yogin
Yogin Vora
http://rapidshare.com/files/142393102/GettingYourFeetWet1.pdf.html
The above link would give u the splendid informatino frndzzz.........tc
Table of Contents
GETTING YOUR FEET WET WITH SOCIAL MARKETING.............................................................................II
A SOCIAL MARKETING GUIDE FOR WATERSHED PROGRAMS.................................................................II
© COPYRIGHT 2006................................................................................................................................................. III
PART I ...........................................................................................................................................................................1
THE SOCIAL MARKETING PROCESS AND THEORY .......................................................................................1
INTRODUCTION.........................................................................................................................................................2
CHAPTER 1 ..................................................................................................................................................................3
INTRODUCTION TO SOCIAL MARKETING ........................................................................................................3
SOCIAL MARKETING BASICS................................................................................................................................4
EXCHANGE..................................................................................................................................................................4
POSITIONING..............................................................................................................................................................4
AUDIENCE ...................................................................................................................................................................5
THE MARKETING PS ................................................................................................................................................7
THE PHASES OF A SOCIAL MARKETING CAMPAIGN.....................................................................................7
DIFFERENCES BETWEEN AWARENESS AND SOCIAL MARKETING CAMPAIGNS.................................8
LEARN FROM EXAMPLES ......................................................................................................................................8
CHAPTER SUMMARY...............................................................................................................................................9
CHAPTER 2 ................................................................................................................................................................10
THE SOCIAL MARKETING PROCESS .................................................................................................................10
PLANNING FOR SUCCESS .....................................................................................................................................10
ASSEMBLE YOUR TEAM AND LEARN ABOUT YOUR COMMUNITY.........................................................11
DO YOU HAVE A PLAN?.........................................................................................................................................12
THE PHASES OF A SOCIAL MARKETING CAMPAIGN...................................................................................16
STEP 1: DEFINE THE PROBLEM..........................................................................................................................16
STEP 2: IDENTIFY LIKELY SOLUTIONS ............................................................................................................18
INSTITUTIONAL BARRIERS.................................................................................................................................19
STEP 3: IDENTIFY/SEGMENT AUDIENCES........................................................................................................19
STEP 4: CONDUCT A SWOT ANALYSIS ..............................................................................................................20
PERFORMING A SWOT ANALYSIS ..............................................................................................................................20
USING SWOT IN WATERSHEDS...........................................................................................................................21
USING SWOT ANALYSIS TO IDENTIFY TARGETS AND STRATEGIES............................................................................22
SUCCESSES/FAILURES ANALYSIS ...............................................................................................................................23
STEP 5: UNDERSTAND AUDIENCES:...................................................................................................................23
SOCIAL RESEARCH AIDES IN UNDERSTANDING AUDIENCES ..................................................................23
QUANTITATIVE RESEARCH ................................................................................................................................24
QUALITATIVE RESEARCH...................................................................................................................................24
A SURVEY INSTRUMENT CAN PROVIDE BASELINE DATA .........................................................................25
TRIANGULATION OF DATA .................................................................................................................................25
REFINING SELECTION OF ACTION/BEHAVIOR .............................................................................................26
STEP 6: CHOOSE MEDIUMS—THE MEDIA MIX...............................................................................................26
STEP 7: PRETEST APPROACH AND MESSAGES...............................................................................................28
STEP 8: IMPLEMENT YOUR CAMPAIGN ...........................................................................................................30
STEP 9: EVALUATE .................................................................................................................................................30
STEP 10: ADJUST......................................................................................................................................................34
CHAPTER SUMMARY.............................................................................................................................................35
CHAPTER 3 ................................................................................................................................................................37
AUDIENCE RESEARCH:.........................................................................................................................................37
WHAT IS AUDIENCE RESEARCH? .......................................................................................................................37
SECONDARY (BACKGROUND) RESEARCH.......................................................................................................37
PRIMARY RESEARCH ............................................................................................................................................38
SURVEYS....................................................................................................................................................................38
RESPONSE BIASES .....................................................................................................................................................44
FOCUS ON FOCUS GROUPS ..................................................................................................................................46
OBSERVATION.........................................................................................................................................................50
INTERCEPT INTERVIEWS.....................................................................................................................................50
ONE-ON-ONE INTERVIEWS..................................................................................................................................50
CHAPTER SUMMARY.............................................................................................................................................50
CHAPTER 4 ................................................................................................................................................................53
BEHAVIORS: BARRIERS AND BENEFITS...........................................................................................................53
BARRIERS TO CHANGE.........................................................................................................................................53
WHY DO WE DO WHAT WE DO?..........................................................................................................................53
RETHINKING POPULAR BELIEFS ABOUT BEHAVIOR CHANGE ...............................................................54
BENEFITS...................................................................................................................................................................55
SOCIAL NORMS........................................................................................................................................................55
OTHER REASONS PEOPLE CHANGE..................................................................................................................57
