Environmental pollution

  

Step 1: Describe the social issue, background, purpose, and focus of your social campaign

v Briefly identify the social issue, sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, literacy, homelessness, etc.).

v Identify any sponsoring organizations you plan to collaborate with in developing and implementing your campaign. These may be local or national organizations. 

v Summarize key background information leading to the development of this plan, ideally using reliable statistics (e.g., percent of unplanned teen pregnancies)

v What is the campaign purpose, the intended impact (e.g., reduced teen pregnancies by 25% by 2020)?

v What is the campaign focus, the approach you will be using to contribute to your plan’s purpose? Areas of focus may be behavior-related, population-related, or product-related strategies.  

Step 2: Conduct a situational analysis (SWOT)

v What organizational strengths will your plan maximize?

v What organizational weaknesses will your plan minimize?

v What environmental opportunities will your plan take advantage of?

v What environmental threats will your plan prepare for?

v What prior and similar campaign efforts are noteworthy? 

For your final project, your team will design a strategic communication campaign aimed at influencing a specific target audience to: (1) start a new positive behavior, (2) not start a negative behavior, (3) change their current positive/negative behavior (e.g., increase or reduce frequency), and/or (4) give up a current negative behavior as a way to help address a social issue/problem. This is a breakdown of steps 1-5.

It is recommended that you use the following breakdown as a template for the paper.

Step 1: Describe the social issue, background, purpose, and focus of your social campaign

· Briefly identify the social issue, sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, literacy, homelessness, etc.).

· Identify any sponsoring organizations you plan to collaborate with in developing and implementing your campaign. These may be local or national organizations.

· Summarize key background information leading to the development of this plan, ideally using reliable statistics (e.g., percent of unplanned teen pregnancies)

· What is the campaign purpose, the intended impact (e.g., reduced teen pregnancies by 25% by 2020)?

· What is the campaign focus, the approach you will be using to contribute to your plan’s purpose? Areas of focus may be behavior-related, population-related, or product-related strategies.

Step 2: Conduct a situational analysis (SWOT)

· What organizational strengths will your plan maximize?

· What organizational weaknesses will your plan minimize?

· What environmental opportunities will your plan take advantage of?

· What environmental threats will your plan prepare for?

· What prior and similar campaign efforts are noteworthy?

Behavior Objectives and Setting Target Goals

Chapter 7

1

Setting Campaign Objectives

2

Behavior: What do you want your audience to do?

Set of 5 criteria helps to narrow down behavioral choice

Impact, willingness, measurability, market opportunity, & market supply

Knowledge: What do you want your audience to know?

Refers to objective information provided to your audience. Not opinion.

Belief: What do you want your audience to believe?

Refers to messages aimed at altering attitudes, opinions, or feelings

Criteria for Selecting Behavior
Relative to other behavior options, how does a given social behavior rate in terms of:
Impact
Willingness
Measurability
Market opportunity
Market supply

3

Behavioral Objective: Energy Conservation
Behavior
Impact Willingness Measurability Market Opportunity Market Supply
Switching to fluorescent light bulbs
Use less hot water
Adjusting thermostat setting
Line dry your wet laundry

Rate Each Scale 1-5 where 5 is high.
Best guesses relative to others on the List

4

Knowledge Objectives: Examples

5

Information to motivate behavior

% of women who have heart attacks

Why cigarette butts are harmful to environment

Amt. of energy saved by unplugging unused electronics

Information to assist audience to do the behavior

How to prepare for an earthquake

Phone number for battered women

Belief Objectives: Examples

6

Beliefs can be influenced via messages as well.

Increased physical activity will help you sleep better

You are at risk texting and driving

Proper disposal of your pet’s waste makes a difference

Beliefs are individual perceptions & often can be identified via looking at different models of behavior change

Specifying Target Goals

7

Social campaigns need to identify specific projected goals they hope to achieve.

Changes must be attributable to the campaign.

Goals should be described using the SMART acronym.

