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Social Marketing in the Public Sector

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Social Marketing in the Public Sector IN THE QUICK Nancy Lee Marketing REFERENCE Philip Kotler PUBLIC SECTOR GUIDE GOALS MARKETING CAN SUPPORT MARKETING PLAN OUTLINE Marketing thinking, principles and processes can help your agency by: 1. Executive Summary Highlight marketing objectives and goals, target audiences, desired Increasing revenues positioning, marketing mix strategies and evaluation, budget and imple- Increasing service utilization mentation plans. Increasing purchases of products 2. Situation Analysis Provide background information and plan purpose. Conduct a SWOT Increasing compliance with laws (Strengths, Weaknesses, Opportunities and Threats) analysis. Identify Improving public health and safety the competition. Describe past or similar efforts to learn from. Increasing citizen behaviors to protect the environment 3. Marketing Objectives and Goals Marketing objectives are stated in terms of desired behaviors or actions, Decreasing costs for service delivery changes in brand image or increased knowledge you want to achieve. Improving customer satisfaction Marketing goals are quantifiable and measurable expressions of your Engendering citizen support marketing objectives. 4. Target Audience First segment the market and evaluate segments. Then select and de- scribe one or more as the focal point for positioning and marketing mix strategies. 5. Positioning THE MARKETING MINDSET Describe how you want your offer to be viewed by target audiences. 6. Marketing Mix (The 4Ps): Product, Price, Place and Promotion Five earmarks of a successful marketing mindset include: Strategies #1 Adopt a Customer-Centered Focus 7. Evaluation Plan #2 Segment and Target Markets 8. Budget #3 Identify the Competition 9. Implementation Plan #4 Utilize All 4Ps in the Marketing Mix: Product, Price, Place and Promotion Although these steps appear linear in theory, they are actually spiral in #5. Monitor Efforts and Make Adjustments reality with each step subject to revision as the process unfolds. MARKETING’S 4P TOOLS PRODUCT PRICE PLACE PROMOTION Product refers to anything that can Price is one of the more powerful Place, also referred to as distribution Promotions are persuasive communica- be offered to a market by an organi- tools an agency can use to achieve channels, are the means you use to tions designed to ensure your target zation or individual to satisfy a need marketing objectives, as it is often deliver your offerings, with deci- audience knows about your agency’s or want and includes eight types: the major factor that influences a sions regarding where, how, and offer, believe they will experience the buyer’s decision. when citizens will access your offer benefits you promise, and are inspired Physical goods and how pleasant the experience will to act. Services Marketing pricing strategies include be. Events setting prices for products, programs Developing these communications has Options for delivery include: People and services (e.g., classes at a com- three components that require strategic Places munity center), as well as incentives Physical locations decision-making: Phone Organizations and disincentives. Messages are what you want to com- Fax Information municate. Ideas Monetary Incentives (e.g., sign on Mail Messengers include any spokesper- bonuses for military recruits) Mobile units Traditional marketing theory sons, sponsors, partners, and actors Drive-thrus identifies three levels of a product: used to deliver messages. Monetary Disincentives (e.g., charg- Internet Augmented Product ing more for plastic bags) e-governance Communication channels refer to Videos where promotional messages will Actual Product Nonmonetary Incentives (e.g., eco- Home delivery/House calls appear. Major channels include adver- Core labeling programs that acknowledge Where citizens currently shop, tising, public relations, special events, Product sustainable business practices) direct marketing, printed materials, Benefits dine, or hang or Kiosks special promotional items, signage & Nonmonetary Disincentives (e.g., displays, personal communications and Vending machines having to register as a sex offender) popular media. SOURCE: Marketing in the Public Sector: A Roadmap for Improved Performance Philip Kotler and Nancy R. Lee (Wharton School Publishing 2007) Contact: Nancy Lee at www.socialmarketingservice.com Copyright Social Marketing Services Inc. 2008 ADDITIONAL MARKETING TOOLS FOR PUBLIC AGENCIES BRANDING PARTNERSHIPS SOCIAL MARKETING Brand Identity is how you want Partnerships are often with other Social Marketing is the use of marketing principles and techniques to influ- consumers to think, feel, and act with governmental agencies (e.g., De- ence a target audience to voluntarily accept, reject, modify or abandon a respect to your brand. partment of Licensing and Depart- behavior for the benefit of individuals, groups, or society as a whole. Its ment of Transportation for a litter intent is