Social Marketing and Behavior Change in the Nisqually Watershed

SOCIAL MARKETING

How the Nisqually River Council can
apply this model to behavior change.

1

AGENDA FOR THE DAY

•  Overview of Social Marketing

•  Draft a Social Marketing Plan for a
target audience and single desired
behavior

•  Use this model going forward

2

DEFINITIONS

FORMAL:
“ A process that applies
marketing principles and
techniques to influence
target audience
behaviors that benefit
society as well as the
target audience.”

BEHAVIORS TO REJECT,
MODIFY, ACCEPT, ABANDON

3

DEFINITIONS: INFORMAL

Influencing Public Behaviors for Good

4

IT’S ALL ABOUT BEHAVIORS

•  Eat 5 fruits and vegetables a day.
•  Move right for sirens and lights.
•  Exercise 30 minutes, 5X a week.
•  Don’t idle more than 10 seconds, except when
in traffic.
•  Store handguns in lockbox or safe.
•  Keep a litterbag in your car.
•  Ride the bus or join a carpool to work.
•  Immunize on time.
•  Sort office paper for recycling.
•  Ask for your chicken without the skin.
•  Know your BMI. 5

TYPICAL APPLICATIONS

•  IMPROVING
HEALTH
•  PREVENTING
INJURIES
•  PROTECTING
THE ENVIRONMENT
•  INVOLVING THE COMMUNITY
•  ENHANCING FINANCIAL WELL BEING
6

YEAR 2009 REPORT CARD U.S.:
HEALTH

•  Each day, 3400+ youth tried first cigarette
•  50,000 people died from colon cancer
•  40,000+ women+ died from breast cancer
•  33,000+ men died from prostate cancer
•  Close to 50% of adults aged 18 and over did
not have regular physical activity
•  12,000+ infants born with fetal alcohol
syndrome 7

YEAR 2009 REPORT CARD:
SAFETY

•  More than 3,000 children and
teens died from gunshot wounds
•  Close to 11,000 people were killed
in alcohol-related crashes
•  6% of high school youth
attempted suicide; 14 %
considered it
8

ENVIRONMENT

• 50 billion plastic bags end up in the
ocean every year
• More than 6 million acres burned from
wildfires in the United States
• Only 23% of glass disposed of was
recycled
• 1.69 billion pounds of cigarette butts
were littered worldwide 9

COMMUNITY

•  3+ million dogs in shelters were not
adopted.
•  More than 6,000 people on waiting lists
for organ transplants died
•  Only 61.6% of eligible voters voted in
the 2008 U.S. presidential election

10

HOW DIFFERS
•  Commercial Sector Marketing
–  Typically goods and services
–  For a profit
–  Benefit of shareholders
•  Non-Profit Marketing
–  Promoting services
–  Supporting fundraising
•  Cause Marketing
–  Raising awareness and concern about a cause
•  Cause-Related Marketing
–  Portion of sales go to a charity/cause
•  Social Marketing
–  Benefit society and the target audience
11

HOW DIFFERS

From Education:
–  Education typically just informs
–  Social Marketing is intent on influencing
behavior change
From Advertising:
–  Advertising is only one of the
communication options (Promotion Tool) for
influencing behavior
–  There are 3 other powerful tools: Product,
Price and Place 12

CREDIT TO JAY KASSIRER, DAVE WARD, EVERETT ROGERS

13

WHY IT’S A 1000 TIMES
HARDER HARDER.

We ask people to . . . .
•  Be uncomfortable
•  Risk rejection
•  Reduce pleasure
•  Give up looking good
•  Be embarrassed
•  Go out of their way
•  Spend more time
•  Spend more money
•  Learn new skills 15

STEPS IN THE PLANNNG PROCESS

1.  Establish Purpose & Focus
2.  Analyze Situation
3.  Select Target Audience
4.  Determine Behavior Objectives & Goals
5.  Understand Barriers & Benefits
6.  Craft Positioning Statement
7.  Develop 4P Strategies
8.  Determine Evaluation Plan
9.  Set Budgets & Find Funding
10.  Write Implementation Plan

LAMINATED HANDOUT ON PLANNING STEPS 16

RESEARCH

Useful In Every Step

17

RESEARCH EXAMPLE

•  Increasing use of PedFlags in
Kirkland, Washington

18

RESEARCH EXAMPLE

•  Situation: City of Kirkland
–  Pedestrian flags since 1996
–  2006: Wanted to increase usage
•  Target Audience:
–  Workers, shoppers
•  Behavior:
–  Use a flag
every time

19

RESEARCH EXAMPLE

•  Purpose:
–  How many people are using?
–  Who uses?
–  Who doesn’t?
–  When?
–  Why?
–  Why not?

20

WHO USES? WHO DOESN’T?

<10 10-20 20-40 40-60 60+ YRS. MALE FEMALE
YRS. YRS. YRS. YRS.

All 44 177 1343 744 315 1486 1302
Pedestrians
Flag
Available

# Using 31 25 111 57 43 137 130
Flag
% Using 71% 14.1% 8.3% 7.7% 13.7% 9.2% 10.1%
Flag

21

BARRIERS

•  What are they for?
•  No flags on my side.
•  Holder hard to use.
•  I feel safe.