Specific

Measurable

Achievable

Relevant

Time-bound

Resources for Setting Target Goals
A variety of options are available to provide benchmarks that can be used to help set target campaign goals.
Here are some examples…
CDC’s Behavioral Risk Factor Surveillance System
Healthy People 2020
Data from peers in other agencies
Data from nonprofits and foundations with a related focus
Academic studies
Federal agencies

8

Alternative Means for Goal Setting
In situations where clear benchmarks are not available, the campaign can focus on setting goals for:
Campaign awareness
Knowledge change
Beliefs
Response to campaign elements
Intent to change

9

Defining and Distinguishing Social Marketing

Chapter 1

What Is Social Marketing?

Social marketing is a process that uses marketing principles and techniques to:

Influence behavior change

Utilize a systematic planning process

Focus on priority audience segments

Deliver a positive benefit for individuals and society

Differs from other forms of marketing:

Commercial marketing

Nonprofit/NGO marketing

Public sector marketing

Cause promotions marketing

Comparing Social & Commercial Marketing
Similarities
Adopt a customer orientation
Operate from an exchange theory perspective
Rely heavily on marketing research
Engage in audience segmentation & creation of unique marketing mix
Measure results to improve for the future
Differences
Beneficiaries for commercial marketing are corporations and shareholders
Beneficiaries for social marketing are society and individuals

Linkage to Strategic Communication Campaigns

4

Strategic communication campaigns can be studied from the lens of social marketing.

Strategic communication campaigns have the same planning process.

Who Does Social Marketing?

Public sector agencies

Nonprofit organizations and foundations

Professionals working in certain for-profit organizations

Professionals working in social marketing organizations

Social Issues Addressed via Social Marketing Campaigns

Health-related behaviors

Injury prevention-related behavior

Environmental behaviors

Community involvement behaviors

Financial behaviors

Additional Ways to Influence Individual Behaviors

Reliance on technology & science

Enactment of policies, laws, regulations

Improvements in infrastructures & built environments

Changes in corporate policies & business practice

Greater education through schools, news, & media

Targeting Upstream and Midstream Audiences

Common Barriers to Influencing Behaviors

Inconvenience and lack of accessibility

Unwillingness to give up pleasure/comfort

Potential harm to self or our relationships

Lack of confidence in personal skills or will power

Selecting Audiences

Chapter 6

Audience Segmentation

2

Defined as the process of creating homogenous segments

Campaigners can either adopt an a priori process or a post-hoc process.

Segmentation of audiences can be based on traditional variables or theory-driven variables.

Benefits of Segmentation

3

Increased effectiveness

Increased efficiency

Provide input for resource allocation

Provide input for developing strategies

Traditional Variables
Demographic factors
Age, gender, education, income, social class
Geographical factors
Region of country, neighborhood,
Psychographic factors
A person’s lifestyle, membership in various social organizations, & media exposure
Behavioral factors
Usage rate, user status, loyalty status, readiness for adoption

4

Stages of Change Model

5

Individuals can be classified into 5 stages of readiness for behavior change:

Pre-contemplation

Contemplation

Preparation

Action

Maintenance

Termination stage applies to individuals that have moved beyond the point of relapses for a problematic behavior.

Patterns of behavior change occur in a spiral fashion due to relapse or changes in motivation.

Diffusion of Innovations Model
Diffusion of innovation theory classifies individuals into 1 of 5 categories in terms of readiness for adoption:
Innovators
Early adopters
Early majority
Late majority
Laggards
Behavioral influence approach varies based on the diffusion of innovation category people belong to.

6

Diffusion of Innovations Model

Other Segmentation Models

8

Healthystyles segmentation

Health orientation

Lifestyle behaviors

Readiness for behavior change

Environmental segmentation

Alarmed

Concerned

Cautious

Disengaged

Doubtful

Dismissive

Generational Segmentation
Segments of audiences based on the generation they were born into:
Traditionalists
Baby boomers
Generation X
Generation Y
Millennials
Generation Z/post-millennials

9

Evaluating Segments
Effectiveness Potential
Segment size
Problem incidence
Problem severity
Defenselessness
Efficiency Potential
Reachability
General responsiveness
Incremental costs
Responsiveness to marketing mix
Organizational capabilities

10

Target Audience Selection

11

In selecting the final target audience, social marketing campaigns can engage in:

Undifferentiated marketing

Differentiated marketing

Concentrated marketing

Choice of segments can also be decided based on 1 of 4 guiding principles.

