Conducting a Social Marketing Campaign

1. Conducting a Social Marketing Campaign

2. Social marketing: The process of using commercial marketing techniques to improve social problems

3. Advantages of social marketing : • It helps reach your target audience • It works

4. When should you run a social marketing campaign? When trying to change the behavior of a large number of people When trying to change behavior over a long period of time When resources exist to manage a comprehensive effort

5. How do you manage a social marketing campaign? Define and understand Choose appropriate strategies Implement and evaluate

6. Define and understand Define the problem Define your goals Define your audience Understand your audience

7. Choose appropriate strategies Brainstorm strategies Decide the amount of time and resources for each subgroup Decide to create different strategies for each segment, or just different messages and mediums Choose specific strategies Design messages Select channels of communication Pretest ideas and messages

8. Implement and evaluate Establish a tracking system Continuously modify your work based on results Celebrate your accomplishments