22

1ST P: PRODUCT

•  Old Design •  New Design

23

2ND P: PRICE

•  Adopt a Crosswalk Partners

24

3RD P: PLACE

•  Improving Access

26

4TH P: PROMOTION

•  Drink Coasters •  Posters

27

4th P: PROMOTION

•  Downtown •  Sidewalk Stencils
Banner

28

RETAIL PARTNERS & STAFF

29

5 MONTHS LATER

2007 2008 % CHANGE

# People/
Crossing 2426 2363 3% Decrease
Crosswalk
s
# Flags
Carried 267 438 64%
Increase

% Usage 11% 18.5% 68%
Increase
30

STEPS IN PLANNING


31

STEP 1. PURPOSE & FOCUS

•  Purpose:
–  What is the potential impact of a
successful campaign?

•  Focus:
–  What approach will you use that
might contribute to the plan’s
purpose?

32


SOCIAL ISSUE CAMPAIGN PURPOSE OPTIONS FOR FOCUS
Family Decrease teen pregnancies Condoms
Planning Birth control pills
Abstinence
Sexual assault prevention
Traffic Injuries Decrease drinking & driving Designated drivers
Underage drinking & driving
Air Pollution Reduce fuel emissions Carpooling
Mass transit
Wood Burning
Not topping off gas tanks
Landfill Reduce items taken to Reduce use
landfill Reuse
Recycle
33


ARTICULATE PURPOSE AND CHOOSE FOCUS

Purpose: Protect, Restore and Enhance Ecosystem Function
Focus: Riparian Zones

Purpose: Protect and Enhance Biological Diversity
Focus: Invasive Species

Purpose: Promote Sustainable Resource Use
Focus: Animal Densities

Purpose: Facilitate the Appreciation, Protection, and
Enhancement of the Watershed through
Education & Participation
Focus: Landowner Stewardship

34

PRINCIPLE #1

“Choose a focus that will have an
impact on your plan’s purpose.”

NOTE: A focus might be stated in terms of a:
–  Population (Homeowners)
–  Activity (Gardening)
–  Solution (Native Plants)

35

CASE EXAMPLE: FOCUS

•  Background
–  2003 Chesapeake Bay
–  Concern with declining blue crabs
–  From 78 million pounds/year to 50 million
–  Chesapeake Bay Program funded AED to
develop Promotional effort

36

CASE EXAMPLE: FOCUS

•  Potential Focus:
–  Commercial Practices
–  Industry Regulation
–  Residential Gardening
•  Rationale:
–  Larger audience
–  Not focused on in past
–  Media opportunities
–  Supplier relations
37

CASE EXAMPLE: FOCUS

•  Behavior
–  Skip the spring lawn fertilizer
–  Wait until Fall
•  Positioning
–  Reframing the problem of a polluted bas as
a culinary, not an environmental, problem

38

CASE EXAMPLE: FOCUS

39

CASE EXAMPLE: FOCUS

BEHAVIOR CHANGE OUTCOMES
• Before campaign:
– 52% planning to fertilize in spring
• After 2 weeks of campaign:
– 39% planning to fertilize in spring
(25% improvement)

41

GROUP EXERCISE

•  Step 1: Purpose & Focus

42


ARTICULATE PURPOSE AND CHOOSE FOCUS

Purpose: Protect, Restore and Enhance Ecosystem Function
Focus: Riparian Zones

Purpose: Protect and Enhance Biological Diversity
Focus: Invasive Species

Purpose: Promote Sustainable Resource Use
Focus: Animal Densities

Purpose: Facilitate the Appreciation, Protection, and
Enhancement of the Watershed through
Education & Participation
Focus: Landowner Stewardship

43

STEP 2. SITUATION ANALYSIS

CONDUCT SWOT

–  Internal Factors: Resources, Expertise,
Management Support, Past Performance
•  Strengths to maximize
•  Weaknesses to minimize

–  External Forces: Cultural, Socioeconomic,
Economic, Political/Legal, External Publics
•  Opportunities to take advantage of
•  Threats to prepare for
44
–  Not the same as Barriers

SITUATION ANALYSIS

45

PRINCIPLE #2

“TAKE ADVANTAGE OF WHAT’S BEEN
DONE BEFORE THAT WORKS.”

•  It saves time.
•  It saves money.
•  It increases effectiveness.
•  It’s probably out there . . . somewhere.

46

CASE EXAMPLE: SWOT

•  Scooping the Poop in Austin, Texas
•  Background: 2000
–  120,000 households with dogs
–  Each dog ½ lb. waste daily
–  60,000 pounds/day in Austin
–  22 million pounds/year

47

CASE EXAMPLE: SWOT

INTERNAL FACTORS EXTERNAL FORCES
STRENGTHS: OPPORTUNITIES:

$500 existing fine Citizen complaints for
petwaste on private property
Management priority given
water quality requirements Large portion (at least 1/3) of
(11 or Austin’s creeks listed citizens who interested in
as impaired because of complying
bacteria)

WEAKNESSES: THREATS:

Fines not enforced; requires a Popularity of off leash parks
law officer to witness
Not a norm
48

CASE EXAMPLE: SWOT

•  Behavior Objectives
–  Scoop the Poop
•  Knowledge Objectives
–  Why pet waste is harmful
•  Belief Objectives
–  You can make a difference

49

CASE EXAMPLE: SWOT

•  Barriers:
–  Lack of convenient access to disposable
bags
–  Lack of trash cans to quickly dispose of it
–  Finding the task messy and smelly
–  Believing “one little” pile can’t be a
problem”
–  Some believing it is good fertilizer

