Session 26 1

Definition of Social Marketing

Social marketing is defined as "the design, implementation and control of programs

aimed at increasing the acceptability of a social idea or practice in one or more group of

target adopters.

Session 26 2

A 7 Step Social Marketing Approach

• Knowledge • Desire • Skills • Optimism • Facilitation • Stimulation • Reinforcement

Session 26 3

Goal of Social Marketing Campaign

Social marketing aims to ‘reach’ one or a number of target groups in order to initiate

and effect changes in their ideas and behavior.

Session 26 4

Planning a Social Marketing Campaign

• Determine the specific information you need• Look for previously collected, or secondary,

information that will meet your needs• Collect any additional, or primary, information

you need– Observation– Mail, telephone or in-person surveys– Focus groups

• Present your plan to others for evaluation

Session 26 5

Potential Media Components for a Social Marketing Campaign • Television• Radio• Newspapers (Daily and weekly)• News Magazines• Popular magazines• Internet• Direct marketing (mail and phone)• Public appearances• Public rallies• Films

Session 26 6

Media Production and Dissemination Materials

• Television ads

• Radio ads

• Print ads

• Press releases and statements

• Website

• Direct marketing materials