Social Marketing

Value, cause, and social marketing

Value, cause, and social marketing

Yvonne MeryMary Evangeliste

AzLA ,Nov 13th, 2007

Yvonne MeryMary Evangeliste

AzLA ,Nov 13th, 2007

BY THE END OF THIS SESSION YOU WILL:

Recall the history of social marketing and its relevance to libraries

Identify contemporary social marketing campaigns

Recognize the elements that make social marketing campaigns successful

Apply social marketing best practices to libraries

Create an initial social marketing plan

Why apply Social Marketing to libraries?

Because usually we are not selling a product like toothpaste

Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness

Social Marketing addresses the same types of issues as libraries

Complicated issues like preventing forest fires

pollution

drunk driving

Why apply Social Marketing to libraries?

“There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible." -Katya Andresesen Robin Hood Marketing

Why apply Social Marketing to libraries?

"We should stay true to our mission representing ourselves honestly , and promise only what we can deliver In that way we gain a competitive advantage.... We have credibility and sincerity on our side and we should never lose sight of that " --Katya Andresesen Robin Hood Marketing

Three caveats before we begin:

More complicated than regular marketing

Realize that benefits of our libraries are not self evident

Transform ourselves into effective communicators

Social Marketing by any name

Non-profit Marketing

Cause-driven marketing

Value-based marketing

Development communication

Socially-responsible marketing

History of Social Marketing

•Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952)

War Bonds - An early Social Marketing Campaign

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War Bonds Success

Traditional Marketing Elements

Product - War Bonds

Promotion - Posters, radio

Strong Messenger - Kate Smith

Strong Message - Buy war bonds and help save a life, help your country

Psychological Elements

Motivation - Patriotism

Direction - Knowledge of where to buy war bonds

Mechanism - banks, post, phone

Ability to deliver product - many centers cause ease of use

Low exertion - pick up phone

Other historical social marketing campaigns

History of Social Marketing

Social Marketing:An Approach to Planned Social Change1971Kotler and Zaltman coined term saw marketing as technology

Public Health Embraces Social Marketing

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Public Health Embraces Social Marketing

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Social Marketing Today

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Social Marketing Today

Journals -

Social Marketing Quarterly

The Social Marketing Institute

Social Marketing Consultants - Fearless Future

Social Marketing Listserv

Social Marketing Conferences

Social Marketing

Your Turn

Name, Where are you from?

Why did you come to this workshop?

Think of a social marketing campaign that has affected you

What was the visual imagery?

What was the message?

Why has it stuck with you?

Current Social Marketing Campaigns

Click it or ticket

Truth

SIDS

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A Model Program

Communication and enforcement

Goal: To increase seat belt use

* Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65%

* Social Marketing Campaign - 80% in first 6 months

Important change in message

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From:

To:

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in 2003 won the Oscar of the advertising industry-Grand EFFIE

credited with creating new historic lows in teen smoking- lowest rates since 1980s

smoking declined 38% from 1998-2002 in florida where truth was started

Changed the game-the tobacco company is two faced

On their web sites tobacco

companies

encourage people to

quit smoking

In 2006, a court

found that tobacco

companies manipulate nicotine levels to

keep smokers addicted

Changed the game -tapped into rebellious nature of teens

Gave them a target -rebel against the tobacco industry

SIDS -Back to Sleep Campaign

Sudden Infant Death Syndrome•National Institute of Child Health and Human Development

• Maternal and Child Health Bureau•American Academy of Pediatrics

•SIDS Alliance•Association of SIDS and Infant Mortality Programs

SIDS SuccessLittle

information

Simple Action

Variety of channels

Your Turn

Take a 10 minute break

First step : choose narrow target

audiences and do tons of research

Two different narrow audiences

• Teenage girls • Pickup drivers

Most people begin smoking before age 18 so they choose 12-17 years old

Street level research-staffers went out and spoke to teenagers with video cameras

Your turn: choose your target audience

Choose your audience

1.Public library in an urban setting - teenage boys of lower-socioeconomic means

2.University Library - International graduate students majoring in education

3.Community College Library in a suburban setting - Part-time ESL adult students

4.School library in a rural setting - elementary school students in a low-performing school

Second step:choose an action

Go beyond awareness to action

Choose specific and feasible action

A simple easy to do action

What is the action?

What is the action?

Your turn: choose an action

Keep in mind:

action must be feasible and realistic

action must be easy to do

action must be tied to your target audience

Third Step: begin crafting message with reward that

is directly related to target audience

Teens want to rebel

In Your Face campaign

It’s about your audiences values

Your Turn: Craft message with reward

• Write down five or more things that are important to your audience

• Use these values to create a message

• Message should have an immediate reward

• Ask yourself:

• Why should your audience do this?

• What is in it for them?

• What will they gain or lose from taking your action?

• Appeal to your audience’s values, not yours’, not the organizations’

Fourth Step: Choose a

messenger• Messengers should be appeal to the audience

and be reflective of them

Messengers can be:

• Peers• Authority figures• Experts• Inner circles (family members)

Messenger as Peer

• No adults, no authority figures

• Only adult is the enemy

• The Truth Campaign

Messenger as Family

Messenger as Authority Figure

Your turn: Choose a messenger

• Write down three possible messengers: peer, authority figure, expert, inner circle

• Keep your audience in mind

• Choose a messenger you believe will best appeal to your target audience

Fifth step: Choose the channel and the optimal

time• Channel: The “thing” you’re using to get your

message out

• Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks

• Time:

As place

As time

As emotional state

Core Calendar OpportunitiesCore Calendar Opportunities

New Year’s Eve Prom/Graduation

Super Bowl July 4th

CPS Week Labor Day

Spring Break Back-to-School

St. Patrick’s Day Tailgating

BUA Week World Series - Halloween

Alcohol Awareness Month Thanksgiving Holiday

Cinco de Mayo 3D Month

Optimal Channel and Best Time

Optimal time: Place

Time as Emotional State

Your Turn

1. Choose three possible channels for your message

Do not rely too heavily on traditional channels

2. Choose the optimal time or times to deliver your message

Remember to match channel with time

Sixth Step: Partner, partner, partner

Partnerships will help extend the reach of your message

A partner can be any organization that is also trying to reach your same target audience – private and non-profit

Partnerships need to have a mutual benefit for both

• Philanthropic

• Financial

• Image change or enhance

• New market access

Private partnership

Partner Non-profit

• Hospitals

• Clinics

• Birthing Centers

• Federal agencies – WIC

Your Turn

Brainstorm possible private and non-profit partners that could help you to deliver your message

Ask yourself:

Who else is trying to reach my audience? – include those that are working on different issues with same audience

Is there a benefit for both partners? – If not, do not choose them

Choose your top three

Congratulations

You are now ready to create and design your materials and your slogan