An Overview of
Social Marketing
Marketing
What do marketers want to achieve?
Social Marketing
What methods do they use to achieve their goal(s)?
What do marketers NOT do?
Social Marketing
The general goal- behavior change
Social Marketing
First the audience must be aware of the problem and
educated on solutions
Six Steps to Social Marketing
1. Goals, Objectives and Tasks
What is the desired outcome?
Social Marketing
How do we get there?- very specific
1a. Prioritize
Don’t overwhelm
Social Marketing
Consider ease of adoption, benefit of action and cost
of message
2. Target Audience
May have several target audiences based on
Social Marketing
– Geography
– Occupation
– Income or education level
– Age
– Gender
2. Target Audience Con’t
Get to know the target audience
Social Marketing
– How do they receive information?
What do they read, watch and listen to?
– Where do they go?
– What are their attitudes?
– What are their concerns?
2. More Target Audience
How do you find all this out?
Social Marketing
– Focus groups
– Surveys
– Community meetings
3. Message
Targeted
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Short
Repetitive
Relate to a direct benefit to the audience
– Money
– Health
– Time
4. Format
•
In what ways will you present the message to the audience?
Social Marketing
– Billboards
– TV ads
– Web site
– Radio ads
– News coverage – Signs along roadways
– Newspaper articles – Brochures
– Community newsletters – Give Away items
– Community events – And on, and on . . .
– Bus signs
4. Format Con’t
Format will change as you take the audience from
Social Marketing
awareness to action
Depends largely on budget
5. Distribution
How do you get the message out?
Social Marketing
– Do you pay for air time?
– Should volunteers go door to door with written
information?
– How do you get the media involved?
6. Evaluation
Should be done throughout process
Social Marketing
Very important in showing progress
Helps with future campaigns-same and different
goals
Examples
Good
Social Marketing
Bad
– Ineffective
– Wrong action
Social Marketing
Good
Examples
Good
Social Marketing
Bad
– Ineffective
– Wrong action
Wrap- Up
Social Marketing is about communicating with the
Social Marketing
audience and getting them to respond in a way that
achieves your goals.
More information:
www.epa.gov/owow/nps/outreach.html