WP2_A3

Social Marketing Plan

Analysis of strategic and operational marketings
The aims
Quantifiable (e.g. reducing the percentage
of smokers in a company by 10%).
Realistic (reasonably achievable)
Prioritised
BEHAVIOURAL CHANGE:
abandoning or changing harmful
lifestyles in favour of healthier
habits
CHANGE OF VALUES:
changing deeply rooted opinions on
particular issues/situations
Strategies
exchange theory
We are only open to adopting a new behaviour
only if we believe that the benefits
we are being offered are equal to or greater
(and the costs equal to or less than) those
continuing with the habits we are asked to change.
The products offered for exchange are are IDEAS, VALUES,
ATTITUES AND BEHAVIOURS (sometimes associated with goods
and/or services, offered in order to facilitate the adoption of
the given idea, attitude or behaviour.
E.g. distribution of condoms during a campaign against the spread of AIDS).
spread of AIDS).
ACTION PROGRAMMES
Marketing Mix tools: the "5 P's".

1 Product
2 Price
3 Distribution (Place)
4 Promotion
5 Partner
Places of dissemination: schools,
companies,
hospitals,... can be used as points
of sale

THE PRICE
The price is the economic, psychological and physical costs and any other effects linked to the exchange and perceived as
negative (loss of time, change of habits, fatigue, fear of unpleasant effects).
In social marketing, non-monetary costs have a predominant influence

THE DISTRIBUTION
The channels through which the product reaches the target groups and the place where it is offered.
In social marketing, the distribution network has a more abstract character than in commercial marketing.

Channels: media (interpersonal and mass media).

Places of dissemination : schools, companies, hospitals,... can be used as points of sale

THE PROMOTION

Communication activities (advertising, events, graphic material,

activities, messages...) useful to spread knowledge about the benefits of adopting the proposed deriving from the adoption of
the proposed idea/behaviour.

The consumer is not very "educated" about the product, he does

not yet know its benefits and advantages.
In contrast to corporate marketing: the consumer already knows the
benefits and advantages of the product just choosing a brand or
model.
THE PRODUCT
In Social M. it is represented by an IDEA (e.g. Smoking is bad for you), offered in order to provoke a CHANGE. (e.g. Smoking
is bad for you), offered in order to provoke a BEHAVIORAL change (stop smoking), sometimes together with a sometimes
together with a TANGIBLE PRODUCT (e.g. chewing gum) or (e.g. chewing gum) or a SERVICE (help groups).

IDEAS 1. Values
2. Opinions
3. Beliefs
SOCIAL PRODUCT ACTIONS

TANGIBLE ELEMENTS / SERVICES

PARTNERs
Important is the support
and involvement of stakeholders
in order to provide coherent
and participative messages.

Groups of influence
Institutions
Public figures
“The European Commission’s support for the production
of this publication does not constitute an endorsement of
the contents, which reflect the views only of the authors,
and the Commission cannot be held responsible for any
use which may be made of the information contained
therein.”
Project Number: 2019-3-UK01-KA205-077646