Tuesday, September 20, 2011
September 20, 2011
A national organization called Turning Point, which provides research and consultation services geared towards public health issues, recently issued a white paper on social marketing. There is one section where they quite simply break down “What It Is” and “What It Is Not.” Again, it’s geared towards the health sector but the same rules apply.
Social Marketing Is:
- A social or behavior change strategy
- Most effective when it activates people
- Targeted to those who have a reason to care and who are ready for change
- Strategic ... and requires efficient use of resources
- Integrated ... and works on the “installment” plan
Social Marketing Is Not:
- Just advertising
- A clever slogan or messaging strategy
- Reaching everyone through a media blitz
- An image campaign
- Done in a vacuum
- A quick process
Think about that and consider these “rules” with your station’s social marketing extensions.
Comments? E-mail me at firstname.lastname@example.org.