Greatest need

Readiness to change

Accessibility/reach

Best match to organization

Crafting a Desired Positioning Statement

Chapter 9

1

What is a Positioning Statement?

2

Defined: Designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target audience

Format: We want (target audience) to see (target behavior):

As a clear set of actions

As easy to do despite perceived barriers

As a set of benefits

As better than the alternatives

In a new light

Behavior-Focused Positioning
Focus is on describing clearly the specific behavior.
Goal is to get people to retain and recall knowledge regarding how to carry out the behavior.
Particularly useful positioning strategy when dealing with a new behavior or a complex behavior.

3

Barriers-Focused Positioning

4

Highlights how easy and simple it is to perform the target behavior despite barriers.

Goal is to build feelings of self-efficacy within the target audience.

Some good campaign examples include:

Quit lines for smokers

Recycling programs for cell phones & electronics

Benefits-Focused Positioning

5

Goal is to highlight the benefits for the target audience in doing the promoted behavior.

Emphasis of this type of positioning is on clearly communicating the incentives for taking up the targeted behavior.

Competition-Focused Positioning
Focus is on highlighting how the target behavior is superior to competing behaviors.
The goal is to create competitive superiority for your promoted behavior.
Benefit-to-benefit superiority
Benefit-to-cost superiority
Cost-to-benefit superiority
Cost-to-cost superiority

6

Repositioning

7

Focus is on changing the current positioning statement for your target behavior.

Due to 3 reasons:

New audiences

Image problem

Poor evaluation

Three changes should be made to reposition a campaign that suffers from an image problem.

More fun

More accessible

More normative

Positioning and Branding
Campaign positioning is related to the concept of branding in 3 ways.
Positioning help campaigns establish their brand identity
Positioning Help campaigns foster a specific brand image
Positioning helps campaign become a brand through using different visual elements.

Ethical Considerations of Positioning
It is vital campaigners try to be ethical when using positioning
Behavior focused
Benefits focused
Barriers focused
Competition focused
Repositioning

9

Pretesting Research

10

Process of testing campaign messages for its perceived effectiveness prior to implementation.

There are 5 key elements to be assessed as part of pretesting.

Attention

Message comprehension

Strong and weak points within the message

Personal relevance of the message

Identifying sensitive or controversial elements

Steps 1 and 2: Social Issue, Purpose, Focus, Situation Analysis

Chapter 5

Describing the Social Issue

2

The social issue is best defined as the “wicked problem” to be addressed.

Identify sponsoring organization(s)

Provide relevant background information

Use facts and credible data to justify why this social issue.

3 main sources include:

Current statistics

Precipitating events

Disturbing trends

Describe the Purpose

3

Highlight benefits or impacts of the program

Typically a social marketing campaign has 1 of 4 purposes in mind.

Typically have as its purpose to decrease or reduce, improve, increase, or eliminate something in order to yield societal benefits

Different from campaign objectives or campaign goals

Campaign objectives

Campaign goals

Describe the Focus

4

Social marketing campaigns address 1 of 3 areas of focus.

Behavior-related

Population-related

Product-related

A set of criteria helps campaign planner decide which area(s) of focus to concentrate on:

Behavior change potential

Market supply

Organizational match

Funding potential & appeal

Impact

Situational Analysis

5

Conduct SWOT

Internal Factors: Resources, Expertise, Management Support, Past Performance

Strengths to maximize

Weaknesses to minimize

External Forces: Cultural, Socioeconomic, Economic, Political/Legal, External Publics

Opportunities to take advantage of

Threats to prepare for

Review of past/similar efforts

Organizational Assessment

6

Resources

Service delivery capabilities

Management support

Issue priority

Internal publics

Current alliances & partners

Past performance

External Assessment

7

Cultural forces

Technological forces

Demographic forces

Natural forces

Economic forces

Political/legal forces

External publics

Review of Past Efforts

8

Target audiences – who has not yet been reached?

