MKTG7513

Marketing for Social Change

Developing A Social Marketing Mind-Set

Course Coordinator: Dr Josephine Previte

Facilitator: Dr Liam Pomfret

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Week 2 Outline: Social Marketing Mindset

 Explain the purpose of the benchmark criteria to guiding social marketing practice
 Describe the “uniqueness” and characteristics of social marketing
 Behaviour change bottom line (see Andreasean 2002)
 Doing more than “1P” marketing (i.e., “Stop raising awareness already”)

 Discuss the importance of services in shaping social change behaviours

 Explaining the mid-stream approach to social change (Required reading)

 Guest: Margaret Sloan-McDonald (Business Liaison Librarian)

 The importance of desk research

 To do list: See: preparation for tutorials; exam style question link to this week’s topic

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Social marketing …
… is the design, implementation, and control of
programs calculated to influence the
acceptability of social ideas and involving
considerations of product planning, pricing,
communication, distribution, and marketing
research.
(Kotler & Zaltmann, 1971)
… seeks to develop and integrate
marketing concepts with other approaches
to influence behaviours that benefit
individuals and communities for the
greater social good. Social marketing
practice is guided by ethical principles. It
seeks to integrate research, best practice,
theory, audience and partnership insight,
to inform the delivery of competition
sensitive and segmented social programs
that are effective, efficient, equitable, and
sustainable.
(Morgan, 2012–2018)
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 The Social Marketing Benchmark Criteria

Next week’s tutorial: come prepared to

discuss how the “Be a star” campaign
demonstrates a social marketing approach
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Source: Dibbs (2014, p. 1166)
Importance of the benchmark criteria

Provides an integrated series of concepts, which illustrate the breadth of the

social marketing field and the knowledge on which it is based (Bird, 2010).

Illustrates a strategic view of social marketing which extends beyond “1P

marketing” that adopts a promotion-only approach to engage behaviour change.

Different behaviour change theories and approaches are all resources on which
practitioners can draw.
 The benchmarks have a useful role to play in grounding social marketing
and in showing its relationship with other behaviour change approaches.

Insight driven understanding of behaviour change complexities and barriers

 Consumer and expert insight 5
Benchmark criteria: Marketing Mix
The strategy attempts to use all 4Ps of the Methods mix: Brings together the
traditional marketing mix, e.g. it is not just most effective mix of interventions to
advertising or communications. That is, it
creates attractive benefit packages (products)
influence the target behavior
while minimizing costs (price) wherever  Services used to support and sustain
possible, making the exchange convenient behaviour
and easy (place) and communicating powerful
messages through media relevant to – and  Policy used to shape behaviour
preferred by – target audiences (promotion).

Source: Andreasen’s (2002) Marketing Mix benchmark criteria description

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 Moving on from public interest communication

 Questions:
 What are the key points the authors make about the “problem” with cause
communication?
 Why isn’t persuasive communication enough?
 How does awareness create harm?

Required reading from Week 1: Christiano, A. & Neimand, A (2017). Stop raising awareness already. Stanford Social Innovation Review, 7
Spring, pp. 34-41.
Key learning from Christiano & Neimand (2017)

Abundant research shows that people who are simply given more information
are unlikely to change their beliefs or behavior, it’s time for activists and
organizations seeking to drive change in the public interest to move beyond just
raising awareness (2017:36)

When done wrong, an awareness campaign carries four specific risks:

 it might lead to no action;
 It might reach the wrong audience;
 it might create harm;
 it could generate a backlash.

Source: https://www.cdc.gov/cpr/zombie/index.htm 8
Add your views to the padlet

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Applying Marketing Mix – 4Ps – Micro, individual level behaviour change

Clear & PERSUASIVE

COMMUNICATION

What are the PLACE: Accessible and

behaviours that will Convenient ways to
solve this problem? practice the behaviour
PRODUCT: Ideas
(think) - values (fee) & PRICE: Costs & Barriers
BEHAVIOUR (do) (Physical and Reduce, Reuse, Recycle 10
psychological)
Bringing service thinking to support behaviour change

 Governments and not-for-profit organisations are increasingly

adopting a social marketing approach as a means of facilitating
voluntary behaviour change to improve social and individual
welfare.
 Problem: impose a “production orientation” - focuses on
obtaining the most cost-efficient production and
distribution processes

 Service thinking recognises that marketing is a process focused

on value creation among organisations, citizens, stakeholders
and society.

