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Foreword | |
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Understanding Social Marketing | |
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Defining Social Marketing | |
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Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010) | |
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What is Social Marketing? | |
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Where Did the Concept Originate? | |
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How does Social Marketing Differ From Commercial Sector Marketing? | |
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How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? | |
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What is Social Marketing's Unique Value Propostion? | |
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Who Does Social Marketing? | |
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What Social Issues Can Benefit From Social Marketing? | |
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What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences? | |
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Marketing Dialogue | |
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10 Steps in the Strategi Marketing Planning Process | |
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Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009) | |
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Marketing Planning: Process and Influences | |
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10 Steps to Develop a Social Marketing Plan | |
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Wht Is a Systematic, Sequential Planning Process | |
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Where Does Marketing Research Fit in the Planning Process? | |
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Marketing Dialogue | |
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16 Tips for Success | |
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Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009 | |
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16 Tips for Success | |
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Marketing Dialogue | |
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Analyzing the Social Marketing Enviornment | |
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Determining Research Needs and Options | |
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Marketing Highlight: Increasing Family Planning in Pakistan (2007) | |
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Major Research Terminology | |
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When Research Is Used in the Planning Process | |
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Steps in Developing a Research Plan | |
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Research "That Won't Break the Bank" | |
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Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007) | |
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Choosing a Purpose and Focus for Your Plan and Conducting a Situation | |
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Marketing Highlight: Reducing Diarrhoeal Disease in India: The Ors-Zinc Solution | |
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Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) | |
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Analysis | |
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Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) | |
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Ethical Considerations When Choosing a Focus for Your Plan | |
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Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006) | |
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Establishing Target Audiences, Objectives, and Goals | |
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Segmenting, Evaluating and Selecting Target Audiences | |
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Marketing Highlight: Reducing Tabacco Use in the United States; Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All" | |
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Step #3: Selecting Target Audience | |
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Steps Involved in Selecting Target Audiences | |
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Variables Used to Segment Markets | |
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Criteria for Evaluating Segments | |
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How Target Audiences Are Selected | |
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What Approach Should Be Chosen? | |
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Ethical Considerations When Selecting Target Markets | |
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Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign | |
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Setting Behavior Objectives and Goals | |
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Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices | |
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Step #4: Setting Objective and Target Goals | |
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Behavior Objective | |
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Knowledge and Belief Objectives | |
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Objectives and Target Goals Are Only a Draft at This Step | |
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Objectives and Target Goals Will Be Used for Campaign Evaluations | |
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Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006) | |
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Identifying Barriers, Benefits, the Competitions and Influential Others | |
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Marketing Highlight: Be Active: a 2009 Award Winning Program in Birmingham, England | |
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Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition | |
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What More Do You Need to Know about Target Audience? | |
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How Do You Learn More From and About the Target? | |
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How Will This Help Develop Your Strategy? | |
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Potential Revision of Target Audiences, Objectives, and Goals | |
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Ethical Considerations When Researching Your Target Audience | |
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Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) | |
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Developing Social Marketing Srategies | |
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Crafting Desired Positioning | |
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Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase Condom Use (2007-2010) | |
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Positioning Defined | |
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Step #6: Developing a Positioning Statement for Social Marketing Offerings | |
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Bahavior-Focused Positioning | |
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Barriers-Focused Positioning | |
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Competetion-Focused Positioning | |
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Repositioning-Focused | |
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How Positioning Relates to Branding | |
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Ethical Considerations When Developing a Positioning | |
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Research Highlight: Stopping Aquatic Hitchhikers: a Branding Strategy (2010) | |
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Product: Creating a Product Platform | |
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Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s) | |
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Product: The First �ǣPï¿½Ç | |
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Step #7: Developing the Social Marketing Product Platform | |
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Branding | |
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Ethical Considerations Related to Creating a Product Platform | |
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Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011) | |
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Price: Determining Monetary and Nonmonetary Incentives and Disincentives | |
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Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010) | |
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Price: The Second �ǣPï¿½Ç | |
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Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives | |
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Setting Prices for Tangible Objects and Services | |
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Ethical Considerations Related to Pricing Strategies | |
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Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002) | |
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Place: Making Access Convenient and Pleasant | |
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Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008) | |
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Place: The Third �ǣPï¿½Ç | |
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Step #7: Developing the Place Strategy | |
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Managing Distribution Channels | |
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Ethical Considerations When Selecting Distribution Channels | |
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Research Highlight: Bicycling in the Netherlands: What Went Right? (2010) | |
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Promotion: Deciding on Messages, Messengers, and Creative Strategies | |
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Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010) | |
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Promotion: The Fourth �ǣPï¿½Ç | |
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a Word About the Creative Brief | |
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Message Strategy | |
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Messenger Strategy | |
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Creative Strategy | |
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Pretesting | |
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Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies | |
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Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009) | |
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Promotion: Selecting Communication Channels | |
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Marketing Highlight: Using Text Messaging to Improve Health: a Successful Pilot for Reducing Obesity (2008) | |
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Promotion: Selecting Communication Channels | |
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Traditional Media Channels | |
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Nontraditional and New Media Channels | |
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Factors Guiding Communication Channel Decisions | |
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Ethical Considerations When Selecting Communication Channels | |
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Research Highlight: Financial Literacy Road Shows in Ghana: a Qualitative Impact Assessment to Inform Future Efforts (2007-2008) | |
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Managing Social Marketing Programs | |
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Developing a Plan for Monitoring and Evaluation | |
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Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006) | |
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Step #8: Developing a Plan for Monitoring and Evaluation | |
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Why Are You Conducting This Measurement? | |
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What Will You Measure? | |
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How Will You Measure? | |
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When Will You Measure? | |
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How Much Will It Cost? | |
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Ethical Considerations in Evaluation Planning | |
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Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010) | |
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Establishing Budgets and Finding Funding | |
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Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010) | |
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Step #9: Establishing Budgets | |
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Determining Budgets | |
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Justifying the Budget | |
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Finding Sources for Additional Funding | |
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Appealing to Funders | |
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Revising Your Plan | |
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Ethical Considerations When Establishing Funding | |
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Creating an Implementation Plan and Sustaining Behavior | |
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Marketing Highlight: "Let's Move!" First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010) | |
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Step #10: Creating an Implementation Plan | |
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Phasing | |
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Sustainability | |
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Sharing and Selling Your Plan | |
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Ethical Considerations When Implementing Plans | |
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Research Highlight: Turn it Off: An Anti-Idling Campaign (2007) | |
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Social Marketing Planning Worksheets | |
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Social Marketing Resources | |
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Chapter Notes | |
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Name Index | |
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Subject Index | |
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About the Authors | |