Social Marketing - International Student Edition

Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center.Ms. Lee has participated in the development of more than 250 social marketing campaign strategies for public sector agencies, and consulted with more than 100 nonprofit organizations . Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:·       Health: COVID-19, opioid overdose, teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness·       Safety: texting and driving, drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage·       Environment: natural gardening, preservation of fish and wildlife habitats, grass fires, recycling, trip reduction, water quality, and water and power conservationShe has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Scotland, Australia, Singapore, Canada, Indonesia, India, Bangladesh, Venezuela, Japan, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for public health, improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, litter control, and foodwaste reduction.Ms. Lee has coauthored eleven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016); GOOD WORKS! Marketing and Corporate Initiatives That Build a Better World... And the Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); Social Marketing to Protect the Environment (2011); Success in Social Marketing: 100 Case Studies From Around the Globe (2022). She also authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017) andhas contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com.)Philip Kotler, is the S. C. Johnson & Son Distin­guished Professor of International Marketing emeritus at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg’s success through his many years of research and teaching there.He received his master’s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author or co-author of  90 books including Marketing Management, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0; Good Works; Market Your Way to Growth; Winning Global Markets; Kotler on Marketing; Confronting Capitalism; Democracy in Decline: and Advancing the Common Good. He has published over 170 articles in leading journals, several of which have received best-article awards.Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie “Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF).” In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes.Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.He has been chairman of the College of Marketing of the Institute of Management Sciences, director of the American Marketing Association, trustee of the Marketing Science Institute, director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received 22 honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, the Budapest School of Economic Science and Public Administration, and several other universities.He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.

• 1. Defining and Distinguishing Social MarketingMarketing Highlight: Reducing Deaths from Drug OverdosesWhat is Social Marketing?Where Did the Concept Originate?How Does it Differ from Commercial Marketing?How Does it Differ from Other Disciplines?What Is Its Value Proposition?Who Does Social Marketing?What Social Issues Can Benefit?Other Ways to Impact Social IssuesSocial Marketing Upstream and MidstreamChapter Summary2. 10 Step Strategic Planning ModelMarketing Highlight: WaterSense—An EPA Partnership ProgramMarketing Planning: Process and InfluencesA 10 Step PlanWhy is Systematic Planning Important?What Are Similar Planning Models?Where Does Research Fit In?Chapter SummaryMarketing Dialogue: The 4Ps: Aren’t There More?3. Research OptionsMarketing Highlight: Increasing Utilization of Sexual and Reproductive Services among Young Girls in UgandaMajor Research TerminologySteps in Developing a Research PlanResearch “That Won’t Break the Bank”Chapter Summary4. Behavior Change Theories, Models, FrameworksMarketing Highlight: Increasing Behavior Change Rates Using TriggersInforming Audience Segmentation and SelectionInforming Behavior Selection and GoalsDeepening Understanding of Audience Barriers, Benefits, Motivators, Competition, Influential OthersInspiring Development of Marketing Intervention Mix StrategiesThemes from AllChapter SummaryResearch Highlight: Reducing Obesity in Indonesia5. Steps 1 & 2 Social Issue, Purpose, Focus, Situation AnalysisMarketing Highlight: Reducing Global Communicable Disease: Zika in Puerto RicoStep 1: Describe Social Issue, Background, Purpose, FocusStep 2: Conduct Situation Analysis, Review Prior EffortsExploratory Research in Steps 1 and 2Ethical Considerations