to improve the quality of life. The term was coined in the early 70s Brand Image is how consumers prevention campaign). in a pioneering article by Philip Kotler and Gerald Zaltman. Most social actually do think, feel, and act with marketing efforts are applied to improving public health (e.g. HIV/AIDS, respect to the brand. Partnerships are also common with tobacco use, obesity, teen pregnancy, tuberculosis), preventing injuries nonprofit organizations (e.g., De- (e.g., traffic collisions, domestic violence, senior falls, drowning), protecting Branding is the process of develop- partment of Homeland Security and the environment (e.g., water quality, air quality, water supply, habitat pro- ing an intended brand identity. the American Red Cross for emer- tection), and contributing to communities (e.g., voting, spaying and neuter- gency preparedness). ing pets, volunteering, crime prevention). Six steps are proposed to create a strong brand image. Partnerships with the private sector Twelve principles for success include: can be very appealing, with contribu- #1. Take advantage of prior and existing successful campaigns. 1. Establish brand purpose. tions from a variety of corporate #2. Target markets most ready for action. 2. Identify target audiences for the resources including cash, expertise, #3. Promote single, simple, doable behaviors – one at a time. brand. access to distribution channels, in- #4. Identify and remove barriers to behavior change. 3. Articulate your desired brand kind services and merchandise. #5. Bring real benefits into the present. identity. #6. Highlight costs of competing behaviors. 4. Craft the brand promise. A marketing approach will assist you #7. Promote a tangible object or service to help target audiences perform the 5. Determine the brand’s position to find, negotiate and win with part- behavior. relative to the competition. ners, approaching and treating poten- #8. Consider non-monetary incentives in the form of recognition or appreciation. 6. Select brand elements: name, tial partners with a customer mindset. #9. Have a little fun with messages. slogan, logo, colors, graphics. #10. Use media channels at the point of decision making. #11. Get commitments and pledges. #12. Use prompts for sustainability. MARKET RESEARCH MEASURING MARKETING PERFORMANCE Marketing research in the public sector most often involves collecting data on Measuring marketing performance is one of the most complex of all marketing citizen behaviors and profiles, surveying citizens for input when developing tasks. Components of an evaluation plan include answers to the following: the marketing mix (4Ps), and seeking feedback from citizens for program improvement and campaign evaluation. Why are you conducting this measurement and for whom? Options include: Steps in developing and conducting a research project include the following nine: To fulfill an expectation for reporting on campaign outcomes To fulfill funding or grant applications 1. Determine purpose for the research. Why are you doing this? What To make changes mid-curse or before a campaign rollout decisions will this help you make? To do better next time 2. Identify informational objectives, what you need to know to make To get more or continued funding decisions. 3. Determine audience for the research. Who do you need the information What will you measure? All three categories are worthy of consideration. from to answer the questions? 4. Select research technique, which may include: Output measures, usually available in records and databases include: Observation research numbers of materials distributed, reach and frequency of advertising, Ethnographic studies and numbers of special events. Output measures say nothing about Experimental approaches customer or citizen response, only reporting on levels of activity. Behavioral data collection Focus groups Outcome measures report on citizen response to your efforts and in- Mail surveys clude: campaign awareness, changes in knowledge, attitudes, or be- Telephone surveys liefs; changes in behavior or behavior intent; creating partners or cam- Online/Internet surveys paign contributions; and increases in customer satisfaction. In-person interviews Intercept interviews Impact measures report on the actual impact citizen actions had on social, economic, and/or environmental conditions and include: return Mystery shopping 5. Develop a plan for sampling, addressing the number of respondents you on investment, lives saved, increases in net revenues, funding and lev- will be surveying, where you will get the names, how you will select ies approved, diseases prevented, water quality improved and the like. your sample so that results are representative. 6. Pretest draft instruments. Other evaluation plan components answer the questions: 7. Conduct the research. How will you conduct this measurement? 8. Analyze the data. When will these measurements be taken? 9. Write a report and present recommendations. How much will it cost? Copyright Social Marketing Services Inc. 2008 .
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