Improving our impact and effectiveness
Informing, empowering and assisting people to change behaviour sits at theheart of Westminster City Council’s key strategic challenges. Issues such asthe uptake of services, recycling, active transport, health, crime preventionand civic engagement all require that we engage in planned programmes thatseek to inform or inuence behaviour.There is a need to inform, engage and support both staff and the people weserve, for reasons of open and transparent service delivery but also becausewe know it is more effective and efcient.To do this, we need to ensure that we have developed clear insights aboutthe people we serve, clear objectives, systematic programmes of action andways of measuring progress.Communications staff have a key role to play in this approach to developingcitizen-centric approaches to service design and delivery. Our real challengeis to support all council staff to use insights and develop evidence anddata-driven approaches, sustaining behaviour that will enhance the livesof our residents.There is also a need to demonstrate value for money and make savings.This can be done by applying the systematic social marketing approachset out in this booklet.
Director of Communications and Strategy,Westminster City Council
Social Marketing is the approachwe use to inuence the behaviourof audiences for the public good.It’s about helping people livehappier, healthier lives.It starts from the perspective of thecustomer or service user, segmentsthe audience and uses interventionsthat run with the behaviour of thegroup, seeking in many campaignsto encourage good behaviour ratherthan censure bad habits.In this booklet we set out someof the core tools of social marketing.There is an explanation of whatsocial marketing is, but also aneight point checklist that you canuse to apply the theory to audiencesthat you are seeking to inuence.This will allow you to identify whichtactics are right in a given situation.This assessment should be setin the context of the ve ways toinuence behaviour – the de-CIDESframework which allows you to seewhat sort of strategy is necessary toachieve your objective.The checklist and the de-CIDESframework provide the toolsto identify the right approach.Once this is achieved the socialmarketing ‘Total Planning Process’is the framework for delivering acampaign, from scoping the projectthrough testing and implementationto evaluation and follow through.
This booklet also stresses that socialmarketing should be part of anorganisation’s strategic frameworkto analyse and address problems.This is because the principles ofresearching, responding to andinuencing the people we serve,to help them, should be central tothe values of any public authority.
The social marketing processshould bring rigour and results tothe sort of campaigns that localgovernment runs every year tosupport our communities.