When Choosing FocusChapter SummaryResearch Highlight: Increasing Healthy Food Choices in Military Dining Halls Observation Research6. Step 3: Selecting Priority AudiencesMarketing Highlight: Influencing Local TV WeathercastersStep 3: Select Priority AudiencesSteps in Selecting Priority AudiencesVariables Used to Segment MarketsCriteria for Evaluating SegmentsHow Priority Audiences are SelectedWhat Approaches Should Be Chosen?Ethical Considerations Selecting Priority AudiencesChapter SummaryResearch Highlight: Decreasing Underage Drinking: Mystery Shoppers to Evaluate Interventions7. Behavior Objectives and Target GoalsMarketing Highlight: Decreasing “Boating Under the Influence (BUIs)”Step 4: Set Behavior Objectives and GoalsBehavior ObjectivesKnowledge and Belief ObjectivesTarget GoalsObjectives and Goals are DraftsObjectives and Goals Used for Campaign EvaluationEthical Considerations Setting Objectives and GoalsChapter Summary8. Step 5: Audience InsightsMarketing Highlight: Reducing Food Waste in AustraliaStep 5: Identify Audience InsightsWhat You Need to Know about Priority AudienceHow to Learn More about Priority AudienceHow Insights Help Develop StrategyPotential RevisionsEthical Considerations When Researching Priority AudienceChapter SummaryResearch Highlight: Reducing Cardiac Death Risks among Firefighters9. Crafting a Desired PositioningMarketing Highlight: Increasing Engagement of FathersPositioning DefinedStep 6: Develop Positioning StatementBehavior-Focused PositioningBarriers-Focused PositioningBenefits-Focused PositioningCompetition-Focused PositioningRepositioningHow Positioning Relates to BrandingEthical Considerations Developing Positioning StatementChapter SummaryResearch Highlight: Addressing the Opioid Crisis10. Product: Creating a Product PlatformMarketing Highlight: Increasing Pet AdoptionProduct: The First “P”Step 7: Develop Product PlatformDesign ThinkingBrandingEthical Considerations for Product PlatformChapter SummaryResearch Highlight: Reducing Anemia in Cambodia11. Price: Determining Incentives and DisincentivesMarketing Highlight: Decreasing Dog Attacks in AustraliaPrice: The Second “P”Step 7: Determine Incentives and DisincentivesMore on Commitments and PledgesSetting Prices: Tangible Goods and ServicesEthical Considerations for Pricing StrategiesChapter SummaryResearch Highlight: Increasing the Habit of Handwashing in India12. Place: Making Access Convenient and PleasantMarketing Highlight: Four Innovative Uses of Place ToolPlace: The Third “P”Step 7: Develop Place StrategySocial FranchisingEthical Considerations When Selecting Distribution ChannelsChapter SummaryResearch Highlight: Reducing Opioid Overdose Deaths13. Promotion: Deciding on Messages, Messengers, and Creative StrategiesMarketing Highlight: Increasing Gun Control LegislationPromotion: The Fourth “P”Step 7: Develop Promotion StrategyA Word about Creative BriefsMessage StrategyMessenger StrategyCreative StrategyPretestingEthical Considerations: Messages, Messengers, Creative StrategiesChapter SummaryResearch Highlight: Testing HPV-Related Messages with Pediatricians14. Promotion: Selecting Communication ChannelsMarketing Highlight: Preventable Injuries in CanadaPromotion: Selecting Communication ChannelsTraditional Communication ChannelsThe New Communication ChannelsProduct IntegrationFactors Guiding Communication Channel DecisionsEthical Considerations When Selecting Communication ChannelsChapter SummaryResearch Highlight: Using Social Media to Decrease Adolescent Substance Abuse15. Monitoring and EvaluationMarketing Highlight: Truth InitiativeStep 8: Develop a Plan for EvaluationWhy Are You Conducting this Measurement?What Will You Measure?How Will You Measure?When Will You Measure?How Much Will It Cost?Ethical Considerations in Evaluation PlanningChapter SummaryResearch Highlight: InMotion: Every Trip Counts16. Budget and Funding PlansMarketing Highlight: Increasing Funding through Corporate Social MarketingStep 9: Budgets and Funding SourcesDetermining BudgetsJustifying the BudgetFinding Sources for Additional FundingAppealing to FundersRevising Your PlanEthical Considerations when Establishing FundingChapter SummaryResearch Highlight: Informing Budget and Funding with Literature Review17. Implementation and Sustaining Behaviors PlansMarketing Highlight: How Can Social Marketing Reduce Homelessness?Step 10: Complete an Implementation PlanPhasingSustainabilityAnticipating Forces against ChangeSharing and Selling Your PlanEthical Considerations Implementing PlansChapter SummaryResearch Highlight: Increasing High School Graduation Rates from 55% to 86%