The document discusses concepts related to developing social marketing campaigns, including positioning, the marketing mix (product, price, place, promotion), and promotion planning. It provides examples and strategies for each element of the marketing mix in a social marketing context. The document concludes with a case study asking students to design a responsible drinking campaign for young female adults by developing a positioning statement and promotion materials.

1. Social marketing campaigns Wednesday - International Project Week - Nordhausen

2. Today Presentations Step 6 -10 Positioning The marketing mix Monitoringand evaluation Budget and resources Implementation Feedback / help

3. Positioning Ch. 9 - Kotler Photo credit: zoom in tight

4. Positioning ‘Positioning is the act of designing the organizational’sactual and perceivedoffering in such a waythatitlandson and occupies a distinctive place in mind of the target market – whereyou want it to be’ Ries & Trout, 1982 Top of mind!

5. Top of mind How do youget a new product ‘top of mind’?

6. Perceptualmaps High fares B-locationairport A-locationairport Low fares

7. Positioning statement “We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficialthan [COMPETITION]” Assignment 1: Develop a positioning statement

8. The marketing mix

9. Product The actual product: the desired behavior In the factory we make cosmetics, in the store we sell hope! The augmented product: tangible objects and services to support behavior change The core product: benefits of desired behavior

10. Price Monetary (costs, coupons, rebates, fines, increased taxes) Non monetary (recognition, reward, negative visibility)

11. Price strategies Increase monetary benefits for the desired behavior Decrease monetary costs for the desired behavior Increase nonmonetary benefits for the desired behavior Decrease nonmonetary costs for the desired behavior Increase monetary costs for the competing behavior Increase nonmonetary costs for the competing behavior

12. Place What is ‘place’ in tradional marketing? What is ‘place’ in social marketing? Is ‘place’ the same as ‘distribution’ “Place is where and when the target marketwillperform the desiredbehavior, acquireandyrelatedtangibleobjects, and receiveanyassociated services” Kotler & Lee, p. 247

13. Places - examples Physical locations: walking trails Phone: domestic violence help line Post: immunization wallet card to keep track of a child’s immunizations Internet: rideshare matching Mobile unit: for hazardous waste Home delivery: home energy audits Vending machines: condoms …

14. Promotion What are ‘promotions’ ? Is ‘promotion’ the most important P?

15. Promotion planning You will have to make decisions on: Messages: what do you want to communicate? Messengers: who will deliver the message? Channel: where & when will your messages appear? Communication target group: not necessarily the target audience of the campaign

16. Place - strategies Make the location closer Extend hours Be there at the point of decision making Make the location more appealing Overcome psychological barriers associated with place Be more accessible that the competition Make access to competition more difficult / unpleasant Be where your target audiences shops Be where your target audience hangs out Work with existing distribution channels

17. Promotion What are ‘promotions’ ? Is ‘promotion’ the most important P?

18. Promotion planning You will have to make decisions on: Messages: what do you want to communicate? Messengers: who will deliver the message? Channel: where & when will your messages appear? Communication target group: not necessarily the target audience of the campaign

19. Creative brief A document to make sure that all team members, internally & externally, are in agreement with communication objectives and strategies prior to more costly development and production of communication materials. Logo’s, taglines, copy, visuals, colors, script, actors, scenes and sounds in broadcasts media.

20. More steps… Managing your campaign: Develop a plan for monitoring and evaluation (why evaluate? How to evaluate?) Establishing budgets and finding funding (what in your campaign does cost money? Are they related to product, price, place, promotion and evaluation? How to find funding?) Creating an implementation plan and sustaining behavior (Do you phase your campaign?)

21. How to be creative?

22. What is creativity all about? Iseverybodycreative? Does creativity happen spontaneously? How do yourecognizecreativepeople? Whatmakessomeonecreative? Cancreativitybelearned?

23. Conclusion….

24. Why are (a lot of) humans not creative? Humanstend to think in patterns and structures

25. Why are (a lot of) humans not creative? 2. Humanstend to grow up It is hard foradults to create a phantasieworld. Errorsare notallowed Humans are trained in logical thinking / reasoning. Humans are trained in findingsolutions

28. Functions associated with hemispheric dominance include: Left Brain Characteristics Follows a logical pattern Is objective Views time chronologically, hour by hour, day by day Sees things as true or false, black or white Seeks details Holds short-term memory Thinks critically, perhaps negatively, asks “why?”

30. Creates patterns, without following a step-by-step process

31. Is subjective

32. Views time in a total sense—a lifetime, a career, a project

33. Sees the “whole” rather than the details

34. Thinks positively, unconstrained by preconceived ideas

36. But… how to become creative? Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game. Creativepeoplethink different. Learn to diverge and converge Combine playfullness and discipline Combine passionwithobjectivity Problems are fun!

37. Pilars of the creative proces Knowledge Intrinsic motivation Guts Creative techniques

38. Reformulateproblems: three cases… How to promote short parking? Parking only allowed with lights on How to develop a phone box that will be used only for short calls? Een headset of two kilo How do we prevent littering? Howcan we promote to usestairs(instead of elevator)?

39. The 9-dots problem. Without lifting your pencil, draw four straight lines that connect all 9 dots.

42. Creative communication- Commercial advertising Creative advertising on youtube

43. Creative communication- Non profit advertising

45. And now…. Action! Thinkabout a solutionfor a case Rules of brainstorming?

46. Warm-up Define amount of ideas Have a dead-line: 10 minutes Post the rules

47. No Criticism Go for quantity Crazy ideas are welcome Build on others ideas Post the rules

48. Yes, but Yes, and

49. Write down everything

50. Case study – design a responsible drinking campaign Client: The Portman Group (Britain’s alcohol industrywatchdog and campaigning body against the misuse of alcohol) Target audience: 18 – 25 yearoldfemales Briefing: The youngfemalemarket is oftenoverlookedwhenit comes to responsibledrinkingmessages. Research suggests, however, thatit is a keygroup to target. The briefing is to attempt to draw attention to the illeffects of excessive alcohol conumption in such a waythatitdidnotappeartop-down (fromauthorities) or to bepreaching in anyway. Design a campaign. Howwouldyouapproachthisassignment?

51. To do this afternoon and tomorrow morning…. Finish your plan (make an posititioning statement and fill in the four P’s) Design and develop your promotion materials: show us the results of your creativity. …

52. Need help?