Politics NonProfit Congressman Sam Farr UC Berkeley Assembly Speaker John Pérez Lawrence Livermore Lab Assembly Member Adam Gray Cookstove Project Assembly Member Anna Caballero Middlebury Institute of Int’l Studies SC Co Supervisor Zach Friend Global Majority Mont Co Supervisor Dave Potter Big Sur Land Trust Salinas Measure A Campaign Monterey Jazz Festival Judge Mark Hood Carmel Bach Festival Salinas Mayor Dennis Donohue Dorothy’s Place Carmel Mayor Jason Burnett Monterey Regional Waste Mgmt Dist SC City Council Member David Terrazas Community Alliance for Safety & Peace CASA/Voices for Children Government Rancho Cielo US Department of Labor Hospice Giving Foundation Nebraska Department of Labor Loaves, Fishes & Computers Territory of American Samoa City of Salinas, Salinas Police Business City of Gonzales Discovery Map International City of Santa Cruz Social Policy Research Associates City of Carmel Passionfish County of Monterey On Message, the book County of Inyo Bob Rea (recording artist) Social Marketing Texas tried and tried to get people to stop littering, telling them that “litter is ugly” and it’s
“bad for the environment. Texans don’t like to be told what to do.
Photo credit: Chris_J / Foter / CC BY-NC-ND Then they tried this…
72%
Amount of litter (%)
What makes a social marketing campaign effective? Research
Creative Strategy
Execution
Media Plan
Evaluation Research 1. You must know your target market — especially what they want. Research You will not succeed by telling them what you think they should know. Research
Consider this… Who is the target market?
What do they want? “…it began in 1985, when Tim McClure, of the Austin advertising giant GSD&M, was trying to devise a slogan to pitch to the State Department of Highways and Public Transportation… for its new anti-littering campaign. Research showed that the main culprits were young truck-driving males, and McClure needed a catchphrase that would grab their attention.
“I was up before dawn one day, walking outside and racking my brains for the right words,” recalls McClure, who grew up in East Texas. “As I was walking, I noticed that even the sides of the road in my nice neighborhood were piled with trash. It made me mad. That’s when it hit me: Texans wouldn’t call this litter. The only time I’d ever used the word ‘litter’ was with puppies and kittens. Instead I was reminded of what my mom used to say about my room growing up. Real Texans would call this a mess.”
Almost immediately, four simple words—“Don’t mess with Texas”—coalesced in his mind, and a battle cry was born. Since then, the phrase has become embedded in the collective psyche not just of Texans but of the whole country.” http://www.texasmonthly.com/story/litter-did-we-know Research
Creative Strategy
Execution
Media Plan
Evaluation Creative Strategy
Dramatize the message: make people feel it. They could have just shared the information… And they would have been wasting their time. Influence is driven by emotion.
Photo: Spencer Critchley Influence is driven by emotion.
Photo: Wikimedia Commons Images: Wikimedia Commons Because emotions are how we decide.
Same with social marketing: emotion drives decisions. Emotion-driven behavior change tools: Commitment & identity Social norms Habits Commitment & identity
A sample of registered voters were approached one day prior to a U.S. presidential election and asked, “Do you expect you will vote or not?” All agreed that they would vote. Compared to voters who were not asked this simple question, their likelihood of voting increased by 41%.
Social norms Habits
Journal of Applied Psychology, 72, referenced in Fostering Sustainable Behavior, McKenzie-Mohr Social norms
X A B C 75% agreed
Habits
”Effects of Group Pressure…,” Asch, 1951, referenced in Fostering Sustainable Behavior, McKenzie-Mohr Habits
Febreze was introduced as a product with an amazing ability to kill bad smells, with no odor of its own. It failed: no one thinks their house smells bad — and if it does, they’re used to it and don’t notice.
It was reintroduced with a refreshing scent, and marketed as the finishing touch on a cleaned room. A new habit was born — and Febreze became a huge hit.
The Power of Habit, Duhigg Research
Creative Strategy
Execution
Media Plan
Evaluation Execution
A great strategy is only as good as its execution. Try to spot all the ways this is great.
Research
Creative Strategy
Execution
Media Plan
Evaluation Media Plan
Learn the media habits of your target market: find them where they are. Station Spr 13 Sum 13 Fall 13 Win P1 Format Owner
KDON-FM 6.7 7.9 8.9 9.1 Rhythmic CHR Clear Channel KLOK-FM Top 5.1 14 6— of6.7 about7.4 Regional Mexican Entravision KSES-FM 3.4 3 3.7 4.5 Spanish Variety Entravision
KTOM-FM 2.3 3 3 3.4 Country Clear Channel KOCN-FM 100 3— radio2.4 3.4 stations2.9 Rhythmic AC Clear Channel KPRC-FM 2.9 3.4 2.9 2.8 Spanish Variety Clear Channel
KION-AM 0.6 1.7 1.9 1.2 News/Talk Clear Channel
KMBX-AM in 1.4 1.4 1.3 0.8 Spanish Religious Entravision Mapleton 1.9 1.7 1.3 N/A AC KBOQ-FM Communications
Mapleton 3.1 3.1 3.7 N/A CHR KCDU-FM Communications
Mapleton KHIP-FM 3.1 4 3.2 N/A Rock Monterey-Salinas Communications
Mapleton 3.4 2.9 1.9 N/A Adult Hits KKHK-FM Communications
Mapleton 4.3 4.6 4.2 N/A AAA KPIG-FM Communications
Buckley KWAV-FM MSA.4.6 5.4 5 N/A AC Communications
Media Plan You also have to reach them often enough. Recency vs Recall
Research
Creative Strategy
Execution
Media Plan
Evaluation Evaluation
Beware vanity metrics. Measure change, not just activity. 72%
Amount of litter (%) Evaluation 1. Choose good KPIs. 2. Measure the baseline. 3. Measure the change. To sum up… Research Creative Strategy Fall short Excel & & fail Execution succeed Media Plan Evaluation An example that brings it all together… adcouncil.org
Social Marketing bootsroad.com dastardlycleverness.com @dastardlyclever