50

PRODUCT PRICE PLACE PROMOTION

PRODUCT:
–  Mutt Mitt Stations
–  Bag Holder Giveaway

51


– Non-emergency number to
report violators

– Free dispenser to “Green
Neighborhoods” Distribute
guides; mark drains

52


–  Number to call if dispensers empty

–  Yard signs mailed to homes

53


•  Promotional
Strategies:
–  Paid media
–  Social media
–  Posters
–  Public Events
–  Face-to-Face
–  Mascot

54

CASE EXAMPLE: SWOT

Year Mutt Mitts # Pounds Annual Estimated
Distributed Collected and Program Cost Per
Disposed of Budget Pound
Properly to Collect
@ .5 lbs. per bag & Dispose
on average of
Properly
2001 75,000 37,500 lbs. $10,000 $.27/lb.
2003 535,000 267,500 lbs. $53,000 $.20/lb.
2006 967,000 483,500 lbs. $72, 500 $.15/lb.
2008 2,000,000 1,000,000 lbs. $87,000 $.09/lb.
2009 2,400,000 1,200,000 lbs. $92,000 $.08/lb.
55

Comparison of Bull Creek Bacteria
Levels

56

CASE EXAMPLE: SWOT

•  Monitoring prompted changes:
–  Cleanup event
–  Highly visible signage in park
–  Installation of more Scoop the Poop
boxes
–  Press conference
–  Increased park police
–  Staff presence
•  Currently (2010) meet standards 57

GROUP EXERCISE

•  Step 2: Situation Analysis

•  Internal
–  Strengths
–  Weaknesses

•  External
–  Opportunities
–  Threats 58

STEPS IN PLANNING


59

TARGET AUDIENCES

•  DEFINED

–  “A set of buyers sharing common
characteristics that an organization
decides to serve.”

60

STEP 3. SELECT TARGET AUDIENCE

Three Step Process:
1.  Segment Market
2.  Evaluate Segments
3.  Select Targets for Campaign

61

BENEFITS OF TARGETING

•  Increased Effectiveness
–  Strategies designed to
address a market’s
unique needs, wants
•  Increased Efficiencies
–  Higher response
creates lower cost per
sale
•  Helps Allocate Resources
–  Evaluation of markets
•  Helps Develop Strategies
–  Detailed profiles
provide rich insights

62

STEP 3. SELECT TARGET AUDIENCE

WAYS TO SEGMENT
•  Demographics
–  Age
–  Income
–  Gender
–  Education
–  Household composition
•  Geographics (Where live, where work)
•  Psychographics (Values & Lifestyle)
•  Behaviors
•  Benefits Sought (Looking good vs. health)
•  Healthstyles Segmentation
63
•  Stage of Change

FOR SOCIAL MARKETING:
STAGES OF CHANGE

1. Precontemplation
Not thinking about making a change
2. Contemplation
Thinking about making a change, but have barriers and
concerns
3. In Action
Actively preparing for or attempting the change
4. Maintenance
Committed to the behavior and have no intention to
return to earlier behavior

64

SHOW ME, HELP ME, MAKE ME

65

STEP 3. SELECT TARGET
AUDIENCES

CHOOSING:
• SIZE
• PROBLEM INCIDENCE
• READY TO ACT
• ABILITY TO REACH

66

PRINCIPLE #3

“START WITH TARGET AUDIENCES
MOST READY FOR ACTION.”
–  Those who see the need to change.
–  Those who have the means.
–  Those we can reach.
BY DOING THIS WE:
–  Increase return on investment
•  Time
•  Money
•  Impact 67

CASE EXAMPLE: SEAFOOD
WATCH

•  Seafood Watch Background:
–  Increasing number of endangered marine
species due to interactions with fishing gear

–  Overfishing steadily increasing with 63% of
assessed stocks needing rebuilding

–  1999, Monterey Bay Aquarium in California
launched the Seafood Watch Program
68

WATCH

•  Purpose
–  Increase purchasing of “green” fish
and decrease purchasing of “red” fish
•  Focus
–  Facilitating decisions at point-of-
purpose

69

WATCH

1.  Consumers decide to buy (more or only)
sustainable seafood.
2.  Consumers start asking questions and
making requests at stores/restaurants.
3.  Purveyors work with suppliers.
4.  Suppliers shift purchasing
5.  Fishing/aquaculture industry responds

70

WATCH

•  Target audience most likely to use card
and make requests:
–  Buy green products
–  Avoid companies with negative reputations
–  Pay higher prices for environmentally
responsible products
–  Believe their actions make a difference
•  Estimated at 15-25% of U.S.

71

WATCH

THEY WOULD INFLUENCE:
–  Chefs at Restaurants
–  Buyers at Grocery Stores
•  THEN THEY WOULD INFLUENCE:
–  Suppliers
•  AND THEY WOULD INFLUENCE:
–  Fisheries

72

WATCH

•  Core Product
(Benefit)
–  A sustainable and
healthy supply of “my
favorite fish”
•  Actual Product
–  “Green” fish
•  Augmented Products
–  Wallet Card
–  iphone application

73

WATCH

74

WATCH
•  PRICE:
–  Free cards
–  Free iPhone App
•  PLACE:
–  Cards ordered online and mailed
–  Available at partner locations
•  PROMOTION:
–  Public Relations
–  Advocacy with Chefs, Restaurants, Suppliers
–  Web site

75

WATCH

•  Downstream:
–  32,000,000 cards distributed
•  Midstream:
–  800% increase in use of “sustainable
seafood” term in print media
•  Upstream:
–  In 2006, Wal-Mart, world’s largest retailer,
pledged that in 3-5 years it would only
source “green” fish
–  In 2008, ARAMARK, leading food service
company, shifted to purchases of “green”
items
76

GROUP EXERCISE

•  Step 3: Select Target Audience

–  Consistent with Campaign Purpose

77

STEPS IN PLANNING


78

STEP 4: DETERMINE BEHAVIOR
OBJECTIVE & GOALS

BEHAVIOR OBJECTIVES:

–  What we want our target audience to do.

