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Ch3 keys to success acu

Social Marketing- Keys to Success
For Ahram Canadian University
Source: Social Markeing, Philip Kotler

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Ch3 keys to success acu

  1. 1. Strategic Marketing Planning Process Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP March 2011
  2. 2. Discovering keys to success <ul><li>Good health is the product of many complex factors:- </li></ul><ul><li>Government policy </li></ul><ul><li>Commercial marketing </li></ul><ul><li>Education </li></ul><ul><li>and Wealth </li></ul><ul><li>Individual Lifestyle Choice </li></ul><ul><li>Gerard Hastings </li></ul>
  3. 3. Competitive Analysis <ul><li>A Fat Change Pays Off (2006) </li></ul><ul><li>Background </li></ul><ul><li>Target Audience: (politicians, Public Health prof., Ofcom) </li></ul><ul><li>Objectives </li></ul><ul><li>Stakeholder needs and Benefits </li></ul><ul><li>Strategy : evidence-based decision making </li></ul><ul><li>Results </li></ul>
  4. 4. Fifteen Principles for success
  5. 5. Fifteen Principles for success <ul><li>1- Take advantage of prior &existing successful campaigns. </li></ul><ul><li>- Scoop the Poop </li></ul><ul><li>- Seat belt </li></ul>
  6. 6. <ul><li>2- Start with target markets most ready for action. </li></ul><ul><li>a) Have a want or need the proposed behavior. </li></ul><ul><li>b) Knowledge regarding the benefits of the behavior. </li></ul><ul><li>c) Belief that can perform the behavior & experience of benefits </li></ul><ul><li>d) Engaged in desired behavior & have the perception of some initial benefit </li></ul><ul><li>Making the first experience a pleasant one </li></ul><ul><li>( Blood donation ) </li></ul>Fifteen Principles for success
  7. 7. Fifteen Principles for success <ul><li>3- Promote single, simple, doable </li></ul><ul><li>behaviors – one at a time. </li></ul><ul><li>(Simple, Clear, Action oriented message) </li></ul>- Take a Bite Out of Crime. - Be Safe. - Take a Bite of Cyber Crime. “ McGruff the Crime Dog”
  8. 8. Fifteen Principles for success <ul><li>4- Identify and remove barriers to behavior change. </li></ul><ul><li>- Alternative Transportation. </li></ul><ul><li>- Health certificates( Marriage) </li></ul>
  9. 9. Fifteen Principles for success <ul><li>5- Bring real benefits into the present. </li></ul><ul><li>- Smoke Alarms in Australia. </li></ul><ul><li>- Car insurance. </li></ul>
  10. 10. Fifteen Principles for success <ul><li>6- Highlight costs of competing behaviors. </li></ul><ul><li>- Tobacco and Lung Cancer ( National Cancer Institute ) </li></ul><ul><li>- Garbage in streets. </li></ul><ul><li>- Personal hygiene. </li></ul>
  11. 11. Fifteen Principles for success <ul><li>7- Promote a tangible good or service to help target audiences perform the behavior. </li></ul><ul><li>- Tobacco quitlines </li></ul><ul><li>- The walking School bus </li></ul>
  12. 12. Fifteen Principles for success <ul><li>8- Consider nonmonetary incentive in the form of recognition &appreciation. </li></ul><ul><li>- Environmental products. </li></ul>
  13. 13. Fifteen Principles for success <ul><li>9- Make access easy. </li></ul><ul><li>- Water conservation </li></ul><ul><li>Shower head </li></ul><ul><li>Make the process simple, easy and </li></ul><ul><li>convenient. </li></ul>
  14. 14. Fifteen Principles for success <ul><li>10- Have a little fun with messages. </li></ul><ul><li>- Breastfeeding for 6 months </li></ul><ul><li>- Bilharzias Adv. </li></ul>
  15. 15. Fifteen Principles for success <ul><li>11- Use media channels at the point of </li></ul><ul><li>decision making. </li></ul><ul><li>- Ask for Healthy food. </li></ul><ul><li>Announcing at food </li></ul><ul><li>court. </li></ul>
  16. 16. Fifteen Principles for success <ul><li>12- Try for popular/entertainment media. </li></ul><ul><li>- Energy Conservation. </li></ul><ul><li>- Running for the cure ( Breast Cancer) </li></ul><ul><li>Pyramids race ( Giza ,Oct 2009) </li></ul>
  17. 17. Fifteen Principles for success <ul><li>13- Get commitments and pledges. </li></ul><ul><li>- AT&T </li></ul><ul><li>Teleworking - working at home </li></ul><ul><li>. Avoid 110 million miles driving. </li></ul><ul><li>. Saved 5.1 million gallon of gas. </li></ul><ul><li>. Reduce 50,00 tons of CO2. </li></ul><ul><li>- Female Genital Mutilation (FGM/C) </li></ul>
  18. 18. Fifteen Principles for success <ul><li>14- Use prompts for sustainability </li></ul><ul><li>The purpose of a prompt is not to change </li></ul><ul><li>attitudes or increase motivation, but to </li></ul><ul><li>remind us to engage in an action that we are </li></ul><ul><li>already predisposed to do. </li></ul><ul><li>- Back to sleep and baby safety </li></ul>
  19. 19. Fifteen Principles for success <ul><li>15- Track results and make adjustments . </li></ul><ul><li>- Eating disorder and awareness and </li></ul><ul><li>prevention. </li></ul>Thank you

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