Social Marketing

Value, cause, and social marketing Yvonne Mery Mary Evangeliste AzLA ,Nov 13th, 2007

BY THE END OF THIS SESSION YOU WILL: Recall the history of social marketing and its relevance to libraries Identify contemporary social marketing campaigns Recognize the elements that make social marketing campaigns successful Apply social marketing best practices to libraries Create an initial social marketing plan

Why apply Social Marketing to libraries? Because usually we are not selling a product like toothpaste Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness

Social Marketing addresses the same types of issues as libraries Complicated issues like preventing forest fires pollution drunk driving

Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible." -Katya Andresesen Robin Hood Marketing

Why apply Social Marketing to libraries? "We should stay true to our mission representing ourselves honestly , and promise only what we can deliver In that way we gain a competitive advantage.... We have credibility and sincerity on our side and we should never lose sight of that " --Katya Andresesen Robin Hood Marketing

Three caveats before we begin: More complicated than regular marketing Realize that benefits of our libraries are not self evident Transform ourselves into effective communicators

Social Marketing by any name Non-profit Marketing Cause-driven marketing Value-based marketing Development communication Socially-responsible marketing

History of Social Marketing Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952)

War Bonds - An early Social Marketing Campaign

War Bonds Success Traditional Marketing Elements Product - War Bonds Promotion - Posters, radio Strong Messenger - Kate Smith Strong Message - Buy war bonds and help save a life, help your country Psychological Elements Motivation - Patriotism Direction - Knowledge of where to buy war bonds Mechanism - banks, post, phone Ability to deliver product - many centers cause ease of use Low exertion - pick up phone

Other historical social marketing campaigns

History of Social Marketing Social Marketing: An Approach to Planned Social Change 1971 Kotler and Zaltman coined term saw marketing as technology

Public Health Embraces Social Marketing

Social Marketing Today Journals - Social Marketing Quarterly The Social Marketing Institute Social Marketing Consultants - Fearless Future Social Marketing Listserv Social Marketing Conferences Social Marketing

Your Turn Name, Where are you from? Why did you come to this workshop? Think of a social marketing campaign that has affected you What was the visual imagery? What was the message? Why has it stuck with you?

Current Social Marketing Campaigns Click it or ticket Truth SIDS

A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months

Important change in message From: To:

in 2003 won the Oscar of the advertising industry-Grand EFFIE credited with creating new historic lows in teen smoking- lowest rates since 1980s smoking declined 38% from 1998-2002 in florida where truth was started

Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In 2006, a court found that tobacco companies manipulate nicotine levels to keep smokers addicted

Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry

SIDS -Back to Sleep Campaign Sudden Infant Death Syndrome National Institute of Child Health and Human Development Maternal and Child Health Bureau American Academy of Pediatrics SIDS Alliance Association of SIDS and Infant Mortality Programs

SIDS Success Little information Simple Action Variety of channels

Your Turn Take a 10 minute break

First step : choose narrow target audiences and do tons of research

Two different narrow audiences Teenage girls Pickup drivers

Most people begin smoking before age 18 so they choose 12-17 years old Street level research-staffers went out and spoke to teenagers with video cameras

Your turn: choose your target audience

Choose your audience Public library in an urban setting - teenage boys of lower-socioeconomic means University Library - International graduate students majoring in education Community College Library in a suburban setting - Part-time ESL adult students School library in a rural setting - elementary school students in a low-performing school

Second step:choose an action Go beyond awareness to action Choose specific and feasible action

Your turn: choose an action Keep in mind: action must be feasible and realistic action must be easy to do action must be tied to your target audience

Third Step: begin crafting message with reward that is directly related to target audience

Teens want to rebel In Your Face campaign

It’s about your audiences values

Your Turn: Craft message with reward Write down five or more things that are important to your audience Use these values to create a message Message should have an immediate reward Ask yourself: Why should your audience do this? What is in it for them? What will they gain or lose from taking your action? Appeal to your audience’s values, not yours’, not the organizations’

Fourth Step: Choose a messenger Messengers should be appeal to the audience and be reflective of them Messengers can be: Peers Authority figures Experts Inner circles (family members)

Messenger as Peer No adults, no authority figures Only adult is the enemy The Truth Campaign

Your turn: Choose a messenger Write down three possible messengers: peer, authority figure, expert, inner circle Keep your audience in mind Choose a messenger you believe will best appeal to your target audience

Fifth step: Choose the channel and the optimal time Channel: The “thing” you’re using to get your message out Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks Time: As place As time As emotional state

Core Calendar Opportunities Cinco de Mayo Alcohol Awareness Month BUA Week St. Patrick’s Day Spring Break CPS Week Super Bowl New Year’s Eve 3D Month Thanksgiving Holiday World Series - Halloween Tailgating Back-to-School Labor Day July 4th Prom/Graduation

Optimal Channel and Best Time

Your Turn 1. Choose three possible channels for your message Do not rely too heavily on traditional channels 2. Choose the optimal time or times to deliver your message Remember to match channel with time

Sixth Step: Partner, partner, partner Partnerships will help extend the reach of your message A partner can be any organization that is also trying to reach your same target audience – private and non-profit Partnerships need to have a mutual benefit for both Philanthropic Financial Image change or enhance New market access

Partner Non-profit Hospitals Clinics Birthing Centers Federal agencies – WIC

Your Turn Brainstorm possible private and non-profit partners that could help you to deliver your message Ask yourself: Who else is trying to reach my audience? – include those that are working on different issues with same audience Is there a benefit for both partners? – If not, do not choose them Choose your top three

Congratulations You are now ready to create and design your materials and your slogan

Social Marketing