Social Marketing Workshop

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(No Transcript)
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Active travel conference Perth May
2009Social marketingTurning awareness into
action
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Workshop review

• What is social marketing?
• The 4Ps of social marketing
• Audience insight
• Case-studies
• Planning your social marketing
• Further resources

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The start of a journey

• a taste of the concepts, frameworks and
  possibilities that social marketing offers....
• Will you be an expert?
• No, it is the start of a journey ......
• Is it a completely new approach?
• No, its about providing a focus for changing
  behaviour.

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What is social marketing?

• Social Marketing, instead of selling goods and/or
  services, sells behaviour change and instead of
  financial gain, the aim is individual or societal
  gain.
• Kotler, P. R., Ned Lee, Nancy. (2002). Social
  Marketing, Improving the Quality of Life.
  Thousand Oaks Sage Publications

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Social marketing behaviour change

• Behaviour change has been widely practiced and
  studied over the years.
• Very complex area widely debated.
• No one solution fits all situations.
• Social marketing provides a framework
• Sits between education and regulation.
• Behavioral goals not just behaviour change

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Behaviour

• Before we can change behaviour we have to
  understand it
• Habit/routine
• Social
• Environmental
• Unconscious decision making

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Social marketing is not..

• a panacea or magic bullet
• just commercial
• marketing for the
• public sector
• social advertising
• giving people your solution

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A social marketing approach

• We look at the issue from the audiences
  perspective
• Insight driven
• Targeted
• Segmented
• Focus what they do why rather than just
  communication
• Habit/routine
• Environmental/social

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High-budget

• TravelSmart
• Delivered all over the world.
• High success rate
• 10 modal change
• Individualised marketing approach

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High-budget

• Sustainable Travel Demonstration Towns
• Worcester
• walking 17
• cycling 36
• public transport 22
• car as driver - 12

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Low-budget

• Nottingham based project management consultancy
• 11 modal shift
• 9 mileage reduction
• 7, 349 cost saving

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Social marketing and active travel
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Travel to work international context
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Policy context

• 2040 walking cycling are preferred options
• 2050 - 80 reduction in CO2 emission reductions
• National outcomes
• Living longer healthier
• Reducing inequalities
• Well-designed sustainable places
• Accessible amenities services
• Value enjoy our built environment
• Protect and enhance it for the future

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The need for change is clear
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5 Ps of social marketing
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EXERCISE

• In groups, based on your current or future work
  projects write down examples of each P.

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A planned approach

• Insight
• Exchange
• Competition
• Behavioural goals
• Segment
• Deliver
• Evaluate

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Case Studies

• Are a great resource.
• BUT
• Unless you are attempting a similar behaviour
  change with a similar audience, they should not
  be viewed as a how to guide

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Activmobs

• A community of mobs, supported by project
  champions with an infrastructure of motivational
  communication tools
• Activmobs enables people to carry out the
  activities that suit them
• To date there are now more than 20 mobs active.
• Experts feed into the wants of the community

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5 Es framework

Enable
Engage
Empower
Educate
Exemplify
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5 Es framework

• Enable (make it easy)
• www.activmob.com
• Your.Mob, monthly magazine
• The Trainer
• Engage (get people involved)
• Mob motivators interpersonal element
• Speak their language
• Word-of-mouth, direct mail, and advertising used
  to communicate messages
• Exemplify (lead by example)
• Well-being cards
• Real life testimonials
• Encourage (give the right signals)
• Discounts on facilities, childcare, and travel on
  completion of well-being cards.
• Empowerment
• Diverse group work WITH participants

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National Social Marketing Centre

• Social marketing scoping report
• Benchmark Criteria
• Big Pocket Guide
• Planning guide
• Showcase database
• E-bulletin

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Quiz

• In table groups, work you way through the 10 quiz
  questions....
• There are prizes.....

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Final thoughts

• Collaborate
• Develop solutions for the audience
• Small changes by a large number of people are
  better than big changes by fewer people.
• Continue your social marketing development

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Final thoughts

• 100 kms of pathways
• Cycling network
• Free bike hire
• 25 one-off fee - free helmet
• Bike recycling
• Community club bike rides

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Review

• Has your understanding of social marketing
  changed?
• What one thing will you take away from today?

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An offer

• 50 off attendance at our next workshop
• Awareness into Action
• Getting started in social marketing
• Edinburgh 11 12 June 2009
• Email janet_at_atlascomm.co.uk
• Active travel in subject line