GOALS: (S.M.A.R.T.)

–  Quantifying objectives
•  Specific
•  Measurable
•  Achievable
•  Relevant
•  Timebound
79

OBJECTIVE & GOALS

BEHAVIOR OBJECTIVES

–  Reroute your downspout to a rain garden
–  Plant native plants on waterfront shores
–  Contain and cover manure piles
–  Fence farm animals away from creeks

80

OBJECTIVE & GOALS

•  Impact
–  How much will this contribute to the plan’s purpose?
•  Willingness
–  How willing is your target audience to do this?
•  Market Size (Doug’s PENETRATION)
–  How many in the target audience are not doing this?
–  Does the behavior need more support?

ADAPTED FROM DOUG-MCKENZIE MOHR 81

PRIORITIZING BEHAVIORS
Scale of 1 – 10 (Highest)

BEHAVIOR IMPACT WILLINGNESS MARKET SIMPLE WEIGHTED
OPPORTUNITY AVERAGE AVERAGE

Install a
programmable
thermostat

Set water heater
to 120

Sign up for
Green Power

Install a low
flow shower
head or faucet

3 CATEGORIES ADAPTED FROM DOUG-MCKENZIE MOHR 82

STEP 4: SET BEHAVIOR OBJECTIVES
& GOALS

GOALS: S.M.A.R.T.
Specific, Measurable, Attainable, Relevant,
Time Sensitive

–  Number of Mercer Island homes buying Green Power
from PSE increases from 160 – 460 in six months.

–  300,000 homes in the county install a low flow toilet

–  50% of airline travelers have their computers out of
their bags when they arrive at checkpoints

–  90% of toddlers are fully immunized on time by 2
83

STEP 4: SET BEHAVIOR
OBJECTIVE & GOALS

•  Major Types of Goals:
–  Changes in behavior
–  Changes in intent to change behavior
–  Changes in knowledge
–  Changes in beliefs/attitudes

84

STEP 4: SET OBJECTIVES &
GOALS

•  Sources for Goal Setting
–  National Tracking Studies
–  Prior studies
–  Prior campaigns
–  Others?

85

PRINCIPLE #4

“Promote one single, doable
behavior, one at a time.”
–  One that will make a difference
–  One that the audience will know if
they have done
–  One that you can measure or observe

86

CASE EXAMPLE: 2008 EXERCISE
FOR STORM OUTREACH

•  Brainstormed close to 18 Behaviors
•  Ranked Each One on a Scale 1-10:
–  Impact
–  Willingness
–  Supply

–  Support
–  Match
–  Effectiveness of the Social Marketing Tool
–  Effectiveness of Mass Media Campaign
87

CASE EXAMPLE: 2008 EXERCISE
FOR STORM OUTREACH

LAWN AND GARDEN VEHICLE PET

#3 Fertilize Sparingly #2 Use Commercial Car Wash #1 Pick Up Pet Waste
#6 Spot Treat vs. Broad Application #4 Regular Auto Maintenance
#7 Compost Mulch #5 Wash Car On Pervious
#9 Rain Garden Surface
#11 Maintain Tree Cover #8 Dispose used fluid
#12 Improve Soil properly
#14 Reduce Lawn #10 Charity car wash
#18 Hand Pull Weeks #13 Choose alternative
transportation
#17 Cardboard test for oil
leaks

88

Puget Sound
Partnership
2012 Stewardship
Research

1. GENERAL PUBLIC OPINION SURVEY

•  Public perception of Puget Sound
•  Accurate understanding
•  Public value
•  Optimism

•  Sense of place
•  Activities
•  Place attachment
•  Personal impact

2. INDEX DEVELOPMENT SURVEY

•  Sound Behavior Index
•  Indicator behaviors related to habitat,
shorelines, water quality
•  Biennial, long-term index

•  Social Capital Index
•  Trust, personal connections, social
engagement
•  Periodic index

SOUND BEHAVIOR INDEX

•  Index development
•  28 indicator behaviors
•  Track individual behaviors over time
•  Track collective progress over time
•  Index values for region and by county

•  Sample size: 3,621
•  300 per county
•  12 Puget Sound counties
•  Random phone survey

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GROUP EXERCISE

•  Step 4: Determine Desired Behavior

–  For Target Audience
–  Support Purpose

102

STEPS IN PLANNING


103

STEP 5: IDENTIFY BARRIERS,
BENEFITS, COMPETITION

FOR THE DESIRED BEHAVIOR:
–  Barriers
–  Benefits
–  Competition

THE EXCHANGE THEORY

104

BARRIERS

•  May be Internal or External
•  Real or Perceived:
–  Knowledge
–  Belief
–  Skills
–  Infrastructure
–  Technology
–  Economic status
–  Cultural
•  Costs, objections, reasons don’t want to or
can’t do the behavior
•  A GIFT!

105

PRINCIPLE #4

“UNDERSTAND AUDIENCE
BARRIERS TO BEHAVIOR
CHANGE.”

•  Some are perceived.
•  Some are real.
•  Most of the time, you can help.

