1. SOCIAL MARKETING Presented to BAPPG ORorke, Inc. A FULL SERVICE COMMUNICATIONS FIRM Specializing in Strategic Social Marketing Campaigns

2. BEFORE WE DIVE INTO POLLUTION PREVENTION… How do we get people to understand and do what we want them to do?

3. We don’t.

4. We motivate them to do what they want to do.

5. We motivate them to do what they want to do.  Find within your issue the benefit for your target audience.  Present the perk in a way that makes them want to do it for their own reasons.

6. SOME BASIC HURDLES IN OUR WAY 1.We are working against billion dollar industries trying to sell things. 2.We live in an “immediate gratification,” consumer-impulse environment. 3.Most people are not naturally inclined to do something that’s “harder.” 4.Most people are too busy to deal with this “difficult” thing anyway.

7. CHANGE IS A PROCESS Behavior change doesn’t happen overnight. People make decisions in stages. Little steps are a good thing, because you are moving forward.

8. WHAT’S IN IT FOR ME… TO FIGURE OUT PROPER PESTICIDE USE? TO FIGURE OUT PROPER PESTICIDE USE? TO NOT WASH MY OWN CAR AT HOME? TO NOT WASH MY OWN CAR AT HOME? TO SOLVE ALL THE WORLD’S PROBLEMS? TO SOLVE ALL THE WORLD’S PROBLEMS?

9. WE SELL BEHAVIOR CHANGE LIKE COMPANIES SELL PRODUCTS. What is their motivation? What is their message? $$$ “Tastes great, looks great, feels good, costs less.”

10. STRATEGY, STRATEGY, STRATEGY Social marketing is not about your agency, your ‘good cause.’ It’s marketing like the tobacco industry markets cigarettes or Kellogg’s sells Corn Flakes – appeal to self- interest. Know your audience. Listen to them. Their words can define a campaign.

11. BUSTING SOME MYTHS Brochures are out. Trends translate differently for health and environment issues than for pop culture. Traditional news (PR) often preaches to the choir. The environment is not a primary motivator.

12. GO BACK TO STRATEGY  Who is my audience?  What action do I want them to take?  What is ‘in it for them’ to take that action?  How can I convey that personal benefit in the most simple, easy-to-relate-to fashion?  Where should I place that message to make sure my audience will 1) see it; 2) absorb it; and 3) respond to it?

14. LITTER TRAVELS. But it can STOP with you… and me. LITTER TRAVELS. But it can STOP with you… and me. dropped something into the stormdrain? Have you ever… forgotten to pick up the snack wrappers after a soccer game? seen a plastic bag fly away?

27. METHODS OF REACHING PEOPLE TV – Broad reach, short message, quick call to action RADIO – Regionwide reach, frequency of message for target audience PRINT – For the civic-minded TRANSIT/OUTDOOR/INDOOR – Variety of options DIRECT MAIL – ROI based on scaled distribution IN-PERSON – Interactive, most-impactful – Door to Door, Events

28. METHODS OF REACHING PEOPLE ONLINE/MOBILE/SOCIAL NETWORKING – Cellit Text Messages

29. METHODS OF REACHING PEOPLE

36. FINAL POINTS Be clear on the actions you want your target audience to take Be specific in how you convey your message regarding that action Use the right method to reach that audience Measure results to inform your next stage of outreach

37. MEASUREMENT