Strategies – what has been tried to influence behaviors?

Results – what findings have their efforts yield?

Lessons learned – what has worked? What has not worked?

Existing research – reliance on other campaign data to build your case.

Potential materials to use – reliance on other campaigns for marketing materials

The Role of Exploratory Research When Choosing Focus

Exploratory Research: This is done prior to the implementation of the campaign.

Phase identifying campaign purpose & focus

Functions to help provide data on problem severity & identify populations at greatest risk; as well as highlight potential areas of focus.

Phase of situational analysis

Functions to help provide data for your overall audit of strengths, weaknesses, opportunities, & threats

Key Informant Interviews:

Past and similar efforts

Theoretical Models and Frameworks in Social Campaigns

Chapter 4

1

Role of Theories in Social Campaigns

2

Identify and select the right audience segment(s) to target

Identify the right set of of behaviors and goals to pursue in the campaign

Gain a deeper understanding of target audiences to improve our ability to influence social behaviors

Develop the right marketing mix (4P’s) to influence behavior change or adoption beyond.

Self-Control Theory

3

Self-control is defined as an individual’s ability to forego immediate or near-term pleasures that have some negative consequences.

Behaviors requiring self-control are said to “drain” individuals.

Has 2 important implications for social campaigns in terms of target behavior selection.

Choose target behaviors that require lower levels of self-control (

Propose sequential changes in behaviors that require high levels of self-control.

Goal-Setting Theory
Goals are best achieved when 5 principles are followed:
Clarity
Challenge
Commitment
Feedback
Task complexity

4

Self-Perception Theory

5

States that individuals often turn to observing their own behaviors to better perceive their self-concept.

Campaigns should strive to get individuals to enact multiple behaviors within a behavior category to promote long-term changes.

Key is to select behaviors that are consistent with a person’s self-concept.

Health Belief Model

T
6

Describes a set of beliefs that either motivate or discourage people to take on certain health behaviors.

Health decisions made based on a cost-benefit analysis of the situation:

Perceived threat vs. perceived efficacy

Perceived benefits vs. perceived costs of doing the recommended behavior

Behavior adoption will only occur when perceived efficacy > perceived threat & perceived benefits > perceived costs.

Health Belief Model

7

Perceived severity

Perceived susceptibility

Perceived benefits

Perceived costs

Cues to action

Behavior change will only occur under certain specific conditions.

Theory of Planned Behavior

8

Developed to explain the relationship between attitudes and behaviors.

Behavior is best predicted by behavioral intention.

Behavioral intention is predicted by:

Attitude towards performing the behavior

Subjective norm associated with the behavior

Perceived behavioral control

Integrative Model: Extension of TPB

9

Recently TPB has been reformulated to become the integrative model of behavioral prediction.

Integrative model provides 2 important additions to TPB

Attitudes, norms, and PBC are all influenced by a variety of background factors.

Environmental barriers can interfere with translation of intentions into actual behaviors.

Social Cognitive/Learning Theory

10

The core determinants of health behavior change include:

Knowledge of risks and benefits

Perceived self-efficacy

Outcome expectancies for benefits & costs

Perceived facilitators and impediments

Self-efficacy can be increased via direct observation or vicarious observation as well as through reciprocal determinism.

Social Norms Theory

11

Assumption is that in many situations, people misperceive norms due to:

Pluralistic ignorance

False consensus

Correction of misperceptions with disclosure of actual norms may help:

Decrease risky behaviors

Increase preventive behaviors

Increase discussion of controversial or sensitive social problems

Norms can either be explicit or implicit in nature, as well as subjective or personal.

Social Norms Theory

12

Two main types of norms are targeted in social campaigns: Descriptive and injunctive norms.

