Building a Community of Practice of Climate Extension and Outreach Professionals

1. Using the most powerful tools and concepts fromSocial Marketing andCommunity Based Social Marketing Building a Community of Practice of Climate Extension and Outreach Professionals May 24-26, Jacksonville, Florida Paul Monaghan UF/IFAS

2. “Social marketing is not a science, but rather a professional craft which relies on multiple scientific disciplines to create programs designed to influence human behavior on a large scale” William Smith 2006

3. “Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” Andreasen 1995

4. Example of social marketing behavior change

5. What Behavior Change is Involved? • Be aware of the importance of DIY • Have the knowledge and skills • Remember to do it on time • Have the time to do it • Have the tools • Buy the oil and filter • Dispose of the old oil and filter • Repeat up to 4 times per year

6. Social Marketing Questions • What do we know about the audience we are trying to influence? 2. What benefits can you offer those who change their own oil? 3. What are the biggest barriers to promoting this behavior change? 4. How will we promote it? Measure success? 5. How to avoid unintended consequences?

7. Most powerful tools & concepts • Focus on Behavior Change Social marketing changes your thinking- focus on behavior change Education, awareness, attitudes, beliefs, empowerment, engagement, skills transfer- these are all secondary objectives. They must result in behavior change.

8. Tools & concepts (continued) 2. Focus on the Customer Your focus must be on to the audience: What do they want? You have to provide them something that they find useful, desirable, fun, that raises their status or makes them feel good, that has a successful outcome (efficacy) Can we change to meet their needs?

9. Tools & concepts (continued) 3. Focus on barriers to behavior change. Remember that education, knowledge and intention are not the greatest barriers. The 6 America’s research shows this. The behaviors you are promoting are in competition with current behaviors- you have to provide something better.

10. Tools and Concepts (continued) 4. Use all the Research Available. Use research to segment your audience, determine the best product, the most difficult barriers, the best means of promotion. Use research to pretest your campaigns and evaluate them to measure changes in behavior.

11. Tools and Concepts (continued) 5. Social Marketing is Cost Effective Just like in public health, your program resources are limited and your competitors have huge resources. Therefore, you must make tradeoffs, ignore certain markets, seek cooperative alliances and leverage resources.

12. Short course on social marketing The 5 Ps • Public (audience) • Product (benefits) • Price (barriers) • Placement (convenience) • Promotion (refrigerator magnets)

13. Public Call it your audience or your customers Public can also be your partners (involves their participation) Think of them in “segments” (6 Americas) Understand their behavior, beliefs, attitudes.

14. Product The actual benefits your consumer will receive once they adopt the behavior Are also augmented products, the thing you you need to get the benefit (seat belt, condom, safety glasses) The behavior they have to do…

15. Price This is the cost to the consumer of adopting your behavior. Costs include: convenience, money, embarrassment, loss of pleasure, time. See costs as your competition. Must first recognize costs, then reduce them as much as possible and offer benefits that are equal to the costs.

16. Placement and Promotion If you have done the first three, these two steps are easy. Prior research will have uncovered how to make the product easy and convenient (placement) and how to inform people about it (promotion)

17. Why is Community Based Social Marketing Different? • Community defined: An aspect of collective identity and emotional connection other members through shared values and norms. • Can be geographically defined: neighborhoods, HOAs, workplace, etc.

18. Community participation makes social marketing stronger Builds on strengths and knowledge in the community. Facilitates collaboration on research, testing, outreach, evaluation. Promotes empowerment, learning from all participants, capacity-building.

19. How to know if you are using the full power of CBSM • Have you identified your target audience? 2. Can you point to research on their behavior, beliefs and attitudes? 3. Have you decided on a product that is a specific behavior you want them to adopt?

20. How to know (continued) 4. Have you looked at the barriers that prevent them from adopting and have you tried to lower them? 5. Have you identified the benefits they receive by adopting you product? 6. Have you used research to decide how to promote these benefits?

21. Next Steps • Contact me: paulf@ufl.edu • Join the following websites: www.cbsm.com www.toolsofchange.com 3. Buy these books: • Fostering Sustainable Behavior • Marketing Social Change • Social Marketing: Improving the Quality of Life