What is Social Marketing?
BusinessDictionary.com defines it as:
1. Application of commercial marketing concepts, knowledge, and techniques to non-commercial ends (such as campaigns against smoking and drunken driving) for the society's welfare.
2. Use of commercial marketing in promotion of goods and services in a way that helps in promoting the consumers' and, by extension, the society's well-being.
According to the College of Public Health at the University of South Florida, Social Marketing is
"a well-established discipline used worldwide by health agencies and NGOs to effect beneficial social change. Based on traditional marketing concepts, with roots in Public Health and other disciplines such as environmental studies and anthropology, it offers proven techniques to influence behavior and improve individuals’ and societies’ well-being. Social marketing has been successfully used to address issues such as childhood obesity, drinking and driving, HIV/AIDs prevention, cancer screening, waste reduction, and breastfeeding."
To develop a strategic plan for changing behaviors, you will need to
1. Describe the Social Issue, including background, purpose, and focus
2. Conduct a Situation Analysis
3. Select a Target Audience
4. Set Behavior Objectives and Target Goals
5. Identify Barriers, Motivators, the Competition, and Influential Others
6. Craft a Desired Positioning
7. Develop the Strategic Marketing Mix (product, price, place, promotion)
8. Develop a plan for Monitoring and Evaluation
9. Establish budgets and find funding
10. Create the Implementation Plan
Use the pages in this guide to access public health and marketing resources you can use to develop your plan.
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