Each type of norm motivates social behavior for a different reason.

Misperception of norms more commonly occur under certain conditions:

Behavior is highly visible and public

Greater coverage or portrayal in the media

High level of social distance from the comparison source

Extended Parallel Process Model

13

Theory explains the conditions under which fear appeals succeed and fail.

Evaluation of fear appeal initiates two message appraisals:

Threat appraisal

Efficacy appraisal

Threat appraisal occurs first before efficacy appraisal

Four possible combinations after message appraisals:

Low threat & low efficacy

High threat & high efficacy

Low threat & high efficacy

High threat & low efficacy

Anger Activism Model
Anger is triggered by awareness of the obstruction of a goal and motivates removal of barriers.
Extent of activism to perform the target behavior depends on several factors:
Level of anger experienced
Level of efficacy perceived
Prior attitudes about the target behavior
Four clusters based on the model:
Activist group.
Empowered group
Angry group
Disinterested group

14

Negative State Relief Model

15

Argues that people are by nature motivated to “get rid of feelings of negative affect, while desiring feelings of positive affect. “

Emotional appeals designed to elicit sadness, guilt, and compassion are some common approaches to motivate social behaviors.

Different triggers are needed to elicit the right emotions in the audience:

Sadness

Guilt:

Compassion

Additional Frameworks

16

Nudge framework & behavioral economics

Nudges are defined as indirect suggestions

Behavioral economics remind us that people do not always act rationally in making behavior decisions

Examples of nudge campaigns include:

Grocery stores

Would you like to downsize that?

Red light/green light system

Additional Frameworks

Science of habit framework

Researchers have identified 3 components that make up any given behavioral habit (Cue, routine, and reward)

Hierarchy of effects model

Six levels are:

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Hierarchy can be broken up into 3 key areas of focus for a campaign to create impact

Cognitive impact

Affective impact

Conative impact

Campaigns can try to promote good habits or alter bad habits

Audience Insights

Chapter 8

1

Applying Exchange Theory

2

To influence behaviors among target audiences, it is critical they perceive benefits equal to or greater than perceived costs.

Exchange theory within the social marketing context differs from its use in the economic context:

Focuses on exchanges that may involve more than 2 parties

Applies to more than a simple exchange of money for tangible goods/services

Focuses on products that may be more symbolic or intangible

Applying Exchange Theory
Successful exchange requires identification of 5 elements.
Perceived barriers
Perceived benefits
Perceived motivators
Perceived competition
Perceived influential others

Identifying Barriers

I
4

Questions to address to help determine barriers:

What concerns do they have?

What do they think they will have to give or give up?

Do they think they can do it?

Why haven’t they done it in the past, or on a regular basis?

Why did they quit doing it?

Realize barriers can be internal or external & real or perceived

Identifying Benefits

5

Key question to answer:

What does the audience say is in it for them?

Benefits appealing to campaigners or campaign funders may not necessarily appeal to the target audience.

Campaigns are most effective when highlighting benefits relevant to the audience.

Desired Benefits for Target Audiences

Autonomy

Demonstrating competence

Sense of belonging (i.e., satisfies need for inclusion)

Provides us a sense of meaning or life purpose

Reflects self-identity

Provides justice for self or others

Elicits positive emotions or feelings

Cognitively economical

Potential Motivators

Refers to ideas that might make your target audience more likely to do the marketed behavior.

Specifically, consider if there are things that you could:

Say

Give

Show

Do for them

Identifying the Competition

8

Any social campaign will need to identify and overcome several types of competition.

Sources of competition include:

Preferred alternative behaviors

Behaviors been doing forever

Organizations & groups promoting counter-behaviors

Identifying the Competition

9

An alternative framework used by campaigners to determine competition highlights 4 sources:

Commercial counter-marketing

Social discouragement

Involuntary disinclinations

Apathy

Difficult to overcome these competitive forces within a campaign to influence behaviors.

Identifying Influential Others

10

Social campaigns can more effectively appeal to their target audiences by identifying others they:

Listen to

Watch or model after

Look up to or admire

Campaigns targeting midstream audiences may work better than downstream audiences.

