Engaging dog trainers in a city-wide roll-out of koala aversion skill enhancement: a social marketing program

2021 ◽  
pp. 1-12
Author(s):  
Jessica A. Harris ◽  
Sharyn Rundle-Thiele ◽  
Patricia David ◽  
Bo Pang
Keyword(s):  
Social Marketing ◽  
Marketing Program ◽  
Skill Enhancement ◽  
Roll Out

ExerStart: helping seniors be active and independent for less

2019 ◽  
Vol 9 (2) ◽  
pp. 146-160
Author(s):  
Patrick van Esch ◽  
Sarah Maree Duffy ◽  
James Teufel ◽  
Gavin Northey ◽  
Edward Elder ◽  
...  
Keyword(s):  
Physical Fitness ◽  
Social Marketing ◽  
Cost Effective ◽  
Functional Fitness ◽  
Content Type ◽  
Marketing Program ◽  
Quasi Experimental ◽  
Within Subjects ◽  
Criterion Referenced ◽  
Cost Efficient

Purpose The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program. Design/methodology/approach Within subjects quasi-experimental design. Findings The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six. Practical implications A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years. Social implications Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike. Originality/value The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

Implementing a Community-Based Social Marketing Program to Increase Recycling

2009 ◽  
Vol 15 (3) ◽  
pp. 114-127 ◽  
Author(s):  
Tracey Haldeman ◽  
Jeanine Warisse Turner
Keyword(s):  
Social Marketing ◽  
Program Implementation ◽  
Community Based ◽  
Face To Face ◽  
Marketing Program ◽  
Home Community ◽  
Increasing Knowledge ◽  
Positive Effect ◽  
Practical Implications

This article examines the effectiveness of implementing a community-based social marketing program to increase recycling. Researchers went door-to-door in a 200-home community distributing recycling containers, securing commitments to recycle, and increasing knowledge of what, why, how, and when to recycle. We analyzed the effect of the program by weighing recycling collected immediately after program implementation and then analyzing the weight of recycling collected a number of months later to measure sustainability. We found that automatic curbside distribution of recycling containers and face-to-face contact have a sizable, and partially sustainable, positive effect on the rate of recycling. Based on the results, we propose practical implications for motivating increased recycling.

scholarly journals Effectiveness of a brief versus a comprehensive social marketing program

2020 ◽  
Vol 10 (3) ◽  
pp. 377-394
Author(s):  
James Durl ◽  
Timo Dietrich ◽  
Krzysztof Kubacki
Keyword(s):  
Social Marketing ◽  
Self Efficacy ◽  
Program Effectiveness ◽  
Cost Effective ◽  
Repeated Measure ◽  
Control Group ◽  
Pilot Program ◽  
Content Type ◽  
Comprehensive Program ◽  
Marketing Program

Purpose Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by their resource-intensive character. The purpose of this paper is to address this limitation, a brief alcohol social marketing pilot program was derived from a comprehensive alcohol social marketing program to compare effectiveness. Design/methodology/approach A sample of 115 14–16-year-old adolescents from six secondary schools participated in the brief alcohol social marketing pilot program. Program effectiveness was assessed using repeated measure analysis on adolescents’ knowledge, attitudes, social norms, self-efficacy and intentions to binge drink. Results were compared with the comprehensive social marketing program and a control group. Findings The brief pilot program produced statistically significant outcomes for the same measures as the comprehensive program across attitudinal variables, descriptive norms and opportunistic self-efficacy. Research limitations/implications Converting existing social marketing programs into brief alternates is more cost-effective and, in this case, demonstrated better outcome effects. However, findings are limited as in-depth comparisons were hindered by changes to content across program modes. No process for converting comprehensive programs into brief alternates was identified prior to this study, and therefore a number of considerations for program alteration were derived from program facilitator experiences. Originality/value The findings provide initial evidence that a brief version of an existing comprehensive program can be an effective alternate to more resource-intensive programs under more cost-effective circumstances for program developers and facilitators.

On the Road with the Loteria: The Evolution of a Motor Vehicle Safety Social Marketing Program for Latino Farm Workers

1998 ◽  
Vol 4 (2) ◽  
pp. 36-46 ◽  
Author(s):  
James Grieshop ◽  
Myriam Grajales-Hall ◽  
Cynthia Bates ◽  
Martha Stiles ◽  
Lupe Ortiz
Keyword(s):  
Social Marketing ◽  
Education Program ◽  
Market Research ◽  
Community Education ◽  
Motor Vehicle ◽  
Farm Workers ◽  
Phase Iii ◽  
Product Price ◽  
Marketing Program ◽  
On The Road

