Marketing for Social Change and Watershed Awareness

Michelle RogersProject WET Tennessee Coordinator

The Center of Excellence for Field BiologyAustin Peay State University

Brain on Drugshttp://www.youtube.com/watch?v=nl5gBJGnaXs

The Ad Council, 1970’shttp://www.youtube.com/watch?v=_R‐FZsysQNw

Social marketing attempts to influence behaviors that benefit 

society and the individual.

Many people involved in social marketing are not the people in 

“marketing.”

Marketing Planning

• Why are you doing this?• Where are you today?• Where do you want to go?• How are you going to get there?• How will you keep on track?

Why?

What social issue will you be addressing?

Purpose and Focus

• Social issue: Water Quality in Chesapeake Bay• Purpose: to reduce non‐point source pollution contaminating runoff and reducing water quality

• Focus: Residential use of lawn fertilizer

Save the Crabs, Then Eat ‘Emhttp://www.youtube.com/watch?v=AMOBPQ55zKwSodhttp://www.youtube.com/watch?NR=1&v=N8gW3nHrctQNo appetizers were harmedhttp://www.youtube.com/watch?NR=1&v=729IVQrQ‐t4

Where are you today?

• SWOT analysis• Strengths• Weaknesses• Opportunities• Threats

Background Research

• Prior social marketing campaigns• Marketing research

– Social Marketing Listservlistproc.georgetown.edu

• Interviews• Focus groups• Surveys

Target Audience

VERB Summer Scorecard

http://www.verbsummerscorecard.com/montgomery/how_to_play.html

Target Audience

• Choice– Consider readiness to change– Define narrowly

• List barriers• List benefits• Consider the competition

Plan Your Strategy

• What benefit can you provide target?• What costs will affect the target?• Where, when and how will you convey your message?

• Keep your target audience in mind.

Research doesn’t stop

• Do preliminary tests of your “product”• Continue ongoing assessment and modify your approach

• Measure output, outcome and impact

An Inconvenient Truth•Output

videobookweb site

•Outcome# of video showing# of books sold# of web hits

• Impact: ?

http://www.climatecrisis.net/an_inconvenient_truth/about_the_film.php

Resources

• Social Marketing: Influencing Behaviors for Good, 3rd edition, by Philip Kotler and Nancy R. Lee, 2008

• Fostering Sustainable Behavior: An Introduction to Community‐Based Social Marketing, by Doug McKenzie‐Mohr – http://www.cbsm.com/public/world.lasso– Community‐Based Social Marketing

• Water Words that Work– http://waterwordsthatwork.com/

Resources

• Social Marketing: Influencing Behaviors for Good, 3rd edition, by Philip Kotler and Nancy R. Lee, 2008

• EPA Watershed Academy Training Courses at http://water.epa.gov/learn/training/wacademy/training.cfm– Getting in Step: A Pathway to Effective Outreach in Your Watershed– Getting in Step: Engaging and Involving Stakeholders in Your 

Watershed– Getting in Step with Phase II: A Workshop for Stormwater Program 

Managers

Resources• Surveys, focus groups, and evaluations 

http://cfpub.epa.gov/npstbx/Surveys.cfm• EPA’s Nonpoint Source Focus Group results 

http://cfpub.epa.gov/npstbx/files/epanpsfocusgroup.pdf• EPA Nonpoint Source (NPS) Outreach Toolbox at 

http://cfpub.epa.gov/npstbx/index.html• Examples of materials you can use for free: 

http://cfpub.epa.gov/npstbx/FeaturedProductsDetail.cfm?TopicID=74

Thank you

• Any questions?

More examples from Kotler

• Is Your Family Prepared?• http://www.getprepared.gc.ca/index‐eng.aspx

• Above the Influence• http://www.abovetheinfluence.com/