Understanding Social

Marketing:
Encouraging Adoption and Use of Valued Products and Practices

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©2016
2014 by
by The
The University
University of
ofKansas
Kansas
Social marketing is the application
of commercial marketing
techniques to social problems

Copyright ©
©2016
2014 by
by The
The University
University of
ofKansas
Kansas
 Commercial vs. Social Marketing:
• Commercial marketing tries to change people's
behavior for the benefit of the marketer
• Social marketing tries to change people's behavior
for the benefit of the individual, or of society as a
whole

Copyright ©
©2016
2014 by
by The
The University
University of
ofKansas
Kansas
 Social Marketing:

• Reaches target audiences

• Helps customize your message to those targeted
audiences
• Helps create greater and longer-lasting behavior
change

Copyright ©
©2016
2014 by
by The
The University
University of
ofKansas
Kansas
 Implementing a Social Marketing
Campaign
• Identify behaviors you want to change
• Identify your audience
• Identify and reduce barriers
• Pretest your ideas
• Publicize actions and benefits
• Assess your results

Copyright ©
©2016
2014 by
by The
The University
University of
ofKansas
Kansas
 The "4 Ps" of marketing:

• Product
• Price
• Place
• Promotion

Copyright ©
©2016
2014 by
by The
The University
University of
ofKansas
Kansas
 Stages of change
1. Create awareness and interest
2. Change attitudes and conditions
3. Motivate people to want to change their behavior
4. Empower people to act
5. Prevent backsliding

Copyright ©
©2016
2014 by
by The
The University
University of
ofKansas
Kansas