Two-step flow model offers a reasonable explanation

Formative Research for Audience Insights

11

Formative research serves 3 critical functions for the campaign planner.

Understand audiences’ needs and preferences

Identify the most effective strategies or message approaches to reach the targeted audience

Decide on the best channels to use for distributing & placing campaign messages

A general model for conducting formative research is KAPB model.

1. Knowledge

2. Attitudes

3. Practices

4. Beliefs

Data Sources for Audience Insights

Literature and research

Discussions with peers and colleagues

Original research

The 10-Step Social Marketing Plan

Chapter 2

1

Perspectives on Social Marketing

2

The Production Perspective – Keep costs down & make it accessible.

The Product Perspective – Focus on quality, performance, & innovation.

The Selling Perspective – It’s all about promotion & doing so in an aggressive manner.

The Relationship Perspective – It’s all about cultivating the relationship via integrated marketing.

Describe the Social Issue, Background, Purpose, & Focus

3

Social issue: Identify the wicked problem

Background: Facts & information

Purpose: What is the potential impact of a successful campaign?

Focus: Identify the specific approaches to contribute to the plan’s purpose

Situational Analysis (SWOT)

4

Strengths: Organizational strengths & assets

Weaknesses: Organizational weaknesses

Opportunities: Environmental factors facilitating your campaign

Threats: Environmental factors inhibiting our campaign

Past or similar efforts

Selecting Target Audiences

5

Identify the bull’s-eye for your campaign effort

Focal segments

Interpersonal influencers

Institutional influencers

Provide a rich description of audiences to help identify the right set of campaign strategies

Size

Demographics

Geographical location

Values and lifestyle

Stage of change

Behavior Objectives & Goals

6

Behavior Objective: Specific behavior we want to influence the target audience to DO

Target Goal: Campaigns need to specify SMART goals to achieve

Specific

Measurable

Attainable

Relevant

Time bound

Identify Barriers, Benefits, Motivators, Competition, and Influential Others

7

Barriers: Anticipated costs for the target audience

Benefits: Anticipated rewards for the target audience

Motivators: Incentives that can motivate acceptance of the targeted behavior

Competition: Factors reinforcing their current behavior

Influential others: People that are likely to affect our behaviors on a personal level.

Develop a Positioning Statement

8

Describes how you want your target audience to see the target behavior

Involves influencing audiences to develop a specific mindset

Cognitive beliefs

Emotional reactions

The two pathways are referred to as active vs. passive approach to influencing social behaviors.

Activity
In the following 2 TV spots, what is the key “take-away” message communicated by the campaigners?
In your opinion, who are the target audience(s) for the 2 TV spots?
How effective do you think the TV spots were at expressing the positioning statement of the littering campaign?
Overall do you think the ads are effective at convincing people not to litter? Why or why not?

Develop the Strategic Marketing Mix

10

Product: Description of the target behavior highlighting benefits & additional incentives.

Core product

Actual product

Augmented product

Price: Perceived costs associated w/ taking up the target behavior.

Useful to mention disincentives

Place: Description of the delivery system to be used for campaign-related goods/services.

Promotion: Specific ways the campaign messages are to be marketed (messenger, channels, slogans)

Developing a Monitoring & Evaluation Plan

11

Four areas of assessments

Inputs

Outputs

Outcomes

Impact

How will you measure?

Identify the specific procedures for documenting observations

When?

When do you start the monitoring & evaluation process.

Budget & Finding Funding

12

Product-related costs

Price-related strategies

Place strategies

Promotion

Evaluation

Implementation Plan

Often considered the “real marketing plan”

Focus is on identifying who will do what, when, and for how long.

Ideally, social campaigns should plan to implement their plan for at least 3 years.

Why Is Systematic Planning Important?

Clarify purpose

Make appropriate decisions

Setting realistic objectives and goals

Ability to create real behavior change

It’s not linear, re-evaluate and adjust along the way

Where Does Research Fit In?