CHAPTER SUMMARY.............................................................................................................................................59
CHAPTER 5 ................................................................................................................................................................61
EXCHANGE................................................................................................................................................................61
CHAPTER SUMMARY.............................................................................................................................................65
CHAPTER 6 ................................................................................................................................................................67
BEHAVIOR CHANGE TOOLS................................................................................................................................67
SOCIAL NORMS........................................................................................................................................................67
PROMPTS...................................................................................................................................................................70
COMMITMENTS.......................................................................................................................................................70
INCENTIVES..............................................................................................................................................................72
VIVID COMMUNICATION .....................................................................................................................................73
BUILDING MOTIVATION.......................................................................................................................................75
CHAPTER SUMMARY.............................................................................................................................................75
CHAPTER 7 ................................................................................................................................................................77
MORE ABOUT THE MEDIA MIX...........................................................................................................................77
POLITICS AS USUAL...............................................................................................................................................77
THE MEDIA MIX IN WATERSHED SOCIAL MARKETING.............................................................................77
CHAPTER SUMMARY.............................................................................................................................................81
CHAPTER 8 ................................................................................................................................................................82
EVALUATION............................................................................................................................................................82
EVALUATION TYPES..............................................................................................................................................82
GOALS ARE OVERARCHING BENEFITS FOR SOCIETY...................................................................................................82
PROCESS EVALUATION ........................................................................................................................................84
OUTCOME EVALUATION......................................................................................................................................84
OUTCOME (IMPACT) EVALUATION...................................................................................................................85
CHAPTER SUMMARY.............................................................................................................................................86
PART II........................................................................................................................................................................88
CHAPTER 9 ................................................................................................................................................................89
CREATING A NEW SOCIAL NORM IN THE CHALK CREEK WATERSHED, NORTHERN UTAH ........89
THE BEGINNING......................................................................................................................................................90
ASSESSING THE COMMUNITY............................................................................................................................90
THE FIRST DEMONSTRATION PROJECT..........................................................................................................91
OTHER PROJECTS FOLLOWED..........................................................................................................................92
SUMMARY .................................................................................................................................................................94
CHAPTER 10 ..............................................................................................................................................................95
EXECUTIVE SUMMARY.........................................................................................................................................96
CREATING A STATEWIDE PARTNERSHIP........................................................................................................96
THE CAMPAIGN.......................................................................................................................................................99
RESULTS ..................................................................................................................................................................100
CHAPTER 10 ............................................................................................................................................................105
THE NEIGHBORHOOD WATER STEWARDSHIP PROGRAM:.....................................................................105
BACKGROUND .......................................................................................................................................................105
PROGRAM DEVELOPMENT ...............................................................................................................................106
PROGRAM OVERVIEW........................................................................................................................................107
PROGRAM RESULTS ............................................................................................................................................108
COMMUNITY CAMPAIGN...................................................................................................................................110
CONCLUSIONS .......................................................................................................................................................110
PROGRAM PARTNERS .........................................................................................................................................111
CHESAPEAKE BAY SOCIAL MARKING CAMPAIGN....................................................................................112
THE CAMPAIGN CHALLENGE...........................................................................................................................112
2005 CAMPAIGN RESULTS.......................................................................................................................................114
APPENDIX I .............................................................................................................................................................121
WORKSHEETS........................................................................................................................................................121
GOALS ARE OVERARCHING BENEFITS FOR SOCIETY.................................................................................................124
BEHAVIOR/MESSAGE WORKSHEET................................................................................................................126
NEW BEHAVIOR/PRICE/EXCHANGE WORKSHEET.....................................................................................128
APPENDIX II............................................................................................................................................................130
ADDITIONAL RESOURCES .................................................................................................................................130
WEBSITES................................................................................................................................................................131
GENERAL SOCIAL MARKETING EDUCATION..............................................................................................131
MARKETING RESEARCH SITES.........................................................................................................................131
EVALUATION RESOURCES SITES .....................................................................................................................132
BOOKS AND VIDEOS.............................................................................................................................................132
