Planning and Research in Social Marketing_28.9.2011

Planning and Research in Social Marketing

Marco Bardus, MAUniversità della Svizzera italiana

28/9/2011- Fall 2011, Week 2

Lugano, 28/09/2011 Social Marketing Fall 2011 1

OVERVIEW

• Let’s recap: the social marketing process• Today’s focus: planning & strategy• 10 steps in strategic Marketing planning process

(Chapter 2 Kotler & Lee, 2008: 34-45)

• Research in Social Marketing– Marketing research– Formative research

Lugano, 28/09/2011 2Social Marketing Fall 2011


SOCIAL MARKETINGPROCESS

Planning & Strategy

STEP 1: PLANNING & STRATEGY

Before planning, ask yourself:What are your organization’s goals, financial resources,

staffing availability?

What is the behavior in need of change (the economics, significance and predictions)?

How big is the market - size, geography, characteristics?What does your target market look like (demographics,

knowledge, beliefs, stage of change, barriers, benefits, literacy)


STEP 1: PLANNING & STRATEGY

Before planning, ask yourself:

What are the appropriate distribution channels?– What media channels does your TM use? (Web, TV, radio,

print)

What resources do you have?

What are the competitors doing?


Strategic planning

STRATEGIC PLANNING

Involves answering 4 important questions

1. Where are we? / Why are we doing this? (mission)

2. Where do we want to go? (vision)

3. How will we get there?

4. How will we stay on course?


ASK YOURSELVES…

• Why this? Why now? Why them? Why you?• Who do you need to convince? Of what?• Why would they do it (benefits)? Why not (barriers)? Who

has an influence on them (influencers)?• How and where can you reach them?• Can you segment groups based on demographics,

readiness, efficacy, social and economic considerations, etc.?

• What are your strengths, opportunities and challenges?• With what and/or whom are you competing?Lugano, 28/09/2011 9Social Marketing Fall 2011

AND ALSO ASK YOURSELVES …

• How can you design/alter what you are offering or what can you do to make behaviours more attractive (product), less costly (price), easy, and convenient (time, price and place)?

• Based on your audience analysis, which media, networks of key influencers, events and settings will enable you to reach your audience?

• How should you frame and pre-test your messages?• Which partners should you consider in order to leverage

their influence and credibility, gain access to the audience or create supportive environments?

• How will you know if you are successful?


10-step to develop a social Marketing

planSee chapter 2 (Kotler & Lee, 2008: 34-45)

Kotler & Lee, 2008: 45



10 STEP MARKETING PLAN

1. Describe the Plan Background, Purpose, and Focus

2. Conduct a Situation Analysis

3. Select Target Markets4. Set Objectives and Goals5. Identify the Competition

and Target Market Barriers and Motivators

6. Craft a Desired Positioning7. Develop a Strategic

Marketing Mix (4Ps)8. Outline a Plan for

Monitoring and Evaluation9. Establish Budgets and Find

Funding Sources10. Complete an

Implementation Plan

1) DESCRIBE THE PLAN BACKGROUND, PURPOSE, AND FOCUS

• Background: – What social issue (problem) will you address?– Why is this issue important?

• Purpose statement:– The purpose of this social marketing plan is to…

• Should include the benefit of it

• Focus of initiative:– What is the goal? What are you really trying to do?


2) CONDUCT A SITUATION ANALYSIS

• SWOT:– Strengths, Opportunities, Weaknesses & Threats– Look at both internal and external factors

• Past or similar efforts– activities, results & lessons learned


SWOT ANALYSIS

• SWOT– Internal

• Strengths• Weaknesses

– External• Opportunities• Threats (Challenges)

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CONTEXT ANALYSIS - INTERNALStrength Weakness So What?

Mission, vision, plans

Human resources

Financial resources (specify if pre-determined)

Decision-making process

Partnerships

Access to audiences

Credibility

Others

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CONTEXT ANALYSIS - EXTERNAL

Opportunity Challenge So What?

Competition (for attention, within the field, other behaviours, other causes, etc.)

Community readiness

Ethical issues

Others (legal, political, social, economic, demographic, technological, etc.)

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3) SELECT TARGET AUDIENCE

• Who will the initiative target? • What do we know about them?

– Demographics, buying patterns, beliefs, size, behaviors, etc.


4) SET GOALS AND OBJECTIVES• Goals: overarching statements• Objectives: Specific & measurable

– Behavior: what do we want them to do– Knowledge: what they should know– Belief: what attitudes we influence

• SMART: Specific, Measurable, Attainable, Relevant, & Time sensitive

!! For Kotler & Lee goals are ojectives and viceversaLugano, 28/09/2011 22Social Marketing Fall 2011

5) IDENTIFY THE COMPETITION, BARRIERS AND MOTIVATORS

• What is your TA doing now? • What do you want them to do?• What is getting in the way? (beliefs, attitudes,

experiences, etc.)• What things help facilitate them doing what you want?


