Social Marketing

Social Marketing
Social Marketing is the use of marketing principles and techniques to influence a target audience to voluntary accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.

Social Marketing Purposes
   

To Accept a new behavior To Reject a potential behavior To Modify a current behavior To Abandon an old behavior

Differences between C.M. and S.M.

 Product  Primary

Aim  Competition

Some Similarities
 Customer

oriented  Exchange theory  Marketing research  Audiences are segmented  Results are measured and used for improvement.

Social Marketing Plan Outline
WHERE ARE WE? Step 1:  Determine focus  Identify purpose  Conduct analysis  Review past and similar efforts.

WHERE DO WE WANT TO GO?

 Step

2: Select target audiences  Step 3: Set objectives and goals  Step 4: Analyze target audiences and competition

HOW WILL WE GET THERE?
Step 5:
 Product  Price  Place  Promotion

HOW WILL WE STAY ON COURSE?
 Step

6: Develop an evaluation  Step 7: Establish budgets and find resources  Step 8: Complete an implementation plan

José Luis Rivera
Center for Nonviolence Tel. 260-456-4112 jlrivera@centerfornv.org

Sign up to vote on this title
UsefulNot useful