Case Study Social Marketing & Drought Response

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Case Study: Social Marketing and Drought

Response

Mike Newton-Ward, MSW, MPHSocial Marketing Consultant

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“BASECs” of Social Marketing(plus 4 Ps)

Behavior change

Audience driven

Segmentation (targeting)

Exchange (costs vs. benefits)

Competition (what is more attractive than your offer?)

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“BASECs” of Social Marketing(plus 4 Ps)

Product–what you’re offering: behavior, services, tangible items, benefits

Place–1) where people are located, 2) where they are likely to think about your issue, 3) the point of action

Price–making it easier, providing meaningful benefits

Promotion–information, knowledge, awareness

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Case Study: Drought Response

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The ProblemMuch of North Carolina is experiencing an exceptional drought. The governor has asked citizens to cut home water usage in half. The city council of “Tarheelville” has retained a social marketing consultant to develop a plan to reduce water consumption.

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Behavioral GoalsBuy and use rain barrels for outdoor home watering.

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AudiencesHome owners in Tarheelville who have yards or outdoor plants that they water.

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Formative ResearchBarriersCost

Changing habits

Knowing proper set up and usage

Convenient access to places of purchase

FacilitatorsConcern over drought

Sense of being part of the solution

Sense of “keeping up with the Jones”

Living out personal values of being a good steward of the environment

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CompetitionStatus quo—continuing with current watering habits

Reducing outdoor watering, but still using public water

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ExchangeCosts Cost Changing habit Knowing proper set

up and usage Access to places of

purchase

Benefits Sense of being part of

the solution Sense of “keeping up

with the Jones” Live out personal values

of being a good steward of the environment

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ProductBehavior: buy and use rain barrel for outdoor home water

Tangible Productsrain barrelswritten instructionsdemonstration groups

Benefitssense of being part of the solutionsense of “keeping up with the Jones;”living out personal values

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PriceReduced cost barrels, subsidized by the city

Reminders

-hang tags for spigots

-in utility bills

-in mass media

Classes on how to use barrels by certified environmental educators and trained volunteers (paired with tips on drought resistant gardening)

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Re-norming

-sign for yard; lapel button to wear

-users featured in mass media stories and in utility bill inserts

-partnering with existing associations, groups, business to form “users clubs

• Civic organizations

• Home owner associations and apartment complexes

• Hardware and gardening stores (stores offer reduced price as good corporate citizens)

• Places of worship

• Scouts, 4-H, etc.

Available for purchase at partner sites above

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PlaceCivic organizations

Home owner associations and apartment complexes

Hardware and gardening stores

Places of worship

Scouts, 4-H, etc.

Home

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PromotionEducational classes

Mass media stories, interview shows, news and editorials

Utility bill inserts

Yard signage

Talking points and speakers for groups

Written instructions

Business

Case Study Social Marketing & Drought Response