Getting Informed (where we discuss how to determine the points of decision making, and what could make the desired behaviour / product / service and how it is performed or accessed – more convenient and pleasant for the target market.)
Targeting the Audience (where considerations of “place” are used to focus on particular groups of people, such as those who are at the right points of decision making and/or those most likely to perceive the desired behaviour /product / service and how it is performed or accessed – as convenient and pleasant.)
Choosing Tools of Change (where considerations of “place” are used to help link to activities that people are already doing, provide effective prompts, and build motivation over time.)
Tools of Change
Building Motivation Over Time (where considerations of “place” are used to help link to activities that people are already doing, provide effective prompts, and build motivation over time.)
Overcoming Specific Barriers (where considerations of “place” may emerge in the form of key barriers to consumer acceptance, and how to make the desired behaviour /product / service and how it is performed or accessed – more convenient and pleasant.)
Home Visits, linksexpert School Programs that Involve the Family, and Work Programs that Influence the Home (where we look at particular locations where people can access our programs /product / service, practice the desired behaviour, then engage others in their community.)
This Site and Exchange Theory
The basic idea behind Exchange Theory is that your audience must pay a price in order to “buy” or adopt the goods, services, ideas, or actions (product) you are promoting. In order to persuade people to take part in the exchange, they must believe that the resulting benefits are worth the price.
This site can help you make the exchange more attractive in two ways.
Increasing the perceived benefits by:
Building Motivation Over Time; and providing
Financial Incentives and Disincentives,
Norm Appeals, and
Vivid, Personalized Communication.
Decreasing the perceived costs by:
Overcoming Specific Barriers; and providing
Financial Incentives and Disincentives
Vivid, Personalized Communication.
This Site and Maintaining a Consumer Orientation
Social Marketers focus tightly and continuously on their target audience or consumers. This emphasis on the consumer is social marketing’s greatest asset and the most significant contribution it can bring to any program. All too often, program organizers are so focused on the changes they want to achieve and the messages they want to convey, that insufficient emphasis is placed on understanding and effectively reaching the people they are trying to influence.
The main areas on this site that help you focus on your audience are:
Targeting the Audience
Choosing Tools of Change
Tools of Change
Tools of Change index
This Site and Tracking Results
Social marketing strives to import valuable tools from the world of for-profit marketing, including careful measurement practices. These enable you to:
pilot approaches before implementing them widely,
monitor your effectiveness so that you can make ongoing improvements to your promotion,
report achievements to your managers and/or partners, and
demonstrate to potential funders and other partners your ability to reach particular audiences and bring about desired results.
The main areas on this site that help you track your results are:
More on Social Marketing
For more information on social marketing, including some great links to related web sites see:
Health Canada’s Social Marketing Network web site
the Social Marketing Resources at the Appalachian Partnership for Welfare Reform
the Social Marketing Institute.
Social Marketing in Practice: Case Studies
The Case Studies section of this site brings the Planning Guide and Tools of Change to life. To search for case studies that illustrate particular points of interest, use the site’s search capabilities.
Site Guide for Social Marketers
Use the navigation bar at the top of the screen to explore the various sections of this site. The following are some highlights for social marketers.
The Planning Guide:
provides step-by-step instructions with plenty of examples, for conducting a situational analysis, planning your program, and tracking results,
enables you to create and print out a skeleton communication plan, which can be developed over a number of Internet sessions if desired,
places a strong emphasis on behaviour-change and community-based social marketing, and
stresses research-based decision-making (see Getting Informed and Measuring Achievements).
The Tools of Change section:
provides step-by-step instructions with plenty of examples, for making use of specific tools of change,
can help you make strategic decisions regarding marketing’s traditional four P’s, and
can help you make your marketing “exchanges” more attractive by increasing the perceived benefits and decreasing the perceived costs (seeThis Site and Exchange Theory, above).
The Case Studies section:
brings the first two sections to life, with success stories illustrating how the planning approach and the use of multiple tools led to success, and
can be searched by topic area, location, key words, and other factors.