Download - Social Marketing Presentation to AUT
NEW ZEALAND. IT’S OUR PLACE TO PROTECT
AUT Presentation5 March 2012
“KNOW THE ENEMY” CAMPAIGN
ENVIRONMENTAL COMMUNICATIONS:PEOPLE THINK IT’S IMPORTANT
Reducing the road toll in NZProtecting NZ from unwanted pests/diseases
Making sure NZ is working towards addressing sustainability and climate changeBinge drinkingEnsuring New Zealanders save enough for retirement
Discrimination against people with mental illness
Preventing accidents and injury around the homeGetting people to stop smokingAddressing problem gambling
Collective
Personal
RESPONDING TO THE CHALLENGES
1. Increasing distraction
2. Empowered individualism
3. New, developing communities
4. New models of authority
Simplicity & accessibility
Insight & personalisation
Partnership & involvement
Openness & authenticity
NEW APPROACHES TO EFFECTIVE COMMUNICATIONS
1. Focus on the drivers of behaviour
2. Involvement and co-creation
3. Innovative channels & partnership approaches
4. Build closer connections
5. Consider branding and reputation
6. Engage your employees
WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing2006
Social Marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for their benefit.
UK National Centre for Social Marketing2012
WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006
WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006
WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006
WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006
WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006
DIDYMO (ROCK SNOT)
FOCUS ON THE DRIVERS OF BEHAVIOUR CHANGE
Waterway a resource
100% natural environment
Government responsibility
Personal responsibility
Heartland Of Sport
serious Kayakers
Heartland - ‘Passionate’ Fly
Fishermen
Heartland Boaties -
Family fun & ‘Social’ fishing
Jet Boating
INVOLVEMENT AND CO-CREATION
INVOLVEMENT AND CO-CREATION
CHANNELS, MEDIA & PARTNERSHIPS
Didymo Campaign Evaluation 2007
Base: 2006 (n=757, respondents who had seen, read or heard any communications relating to didymo), 2007 (n=1550, all respondents)
Have you personally taken any different actions when using freshwater recreational areas to help stop the spread of didymo?
Yes29%
No69%
Don't know2%
Yes76%
No23%
Don't know1%
2006 2007
MEASURING PROGRESS
Didymo Campaign Evaluation 2007
Below are some statements that other people have made about the communications about didymo. Please indicate to what extent you agree or disagree with each statement
3
2
3
3
3
5
5
3
3
5
7
6
24
48
55
52
46
57
55
47
44
41
45
45
44
27
38
28
28
33
22
21
28
30
31
13
12
10
4
1
1
1
1
1
1
2
1
1
1
2
1
8
100 80 60 40 20 0 20 40 60 80 100
Showed me what I need to do to stop didymo
Relevant
Believable
For people like me
Credible
I could help stop the spread of didymo
Made me behave differently to help stop didymo
Not tired of didymo communications*
Did not turn me off*
Eye-catching
Motivating
Interesting
Showed me that didymo could be contained
%Base : All respondents (n=1550)
10%
18%
18%
14%
17%
25%
18%
23%
38%
36%
35%
34%
% who neither agree/disagree:
18%
DisagreeStrongly disagree Agree Strongly agree
MEASURING PROGRESS
Didymo Campaign Evaluation 2007
8%
9%
20%
53%
39%
41%
50%
14%
39%
29%
16%
71%
47%
65%
86%
15%
55%
47%
24%
69%
47%
71%
94%
25%
0 20 40 60 80 100
Personally considered "a lot"how to stop didymo
Know very well what to doabout didymo
Best steps being taken to stopdidymo
Strong personal role inpreventing spread
Strong belief that I can make adifference
Always make an effort tocheck, clean, dry
Heard of check, clean, dry
High confidence in MAFBiosecurity
Cannot recall any didymo publicity Can recall 1 - 3 publicity items Can recall 4 or more publicity items
Base : All respondents (n=1550)
LINKING OUTPUT TO OUTCOME
THE COMPLIANCE FRAMEWORK
Customer
Economic Sociological
Business Industry
Psychological
Factors that influencecustomer decisions and
behaviour
Decided not to comply
Don’t want to comply
Try to, but don’t always
succeed
Willing to do the right thing
Imprisonment Heavy Fines
Social Marketing
Social Marketing
Education
Low
High
Com
munications InterventionE
nfor
cem
ent I
nter
vent
ion
High
Low
(Enforcement Communications)
Light Fines
Licensing Legal Incentive
MEASURING COST-EFFECTIVENESS
● Total cost of didymo (NZIER 2005):$58m to $285m
● Cost of impact on North Island: $62.6m (2007-2012)
● Cost saving by stopping entry into North Island: $11.2m (2007-2008)
● Cost of social marketing:$5.2m (2005-2008)
● Return on investment to 2008: $1:$2.15● Return on investment to 2012: $1:$7.61