Excellent Educational Programs

SOCIAL
MARKETING
SESSION 7: STEPS 3 AND 4: SELECTING
PRIORITY AUDIENCES
Objectives
Step 3
◦ 1. Segment the Market
◦ 2. Evaluate Segments
◦ 3. Select a Priority Segment
Step 4
◦ 1. Behavior objectives
◦ 2. Knowledge objectives
◦ 3. Belief objectives
 Wheeling Walks
Example: Targeted Message and
Audience
• A targeted public health physical activity
message:
30 minutes or more of
moderate-intensity walking
almost every day.
• To a targeted audience:
Insufficiently active
adults, ages 50-65,
in a West Virginia community
The importance of segmentation
MESSAGE
Remove out of date
foods – they could
harm people

So
Oh no – But it’s really
what? Hmm, they didn’t say
how am I unlikely and
they might anything about
going to do
not ... And I’ve drinks though so
that
got to make a that’s ok
everyday
profit
Isn’t our target all people?
Response: No
You can’t be everything to every person
You already target segments of people
The choice is to target:
◦ Consciously or
◦ By default
Social Marketing Segments Audiences

“Market segments consist of groups of people or organizations that

are similar in terms of how they respond to a particular marketing
mix or in other ways that are meaningful for marketing planning
purposes”

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 Social Marketing Segments Audiences
Not all people are the same, so not all people can be treated the same
◦ If applied correctly, social marketing campaigns are more effective than traditional mass
campaigns (one size fits all)
◦ Segmentation = key component of social marketing

Break your audiences into similar groups based on things such as:
◦ Interest level
◦ Wants and needs
◦ Motivators
◦ Access points
Benefits of audience segmentation

Effective use of resources

Customized strategies
Appropriate channels of communication
Providing opportunity to establish partnerships with audience focus
Identification of the “easier to change” audiences (Diffusion of
Innovations Theory)
Step 3: Select Priority Audiences
1.Segment the Market
Divide population into smaller groups who will likely
require unique strategies in order to be persuaded
to change their behavior.
Step 3: Select Priority Audiences
-Needs
- Wants
- Barriers
- Desired benefits
- Motivations
- Values
- Behavior
- Lifestyles
Step 3: Select Priority Audiences
Demographic segmentation: age, gender, marital status,
family size, income, occupation, education, religion, ethnicity,
and nationality.
- Best predictors of needs, wants, barriers, benefits, and
behaviors
- Information about a market is more readily available
- Easily describe and find a priority segment and to share with
others working to develop and implement program strategies
Step 3: Select Priority Audiences
Geographic segmentation: divides a market
according to geographic areas, such as continents,
countries, states, provinces, regions, counties, cities,
schools, and neighborhoods, as well as related
elements, such as commute patterns, places of work,
and proximity to relevant landmarks.
Step 3: Select Priority Audiences
Psychographic segmentation: divides the market into
different groups on the basis of social class, lifestyle,
values, or personality characteristics.
Example: Segmentation “groups”
YUPPIES Young Upwardly Mobile Professional People
DINKE Double Income No Kids
DUMP Destitute Unemployed Mature Professional
PIPPIE Person Inheriting Parents Property
SCUM Self Centred Urban Male
SILKY Single Income Loads of Kids
SINBAD Single Income No Boyfriend Absolutely Desperate
SITCOM Single Income Two Children Outrageous Mortgage
WOOPIE Well-Off Older Person
LOMBARD Loads Of Money But A Right Dickhead
 Common variables

