Social Marketing Presentation to AUT

NEW ZEALAND. IT’S OUR PLACE TO PROTECT

AUT Presentation5 March 2012

“KNOW THE ENEMY” CAMPAIGN

ENVIRONMENTAL COMMUNICATIONS:PEOPLE THINK IT’S IMPORTANT

Reducing the road toll in NZProtecting NZ from unwanted pests/diseases

Making sure NZ is working towards addressing sustainability and climate changeBinge drinkingEnsuring New Zealanders save enough for retirement

Discrimination against people with mental illness

Preventing accidents and injury around the homeGetting people to stop smokingAddressing problem gambling

Collective

Personal

RESPONDING TO THE CHALLENGES

1. Increasing distraction

2. Empowered individualism

3. New, developing communities

4. New models of authority

Simplicity & accessibility

Insight & personalisation

Partnership & involvement

Openness & authenticity

NEW APPROACHES TO EFFECTIVE COMMUNICATIONS

1. Focus on the drivers of behaviour

2. Involvement and co-creation

3. Innovative channels & partnership approaches

4. Build closer connections

5. Consider branding and reputation

6. Engage your employees

WHAT IS SOCIAL MARKETING?

The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.

UK National Centre for Social Marketing2006

Social Marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for their benefit.

UK National Centre for Social Marketing2012

WHAT IS SOCIAL MARKETING?

The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.

UK National Centre for Social Marketing 2006

WHAT IS SOCIAL MARKETING?

The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.

UK National Centre for Social Marketing 2006

WHAT IS SOCIAL MARKETING?

The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.

UK National Centre for Social Marketing 2006

WHAT IS SOCIAL MARKETING?

The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.

UK National Centre for Social Marketing 2006

WHAT IS SOCIAL MARKETING?

The systematic application of marketing principles alongside other concepts and techniques to achieve specific behavioural goals, for a social or public good.

UK National Centre for Social Marketing 2006

DIDYMO (ROCK SNOT)

FOCUS ON THE DRIVERS OF BEHAVIOUR CHANGE

Waterway a resource

100% natural environment

Government responsibility

Personal responsibility

Heartland Of Sport

serious Kayakers

Heartland - ‘Passionate’ Fly

Fishermen

Heartland Boaties -

Family fun & ‘Social’ fishing

Jet Boating

INVOLVEMENT AND CO-CREATION

INVOLVEMENT AND CO-CREATION

CHANNELS, MEDIA & PARTNERSHIPS

Didymo Campaign Evaluation 2007

Base: 2006 (n=757, respondents who had seen, read or heard any communications relating to didymo), 2007 (n=1550, all respondents)

Have you personally taken any different actions when using freshwater recreational areas to help stop the spread of didymo?

Yes29%

No69%

Don't know2%

Yes76%

No23%

Don't know1%

2006 2007

MEASURING PROGRESS

Didymo Campaign Evaluation 2007

Below are some statements that other people have made about the communications about didymo. Please indicate to what extent you agree or disagree with each statement

3

2

3

3

3

5

5

3

3

5

7

6

24

48

55

52

46

57

55

47

44

41

45

45

44

27

38

28

28

33

22

21

28

30

31

13

12

10

4

1

1

1

1

1

1

2

1

1

1

2

1

8

100 80 60 40 20 0 20 40 60 80 100

Showed me what I need to do to stop didymo

Relevant

Believable

For people like me

Credible

I could help stop the spread of didymo

Made me behave differently to help stop didymo

Not tired of didymo communications*

Did not turn me off*

Eye-catching

Motivating

Interesting

Showed me that didymo could be contained

%Base : All respondents (n=1550)

10%

18%

18%

14%

17%

25%

18%

23%

38%

36%

35%

34%

% who neither agree/disagree:

18%

DisagreeStrongly disagree Agree Strongly agree

MEASURING PROGRESS

Didymo Campaign Evaluation 2007

8%

9%

20%

53%

39%

41%

50%

14%

39%

29%

16%

71%

47%

65%

86%

15%

55%

47%

24%

69%

47%

71%

94%

25%

0 20 40 60 80 100

Personally considered "a lot"how to stop didymo

Know very well what to doabout didymo

Best steps being taken to stopdidymo

Strong personal role inpreventing spread

Strong belief that I can make adifference

Always make an effort tocheck, clean, dry

Heard of check, clean, dry

High confidence in MAFBiosecurity

Cannot recall any didymo publicity Can recall 1 - 3 publicity items Can recall 4 or more publicity items

Base : All respondents (n=1550)

LINKING OUTPUT TO OUTCOME

THE COMPLIANCE FRAMEWORK

Customer

Economic Sociological

Business Industry

Psychological

Factors that influencecustomer decisions and

behaviour

Decided not to comply

Don’t want to comply

Try to, but don’t always

succeed

Willing to do the right thing

Imprisonment Heavy Fines

Social Marketing

Social Marketing

Education

Low

High

Com

munications InterventionE

nfor

cem

ent I

nter

vent

ion

High

Low

(Enforcement Communications)

Light Fines

Licensing Legal Incentive

MEASURING COST-EFFECTIVENESS

● Total cost of didymo (NZIER 2005):$58m to $285m

● Cost of impact on North Island: $62.6m (2007-2012)

● Cost saving by stopping entry into North Island: $11.2m (2007-2008)

● Cost of social marketing:$5.2m (2005-2008)

● Return on investment to 2008: $1:$2.15● Return on investment to 2012: $1:$7.61