Social Marketing: Adapting Service Delivery Methods to Meet Audience Needs

1. Social Marketing: Adapting Service Delivery Methods to Meet Audience Needs Tamie Kellogg Kellogg Consulting Inc. Mary Rabourn Communications, LHWMP

2. Definition of Social Marketing Influencing Public Behaviors for Good Use marketing practices in analysis, planning, strategy, evaluation to influence voluntarybehaviorof target audiences to improvetheir welfareand society’s.

5. Social Marketing Principles Top Five • Impact (Goal + Key Audience) • Explore what’s been done before. • Start with target audiences most ready. • Promote single, doable behaviors. • Understand audience barriers and motivations

6. Why Social Marketing vs Education • Natural Yard Care Results • 18 Month Plan • 99% mower at 2 inches • 99% avoiding pesticides • 58% choosing native plants • 45% watering deeply/infrequently • 43% using organic or slow-release fertilizers • 39% planted drought-tolerant plants • 39% applying organic layer of mulch • 26% called the garden hotline • Attendees shared workshop and tips w/ 5 others • Average cost to reach a gardener and friends ($17)

7. On education “...education alone often has little or no effect upon sustainable behavior. …programs that make use of information intensive approaches…have very little likelihood of changing behavior.” • Fostering Sustainable Behavior, Doug McKenzie-Mohr, PhD

8. Our Goal Today: Practice applying Social Marketing to the work you are doing everyday! • Start with a problem statement. What is the current behavior? • Name the specific behavior, knowledge, and attitude you want to change? • What motivates, benefits or challenges our audience?

9. I am not my audience….or am I? • Sort into groups: wildlife person/cat person • In your group answer what you believe would be the other groups response to: • Barriers and challenges to keeping a cat indoors. • Benefits and motivation

10. Instead Social Marketers Gather and Use Audience Information: • What would benefit or motivate this audience? • What is in the way? What would it take to do the behavior?

11. Social Marketing Strategy • Is driven by using the right amount of audience information to guide strategy development. • Strategy matches the audience needs and increases project effectiveness

12. Multimedia and outreach • Hispanic Outreach Novella TV Clip • Hispanic Outreach Novella TV Clip, Testimonial

13. Community members participate

14. Key messages

15. Social Marketing Resources Online and Email Resources: • Georgetown listserve • Send an email to listproc@listproc.georgetown.edu • In the message write “Subscribe soc-mktg (your name)” • Doug McKenzie Mohr Community Based Social Marketing • http://www.cbsm.com/public/world.lasso • Website includes: forums, e-book and educational information Literature: • Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing • Doug McKenzie-Mohr, 2011 • Social Marketing: Influencing Behaviors for Good • Nancy Lee and Philip Kotler, 2008 • Social Marketing in the 21st Century • Alan R. Andreasen, 2006

16. Additional Online Communities, Forums and Resources • Puget Sound Chapter, International Social Marketing Association (iSMA) • 3 Quarterly Meetings, and annual Conference • For more info contact tamie@tamiekellogg.com • North Carolina PH Social Marketing Site • www.ncpublichealth.com/employees/socialmarketing.htm • Social Marketing National Excellence Collaborative • www.socialmarketingcollaborative.org • The Social Marketing Place • http://social-marketing.com/ • CDC National Center for Health Marketing • www.cdc.gov/healthmarketing/ • National Social Marketing Centre (UK) • http://thensmc.com/ • Social Marketers Global Network • www.socialmarketers.net • International Social Marketing Association (iSMA) • http://i-socialmarketing.org/

17. Questions? Mary Rabourn Communications, LHWMP Mary.Rabourn@kingcounty.gov 206-263-3083 Tamie Kellogg Tamie@TamieKellogg.com (206)313-7894 Kellogg Consulting, Inc.