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FOURTH EDITION SOCIAL MARKETING This book is dedicated to all current and future social marketers working to influence behaviors that improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. We hope you’ll find that this 10-step strategic plan...

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SOCIAL MARKETING Ressa Ayu Miranda

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FOURTH EDITION

SOCIAL MARKETING

This book is dedicated to all current and future social marketers working to influence behaviors that improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. We hope you’ll find that this 10-step strategic planning approach enhances your success.

FOURTH EDITION

SOCIAL MARKETING Influencing Behaviors for Good Nancy R. Lee

Social Marketing Services, Inc.

Philip Kotler

Northwestern University

FOR INFORMAT ION: SAGE Publications, Inc. 2455 T eller Road T housand Oaks, California 91320 E-mail: [email protected] SAGE Publications Ltd. 1 Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom SAGE Publications India Pvt. Ltd. B 1/I 1 Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044 India SAGE Publications Asia-Pacific Pte. Ltd. 33 Pekin Street #02-01 Far East Square Singapore 048763

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Copyright © 2011 by SAGE Publications, Inc.

All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.

Printed in the United States of America Library of Congress Cataloging-in-Publication Data Lee, Nancy, 1932Social marketing: influencing behaviors for good/Nancy R. Lee, Philip Kotler.—4th ed. p. cm. Prev. ed. entered under: Kotler, Philip. Includes bibliographical references and index. ISBN 978-1-4129-8149-1 (pbk.: alk. paper) 1. Social marketing. 2. Behavior modification. I. Kotler, Philip. II. Kotler, Philip. Social marketing. III. T itle. HF5414.K67 2012 658.8—dc23 2011033241 T his book is printed on acid-free paper. 11 12 13 14 15 10 9 8 7 6 5 4 3 2 1

CONTENTS Foreword Alan R. Andreasen PART I: Understanding Social Marketing Chapter 1. Defining Social Marketing MARKET ING HIGHLIGHT . SUST AINABLE MALARIA PREVENT ION: NET MARK’S SUCCESS ST ORY IN AFRICA (1999–2009) What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Marketing? How Does Social Marketing Differ From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? What Is Social Marketing’s Unique Value Proposition? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Are Other Ways to Impact Social Issues? What Is the Social Marketer’s Role in Influencing Upstream Factors and Midstream Audiences? Chapter Summary MARKET ING DIALOGUE. WHEN IS SOCIAL MARKET ING “SOCIAL MARKET ING”? WHEN IS IT SOMET HING ELSE? Chapter 2. 10 Steps in the Strategic Marketing Planning Process MARKET ING HIGHLIGHT . SCOOPING T HE POOP IN AUST IN, T EXAS (2001– 2009) Marketing Planning: Process and Influences 10 Steps to Developing a Social Marketing Plan Why Is a Systematic, Sequential Planning Process Important? Where Does Marketing Research Fit in the Planning Process? Chapter Summary MARKET ING DIALOGUE. SOCIAL MARKET ING CONT RIBUT ES T O SOCIAL GOOD

(“GOOD” DEFINED BY WHOM?) Chapter 3. 16 Tips for Success MARKET ING HIGHLIGHT . REDUCING “DRINK DRIVING” IN AUST RALIA (2003– 2009) 16 Tips for Success Chapter Summary MARKET ING DIALOGUE. T HE SEAT BELT MAN PART II: Analyzing the Social Marketing Environment Chapter 4. Determining Research Needs and Options MARKET ING HIGHLIGHT . INCREASING FAMILY PLANNING IN PAKIST AN (2007) Major Research Terminology Steps in Developing a Research Plan Research “That Won’t Break the Bank” Chapter Summary RESEARCH HIGHLIGHT . T HE “YES” INIT IAT IVE FOR YOUT H EMPLOYMENT MALDIVES (2007)

IN

Chapter 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis MARKET ING HIGHLIGHT . REDUCING DIARRHEAL DISEASE IN INDIA: T HE ORSZINC SOLUT ION (2008–2010) Step 1: Describe the Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis Ethical Considerations When Choosing a Focus for Your Plan Chapter Summary RESEARCH HIGHLIGHT . FOCUS GROUPS T O INFORMNVESTRO B ARRIO: AN EDUT AINMENT SOAP OPERA (2006) PART III: Selecting Target Audiences, Objectives, and Goals Chapter 6. Segmenting, Evaluating, and Selecting Target Audiences MARKET ING HIGHLIGHT . REDUCING T OBACCO USE IN T HE UNIT ED ST AT ES: LEGACY’S SMALL INNOVAT IVE GRANT S PROGRAM RECOGNIZES “ONE SIZE NEVER FIT S ALL” (2010)

