- i - Getting Your Feet Wet with Social Marketing A Social Marketing Guide for Watershed Programs Jack Wilbur Utah Department of Agriculture and Food - ii - © copyright 2006 Jack Wilbur For the Utah Department of Agriculture and Food Salt Lake City, Utah Permission to use any cited or attributed material in this publication must be obtained from the original source. Original material may be re-used without express permission as long as the material is properly cited and credited. A printed copy of this guide may be purchased through www.lulu.com for the publication and printing cost. No royalty is collected on the publication of this material. - iii - Table of Contents GETTING YOUR FEET WET WITH SOCIAL MARKETING.............................................................................II A SOCIAL MARKETING GUIDE FOR WATERSHED PROGRAMS.................................................................II © COPYRIGHT 2006.................................................................................................................................................. III PART I ............................................................................................................................................................................1 THE SOCIAL MARKETING PROCESS AND THEORY .......................................................................................1 INTRODUCTION..........................................................................................................................................................2 CHAPTER 1 ...................................................................................................................................................................3 INTRODUCTION TO SOCIAL MARKETING ........................................................................................................3 SOCIAL MARKETING BASICS.................................................................................................................................4 EXCHANGE...................................................................................................................................................................4 POSITIONING...............................................................................................................................................................4 AUDIENCE ....................................................................................................................................................................5 THE MARKETING PS .................................................................................................................................................7 THE PHASES OF A SOCIAL MARKETING CAMPAIGN.....................................................................................7 DIFFERENCES BETWEEN AWARENESS AND SOCIAL MARKETING CAMPAIGNS.................................8 LEARN FROM EXAMPLES .......................................................................................................................................8 CHAPTER SUMMARY................................................................................................................................................9 CHAPTER 2 .................................................................................................................................................................10 THE SOCIAL MARKETING PROCESS .................................................................................................................10 PLANNING FOR SUCCESS ......................................................................................................................................10 ASSEMBLE YOUR TEAM AND LEARN ABOUT YOUR COMMUNITY.........................................................11 DO YOU HAVE A PLAN?..........................................................................................................................................12 THE PHASES OF A SOCIAL MARKETING CAMPAIGN...................................................................................16 STEP 1: DEFINE THE PROBLEM...........................................................................................................................16 STEP 2: IDENTIFY LIKELY SOLUTIONS ............................................................................................................18 - iv - INSTITUTIONAL BARRIERS..................................................................................................................................19 STEP 3: IDENTIFY/SEGMENT AUDIENCES........................................................................................................19 STEP 4: CONDUCT A SWOT ANALYSIS ..............................................................................................................20 PERFORMING A SWOT ANALYSIS ..............................................................................................................................20 USING SWOT IN WATERSHEDS............................................................................................................................21 USING SWOT ANALYSIS TO IDENTIFY TARGETS AND STRATEGIES............................................................................22 SUCCESSES/FAILURES ANALYSIS ...............................................................................................................................23 STEP 5: UNDERSTAND AUDIENCES: ...................................................................................................................23 SOCIAL RESEARCH AIDES IN UNDERSTANDING AUDIENCES ..................................................................23 QUANTITATIVE RESEARCH .................................................................................................................................24 QUALITATIVE RESEARCH ....................................................................................................................................24 A SURVEY INSTRUMENT CAN PROVIDE BASELINE DATA .........................................................................25 TRIANGULATION OF DATA ..................................................................................................................................25 REFINING SELECTION OF ACTION/BEHAVIOR .............................................................................................26 STEP 6: CHOOSE MEDIUMS—THE MEDIA MIX...............................................................................................26 STEP 7: PRETEST APPROACH AND MESSAGES...............................................................................................28 STEP 8: IMPLEMENT YOUR CAMPAIGN ...........................................................................................................30 STEP 9: EVALUATE ..................................................................................................................................................30 STEP 10: ADJUST.......................................................................................................................................................34 CHAPTER SUMMARY..............................................................................................................................................35 CHAPTER 3 .................................................................................................................................................................37 AUDIENCE RESEARCH:..........................................................................................................................................37 WHAT IS AUDIENCE RESEARCH?.......................................................................................................................37 SECONDARY (BACKGROUND) RESEARCH.......................................................................................................37 PRIMARY RESEARCH .............................................................................................................................................38 SURVEYS.....................................................................................................................................................................38 - v - RESPONSE BIASES ......................................................................................................................................................44 FOCUS ON FOCUS GROUPS ...................................................................................................................................46 OBSERVATION ..........................................................................................................................................................50 INTERCEPT INTERVIEWS......................................................................................................................................50 ONE-ON-ONE INTERVIEWS...................................................................................................................................50 CHAPTER SUMMARY..............................................................................................................................................50 CHAPTER 4 .................................................................................................................................................................53 BEHAVIORS: BARRIERS AND BENEFITS...........................................................................................................53