Outline Social marketing process: Identify goals Segment and
target Develop the 4 ps Product, price, place, promotion Determine
positioning, incentives
Slide 3
What is Marketing? Marketing is the process of planning and
executing the product, pricing, promotion, and
distribution/placement of ideas, goods, and services to create
exchanges that satisfy individual and organizational goals.
Slide 4
Social Marketing Social Marketing applies the principles of
marketing to address social problems by influencing behavior
change. Social marketing requires: A customer focused approach
Voluntary behaviour change An exchange Individual or societal
benefit (rather than corporate benefit or profit)
Slide 5
Identify Goals Clear problem description Who, what, when, and
where Impact on key population segments Desired outcome Measurable
and attainable Measure of Success Financial savings from success
compared to program cost Beginning levels compared to ending/later
levels of behaviour
Slide 6
CASE: University of Washingtons U-Pass program Problem: Volume
of traffic in Seattles University District University of Washington
decided to use social marketing strategies to reduce traffic in the
district in 1991.
Slide 7
Segmentation Identify most relevant variable: On campus/not
Select target group(s) UW: All regularly on campus Select important
secondary targets Gatekeepers, influencers UW VP
Slide 8
Targeting Targeting Criteria Segment size Potential/expected
growth or decline Competition Cost of marketing Fit with org
resources/objectives
Slide 9
Product Price Place Promotion Marketing: The Four Ps
Slide 10
Product WHAT ARE YOU SELLING? UW example: Basic Product:
Alternatives to driving alone Specific products: U-pass program
Increased mass transit service at reduced rates Shuttle
service
Slide 11
Price Cost to the target audience of behavior Is not just
financial, there are other costs time effort lifestyle
psychological cost UW Program Inconvenient Takes more time Less
freedom
Slide 12
Place Channels through which products or programs are available
(access) UW program More mass transit stops Home (shuttle service)
Campus parking lots (free for carpools)
Slide 13
Promotion Communicating your product and its benefits. UW
PROGRAM: U-PASS: For You and the U Posters, brochure, and campus
newspaper ads Commuter Information Centers Emphasis on the programs
incentives: lower prices and more commute options Endorsement by
University Vice President
Slide 14
UW promotional piece
Slide 15
Incentives Unlimited use of mass transit Free parking to
faculty and staff carpools [University parking rates increased
significantly for single drivers] Vanpools: Vans pick up and drop
off passengers at or near their homes. Cyclists: New bicycle paths
through the University, free bike lockers and racks, free helmet
($5 for staff and faculty) with the purchase of a tune-up
Slide 16
Summary Identify problem and goals Segment and target Develop 4
ps Product, Price, Place, Promotion Exchange! Need benefit for each
target.