106

PRINCIPLE #5

“Bring Real Benefits to the Present.”

–  “There is not more disease when the
whether heats up, just more personal
exposure.” Bill Smith, AED

–  “Bring future value closer to the present.”
Michael Rothschild, University of Wisconsin

107

ROAD CREW

“Why do you drive after drinking
excessively?”

–  To get home!
–  I need my car in the morning
–  Everybody does it
–  I feel safe (especially at 1am)
–  Low risk of getting caught
108

ROAD CREW

“What do you want instead?”

–  Nice vehicles (no school buses)
–  Ride from home
–  Ride between bars
–  Ride back home
–  With my buddies
–  Smoking and drinking
109


•  Old limos
•  Pick up at home,
work or hotel
•  Scheduled time
•  Can take you
between bars
•  Can smoke & drink

110


•  Average $15-$20 evening /per person

111


112


•  Thailand, 1991, 140,000 AIDS cases/yr.

113

MODIFIED LOGIC MODEL

THE FLUFFY BUN THE BEEF
INPUTS OUTPUTS OUTCOMES IMPACT ROI

2000-2007 Road Crew 85,000 rides 17% Cost of crash
Service reduction in $231,000
$870,000 Developed & crashes
Available Savings
Avoided: $31 million
Promotional
materials 140 alcohol For every $1
related spent $35.63
crashes saved
6 fatalities
3463% ROI
No increase
alcohol

GROUP EXERCISE

•  Step 5: Understand Barriers & Benefits

–  Brainstorm 5-10 Barriers
–  Brainstorm 2-3 Benefits

115

STEPS IN PLANNING


116

STEP 6: POSITIONING

•  Positioning Statement:

•  “We want (TARGET AUDIENCE) to
see (DESIRED BEHAVIOR) as
(DESCRIPTIVE PHRASE)”

117

POSITIONING

We want tweens
to see regular
physical activity
as something that
is cool and fun
and better than
just sitting
around and
watching TV or
playing
videogames all
the time. 118

CASE EXAMPLE: NATIVE
PLANTS

State of Virginia (Eastern Coast)
•  Background
–  Loss of native vegetation on shores
–  Impact on wildlife habitat & water quality
•  Purpose
–  Protect habitat & improve water quality
•  Focus
–  Native Plants

119

PLANTS

•  Target Audiences
–  Homeowners on shoreline interested and
engaged in landscaping property
–  Garden Center and Nursery Owners
•  Behaviors
–  Choose native plants for landscapes and/or
replace invasive and non-native plants with
native ones

120

PLANTS

BARRIERS:
•  Don’t know what plants are native
•  Don’t understand what plants have to
do with animals or water quality
•  Lack availability of native plants
•  Feel natives are scraggly and weedy,
not colorful or attractive
•  Garden centers not helpful

121

PLANTS
Product:
–  Plant Tags
–  Increased inventory

Price
–  Logo pin for
“leadership groups”

Place
–  Nurseries and Garden
Centers

122

PLANTS

•  Promotion
–  Logo
–  Booklet

123

PLANTS
January 2009 Campaign Design including message,
images, name
February 2009 Visits to local garden centers and nurseries
to influence signage, tags, assistance
Spring 2009 Campaign launch with special events
and radio campaign (April – June)
July 2009 Feedback from garden center owners

August 2009 Campaign enhancements

Fall 2009 Enhanced campaign (Sept. – Nov.)

124

PLANTS

OUTCOMES:

•  Sales-Related:

–  Fall 2009 sales up 10% from ’08

•  Policy-Related:

–  One Garden Center/Nursery will grow their own stock of
over 40 species of native plants

–  New Garden Center will provide special section and offer
classes

125

GROUP EXERCISE

•  Step 6: Craft a Positioning Statement

–  Adjectives we would want target audience
to use to describe the desired behavior

126

STEPS IN PLANNING


127

4Ps IN THE MARKETING TOOLBOX

•  To overcome barriers & provide
benefits

•  Product
•  Price
•  Place
•  Promotion
128

STEPS IN PLANNING

1.  Purpose & Focus
4.  Determine Behavior Objective & Goals
7.  Develop 4P Strategy
Product, Price, Place, Promotion
129

PRODUCT DECISIONS

•  CORE PRODUCT
–  What potential benefits are stressed
•  ACTUAL PRODUCT
–  Specific behavior (e.g., Eat 5 A Day)
–  Name associated with behavior
–  Sponsors and endorsements
•  AUGMENTED PRODUCT
–  Any new accompanying services or
enhancements
–  Any new tangible product or improvements
130

AUGMENTED PRODUCT

•  Although optional, sometimes
what’s needed to:
–  Provide encouragement
–  Remove barriers
–  Sustain behavior
–  Make campaign more memorable
–  Create partnerships

131

REPLACING THE PYRAMID

132

TANGIBLE OBJECT FOR REDUCING
DRINKING & DRIVING

133

TANGIBLE OBJECT TO SUPPORT
WATER CONSERVATION

134

THUMB SOCKS TO DISCOURAGE
TEXTING

135

TANGIBLE OBJECT TO SUPPORT
INCREASED EXERCISE

•  Chicago alone: 175 schools

136

SERVICE FOR TOBACCO
PREVENTION

137

CIGARETTE BUTT SOLUTION

138

AUGMENTED PRODUCT

•  Guide for Pest
Identification

139

FROM OUR COLLEAGUES IN
AMSTERDAM

140

PRINCIPLE #7

•  ”DEVELOP OR PROMOTE A
TANGIBLE GOOD OR SERVICE.”
–  Provides encouragement
–  Removes barriers
–  Sustains behavior
–  Makes campaign more memorable
–  Creates partnerships

