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The term social marketing refers to the adoption of commercial, promotional technologies into programs that are intended to influence the response of target audiences to improve both the individuals well-being and the well-being of the community in which they belong.

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It includes concept development, pricing, information exchange, delivery, and market analysis. Social marketing is developing, putting into action, and managing programs intended to influence the degree to increase acceptance of social ideas. It is a type of marketing that is expanding quickly and has a significant potential to lead to decreased consumption.

Social marketing, sometimes known as marketing for good, is a strategy that promotes positive societal transformation by focusing on influencing individuals actions or ways of life rather than just selling an item or service. Its emphasis on community engagement is distinct from commercial marketing, marketing via green or sustainable practices, and marketing via social media.

The goal of such marketing is to modify peoples behaviors for the greater good of society to the individuals profit and benefit of society as a whole by using the concepts of commercial marketing and the social sciences.

It is used by a wide variety of nonprofit organizations and charities, as well as by government organizations, emergency services, and agencies. Likewise, some examples are highway safety alliances, policemen, firefighters, and paramedic groups. Social marketers also handle campaigns for charitable causes of a commercial brands product or business.

In addition, nonprofit organizations use such marketing to boost their fundraising efforts. It helps in furthering their organizations mission or effecting societal shifts. Following are the strategies that can be used for doing social marketing.

Generally,with low finances, implementing a full social marketing program and not just a communication effort requires outside resources and experience. Hence, Cooperation and reciprocity are powerful. See if there is a similar group that regularly addresses the target audience. If so, building a strategic relationship for assisting their existing projects helps. Beyond regular partners, other groups may appeal to a similar target market.

Online marketing helps firms stretch costs. Hence, digital media and new websites have created numerous new possibilities. However, online is a cheap, ever-changing landscape. So, ensuring web marketing reaches the target demographic is vital. Also, it should not be used as a solo method.

Posting a story for free on any PR Web and sending bulk emails works well. Developing a list of prospects to send press releases and creating narrative articles about persons touched by the campaign and the advantages of behavior change helps spread the word.

Dont overlook word-of-mouth in healthy communication and marketing. Many individuals find the company through word-of-mouth. Keeping the target audience talking is vital for habit change since we all listen to our relatives, friends, and coworkers. The more avenues one can contact the target audience using social outreach, the more impact a firm has.

Widgets are code snippets that users may copy and paste into webpages or blogs. Creating widgets that partners may publish to backlink the firm helps. Action messages, not simply data, should be included.

Following are the types of social marketing.

It refers to companies that do not seek financial gain but use it as a marketing strategy to promote a cause. However, a typical example of nonprofit marketing is a campaign to generate donations and recruit volunteers using direct mail and mass media. Since this is the case, serving the greater good is the overarching aim, but the organizations primary objective is to earn money to be competitive with other charitable organizations.

This partnership between a for-profit and nonprofit company supports a charitable cause or other similar endeavors. In addition, the sales of the items produced by the commercial organization contribute to the pro-social motive. However, an equivalent would be something like sponsorship, when a charitable organization allows a for-profit firm to publicize its relationship with the charitable organization to improve peoples impressions of the for-profit corporation and the products it sells.

On the other hand, cause-related marketing generates revenue for the charitable organization as a direct consequence of the products or services sold. Therefore, advancing a social cause is not the primary purpose of a firm; rather, it is the secondary goal of a company to increase sales or any other marketing objective.

A comparison may be made between sponsorship and pro-social outreach. Nevertheless, the for-profit company aims to improve the publics opinion of its goods and services by establishing a cooperative partnership with an organization or cause that works to improve society. so social marketing allows firms to convey how they have a wake conscience for helping society back.

It is possible to confuse societal with social outreach or marketing, but the two are not the same. Kotler and his colleagues refer to businesses like this as socially responsible profit-making companies. However, societal marketing is considered a natural extension of the fundamental idea behind marketing. For making a profit from the determination and satisfaction of customer requirements in a manner that protects or enhances the consumer and society.

It is widely used in sectors of health and safety, environmentalism, and social action.

Let us look at the social marketing examples to understand the concept better.

Many organizations and health institutes utilize such marketing to reduce smoking and encourage quitting. These activities assist new smokers and help individuals with the habit quit. Some compelling TV ads portray real-life smokers with lung cancer or tracheostomies.

Many NGOs indulge in wildfire prevention social campaigns. Other tactics include billboards and signs near campers and fire extinguishing recommendations.

Conventional recycling marketing, such as curbside collection or electronics drop-off facilities, focuses on teaching. Showcasing reusable things, such as cloth or heavy-duty plastic bags for shopping, and how to reuse furniture are additional ways social outreach efforts on recycling operate, along with state-level bottle redemption programs.

The effort of such marketing by the American Disability Association promotes disability inclusion. It helped modify laws and rules to make transportation, housing, and playgrounds handicap accessible. To build an emotional connection with consumers, firms employ handicap awareness month, metro and elevator posters, and billboards.

Let us look at the advantages and disadvantages of the social marketing concept:

In public health, social marketing definition implies behavioral, persuasive, and exposure theories to target health risk behaviors. The social cognitive theory uses response repercussions, learning theory, and behavior modeling. The application of these marketing ideas and techniques to solve problems affecting a populations health is whats meant by social marketing in public health.