Behavioral segmentation divides buyers into groups based on their

knowledge, attitudes, uses, or responses to a product
Occasions: when the product is used or decided on
Benefits sought: what the segment wants from using the product
Usage rate
Loyalty status
Step 3: Select Priority Audiences
Stages of Change Variables
Step 3: Select Priority Audiences
Diffusion of Innovation
Step 3: Select Priority Audiences
Healthstyles Segmentation
Generational Segmentation
Segmenting Midstream and Upstream
Step 3: Select Priority Audiences
2. Evaluate Segments
Each segment is then evaluated based on a variety of
factors that will assist you in prioritizing segments.
Step 3: Select Priority Audiences
1. Segment size: how many people are in this?
2. Problem incidence: either engaged in the problem related behavior or not engaged in the
desired behavior.
3. Problem severity: what are levels of consequences of the problem behavior in this segment
4. Defenselessness: To what extent can this segment “take care of themselves” versus needing
help from others?
5. Reachability: is this an audience that can be easily identified and reached?
6. General responsiveness : how “ready, willing and able” to respond are those in this segment
7. Incremental costs: how do estimated costs to reach and influence this s compare with those 4
others segments?
8. Responsiveness to marketing mix: how responsive is this market likely to be to social
marketing strategies.
9. Organizational capabilities
Step 3: Select Priority Audiences
3. Select a Priority Segment
Select only one or a few segments as a priority
audience for the campaign and then develop a rich
profile of their distinguishing characteristics that will
inspire strategies to uniquely and effectively appeal
to them.
Step 3: Select Priority Audiences
Undifferentiated marketing
Differentiated marketing
Concentrated marketing
What Approach Should Be Chosen
Greatest need: size, incidence, severity, and defenselessness
Greatest readiness for action: readiness, willingness, and
ability to respond
Easiest to reach: identifiable venues available for
distribution and communication
Best match: organizational mission, expertise, and resources
Step 3: Select Priority Audiences
Increased effectiveness. Outcomes (numbers of behaviors successfully
influenced) will be greater
Increased efficiency. Outcomes relative to outputs (resources
expended) are also likely to be greater
Input for resource allocation. As a result of evaluating each of the
segments, you have objective information that will assist you in
distributing your resources and providing this rationale to others.
Input for developing strategies. This process will leave you with
detailed profiles of a segment that will then provide critical insights into
what will influence an audience to buy your behavior.
Step 4: Behavior Objectives and Target Goals

Cognitive Attitude Action Behavioral

• Explain the • Alter ideas • Motivate • Demotivate
nutritional about people to cigarette
values of abortion. vote “yes” on smoking.
different • Change a certain • Demotivate
foods attitudes of issue. excessive
• Demonstrate bigoted • Inspire people alcohol
the people to donate consumption.
importance of blood
conservation
 Setting objectives
An association for Natural environment
Protection
 Stop wood devastation
Reduce pesticide usage
Save water
Improve air quality

SMART enough???
 Setting objectives

Change in
knowledge Expected response
Change How long?
in Repetition?
behavior
Change in
Other
attitude

Setting realistic objectives for each segment

Purposive to behavior change, not just perception or thought influence

 Core 3

Set realistic behavior objectives

• Research shows that only a percentage of the target
audience will be ready to act. Therefore be realistic
in your expectations.

• Sometimes its necessary to ask participants to make Adopt ideal

behavior
smaller changes that will lead to them to adopt the
ideal behavior. ….
EXAMPLE
Smaller Current Behavior: Drinks approximately 5 beers per day
Recommended behavior: Drink two or fewer drinks per
changes day
Possible behavior change: Reduce one beer per day
(immediate behavior change that will move the audience
toward the ideal behavior.)

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Step 4: Behavior Objectives and Target Goals
Behavior Objectives:
1. Impact
2. Willingness
3. Measurability
4. Market opportunity
5. Market supply
Step 4: Behavior Objectives and Target Goals
Knowledge and Belief Objectives:
That they will personally experience the benefits from adopting the
desired behavior
That they are at risk
That they will be able to successfully perform the desired behavior
That their individual behavior can make a difference
That they will not be viewed negatively by others if they adopt the
behavior
That the costs of the behavior will be worth it
That there will be minimal negative consequences
Class activity:
Setting Objectives for your project
Knowledge objectives: What you want your audience to, including
information or facts to be aware of.
Attitude/Belief objectives: What you want your audience to believe
or feel
Behavior objectives: What you want your audience to do.