Getting ur feet wet with social marketing

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Table of Contents
GETTING YOUR FEET WET WITH SOCIAL MARKETING......................................... ....................................II
A SOCIAL MARKETING GUIDE FOR WATERSHED PROGRAMS.......................................... .......................II
© COPYRIGHT 2006.............................................. .................................................. ................................................. III
PART I .................................................. .................................................. .................................................. .....................1
THE SOCIAL MARKETING PROCESS AND THEORY .................................................. .....................................1
INTRODUCTION...................................... .................................................. .................................................. ...............2
CHAPTER 1 .................................................. .................................................. .................................................. ............3
INTRODUCTION TO SOCIAL MARKETING .................................................. .................................................. ....3
SOCIAL MARKETING BASICS............................................ .................................................. ..................................4
EXCHANGE.......................................... .................................................. .................................................. ....................4
POSITIONING....................................... .................................................. .................................................. ...................4
AUDIENCE .................................................. .................................................. .................................................. .............5
THE MARKETING PS .................................................. .................................................. ............................................7
THE PHASES OF A SOCIAL MARKETING CAMPAIGN.......................................... ...........................................7
DIFFERENCES BETWEEN AWARENESS AND SOCIAL MARKETING CAMPAIGNS.................................8
LEARN FROM EXAMPLES .................................................. .................................................. ..................................8
CHAPTER SUMMARY........................................... .................................................. .................................................. 9
CHAPTER 2 .................................................. .................................................. .................................................. ..........10
THE SOCIAL MARKETING PROCESS .................................................. .................................................. .............10
PLANNING FOR SUCCESS .................................................. .................................................. .................................10
ASSEMBLE YOUR TEAM AND LEARN ABOUT YOUR COMMUNITY......................................... ................11
DO YOU HAVE A PLAN?............................................. .................................................. ..........................................12
THE PHASES OF A SOCIAL MARKETING CAMPAIGN.......................................... .........................................16
STEP 1: DEFINE THE PROBLEM........................................... .................................................. .............................16
STEP 2: IDENTIFY LIKELY SOLUTIONS .................................................. .................................................. ........18
INSTITUTIONAL BARRIERS.......................................... .................................................. .....................................19
STEP 3: IDENTIFY/SEGMENT AUDIENCES......................................... .................................................. .............19
STEP 4: CONDUCT A SWOT ANALYSIS .................................................. .................................................. ..........20
PERFORMING A SWOT ANALYSIS .................................................. .................................................. ..........................20
USING SWOT IN WATERSHEDS........................................ .................................................. .................................21
USING SWOT ANALYSIS TO IDENTIFY TARGETS AND STRATEGIES........................................ ....................................22
SUCCESSES/FAILURES ANALYSIS .................................................. .................................................. ...........................23
STEP 5: UNDERSTAND AUDIENCES:........................................ .................................................. .........................23
SOCIAL RESEARCH AIDES IN UNDERSTANDING AUDIENCES .................................................. ................23
QUANTITATIVE RESEARCH .................................................. .................................................. ............................24
QUALITATIVE RESEARCH.......................................... .................................................. .......................................24
A SURVEY INSTRUMENT CAN PROVIDE BASELINE DATA .................................................. .......................25
TRIANGULATION OF DATA .................................................. .................................................. .............................25
REFINING SELECTION OF ACTION/BEHAVIOR .................................................. ...........................................26
STEP 6: CHOOSE MEDIUMS—THE MEDIA MIX............................................... ................................................26
STEP 7: PRETEST APPROACH AND MESSAGES.......................................... .................................................. ...28
STEP 8: IMPLEMENT YOUR CAMPAIGN .................................................. .................................................. .......30
STEP 9: EVALUATE .................................................. .................................................. .............................................30
STEP 10: ADJUST............................................ .................................................. .................................................. ......34
CHAPTER SUMMARY........................................... .................................................. ................................................35
CHAPTER 3 .................................................. .................................................. .................................................. ..........37
AUDIENCE RESEARCH:......................................... .................................................. ..............................................37
WHAT IS AUDIENCE RESEARCH? .................................................. .................................................. ...................37
SECONDARY (BACKGROUND) RESEARCH.......................................... .................................................. ...........37
PRIMARY RESEARCH .................................................. .................................................. ........................................38
SURVEYS........................................... .................................................. .................................................. .....................38
RESPONSE BIASES .................................................. .................................................. .................................................4 4
FOCUS ON FOCUS GROUPS .................................................. .................................................. ..............................46
OBSERVATION....................................... .................................................. .................................................. ..............50
INTERCEPT INTERVIEWS........................................ .................................................. ...........................................50
ONE-ON-ONE INTERVIEWS........................................ .................................................. ........................................50
CHAPTER SUMMARY........................................... .................................................. ................................................50
CHAPTER 4 .................................................. .................................................. .................................................. ..........53
BEHAVIORS: BARRIERS AND BENEFITS.......................................... .................................................. ...............53
BARRIERS TO CHANGE............................................ .................................................. ...........................................53
WHY DO WE DO WHAT WE DO?............................................... .................................................. .........................53
RETHINKING POPULAR BELIEFS ABOUT BEHAVIOR CHANGE .................................................. .............54
BENEFITS.......................................... .................................................. .................................................. .....................55
SOCIAL NORMS............................................. .................................................. .................................................. .......55
OTHER REASONS PEOPLE CHANGE............................................ .................................................. ....................57
