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Social marketing campaigns,[object Object],Wednesday - International Project Week - Nordhausen,[object Object]
Today,[object Object],Presentations,[object Object],Step 6 -10,[object Object],Positioning,[object Object],The marketing mix,[object Object],Monitoringand evaluation,[object Object],Budget and resources,[object Object],Implementation,[object Object],Feedback / help ,[object Object]
Positioning,[object Object],Ch. 9 - Kotler,[object Object],Photo credit: zoom in tight,[object Object]
Positioning,[object Object],‘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’,[object Object],Ries & Trout, 1982,[object Object],Top of mind!,[object Object]
Top of mind,[object Object],How do youget a new product ‘top of mind’?,[object Object]
Perceptualmaps,[object Object],High fares,[object Object],B-locationairport,[object Object],A-locationairport,[object Object],Low fares,[object Object]
Positioning statement,[object Object],“We want [TARGET AUDIENCE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficialthan [COMPETITION]”,[object Object],Assignment 1:,[object Object],Develop a positioning statement,[object Object]
The marketing mix,[object Object]
Product,[object Object],The actual product: the desired behavior,[object Object],In the factory we make cosmetics, in the store we sell hope!,[object Object],The augmented product: tangible objects and services to support behavior change,[object Object],The core product: benefits of desired behavior,[object Object]
Price,[object Object],Monetary (costs, coupons, rebates, fines, increased taxes),[object Object],Non monetary (recognition, reward, negative visibility),[object Object]
Price strategies,[object Object],Increase monetary benefits for the desired behavior,[object Object],Decrease monetary costs for the desired behavior,[object Object],Increase nonmonetary benefits for the desired behavior,[object Object],Decrease nonmonetary costs for the desired behavior,[object Object],Increase monetary costs for the competing behavior,[object Object],Increase nonmonetary costs for the competing behavior,[object Object]
Place,[object Object],What is ‘place’  in tradional marketing?,[object Object],What is ‘place’  in social marketing?,[object Object],Is ‘place’  the same as ‘distribution’ ,[object Object],“Place is where and when the target marketwillperform the desiredbehavior, acquireandyrelatedtangibleobjects, and receiveanyassociated services” ,[object Object],Kotler & Lee, p. 247,[object Object]
Places - examples,[object Object],Physical locations: walking trails,[object Object],Phone: domestic violence help line,[object Object],Post: immunization wallet card to keep track of a child’s immunizations,[object Object],Internet: rideshare matching,[object Object],Mobile unit: for hazardous waste ,[object Object],Home delivery: home energy audits,[object Object],Vending machines: condoms,[object Object],…,[object Object]
Promotion,[object Object],What are ‘promotions’ ?,[object Object],Is ‘promotion’  the most important P?,[object Object]
Promotion planning,[object Object],You will have to make decisions on:,[object Object],Messages: what do you want to communicate?,[object Object],Messengers: who will deliver the message?,[object Object],Channel: where & when will your messages appear?,[object Object],Communication target group: not necessarily the target audience of the campaign,[object Object]
Place - strategies,[object Object],Make the location closer,[object Object],Extend hours,[object Object],Be there at the point of decision making,[object Object],Make the location more appealing,[object Object],Overcome psychological barriers associated with place,[object Object],Be more accessible that the competition,[object Object],Make access to competition more difficult / unpleasant,[object Object],Be where your target audiences shops,[object Object],Be where your target audience hangs out,[object Object],Work with existing distribution channels,[object Object]
Promotion,[object Object],What are ‘promotions’ ?,[object Object],Is ‘promotion’  the most important P?,[object Object]
Promotion planning,[object Object],You will have to make decisions on:,[object Object],Messages: what do you want to communicate?,[object Object],Messengers: who will deliver the message?,[object Object],Channel: where & when will your messages appear?,[object Object],Communication target group: not necessarily the target audience of the campaign,[object Object]
Creative brief,[object Object],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. ,[object Object],Logo’s, taglines, copy, visuals, colors, script, actors, scenes and sounds in broadcasts media. ,[object Object]
More steps…,[object Object],Managing your campaign:,[object Object],Develop a plan for monitoring and evaluation (why evaluate? How to evaluate?),[object Object],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?),[object Object],Creating an implementation plan and sustaining behavior (Do you phase your campaign?),[object Object]
How to be creative?,[object Object]
What is creativity all about?,[object Object],Iseverybodycreative? Does creativity  happen spontaneously?,[object Object],How do yourecognizecreativepeople? Whatmakessomeonecreative?,[object Object],Cancreativitybelearned?,[object Object]
Conclusion….,[object Object]
Why are (a lot of) humans not creative?,[object Object],Humanstend to think in patterns and structures,[object Object]
Why are (a lot of) humans not creative?,[object Object],2. Humanstend to grow up,[object Object],It is hard foradults to create a phantasieworld. ,[object Object],Errorsare notallowed,[object Object],Humans are trained in logical thinking / reasoning.  Humans are trained in findingsolutions,[object Object]
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Mitwoch
Functions associated with hemispheric dominance include:,[object Object],Left Brain Characteristics,[object Object],Follows a logical pattern,[object Object],Is objective,[object Object],Views time chronologically, hour by hour, day by day,[object Object],Sees things as true or false, black or white,[object Object],Seeks details,[object Object],Holds short-term memory,[object Object],Thinks critically, perhaps negatively, asks “why?”,[object Object]
Right Brain Characteristics,[object Object],[object Object]
Creates patterns, without following a step-by-step process
Is subjective
Views time in a total sense—a lifetime, a career, a project
Sees the “whole” rather than the details
Thinks positively, unconstrained by preconceived ideas
Asks “why not?” and breaks rules,[object Object]
But… how to become creative?,[object Object],Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game. ,[object Object],Creativepeoplethink different. ,[object Object],Learn to diverge and converge ,[object Object],Combine playfullness and discipline,[object Object],Combine passionwithobjectivity,[object Object],Problems are fun!,[object Object]
Pilars of the creative proces,[object Object],Knowledge,[object Object],Intrinsic motivation,[object Object],Guts,[object Object],Creative techniques,[object Object]
Reformulateproblems: three cases…,[object Object],How to promote short parking?,[object Object],Parking only allowed with lights on,[object Object],How to develop a phone box that will be used only for short calls?,[object Object],Een headset of two kilo,[object Object],How do we prevent littering? ,[object Object],Howcan we promote to usestairs(instead of elevator)?,[object Object]
The 9-dots problem.,[object Object],Without lifting your pencil, draw four straight lines that connect  all 9 dots.,[object Object], ,[object Object]
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Mitwoch
Creative communication- Commercial advertising,[object Object],Creative advertising on youtube,[object Object]
Creative communication- Non profit advertising,[object Object]
Mitwoch
And now…. Action!,[object Object],Thinkabout a solutionfor a case,[object Object],Rules of brainstorming?,[object Object]
Warm-up,[object Object],Define amount of ideas,[object Object],Have a dead-line: 10 minutes,[object Object],Post the rules,[object Object]
No Criticism,[object Object],Go for quantity,[object Object],Crazy ideas are welcome,[object Object],Build on others ideas,[object Object],Post the rules,[object Object]

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