6) CRAFT A DESIRED POSITIONING

• Develop a statement that sets you a part from the crowd (USP)

• This is your BRAND.


7) DEVELOP THE MARKETING MIX

• Product– Actual (desired behavior), Core (values benefits associated),

Augmented (tangible benefits, incentives, services)

• Price (monetary & nonmonetary)• Place

– where the behavior will be preformed & get campaign related items or services

• Promotion– your communication strategies (messages, messengers) &

channelsLugano, 28/09/2011 25Social Marketing Fall 2011

8) MONITORING & EVALUATION

• How will you know if it worked?• To what extent the objectives were achieved?• Think about the

– output (campaign activities), – outcome (changes in TA behavior or attitudes) & – impact (on your topic)

Process evaluation vs. program evaluationLugano, 28/09/2011 26Social Marketing Fall 2011

9) ESTABLISH BUDGETS

• How much does it cost?• How are you paying for it?


10) IMPLEMENTATION PLAN

• Who must do what• When must they do it• How much time & money does it take


Be sistematic!

BE SYSTEMATIC!

• Successful social marketing campaigns take time to be strategic.

• Why? – How can you design an ad or decide on a channel if you do

not yet know what the message should be or what channels your TA uses?

– Must decide on your product before knowing how to sell it– It all starts by getting to know your TA


RESEARCH IN SOCIAL MARKETING

MARKETING RESEARCH

Kotler & Lee, 2008: 45Lugano, 28/09/2011 Social Marketing Fall 2011 32


FORMATIVE RESEARCH

• Which key decisions are to be made?– Priority segments and

objectives – Positioning– Product, price and place

strategies– Promotional strategies

(messages, channels and messengers)

– Partnerships– Benchmarking and

evaluation

• What information will help you make the best decisions?– Best practices?– Why?– How many?– How much?– Context and competition?

FORMATIVE RESEARCH METHODS

• Qualitative: If you need answers to “Why?” questions• Focus groups• Interviews• Observational

• Quantitative: If you need answers to “How many?” and “How much?” questions

• Primary research – Surveys– Controlled experiments

• Secondary research– Literature reviews, examine data from prior surveys/polls and existing

data sets (e.g., incidence data; RFM + Recency Frequency and Monetary Value, Swiss General Health Survey, Eurobarometer)

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QUALITATIVE METHODS

• Use when:• You want to gain a deeper understanding of

– What people think– How they act– Why

• Allows you to see behavior• Allows participants to tell you in their own words• Allows for context, exploration, hypothetical• You really get to know it, feel it, experience it

OBSERVATION

• The researcher watches the target audience in action, in the natural setting (sometimes simulated)

• Puts behavior in context

TYPES OF OBSERVATION

• Complete observation– Watch TA choose a behavior or product– TA does not know you are researching them– EX: helmet use, stairs or escalator, product choice, others?

• Participation and observation– Some of the TA knows you are researching– EX: Addiction treatment experience, others?

• Covert/complete participation– Fully emerged in TA behavior– TA does not know you are researching them– EX: hand washing, homelessness, e-mail list studies

INTERVIEWING

• The researcher has an n depth conversation with individuals from the TA

• Goal is to develop comprehensive picture & gain understanding of a topic

• Active engagement w/ TA• It’s a conversation• Planned topics are addressed• Open ended questions w/ probes

FOCUS GROUPS

• Used to collect information about a specific topic that can’t quite be captured on a survey

• The TA is a group of people with something in common - like gender, interest in weight loss, experience with a product

• Captures, attitudes, beliefs, preferences, evaluation of programs, development of communication messages, promotional strategies

SURVEY QUESTIONS

• Pros and cons• Designing surveys

– Finding existing surveys– Refine and test them– Stay focused– Order Qs appropriately

ORGANIZING SURVEYS

• Self administered - paper– Layout– Set expectations

• Self administered - online– # of Qs– Set expectations

• Telephone

WRITING GOOD QUESTIONS (1)

• No double barreled QsIt is one that has more than one question embedded

within it. Participants may answer one but not both, or may disagree with part or all of the question.– Double-barreled question: – Would you like to be rich and famous?– Do you agree that the washrooms at USI are a problem and

that the administration should be working diligently on a solution?

• Revised question: Are the washrooms at USI a problem? – (If the participant responds yes): Should the administration be

responsible for solving this problem?

WRITING GOOD QUESTIONS (2)

• No biased questions: questions that encourage your participants to respond to the question in a certain way. They can lead your participants to agree or respond in a certain way – Biased question: Don't you agree that campus WCs are

disgusting?– Revised question: Are USI WCs disgusting? – Biased question: There are many people who believe that

USI washrooms are disgusting. Are you one of them?– Revised question: Do you agree or disagree that campus

WCs are disgusting?

Planning and Research in Social Marketing_28.9.2011

Education

Transcript of Planning and Research in Social Marketing_28.9.2011