141

CASE EXAMPLE: NATURAL YARD
CARE WORKSHOPS

•  Spring 2000
•  King County DNRP
•  Ad campaign to influence:
•  Leave grass clippings on the lawn
•  Not to use pesticides
•  40% awareness
•  Little/no behavior change

142

CARE WORKSHOPS

•  2000 Piloted new strategy
•  Targeting “One Neighborhood at a
Time” vs. 500,000 home gardeners
•  24 Desired Behaviors:
–  Building healthy soils
–  Practicing natural lawn care
–  Choosing the best/right plants for the site
–  Controlling pests and diseases w/o pesticides
–  Water deeply and less frequently

143

CARE WORKSHOPS

•  Research with 400 households
•  Barriers to Natural Gardening:
–  Not knowing ideal practices
–  Not knowing how to do
–  Concern lawn won’t look as good
–  Natural pesticides don’t work
–  Don’t believe pesticides a real problem
–  Perception natural products more costly
–  Natural ways take more time
•  Motivator: Neighbor’s success 144


PRODUCT:
•  2-hour neighborhood workshops
•  First 7 years, 5 practices
•  2008, added garden design

145


•  Free
•  Door prizes like
mulch mowers
–  Attending all 3
sessions increases
likelihood)
•  Free information kit
valued at $15
•  Extra materials to
give to neighbors
(Diffusion)
146


•  2 hour workshop
•  Weekday evenings (7pm – 9pm)
•  Spring and fall
•  Familiar location with free parking
–  Schools, churches, community centers
•  Register by phone or email or at door

147


•  Fun, informative and free
•  Direct mail, door-to-door calls
•  Email reminders (Prompt)

148

CARE WORKSHOPS

•  Behavior Change Research:
–  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 their
friends ($17) 149

GROUP EXERCISE

•  Step 7: Product Strategies

–  Potential Goods
–  Potential Services

150

WHERE ARE WE?

3.  Select Target Markets
6.  Develop Positioning Statement
•  Product, Price, Place, Promotion

151

2ND P: PRICE

Price Tool Options:
•  Monetary incentives
•  Monetary disincentives
•  Nonmonetary incentives
•  Nonmonetary disincentives

152

2ND P: PRICE

2. Develop Strategies:
Monetary Strategies
•  Coupons
•  Bulk discounts
•  Rebates
•  Fines
Nonmonetary Strategies
•  Recognition
•  Appreciation

153

MONETARY INCENTIVES

•  Free native plants for riparians
•  Rebates on old car seats
•  Discount coupons for home energy
audits
•  $200 for sterilization of drug-
addicted women
•  Paying people to be tuberculosis
pill pals
154

CASE EXAMPLE: RECYCLE

•  City of Hollywood, Florida
•  Partnership with RecycleBank
•  “Frequent flier” rewards

155


156


157

NONMONETARY INCENTIVES

•  Gifts for kids at dental offices
•  One year birthday refrigerator
magnet for timely immunizations
•  A room of praise at a weight-
watcher meeting

158

NONMONETARY INCENTIVE IN
SINGAPORE

•  Restaurant recognition for healthy
foods

159

GROUP EXERCISE

•  Step 7: Price Strategy

–  Monetary Incentives
–  Nonmonetary Incentives
–  Monetary Incentives
–  Nonmonetary Disincentives

160

WHERE ARE WE?


161

3RD P: PLACE

Definition:
Where and when market will:
–  Perform behavior
–  Acquire tangible objects
–  Receive services

162

3RD P: PLACE

COMPONENTS:
–  Physical location and its ambiance
–  Whether you provide remote access:
•  Internet: Web sites, email, blogs, podcasts
•  Mail
•  Phone
•  Mobile Units
•  Kiosks
•  Where people dine and hang out
–  Days of week available
–  Hours available

163

3RD P: PLACE

•  NOTE: It is not the same as the
media channel, where messages
will appear.

164

3RD P: PLACE

•  Place Objective:

–  Make it as convenient and pleasant as
possible for our target audience to
perform the behavior, acquire any
tangible objects, and receive any
services.

165

STEP 5: PLACE TACTICS

•  Look for ways to:
–  Make the location closer
–  Extend hours
–  Make location more appealing
–  Be there at the point of decision-
making
–  Make performing the desired behavior
more convenient that the competing
behavior

166

HOW ABOUT THIS FOR THE
TRUCKERS?

167


•  Ways to extend hours
–  Saturday clinics for flu shots
–  24-hour help lines
–  Child care searches on line
–  Pets on the net

168


•  Ways to improve “ambiance”:
–  Mammograms in the mall
–  Community clinics . . . just for teens, with
reading materials and décor to which the
market can relate

169

SUPPORT FOR BIKING

170


•  Ways to be there at the point of
decision-making:
–  Ecstasy pill testing at nightclubs
–  A glass bowl of fruits and vegetables at eye
level in the refrigerator
–  Providing pet waste bags & receptacles at
parks
–  Free litterbags at gas pumps

171


•  Make performing the behavior
more convenient than the
competition
–  Family friendly lanes in grocery stores
–  Smoking locations outside buildings

172

CASE EXAMPLE: FORK IT OVER!

•  Year 2000. Metro Regional Government
•  Perfect storm in Portland Oregon:
–  180,000 tons food disposed annually in solid
waste system
–  Oregon Food Bank struggling

173

CASE EXAMPLE:FORK IT OVER!