:SugarwareZ-229:
The above link would give u the splendid informatino frndzzz.........tc
Table of Contents
GETTING YOUR FEET WET WITH SOCIAL MARKETING.............................................................................II
A SOCIAL MARKETING GUIDE FOR WATERSHED PROGRAMS.................................................................II
© COPYRIGHT 2006................................................................................................................................................. III
PART I ...........................................................................................................................................................................1
THE SOCIAL MARKETING PROCESS AND THEORY .......................................................................................1
INTRODUCTION.........................................................................................................................................................2
CHAPTER 1 ..................................................................................................................................................................3
INTRODUCTION TO SOCIAL MARKETING ........................................................................................................3
SOCIAL MARKETING BASICS................................................................................................................................4
EXCHANGE..................................................................................................................................................................4
POSITIONING..............................................................................................................................................................4
AUDIENCE ...................................................................................................................................................................5
THE MARKETING PS ................................................................................................................................................7
THE PHASES OF A SOCIAL MARKETING CAMPAIGN.....................................................................................7
DIFFERENCES BETWEEN AWARENESS AND SOCIAL MARKETING CAMPAIGNS.................................8
LEARN FROM EXAMPLES ......................................................................................................................................8
CHAPTER SUMMARY...............................................................................................................................................9
CHAPTER 2 ................................................................................................................................................................10
THE SOCIAL MARKETING PROCESS .................................................................................................................10
PLANNING FOR SUCCESS .....................................................................................................................................10
ASSEMBLE YOUR TEAM AND LEARN ABOUT YOUR COMMUNITY.........................................................11
DO YOU HAVE A PLAN?.........................................................................................................................................12
THE PHASES OF A SOCIAL MARKETING CAMPAIGN...................................................................................16
STEP 1: DEFINE THE PROBLEM..........................................................................................................................16
STEP 2: IDENTIFY LIKELY SOLUTIONS ............................................................................................................18
INSTITUTIONAL BARRIERS.................................................................................................................................19
STEP 3: IDENTIFY/SEGMENT AUDIENCES........................................................................................................19
STEP 4: CONDUCT A SWOT ANALYSIS ..............................................................................................................20
PERFORMING A SWOT ANALYSIS ..............................................................................................................................20
USING SWOT IN WATERSHEDS...........................................................................................................................21
USING SWOT ANALYSIS TO IDENTIFY TARGETS AND STRATEGIES............................................................................22
SUCCESSES/FAILURES ANALYSIS ...............................................................................................................................23
STEP 5: UNDERSTAND AUDIENCES:...................................................................................................................23
SOCIAL RESEARCH AIDES IN UNDERSTANDING AUDIENCES ..................................................................23
QUANTITATIVE RESEARCH ................................................................................................................................24
QUALITATIVE RESEARCH...................................................................................................................................24
A SURVEY INSTRUMENT CAN PROVIDE BASELINE DATA .........................................................................25
TRIANGULATION OF DATA .................................................................................................................................25
REFINING SELECTION OF ACTION/BEHAVIOR .............................................................................................26
STEP 6: CHOOSE MEDIUMS—THE MEDIA MIX...............................................................................................26
STEP 7: PRETEST APPROACH AND MESSAGES...............................................................................................28
STEP 8: IMPLEMENT YOUR CAMPAIGN ...........................................................................................................30
STEP 9: EVALUATE .................................................................................................................................................30
STEP 10: ADJUST......................................................................................................................................................34
CHAPTER SUMMARY.............................................................................................................................................35
CHAPTER 3 ................................................................................................................................................................37
AUDIENCE RESEARCH:.........................................................................................................................................37
WHAT IS AUDIENCE RESEARCH? .......................................................................................................................37
SECONDARY (BACKGROUND) RESEARCH.......................................................................................................37
PRIMARY RESEARCH ............................................................................................................................................38
SURVEYS....................................................................................................................................................................38
RESPONSE BIASES .....................................................................................................................................................44
FOCUS ON FOCUS GROUPS ..................................................................................................................................46
OBSERVATION.........................................................................................................................................................50
INTERCEPT INTERVIEWS.....................................................................................................................................50
ONE-ON-ONE INTERVIEWS..................................................................................................................................50
CHAPTER SUMMARY.............................................................................................................................................50
CHAPTER 4 ................................................................................................................................................................53
BEHAVIORS: BARRIERS AND BENEFITS...........................................................................................................53
BARRIERS TO CHANGE.........................................................................................................................................53
WHY DO WE DO WHAT WE DO?..........................................................................................................................53
RETHINKING POPULAR BELIEFS ABOUT BEHAVIOR CHANGE ...............................................................54
BENEFITS...................................................................................................................................................................55
SOCIAL NORMS........................................................................................................................................................55
OTHER REASONS PEOPLE CHANGE..................................................................................................................57