In social marketing, the 4 P's of product, price, place, and promotion are commonly accepted dogma (Andreasen, 1995:15). Their application to the development of effective social marketing interventions, in turn, must be supported by market and audience research, a challenging and often difficult task. On the surface, the specification of these elements may suggest that their application leads down a straight road to desired outcomes. In the real world, the development process usually moves along a much more winding road. The Maneje Seguro! (Drive Safely!) program, initiated in 1994, illustrates the winding evolution and development of one social marketing effort in California. This program was initiated with aspirations of becoming a social marketing program that would use good market analysis along with attention to the 4 P's. The three-year history of this program began with a narrowly focused outreach effort (Phase I), followed by a community education program (Phase II) and most recently has led to the current but nascent social marketing form (Phase III). Its evolution illustrates the roles research played in the transformation, along with the importance of participation and partnerships. This paper details the role of this participation and partnerships, as well as the standard 4 P's and the market research that have facilitated the three phases of development of this social marketing intervention, which is targeted at Spanish-speaking farm workers and their driving practices. As the program developed, on-going market research efforts drove the transformations from one phase to the next. In each phase, a transformation of product, price, place and promotion occurred. The other P's — participation and partnerships — also proved critical in the evolution of the Maneje Seguro! program. Community participation and partnerships were critical to the market, audience, and product development research. Similarly, participation and partnerships contributed to the development of price, place, and promotion activities. Without them, the Maneje Seguro! social marketing program could not have been developed. Partnerships were crucial to the implementation and success of various promotion activities, most importantly in two mass media campaigns. Moreover, partnerships and participation permitted a more rapid transformation from a community education program to a social marketing program.

Checking Our Blind Spots: The Most Common Mistakes Made by Social Marketers

2020 ◽  
Vol 26 (1) ◽  
pp. 14-27 ◽  
Author(s):  
Julie Cook ◽  
Sarah Fries ◽  
Jennifer Lynes
Keyword(s):  
Social Marketing ◽  
Ad Hoc ◽  
Research Question ◽  
Strategy Development ◽  
Future Research ◽  
Program Outcomes ◽  
Marketing Practice ◽  
Marketing Program ◽  
External Influences ◽  
The Social

Background: The work of social marketers and the environment in which they work is complex, which inevitably results in mistakes being made and sometimes, the failure of a social marketing program. Unfortunately, social marketers do not often report their own mistakes. Even when failures or mistakes are reported, it is usually for the purpose of one study, as opposed to a wider understanding of mistakes made by social marketers in the field. This is a significant gap in the development of social marketing practice since understanding the nature of the most common mistakes made by social marketers could assist them in assessing their own shortcomings and potentially lead to more effective programs. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of social marketing experts regarding the most common mistakes made by social marketers? Importance to the Field: A greater understanding of the common mistakes made by social marketers will allow practitioners to assess their own shortcomings, improve program outcomes, and raise the status of the social marketing field. Methods: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. In-depth interviews with 17 social marketing experts were conducted. Experts were purposefully chosen based on a set of criteria including the number of years of experience they had in the field. Results: The interviews revealed nine mistake categories: inadequate research, poor strategy development, ad hoc approaches to programs, mismanagement of stakeholders, poorly designed program objectives, weak evaluation and monitoring, poor execution of pilots, inadequate segmentation and targeting, and poor documentation. Additionally, the interviews revealed two other emergent, crosscutting themes that affect the mistakes being made: external influences that the social marketer may not have direct control over and the social marketer’s own preconceptions that they bring to the program. Recommendations for Research or Practice: Future research may explore (1) the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers and (2) perspectives from the social marketing community as to the most common mistakes made by social marketers. Social marketers may consider being more reflexive in their work, including reporting their own mistakes and failed programs, as well as challenging the biases they may bring to the work that they do. Limitations: The sample size is small and therefore not generalizable to all social marketing experts or the social marketing community. Also, there are many parts of the world in which social marketers practice, but which are not represented by the social marketing experts. Additionally, the “mistakes” listed are based on opinion as opposed to direct observation, which may make them more susceptible to bias.

scholarly journals Co-designing social marketing programs with “bottom of the pyramid” citizens

2020 ◽  
pp. 147078532096802
Author(s):  
David Schmidtke ◽  
Sharyn Rundle-Thiele ◽  
Krzysztof Kubacki ◽  
Georgette Leah Burns
Keyword(s):  
South Africa ◽  
Design Process ◽  
Social Marketing ◽  
Program Implementation ◽  
Process Model ◽  
School Dropout ◽  
Bottom Of The Pyramid ◽  
Mixed Method Research ◽  
Marketing Program ◽  
Design Process Model

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new “Empathy Building” step within the Trischler et al. seven-step co-design process model. A sequential, three-study mixed-method research design was applied to co-design a social marketing program with BoP citizens and experts, focusing on the problem of school dropout in a community in South Africa. Study 1 undertook the empathy-building step of the co-design process, which involved a 4-month ethnography in a community in South Africa. This study informed several subsequent co-design steps, including resourcing, planning, recruiting, and sensitizing. Study 2 engaged 38 participants (schoolchildren and parents) in a co-design session, challenging them to create a social marketing program for them and people like them. Study 3 delivered an evaluation session with seven key experts. This article contributes to understanding by offering a process to demonstrate how three studies used the (enhanced) co-design framework to provide a solution for a social issue, namely, prevention of school dropout. Finally, this article outlines how co-design can overcome challenges faced to work with BoP citizens through the addition of ethnography and involvement of experts at the fuzzy back-end of the co-design process to examine program implementation feasibility.

Sign in / Sign up

Export Citation Format

Share Document