Step 3: Select Target Audiences Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Audiences Chapter Summary RESEARCH HIGHLIGHT . “YOU KNOW DIFFERENT ”: BARRIERS AND BENEFIT S RESEARCH INFORMING A YOUT H HIV T EST ING CAMPAIGN (2005) Chapter 7. Setting Behavior Objectives and Goals MARKET ING HIGHLIGHT . SEAFOOD WAT CH: INFLUENCING SUST AINABLE SEAFOOD CHOICES (2010) Step 4: Set Objectives and Target Goals Behavior Objectives Knowledge and Belief Objectives Target Goals Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluation Ethical Considerations When Setting Objectives and Target Goals Chapter Summary RESEARCH HIGHLIGHT : REDUCING T RACT OR ROLLOVER INJURIES AND DEAT HS: A SOCIAL MARKET ING APPROACH T HAT MAKES IT LOOK EASY (2006) Chapter 8. Identifying Barriers, Benefits, the Competition, and Influential Others MARKET ING HIGHLIGHT . BE ACT IVE: AN AWARD-WINNING PROGRAM IN BIRMINGHAM, ENGLAND (2008–2010) Step 5: Identify Target Audience Barriers, Benefits, the Competition, and Influential Others What More Do You Need to Know About the Target Audience? How Do You Learn More From and About the Target? How Will This Help Develop Your Strategy? Potential Revision of Target Audiences, Objectives, and Goals

Ethical Considerations When Researching Your Target Audience Chapter Summary RESEARCH HIGHLIGHT . REDUCING DRINKING AND DRIVING IN MONT ANA: EVALUAT ING A SOCIAL NORMS APPROACH (2003) PART IV: Developing Social Marketing Strategies Chapter 9. Crafting a Desired Positioning MARKET ING HIGHLIGHT . GET SOME: “GET YOURS. GRAB A HANDFUL AND GO!” NEW YORK CIT Y’S BOLD CAMPAIGN T O INCREASE CONDOM USE (2007– 2010) Positioning Defined Step 6: Develop a Positioning Statement Behavior-Focused Positioning Barriers-Focused Positioning Benefits-Focused Positioning Competition-Focused Positioning Repositioning How Positioning Relates to Branding Ethical Considerations When Developing a Positioning Statement Chapter Summary RESEARCH HIGHLIGHT . ST OPPING AQUAT IC HIT CHHIKERS: A BRANDING ST RAT EGY (2010) Chapter 10. Product: Creating a Product Platform MARKET ING HIGHLIGHT . REDUCING T UBERCULOSIS IN PERU WIT H A PRODUCT ST RAT EGY KEY T O SUCCESS (1990S) Product: The First “P” Step 7: Develop the Social Marketing Product Platform Branding Ethical Considerations Related to Creating a Product Platform Chapter Summary RESEARCH HIGHLIGHT . ET HNOGRAPHIC RESEARCH T O ST UDY T HE USE OF WAT ER T REAT MENT DEVICES IN ANDHRA PRADESH, INDIA: PAT H’S SAFE WAT ER PROJECT (2006–2011) Chapter 11. Price: Determining Monetary and Nonmonetary Incentives

and Disincentives MARKET ING HIGHLIGHT . INCREASING WAT ER AVAILABILIT Y IN J ORDAN USING FINANCIAL INCENT IVES (2010) Price: The Second “P” Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives Setting Prices for Tangible Objects and Services Ethical Considerations Related to Pricing Strategies Chapter Summary RESEARCH HIGHLIGHT . FORMAT IVE RESEARCH: DECREASING USE OF PLAST IC BAGS AND INCREASING USE OF REUSABLE BAGS IN IRELAND (2002–2004) Chapter 12. Place: Making Access Convenient and Pleasant MARKET ING HIGHLIGHT . RECYCLING MADE EASY IN CAPE T OWN, SOUT H AFRICA (2008) Place: The Third “P” Step 7: Develop the Place Strategy Managing Distribution Channels Ethical Considerations When Selecting Distribution Channels Chapter Summary RESEARCH HIGHLIGHT . BICYCLING IN T HE NET HERLANDS: WHAT WENT RIGHT ? (2010) Chapter 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies MARKET ING HIGHLIGHT . ROCK T HE BULB: PUGET SOUND ENERGY’S CAMPAIGN FOR INCREASED ENERGY EFFICIENCY (2010) Promotion: The Fourth “P” A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies Chapter Summary