CHAPTER SUMMARY.............................................................................................................................................59
CHAPTER 5 ................................................................................................................................................................61
EXCHANGE................................................................................................................................................................61
CHAPTER SUMMARY.............................................................................................................................................65
CHAPTER 6 ................................................................................................................................................................67
BEHAVIOR CHANGE TOOLS................................................................................................................................67
SOCIAL NORMS........................................................................................................................................................67
PROMPTS...................................................................................................................................................................70
COMMITMENTS.......................................................................................................................................................70
INCENTIVES..............................................................................................................................................................72
VIVID COMMUNICATION .....................................................................................................................................73
BUILDING MOTIVATION.......................................................................................................................................75
CHAPTER SUMMARY.............................................................................................................................................75
CHAPTER 7 ................................................................................................................................................................77
MORE ABOUT THE MEDIA MIX...........................................................................................................................77
POLITICS AS USUAL...............................................................................................................................................77
THE MEDIA MIX IN WATERSHED SOCIAL MARKETING.............................................................................77
CHAPTER SUMMARY.............................................................................................................................................81
CHAPTER 8 ................................................................................................................................................................82
EVALUATION............................................................................................................................................................82
EVALUATION TYPES..............................................................................................................................................82
GOALS ARE OVERARCHING BENEFITS FOR SOCIETY...................................................................................................82
PROCESS EVALUATION ........................................................................................................................................84
OUTCOME EVALUATION......................................................................................................................................84
OUTCOME (IMPACT) EVALUATION...................................................................................................................85
CHAPTER SUMMARY.............................................................................................................................................86
PART II........................................................................................................................................................................88
CHAPTER 9 ................................................................................................................................................................89
CREATING A NEW SOCIAL NORM IN THE CHALK CREEK WATERSHED, NORTHERN UTAH ........89
THE BEGINNING......................................................................................................................................................90
ASSESSING THE COMMUNITY............................................................................................................................90
THE FIRST DEMONSTRATION PROJECT..........................................................................................................91
OTHER PROJECTS FOLLOWED..........................................................................................................................92
SUMMARY .................................................................................................................................................................94
CHAPTER 10 ..............................................................................................................................................................95
EXECUTIVE SUMMARY.........................................................................................................................................96
CREATING A STATEWIDE PARTNERSHIP........................................................................................................96
THE CAMPAIGN.......................................................................................................................................................99
RESULTS ..................................................................................................................................................................100
CHAPTER 10 ............................................................................................................................................................105
THE NEIGHBORHOOD WATER STEWARDSHIP PROGRAM:.....................................................................105
BACKGROUND .......................................................................................................................................................105
PROGRAM DEVELOPMENT ...............................................................................................................................106
PROGRAM OVERVIEW........................................................................................................................................107
PROGRAM RESULTS ............................................................................................................................................108
COMMUNITY CAMPAIGN...................................................................................................................................110
CONCLUSIONS .......................................................................................................................................................110
PROGRAM PARTNERS .........................................................................................................................................111
CHESAPEAKE BAY SOCIAL MARKING CAMPAIGN....................................................................................112
THE CAMPAIGN CHALLENGE...........................................................................................................................112
2005 CAMPAIGN RESULTS.......................................................................................................................................114
APPENDIX I .............................................................................................................................................................121
WORKSHEETS........................................................................................................................................................121
GOALS ARE OVERARCHING BENEFITS FOR SOCIETY.................................................................................................124
BEHAVIOR/MESSAGE WORKSHEET................................................................................................................126
NEW BEHAVIOR/PRICE/EXCHANGE WORKSHEET.....................................................................................128
APPENDIX II............................................................................................................................................................130
ADDITIONAL RESOURCES .................................................................................................................................130
WEBSITES................................................................................................................................................................131
GENERAL SOCIAL MARKETING EDUCATION..............................................................................................131
MARKETING RESEARCH SITES.........................................................................................................................131
EVALUATION RESOURCES SITES .....................................................................................................................132
BOOKS AND VIDEOS.............................................................................................................................................132
:SugarwareZ-229: