Evaluating Social Marketing in the Context of Financial Literacy and Education Programs

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Presentation as part of the "Evaluating Social Marketing, including Media Campaigns and Soaps" panel at The World Bank and OECD Workshop on Measuring Financial Capability and the Effectiveness of Financial Education. Washington, DC 12-13 November 2009.

Economia e finanças Negócios

Evaluating Social Marketing in the Context of Financial Literacy and Education Programs Workshop on Measuring Financial Capability and the Effectiveness of Financial Education World Bank, Washington, DC 13 November 2009 R. Craig Lefebvre, PhD Research Professor, George Washington University chief maven, socialShifting

What is social marketing? Viewing ideas, practices, and social causes in the context of markets. Applying marketing thought and techniques to public/social goods.

Markets Are the Context for Risk – Not People …someone who has a personal or situational disadvantage in the marketplace that might create negative outcomes for the individual or society.

How Effective are Health Communication Campaigns? 5%

What Should Be Measured? Monitor relevant intermediate effects Equity Market share Market efficiencies Cost effectiveness Access Long-term behavior change

How Should They Be Interpreted? How does it improve the program? Is the audience perspective incorporated? What is the relationship of the audience to the program? Were exposure targets met? Has there been enough time to see measurable change?

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21st Century Communication: A Reference Handbook Social Marketing Campaigns Contributors: Timothy Edgar & Megan J. Palamé Edited by: William F. Eadie Book Title: 21st Century Communication: A Reference Handbook Chapter Title: "Social Marketing Campaigns" Pub. Date: 2009 Access Date: February 12, 2019 Publishing Company: SAGE Publications, Inc. City: Thousand Oaks Print ISBN: 9781412950305 Online ISBN: 9781412964005 DOI: http://dx.doi.org/10.4135/9781412964005.n91 Print pages: 822-829 © 2009 SAGE Publications, Inc. All Rights Reserved. This PDF has been generated from SAGE Knowledge. Please note that the pagination of the online version will vary from the pagination of the print book. javascript:void(0); http://dx.doi.org/10.4135/9781412964005.n91 Social Marketing Campaigns Social marketing is a perspective that is frequently used by people within the communication discipline to guide them on how to influence behavior. Social marketing can be traced to the writings of the sociologist G. D. Weibe, who in the 1950s asked the question “Why can't you sell brotherhood like you sell soap?” (Weibe, 1951–1952, p. 679). Weibe was trying to make the point that marketing professionals over the years had de- veloped very successful techniques for how to market to large-scale audiences in order to sell soap, cars, and other tangible goods. Weibe wondered why similar techniques could not be used to sell people an idea or a cause. In the 1960s and 1970s, other scholars began to follow his lead and began to develop the principles of what became known as social marketing. To better help you understand what social marketing is, this chapter will be divided into two parts. The first part will provide an overview of the basic concepts and principles, and the second part of the chapter will offer two case studies of actual social marketing campaigns that will illustrate the concepts. The first case study tells the story of the VERB campaign that was aimed at 9- to 13-year-olds to increase their physical activity; the second case, which focused on environmental concerns, provides a unique example of how social marketing sought to help restore a threatened ecosystem in the Chesapeake Bay through an innovative campaign called “Save the Crabs, Then Eat 'Em.” What is Social Marketing? Answering the question of “What exactly is social marketing?” has proved to be a challenge historically. It is not its own academic discipline; it is not a science; and it is not a formal theory or model. Perhaps it is best described as a tool or framework for behavior change. In an attempt to distinguish social marketing from other types of initiatives, the noted social marketing expert Alan Andreasen (2002) offered six defining criteria: 1. Behavior change is the benchmark used to design and evaluate interventions. 2. Projects consistently grounded strategy in audience research. 3. There is careful segmentation of the targe.