RESEARCH HIGHLIGHT . “NO J UNK MAIL” IN BAYSIDE CIT Y, AUST RALIA: PERSONAL INT ERVIEWS AND OBSERVAT ION RESEARCH (2009) Chapter 14. Promotion: Selecting Communication Channels MARKET ING HIGHLIGHT . USING T EXT MESSAGING T O IMPROVE HEALT H: A SUCCESSFUL PILOT FOR REDUCING OBESIT Y (2008–2009) Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Chapter Summary RESEARCH HIGHLIGHT . FINANCIAL LIT ERACY ROAD SHOWS IN GHANA: A QUALIT AT IVE IMPACT ASSESSMENT T O INFORM FUT URE EFFORT S (2007– 2008) PART V: Managing Social Marketing Programs Chapter 15. Developing a Plan for Monitoring and Evaluation MARKET ING HIGHLIGHT . EVALUAT ING A COMMIT MENT CONT RACT SMOKING CESSAT ION IN T HE PHILIPPINES (2006) Step 8: Develop a Plan for Monitoring and Evaluation

FOR

Why Are You Conducting This Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Chapter Summary RESEARCH HIGHLIGHT . INCREASING BREAST CANCER SCREENING RAT ES IN T OKYO, J APAN: DEMONST RAT ING T HE BENEFIT S OF MONIT ORING EFFORT S T O REACH GOALS (2009–2010) Chapter 16. Establishing Budgets and Finding Funding MARKET ING HIGHLIGHT . T HE HEART T RUT H: MOBILIZING PART NERS T O HELP SPREAD T HE WORD (2002–2010)

Step 9: Establish Budgets and Find Funding Sources Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding Chapter Summary Chapter 17. Creating an Implementation Plan and Sustaining Behavior MARKET ING HIGHLIGHT . “LET ’S MOVE!” FIRST LADY MICHELLE OBAMA’S INIT IAT IVE T O REDUCE CHILDHOOD OBESIT Y (2010) Step 10: Complete an Implementation Plan Phasing Sustainability Sharing and Selling Your Plan Ethical Considerations When Implementing Plans Chapter Summary RESEARCH HIGHLIGHT . T URN IT OFF: AN ANT I-IDLING CAMPAIGN (2007) Epilogue Appendix A: Social Marketing Planning Worksheets Appendix B: Social Marketing Resources Name Index Subject Index About the Authors

F OREWORD As someone who has had experience revising a popular textbook, I can

particularly appreciate—and recommend—this fourth edition of Social Marketing: Influencing Behaviors for Good. The field of social marketing is on a major growth trajectory. Since the last edition, there have been two worldwide conferences on social marketing, each drawing more than 500 participants from all continents. The keynote addresses and individual reports and papers attested to three things: the growing sophistication of the field, the widening array of applications to social problems, and the increasing interest of a broadened range of commercial and nonprofit enterprises in the field. This new volume captures this momentum and excitement exceedingly well. Important developments incorporated in this edition include greater attention to what the authors call midstream and upstream behaviors that are needed to give downstream targets both the opportunity and the ability to carry out valuable social behaviors. Much more space is devoted to the use of social media such as Facebook, Twitter, blogs, and electronic mailing lists to both promote desirable behavioral outcomes and to link students and practitioners. (The authors also stress the need for the social marketing field to distinguish itself in the minds of the general public and potential practitioners from the tool of social media.) The fourth edition is also particularly timely in that more universities and online programs are offering courses—even master’s degrees—in social marketing. This growth and recognition is facilitated by the emergence of a second social marketing academic journal and the systematic collection of concepts and tools in a greater variety of Web sites. Both this edition and the aforementioned courses and journals also reflect increasing attention to categories of problems beyond traditional health care applications. These include community mobilization, financial behavior, environmental protection, and public policy. This volume also incorporates frameworks and approaches from heretofore peripheral fields such as behavioral economics, environmental psychology, and social norming. Finally, as in the previous editions, the text is replete with hands-on case

examples—all of them entirely new. These show innovative, well-managed interventions that tackle a range of problem social behaviors and serve—again —to make the drier frameworks and checklists elsewhere in the book directly usable and not just interesting ideas. This edition continues to play a very valuable role in advancing the social marketing field and acquainting and training students and practitioners in the latest and best tested concepts and tools. I hope that this is not the last of such a useful and inspiring series. Alan R. Andreasen Georgetown University