•  Food Rescue Program
•  Partners: Restaurant Association, Chef’s, Food Bank, 3
Counties, 25 cities, Food Alliance
•  Provide food business a safe and convenient way to
donate their perishable and surplus prepared foods to
agencies that serve the hungry

174

CASE EXAMPLE:FORK IT OVER!

•  Restaurant Concerns Addressed:
–  How do we get involved?
–  How do we get the food to you?
–  Can we select the agency closest to us?

175


•  Response of Fork it Over:
–  Online registration
–  Online selection of agency
–  Picked up at scheduled time

176


•  Making a difference:
–  1999 -2005, 18 million pounds forked over
–  Spent $700,000 to administer program
–  Saved $647,650 in disposal costs
–  Food worth $17 million
–  Every dollar invested, $31 benefit

177

PRINCIPLE #9

•  “MAKE ACCESS CONVENIENT.”
–  Location
–  Ambiance of facility
–  Hours
–  Days of week

178

PLACE WAS THE PROBLEM

•  Denmark 2009
•  Pilot to supply addicts w/free heroin to
reduce associated crime
–  Included doctor prescription
–  Guaranteed pure dose
•  Out of 30,000 addicts only 80 took offer
•  The barrier wasn’t Product or Price or
Promo

179

PLACE WAS THE PROBLEM

•  The Place was the problem:
–  Had to go to medical clinic
–  Doctor administered
•  Took away the fun and the freedom
benefit

180

GROUP EXERCISE

•  Step 7: Place Strategies

–  Access to goods and services

181

WHERE ARE WE?


182

STEP 7: PROMOTION

•  DEFINITION
“Persuasive communications
designed and delivered
to highlight product, price, place.”

183

STEP 7: PROMOTION

3 COMPONENTS:

•  MESSAGE
–  What you want to communicate

•  MESSENGERS
–  Who might be used to deliver messages

•  COMMUNICATION CHANNEL
–  Where you will communicate

184

DEVELOPING MESSAGES

•  What do you want your target
audience to do?
•  What do they need to know?
•  What do they need to believe
(different)?

185

#10 PRINCIPLES FOR DEVELOPING
PERSUASIVE MESSAGES

•  Concrete
•  Personal
•  Clear and simple
•  Easy to remember
•  Fun when appropriate
•  Using fear, follow up with solutions

186

PERSUASIVE MESSAGES

•  Make Messages Concrete

187

PERSUASIVE MESSAGES

•  Make Messages Personal

188

PERSUASIVE MESSAGES

•  Be clear and simple.

189

PERSUASIVE MESSAGES

•  Make Messages Easy To
Remember

191

PERSUASIVE MESSAGES

•  Consider Fun Messages

192

PERSUASIVE MESSAGES

•  Consider Fun Messages

193

PERSUASIVE MESSAGES

Fear appeals works better when:
–  Accompanied by a solution
–  Targeted at someone close to the
target adopter rather than target
adopter
–  Credible source
–  Previously unconcerned

194

“Over 100 cats & dogs will be
euthanized by tonight if not
adopted today.”

195

MESSENGER

•  Who will deliver messages?
–  Spokesperson
–  Sole Sponsor
–  Partners
–  Mascot
•  Considerations:
–  Expertise, trustworthiness, likeability

196

#11 USE APPROPRIATE
MESSENGERS

197

TOYS AS MESSENGERS

•  Barbie’s New Dog Tanner who comes
with a magnetic pooper scooper and a
trash can!

198

COMMUNICATION
CHANNELS

•  Traditional Media
•  Advertising
•  Public Relations & Special Events
•  Printed Materials
•  Special Promotional Items
•  Signage and Displays
•  Nontraditional and New Media
•  Popular Entertainment Media
•  Public Art
•  Product Integration
•  Social Media
•  Web Sites
•  Mobile Phones for “Pull versus Push” Campaigns

199

COMMUNICATION
CHANNELS

PRINCIPLE #12
•  Channel Principles
–  Try for popular,
entertainment media
–  Be there “just in time”
–  Use prompts
–  Tap social media and networks
–  “Surprise them”

200

#12 POPULAR ENTERTAINMENT
MEDIA

201

#12 JUST IN TIME MEDIA

202

#12 JUST IN TIME MEDIA ON A
CEILING IN A SMOKER’S LOUNGE

203

#12 JUST IN TIME MEDIA

–  Messages for tobacco prevention on toilet
paper in Porta Potties at Youth Concerts

•  “May your lungs be cleaner than this Porta Potty.”
•  “Tobacco kills one person every 10 seconds. Good
thing you’re sitting down.”
•  “ What’s worse: running out of toilet paper of
running out of breath.”

204

#12 TAP SOCIAL MEDIA

205
Source: Homer Simpson of the Matrix

#13 MAKE NORMS VISIBLE

•  Especially effective when:
–  Majority doing the behavior
–  Those not doing behavior don’t know in
minority
•  Social Norms Theory
–  Behaviors influenced by what we think
others we like/respect do

206

Opower,
an
energy
eﬃciency
and
smart
grid
so4ware
company,
has
developed
a
program
whereby
residents
receive
informa:on
about
their
own
level
of
household
ener

#13 MAKE NORMS VISIBLE
[]

•  OPOWER
–  Energy Efficiency & Software Company
–  “It’s time to engage the 300 million Americans in the
dark about their energy use.”
–  First 1 million HH cut usage by 1.5% -3.5%

207

#14 USE PROMPTS

•  Prompts serve as a reminder
•  Prompts help convey social norm
•  Newborn diaper strap to reduce
SIDS

208

#14 USE PROMPTS

209

#15 GET COMMITMENTS.