CHAPTER SUMMARY........................................... .................................................. ................................................59
CHAPTER 5 .................................................. .................................................. .................................................. ..........61
EXCHANGE.......................................... .................................................. .................................................. ..................61
CHAPTER SUMMARY........................................... .................................................. ................................................65
CHAPTER 6 .................................................. .................................................. .................................................. ..........67
BEHAVIOR CHANGE TOOLS............................................. .................................................. .................................67
SOCIAL NORMS............................................. .................................................. .................................................. .......67
PROMPTS........................................... .................................................. .................................................. ....................70
COMMITMENTS....................................... .................................................. .................................................. ............70
INCENTIVES........................................ .................................................. .................................................. ..................72
VIVID COMMUNICATION .................................................. .................................................. .................................73
BUILDING MOTIVATION........................................ .................................................. .............................................75
CHAPTER SUMMARY........................................... .................................................. ................................................75
CHAPTER 7 .................................................. .................................................. .................................................. ..........77
MORE ABOUT THE MEDIA MIX............................................... .................................................. ..........................77
POLITICS AS USUAL............................................. .................................................. ................................................77
THE MEDIA MIX IN WATERSHED SOCIAL MARKETING......................................... ....................................77
CHAPTER SUMMARY........................................... .................................................. ................................................81
CHAPTER 8 .................................................. .................................................. .................................................. ..........82
EVALUATION........................................ .................................................. .................................................. ................82
EVALUATION TYPES............................................. .................................................. ...............................................82
GOALS ARE OVERARCHING BENEFITS FOR SOCIETY........................................... .................................................. ......82
PROCESS EVALUATION .................................................. .................................................. ....................................84
OUTCOME EVALUATION........................................ .................................................. ............................................84
OUTCOME (IMPACT) EVALUATION........................................ .................................................. .........................85
CHAPTER SUMMARY........................................... .................................................. ................................................86
PART II................................................ .................................................. .................................................. ....................88
CHAPTER 9 .................................................. .................................................. .................................................. ..........89
CREATING A NEW SOCIAL NORM IN THE CHALK CREEK WATERSHED, NORTHERN UTAH ........89
THE BEGINNING......................................... .................................................. .................................................. .........90
ASSESSING THE COMMUNITY......................................... .................................................. .................................90
THE FIRST DEMONSTRATION PROJECT........................................... .................................................. .............91
OTHER PROJECTS FOLLOWED.......................................... .................................................. ..............................92
SUMMARY .................................................. .................................................. .................................................. ...........94
CHAPTER 10 .................................................. .................................................. .................................................. ........95
EXECUTIVE SUMMARY........................................... .................................................. ............................................96
CREATING A STATEWIDE PARTNERSHIP....................................... .................................................. ...............96
THE CAMPAIGN.......................................... .................................................. .................................................. .........99
RESULTS .................................................. .................................................. .................................................. ............100
CHAPTER 10 .................................................. .................................................. .................................................. ......105
THE NEIGHBORHOOD WATER STEWARDSHIP PROGRAM:.......................................... ...........................105
BACKGROUND .................................................. .................................................. .................................................. .105
PROGRAM DEVELOPMENT .................................................. .................................................. ...........................106
PROGRAM OVERVIEW.......................................... .................................................. ............................................107
PROGRAM RESULTS .................................................. .................................................. ........................................108
COMMUNITY CAMPAIGN.......................................... .................................................. .......................................110
CONCLUSIONS .................................................. .................................................. .................................................. .110
PROGRAM PARTNERS .................................................. .................................................. .....................................111
CHESAPEAKE BAY SOCIAL MARKING CAMPAIGN.......................................... ..........................................112
THE CAMPAIGN CHALLENGE......................................... .................................................. ................................112
2005 CAMPAIGN RESULTS........................................... .................................................. ..........................................114
APPENDIX I .................................................. .................................................. .................................................. .......121
WORKSHEETS........................................ .................................................. .................................................. ............121
GOALS ARE OVERARCHING BENEFITS FOR SOCIETY........................................... .................................................. ....124
BEHAVIOR/MESSAGE WORKSHEET......................................... .................................................. .....................126
NEW BEHAVIOR/PRICE/EXCHANGE WORKSHEET......................................... ............................................128
APPENDIX II................................................ .................................................. .................................................. ........130
ADDITIONAL RESOURCES .................................................. .................................................. .............................130
WEBSITES.......................................... .................................................. .................................................. ..................131
GENERAL SOCIAL MARKETING EDUCATION......................................... .................................................. ...131
MARKETING RESEARCH SITES............................................. .................................................. ..........................131
EVALUATION RESOURCES SITES .................................................. .................................................. .................132
BOOKS AND VIDEOS............................................ .................................................. ...............................................132

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