advertiser
2001*
McDonald’s
$635.1
Burger King
$298.3
Wendy’s
$237.1
Applebee’s
International
$ 87.1
*In millions
•NCI screening guidelines
Creating
Social
Change
•Standards for mammography machines
•Regulatory changes for self-referral
•Malpractice for failure to diagnose
•Social Marketing Campaign
•Partnerships/TV shows
•Revlon
•Avon
•NBC
•Univision
•NBA
•Media Relations
•White House Summits
•Insurance coverage – private & Medicare
•Breast Cancer Awareness Month
•Race for the Cure
•GE Corporate Advertising
Mammography Rates
70.0%
60.0%
50.0%
40.0%
White, Non-Hispanic
Black, Non-Hispanic
Hispanic
30.0%
20.0%
10.0%
0.0%
1987
1990
1991
1993
Percentage of women 50+ who have had a mammogram
Source: Institute of Medicine
Current
Problem
Strategic Planning
for Social Change
Social Marketing
•Audience
•Exchange
•Behavior
Social Marketing
(Communication) Campaigns
•Advertising
•Branding
•Media Relations
•Collateral Materials
•Special Events
•Internet
•Outdoor
•Direct Mail
•News letters
•E-promotions
•Promotions
•Entertainment
Desired
Future
State
Social Marketing
Communication Process
Planning &
Development
Message &
Materials Development
Pretesting
Evaluation &
Feedback
Implementation
6 Strategic Questions for
Audience-Based
Communications
sm
•
•
•
•
•
•
Target?
Action?
Rewards?
Support?
Image?
Openings?
1. THE TARGET
Who is the target and
what is their reality?
2. TAKE ACTION
What do we want the
target to do?
What Exactly Do You
Want
Them To Do When They
Receive Our Message?
18
What Are They Doing Now?
Competitive Actions
• What is their current behavior?
• Why do they take those actions?
• What do they gain from the
status quo?
(Here is where the behavior theories help)
19
Copy:
To learn more, call
1-800-284-KIDS
3. THE REWARD
What’s in it for them?
Marketing Exchange
What benefits can we offer in exchange
for the action?
Are they worth the cost?
Behavior Theory
Says People Want
•Fun
•Easy
•Popular
WARNING:
You are not the
target audience!
Text:
Crispy
Crunchy
Rings is one
of five,
fabulous,
fun new
Funky Fries
Text:
New
Lunchables
Make your
own magic
What Girls Want
What TV Gives
Them
To Be Grown Up
They can learn life’s lessons
from talk shows; learn from
others’ mistakes; exposed to
adult content
Social Interaction
Social engagement with story
line and characters
Sophistication
Keeps girls up to date on
current trends and events;
makes girls aware of new and
different products
Popularity Among Peers
Gives girls something to talk
about with friends
Focus Groups – 11-14 year old girls
California Obesity Prevention Initiative, 2002
Benefits (and costs) are:
• Subjective/personal
• In the present, not the
future
• Unknown until you talk
to your audience
31
“Swallow Your Cause”
• Rewards may have nothing
to do with “our cause.”
• They come from the
personal
wants of our audience.
• We must communicate the
rewards we have to offer
32
4. SUPPORT
Why should they believe us?
Support
• What evidence do we
have to substantiate the
reward?
• What can we say to make
the action seem feasible?
• What makes it the norm?
For example…
“Leading hospitals” –
we can support this
claim because:
US News & World
Report says so
Growing number of
programs
5. IMAGE
What’s our brand?
An Effective Image:
• Is appealing and relevant
• Is original and distinctive
• Tells the audience, “I’m
speaking
to you”
38
IMPACT OF GOVERNMENT
PROGRAMS TO IMPROVE
CONDITIONS OF POOR PEOPLE
Making them
worse
Unsure
13%
4%
Making them
better
34%
No impact
49%
NPR/KAISER
1-01
DO WELFARE RECIPIENTS REALLY
WANT TO
WORK OR NOT?
No
44%
Yes
47%
Unsure
9%
NPR/KAISER
1-01
6. OPENINGS
(Not Channels)
How do we break
through?
Openings Are Not About
How We Get Our Message
Out.
Openings Are About How
Our Audience Takes Our
Message In.
42
Good Openings For Reaching
Your Audience
Times, places, situations,
states of mind when they
are:
• Ready to hear your
message
• Looking for your benefits
• In a position to act
•Broadcasters
•Producers
•Distributors
•Licensors
•Licensees
•Marketers
Creating Message Strategies
The six questions give you a message
strategy:
If I do (action) instead of (status quo),
I will get (reward) because (support).
An associated image
Openings when your audience will be
receptive to your message
Next Steps Toward Success
• Start the process right
• Get the audience,
interventions, messages,
scale, & incentives right
• Stay on course
• Be creative!