P ART I UNDERSTANDING SOCIAL MARKETING

Chapter 1 DEFINING SOCIAL MARKETING I believe the genius of modern marketing is not the 4Ps, or audience research, or even exchange, but rather the management paradigm that studies, selects, balances, and manipulates the 4Ps to achieve behavior change. We keep shortening “the marketing mix” to the 4Ps. And I would argue that it is the “mix” that matters most. This is exactly what all the message campaigns miss—they never ask about the other 3Ps and that is why so many of them fail. —Dr. Bill Smith Executive Vice President Academy for Educational Development

Social marketing,

as a discipline, has made enormous strides since its distinction in the early 1970s, and has had a profound positive impact on social issues in the areas of public health, injury prevention, the environment, community involvement, and more recently, financial well-being. Fundamental principles at the core of this practice have been used to help reduce tobacco use, decrease infant mortality, stop the spread of HIV/AIDS, prevent malaria, help eradicate guinea worm disease, make wearing a bike helmet a social norm, decrease littering, stop bullying, increase recycling, encourage the homeless to participate in job training programs, and persuade pet owners to license their pets and “scoop their poop.” Social marketing as a term, however, is still a mystery to most, misunderstood by many, and increasingly confused with others such as behavioral economics (a framework we consider in this book) and social media (one of many potential promotional tactics to choose from). A few even worry about using the term with their administrators, colleagues, and elected officials, fearing they will associate it with socialism, manipulation, and sales. This chapter is intended to create clear distinctions and to answer common

questions. How does social marketing differ from commercial marketing, nonprofit marketing, cause marketing, and public education? Everyone argues it is more than communications, but what’s the “more”? Do people who do social marketing actually call themselves social marketers? Where do they work? We support the voices of many who advocate an expanded role for social marketing and social marketers, challenging professionals to take this technology “upstream” to influence other factors that effect positive social change, including laws, enforcement, public policy, built environments, school curricula, community organizations, business practices, and the media. We also encourage distinguishing and considering “midstream” audiences, those influential others closer to our target audiences (e.g., family, friends, neighbors, healthcare providers). We begin this and all chapters with an inspiring case story, this one from Africa. We conclude with one of several Marketing Dialogues that feature discourses among practitioners on the social marketing listserv seeking to shape, evolve, and transform this discipline.

MARKETING HIGHLIGHT

Sustainable Malaria Prevention NetMark’s Success Story in Africa (1999–2009) Background In Africa alone, almost 3,000 people die from malaria every day. 1 That number bears repeating: Almost 3,000 people die from malaria every day in Africa, more than 1 million each year. Additional statistics 2 are just as astonishing: Malaria is the number one cause of death for pregnant mothers and children under five years of age One out of 20 children in Africa dies of malaria before the age of five The primary cause of absenteeism in African schools is malaria

Families spend approximately 20% of their income on malaria treatments Public health institutions spend up to 40% of their budgets on outpatient treatment for malaria And perhaps the greatest tragedy is that many of these illnesses, deaths, and related expenditures are preventable. The World Health Organization (WHO) recommends insecticide-treated nets (ITNs) as the best way for families to protect themselves from malaria, proven to reduce the risk of infection by up to 45% and the risk of death by 30%. In 1999, the United States Agency for International Development (USAID) funded an effort called NetMark to increase demand for and appropriate use, availability, and affordability of ITNs, through the commercial sector if possible. At the time, ITNs were not even available for sale in most African countries. ITNs were provided by governments and donors. By 2009, more than 60 million nets had been sold by NetMark’s partners in its seven countries of operation. 3 This case highlight describes the program’s rigorous application of social marketing principles, including the use of all 4Ps in the traditional marketing mix. Case information was provided by Dr. Willard Shaw at the Academy for Educational Development (AED) in Washington, D.C., the agency implementing the project.

Target Audiences and Desired Behaviors Although primary audiences (downstream) were the most-at-risk populations— pregnant women and children under five—net availability and affordability would depend on strategies that would also reach and influence net and insecticide manufacturers, national product distributors, and retailers (midstream) as well as policy makers (upstream). For families, the desired behavior was to purchase, properly hang, and consistently use an ITN. NetMark would also need to persuade multinational manufacturers to invest in the retail market, help them identify national distributors for their brands, assist distributors in introducing ITNs into the marketplace and recruiting retailers, and convince the public sector to allow the commercial sector to build ITN markets and to focus its limited ...