Session 8 Critical Components of Social Marketing PART 2

Session Objectives Module 1, Unit 3, Session 8 By the end of this session, campaign managers should be able to: Define key social marketing theories Describe key social marketing methods Explain the difference between Mass Media and Guerilla Marketing techniques Give examples of species from your site that have the characteristics that make up a good Pride Flagship species

3 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme 9.SUMMARY

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5 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

6 A person’s willingness to accept the message depends on both the messenger and the message 6 Module 1, Unit 3, Session 2.2.3

Types of Positive Sources Attractive Sources Trusted Sources Powerful Sources Peers

Peers: What shall I wear?

9 The cost of getting your messages out there $$$$$$$$$$$$$$$$$$$$$

Big Budget Mass Media PEPSI The Most Expensive TV Advert HONDA ACCORD APPLE MAC

11 Guerilla Marketing 1984 Jay Levinson “unconventional system of promotions”

12 Guerilla Marketing

13 Guerilla Marketing Low budget Time & energy Imagination

Guerrilla Marketing Video CANON /u/6/CGUNADfP26w CLIMATE CHANGE CHr5s0 T-MOBILE gPQM

Module 1, Unit 3, Session Mass Media vs. Guerilla Marketing 15

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17 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

Module 1, Unit 3, Session Steps in Social Marketing 18

Module 1, Unit 3, Session Steps in Social Marketing 1. Situational analysis 2. Target audience identification 3. Campaign plan and strategies 4. Message development 5. Materials development and pre-testing 6. Campaign implementation 7. Campaign evaluation 19

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21 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

22 Involving Stakeholders Stakeholders can help you avoid unnecessary conflicts and duplication of effort 22 Module 1, Unit 3, Session 2.2.2

Module 1, Unit 3, Session Stakeholders Include… Resource users Government agencies Conservation and other NGOs Developers Local communities Community leaders 23

Module 1, Unit 3, Session Why Involve Stakeholders? Saves time and money. Failure to understand stakeholder positions can delay or block projects. Stakeholders can help identify problem areas. Stakeholders can provide useful input regarding local culture, conditions, and threats. 24

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26 Introduce you to: 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

Pride How Rare uses Social Marketing

Using Pride and Flagship Species “All persuasion begins with capturing attention. Without attention, persuasion is impossible.” (McKenzie-Mohr and Smith in Fostering Sustainable Behavior)

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Module 1, Unit 3, Session A Flagship Species Grabs your audiences’ attention. Builds knowledge, concern and pride for the wildlife species as a living symbol. Promotes your core environmental message

Module 1, Unit 3, Session Flagship Species Should have some of the following characteristics: –Be endemic –Reside in a critical habitat –Be “marketable” –It should not carry any “negative baggage” 33Module 1, Unit 3, Session 2.2.2

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37 1.Changing Behaviour 2.Marketing Theory 3.Choosing your Audience 4.Different types of Marketing 5.Delivery of your Messages 6.Your Social Marketing Plan 7.Carrying out your Plan 8.Rare Pride – a variation on a theme

38 Rare’s Pride Program uses social marketing to achieve conservation results with local communities Commercial Marketing Techniques Behaviour Change Barriers and Benefits Conservation Results

INGREDIENTS 1.2 Cups x Behaviour Change 2.1 Cup x Marketing 3.1 tbsp x Target Audience 4.2 tbsp x Marketing Ready Mix 5.1 Cup x Message Delivery 6.5 Cups x Social Marketing Plan 7.5 Cups x Implementation 8.Sprinkle of Rare Pride

METHOD 1.Gather all ingredients 2.Mix well 3.Taste the delicious result!

Aim : Social Marketing PEP1

Session Objectives Module 1, Unit 3, Session 8 Did we meet these objectives? Define key social marketing theories. Describe key social marketing methods. Explain the difference between Mass Media and Guerilla Marketing techniques. Give examples of species from their site that have the characteristics that make up a good Pride Flagship species.