•  Written commitments are better than verbal
ones.
•  Public commitments are best.
•  Self Prophecy or Self Fulfilling strategy

210

GROUP EXERCISE

•  Step 7: Promotion

– Messages
– Messengers
– Media Channels

211

WHERE ARE WE?


212

WHAT TO MEASURE

•  Input Measures
•  Output/Process Measures
•  Outcome Measures
•  Impact Measures
•  Return on Investment

213

“WHERE’S THE BEEF?”

•  1984 Commercial

•  Wendy’s hamburgers

•  Making fun of the
competitor’s big
fluffy bun

•  And not much beef.

•  An exec on his yacht.



Resources
allocated to
the campaign
or program
effort



Resources Program
allocated to activities
the campaign conducted to
or program influence a
effort desired
behavior



Resources Program Audience
allocated to activities response to
the campaign conducted to outputs
or program influence a
effort desired
behavior



Resources Program Audience Indicators
allocated to activities response to that show
the campaign conducted to outputs levels of
or program influence a impact on
effort desired the social
behavior issue that
was the
focus for the
effort



Resources Program Audience Indicators Economic
allocated to activities response to that show value of
the campaign conducted to outputs levels of changes in
or program influence a impact on behavior and
effort desired the social the
behavior issue that calculated
was the rate of return
focus for the on the
effort spending
associated
with the
effort

FOR OUR EXAMPLE


WHAT’S THE BEEF?

•  For every taxpayer dollar spent,
what did we save or earn?

•  What, then, is the rate of return on
our investment (ROI)?

A FINAL WORD ON R0I

EXAMPLES FOR NPS STORMWATER
OUTREACH ACTIVITIES

1.  Use a Commercial Carwash
2.  Fertilize In the Fall

222

WHAT YOU’LL NEED

OUTPUT
–  Keep track of all campaign costs
OUTCOME
–  Measure number of people who changed
behavior as a result of your intervention
–  Determine concrete value (e.g. gallons or
pounds diverted) of 1 changed behavior
“ROI”
–  Calculate cost per concrete value

223

Use a Commercial Carwash

OUTPUT OUTCOME “ROI”
$100,000 200,000 people

4 fewer car washes For every $1 spent,
per year/per person
800 gallons diverted

800,000 fewer car
washes in lawns

100 gallons per If sustained 2 years,
wash
1600 gallons per $1

80 million gallons
less per year 224

Fertilize Only in the Fall

OUTPUT OUTCOME “ROI”
$100,000 200,000 people
For every $1 spent,
1 less pound of 2 lbs. avoided
fertilizer/year

200,000 less
pounds of If sustained 2 years,
fertilizer/year 4 lbs. per $1.

225

WHERE ARE WE?

4.  Determine Objectives & Goals

226

STEP #9

•  Establishing Budgets & Finding
Funding

•  Approaches:
–  Affordable Method
–  Competitive-Parity Method
–  Objective-and-Task Method (IDEAL)

227

BUDGET COMPONENTS

Cost-Related Components:

–  Product-Related Costs
–  Price-Related Costs
–  Place-Related Costs
–  Promotion-Related Costs
–  Evaluation-Related Costs

228

STEP 9: BUDGETS & FUNDING

•  If budgets exceed funding:
–  Explore additional sources of funding
including corporate contributions
–  Eliminate least effective and efficient
strategies
–  Reduce goals (Why so rare?)
–  Develop campaign phases

229

STEP 10: IMPLEMENTATION

•  What
•  Who
•  When
•  How Much (Budget)

•  Formats vary; ideally, 2-3 years

230

UTILIZING VOLUNTEERS

•  Bayside Climate Change Action Group
•  Bayside, Australia
•  Human Sign!

231

UTILIZING VOLUNTEERS

•  Mission: Reduce junk mail

•  Target: Well-intended, but
not active, Greens

•  Behavior: adhere No Junk
Mail sticker

•  Volunteers helped distribute
20,000 stickers

232

VOLUNTEERS

•  Distribution: •  Results
–  Coffee shops –  Observation
–  Libraries research
–  Door – to door –  10,000 stickers
posted
–  1/3 households in
Bayside City Area

233

IN SUMMARY

•  What is social marketing?

•  Why do we choose target audiences?

•  How do we select a desired behavior?

•  Why is it important to understand barriers and
benefits?

•  What are the 4Ps?

234

A 10 STEP PLANNING MODEL

3.  Select Target Audiences
7.  Develop 4P Strategy:

235

USE PRINCIPLES THAT WORK

1.  Choose a focus that will have an impact on your plan’s
purpose
2.  Take advantage of what’s been done before that works.
3.  Start with target markets most ready for action.
4.  Promote one single, simple doable behavior.
5.  Understand audience barriers to behavior change.
6.  Bring real benefits to the present.
7.  Develop or promote find a tangible good or service.
8.  Look for a price that matters.
9.  Make access convenient.
10.  Develop persuasive messages.
11.  Use appropriate messengers.
12.  Utilize effective communication channels
13.  Make norms visible.
14.  Use prompts.
15.  Get commitments and pledges.
16.  Monitor, evaluate and report on results. 236

Social Marketing and Behavior Change in the Nisqually Watershed

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