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Service thinking: Support cancer screening services

 Services thinking and understanding informs how to design and

implement high quality services that provide satisfaction to
citizens and is an important consideration for social marketing.

 In social marketing a positive service experience is important for

facilitating and sustaining a desired behaviour

 Frontline service staff are critical touch points between social

marketing organisations and citizens.

 Service staff need to be highly trained, engaged, motivated,

personable, and rewarded for good performance.

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Services
 Services are often an important component of social
marketing programmes (Russell-Bennett et al.,
2013).

 Research in social marketing has identified that the

way services are designed and delivered, and how
they engage participants, can have a significant
effect in socially beneficial outcomes (see Zainuddin
et al., 2013).

 Citizens are active participants in the value creation

process at all stages before, during and after
services are delivered (Russell-Bennett et al., 2013).
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 Service mix applied to social marketing

Source: Russell-Bennett, R., Wood, M., Previte, J. (2013). "Fresh ideas: services thinking for social marketing", 14
Journal of Social Marketing, 3(3): 223-238, doi.org/10.1108
Importance of research and insight
Secondary research (or desk research) refers to information that
already exists somewhere, having been collected for another
purpose at an earlier time.

Tap into a wider variety of external information sources:

 Journal articles
 Scientific and technical data
 Prior studies on the problem behaviour
 Campaign evaluations and reports

Primary research consists of information collected for the specific

purpose at hand, for the first time.

Research steps for the Social Change Project

1. Secondary research to inform the team “Scoping report”
2. Primary research: key informant interviews to inform social change
program design (e.g., understanding motivations and barriers,
perspective on past campaigns) and using consumer insight to inform
empathy mapping.
 Preparation for primary data collection coordinated through
tutorials 15
Guest presentation
Margaret Sloan-McDonald (Business Liaison Librarian)

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 In preparation for Week 3 tutorials

WATCH the “Be Star” campaign overview. What did you learn about the social
marketing benchmark criteria after watching this video case study.
 Bring your notes to discuss Week 3 tutorials.
Learning outcome: Applying the characteristics that define the social
marketing benchmark criteria

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 Complete the required reading for this

Russell-Bennett, R., Wood, M., Previte, J. (2013). "Fresh ideas: services thinking for
social marketing", Journal of Social Marketing, 3(3): 223-238, doi.org/10.1108

Download the article from the MKTG7513 Blackboard.

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Next Week: Week 3
Lecture: Determining problems and finding solutions
• Contextual effects and situational influences social change design
• Crafting problem statements and definitions
• Case study discussion – demonstrating the use of primary research: “The
importance of social marketing in skin cancer prevention”

Tutorial: Determining problems

• Case study example: RoadCrew
• Structural effects shaping behaviour
• Tool to analyse social and health problem
• Working in teams: Team contract; setting up teams in Blackboard

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 Past exam question: Essay style question

“Too many organisations concentrate on raising awareness about an issue – such as the
danger of eating disorders or loss of natural habitat – without knowing how to translate
that awareness into action, by getting people to change their behaviour or act on their
beliefs” (Christiano & Neimand, 2017, p. 34). How does the application of a social
marketing approach address the limitations of awareness raising illustrated in cause
communications? In your answer:
a) Discuss 3 reasons why awareness raising campaigns can fail.
[4 marks]
b) Explain the role of the benchmark criteria and this can address these failings.
[5 marks]
c) Use a case study example to demonstrate and explain how social marketing
involves more than awareness raising and reliance on only communication.
[5 marks]
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References
Andreasen, A.R. (2002). Marketing social marketing in the social change marketplace,
Journal of Public Policy & Marketing, 21(1): 3-13.

Dibb, S. (2014) Up, up and away: social marketing breaks free, Journal of Marketing
Management, 30:11-12, 1159-1185, DOI: 10.1080/0267257X.2014.943264

Lee, N. & Kotler, P. (2020). Social Marketing: Behaviour Change for Social Good, 6 Ed,
th

SAGE Publications, Los Angeles.

Morgan, W. (2012–2018). The iSMA, ESMA and AASM1 consensus definition of social
marketing. International Social Marketing Association. Retrieved July 15, 2018 from http://
www.i-socialmarketing.org/social-marketing-definition#.W0uxodVKjIX.

Russell-Bennett, R., Wood, M., Previte, J. (2013). Fresh ideas: services thinking for social
marketing, Journal of Social Marketing, 3(3): 223-238.
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