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· Review the Learning Resources for the week before answering the week 5 discussion. · This week's readings in the Learning Resources on advertising provide examples of both good and ineffective ad campaigns. Please answer the following prompts regarding advertising and public relations: A) Post a link to one of your favorite ads and in short essay format, answer the following questions: B) Does it persuade you? C) How? D) Why do you like it? E) Is there anything problematic about the ad? F) Also included a link to an ineffective ad, providing evidence that the ad campaign failed (cite your source in proper APA or MLA format). In your summary, explain (in your opinion) why one ad succeeds and the other fails. · After reading this week's Learning Resources, provide an example, (other than those listed in the readings) where public relations campaigns have been effective or ineffective, and provide a link to information about that example. A. Answer, in short answer format, why was the campaign successful or unsuccessful? B. Provide a link to the example. 21st Century Communication: A Reference Handbook Social Marketing Campaigns Contributors: Timothy Edgar & Megan J. Palamé Edited by: William F. Eadie Book Title: 21st Century Communication: A Reference Handbook Chapter Title: "Social Marketing Campaigns" Pub. Date: 2009 Access Date: February 12, 2019 Publishing Company: SAGE Publications, Inc. City: Thousand Oaks Print ISBN: 9781412950305 Online ISBN: 9781412964005 DOI: http://dx.doi.org/10.4135/9781412964005.n91 Print pages: 822-829 © 2009 SAGE Publications, Inc. All Rights Reserved. This PDF has been generated from SAGE Knowledge. Please note that the pagination of the online version will vary from the pagination of the print book. javascript:void(0); http://dx.doi.org/10.4135/9781412964005.n91 Social Marketing Campaigns Social marketing is a perspective that is frequently used by people within the communication discipline to guide them on how to influence behavior. Social marketing can be traced to the writings of the sociologist G. D. Weibe, who in the 1950s asked the question “Why can't you sell brotherhood like you sell soap?” (Weibe, 1951–1952, p. 679). Weibe was trying to make the point that marketing professionals over the years had de- veloped very successful techniques for how to market to large-scale audiences in order to sell soap, cars, and other tangible goods. Weibe wondered why similar techniques could not be used to sell people an idea or a cause. In the 1960s and 1970s, other scholars began to follow his lead and began to develop the principles of what became known as social marketing. To better help you understand what social marketing is, this chapter will be divided into two parts. The first part will provide an overview of the basic concepts and principles, and the second part of the chapter will offer two case studies of actual social marketing campaigns .

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Week Six Lecture Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing? According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014). Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability. One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive. Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .

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Hashtags ! Likes ! Tweets ! are no more just slang language. They are the official buzz-words used in marketing of business giants today. In this 21st century, social media has proved to be the most powerful tool to promote and make your business sustainable. The social media craze's recent rise in prominence has inspired many advertisers to consider practical as well as conventional media. Primarily dependent on Internet and cellular phone applications and tools the number of social media users is more than the population of some of the countries today. The significance of social media is measured by measuring the change in sales both before and after the technology has been implemented. Though traditional methods or strategies are used by marketers to promote their products and services, immense use of social media has forced the marketers to adapt online social platforms to advertise products and services over a bigger mass. Social media platforms are extensively used through internet connected devices like computers, mobile / cellular phones, tablets. Impact of social media on marketing can be judged by comparing marketing before social media and marketing after the introduction of social media and the type of technologies used in social media. While many books are interesting and insightful, an ideal writer may not have to be familiar with science, history, or philosophy in order to create a great work of art, he or she must be familiar with those areas in order to paint meaningful and complex images for the lay reader.

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1. Evaluating Social Marketing in the Context of Financial Literacy and Education Programs Workshop on Measuring Financial Capability and the Effectiveness of Financial Education World Bank, Washington, DC 13 November 2009 R. Craig Lefebvre, PhD Research Professor, George Washington University chief maven, socialShifting

2. What is Social Marketing?

3. What is social marketing? Viewing ideas, practices, and social causes in the context of markets. Applying marketing thought and techniques to public/social goods.

4. Markets Are the Context for Risk – Not People …someone who has a personal or situational disadvantage in the marketplace that might create negative outcomes for the individual or society.

5. How Effective are Health Communication Campaigns? 5%

6. What is Social Marketing?

7. What Should Be Measured? Monitor relevant intermediate effects Equity Market share Market efficiencies Cost effectiveness Access Long-term behavior change

8. How Should They Be Interpreted? How does it improve the program? Is the audience perspective incorporated? What is the relationship of the audience to the program? Were exposure targets met? Has there been enough time to see measurable change?

Notas do Editor

The question isn’t whether they are effective – it’s what is the average effect size they achieve (how much change do they result in)?About 5 percentage points, so that a baseline level of a behavior usually in increased, for example, from 60 to 65%. Campaigns for seat belt use (r = .15), dental care (r =.13) and adult alcohol reduction (r = .11) have had the strongest effects, while youth alcohol and drug campaigns have had the least (r = .01 -.02). Family planning (r = .06)Youth smoking prevention (r = .06)Heart disease reduction (including nutrition and physical activity; r = .05)Sexual risk taking (r = .04)Mammography screening (r = .04)Adult smoking prevention (r = .04)Youth alcohol prevention and cessation (r = .04 - .07)Tobacco prevention (r = .04)Preliminary findings (smaller number of studies)International breast feeding (r = .17)Fruit and vegetable campaigns (r = .08)In-school nutrition programs aimed at 4-5th graders (r = .12)

Evaluating Social Marketing in the Context of Financial Literacy and Education Programs

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Notas do Editor