Instead of traditional advertising, such campaigns aim to effect positive social change. It employs marketing strategies to serve social change by educating people about an issue or cause and encouraging them to take action.

Social marketers focus on issues relating to society, the environment, and the economy. They contribute to malnutrition, poverty, lack of resources, inadequate schooling, poor health, and climate change. Communities use social marketing to influence peoples attitudes and actions, raise awareness, and spread positive messages.

This article has been a guide to What is Social Marketing and its definition. We explain its types, examples, and advantages & disadvantages. You may also find some useful articles here:

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Social Marketing - What Is It, Concept, Types, Examples

Government agencies often address social issues using slogans. These slogans aim to change the behavior of certain individual groups of society positively. This is known as social marketing. But why is it important, and is it effective?

You'll find the answers to these questions and more by getting to the bottom of this explanation!

The subfield of marketing, defined as social marketing, operates to raise awareness of social issues or issues of widespread interest. Social marketing primarily appeals to customers' sense of social responsibility.

Unfortunately, many people follow harmful behaviors and habits. Reformers, nonprofit leaders, educators, and company directors might want to help people develop and maintain positive behaviors.

Social marketing is designing, executing, and monitoring programs to impact the acceptance of social causes. It includes planning, pricing, communication, distribution, and market research.

Social marketing is a combination of marketing and social sciences to influence behavior. Ideally, social marketing will influence customer behavior to benefit individuals and society.

Companies that use this strategy don't strive to change how people think to further their interests; instead, they focus on fostering societal transformation. Using social marketing strategies enables businesses to positively contribute to the society in which they operate.

In contrast to commercial marketing, social marketing is centered on finding solutions to issues that occur in the real world. It intends to do so via inducing awareness, altering behavior, and contributing to improving the environment in which people live.

Social marketing examples include public health and safety, education, environmentalism, city beautification, and urban renewal initiatives. Government agencies widely use social marketing to try and address different types of social issues.

For example, many social marketing initiatives have dissuaded young people from experimenting with drugs. Other popular initiatives convinced the public of the dangers of drunk driving and not wearing seatbelts. Around the United States, many people can recall famous slogans and taglines from these social marketing initiatives, going back to the oldest example - Smokey Bear.

Fig. 2 - Smokey Bear Only You

Smokey Bear of the U.S. Forest Service famously told Americans, "Only you can prevent forest fires!". At the time of the campaign's inception in the mid-1940s, forest fires were commonly caused by careless people tossing cigarettes and other smoldering trash into wooded areas. The simple, famous slogan helped remind millions that their smoldering debris and campfires could cause raging wildfires.

Although natural forest fires can be necessary for ecosystems, it has been invaluable for people to be mindful of their use of flames near wooded areas.

"Say no to drugs" is another prominent social marketing campaign, accompanied by other famous slogans.

"Friends don't let friends drive drunk" became popular in the early 1980s and helped reduce the incidence of drinking and driving.

This later evolved into a social marketing campaign to normalize the use of a designated driver, or a DD, in groups of partygoers. Driver safety was also enhanced by states and municipalities using the catchy "click it or ticket" social marketing campaign.

Cities also helped reduce waste by promoting conservation and recycling through "reduce, reuse, recycle".

These campaigns all promoted healthy behaviors using catchy slogans and the inclusion of all sectors of the public.

The concept behind social marketing is changing behaviors through consistent positive reinforcement.

Recipients of social marketing campaigns are encouraged to do something good rather than be criticized for doing something terrible. Another part of the concept is simplicity: the encouraged behavior must be simple to explain and perform.

When it comes to slogans, complexity quickly leads to people tuning out the message. Simple phrases like "only you can prevent forest fires" are easily understood, help the reader or viewer feel empowered, and can be easily accomplished. People can safely dispose of their campfire ashes, cigarette butts, or flammable trash to feel good about themselves.

"Friends don't let friends drive drunk" takes a similar approach. The message is clear and straightforward, and recipients of the campaign feel empowered when they do not let a friend drive away from a party or bar while intoxicated. The slogan confirms that you are a true friend and are protecting a fellow friend.

Over time, it helps replace the societal concept of someone trying to take a friend's car keys as an interfering busybody with that of a friend who cares about one's safety.

"Say no to drugs" is a third example of the concept. It is straightforward and non-judgmental, as it does not criticize people for drugs they might have used in the past. Repetition will help reinforce the message. People can choose positive behavior at any time by saying no to drugs.

The social marketing approach defines how effective a social marketing campaign is.

Social marketing focuses on concrete, simple individual behaviors and changing social norms.

Social marketers want to identify simple behavioral changes that can have meaningful impacts on health, safety, performance, and society overall. Trying to change multiple behaviors at once is unlikely to be successful, so it is essential to be strategic in determining which individual behavior changes will have a positive impact.

On the surface, social marketers use simple messaging to appeal to the mass public. This can include television commercials, radio ads, Internet ads, and posters.

Through media, social marketers focus on emotional impact and emphasize the simplicity of the desired behavior.

Regarding "friends don't let friends drive drunk," social marketers can be impactful by showing the trauma caused by a friend driving drunk. Social marketers can also depict how taking the friend's car keys and calling them a ride could have saved lives and prevented the trauma. By showing that simple action could have prevented the disaster, many recipients of social marketing may eventually be convinced to change their behaviors.

Social marketers can make an emotional impact by presenting brief accounts from trauma survivors, such as family members of drug users, drunk drivers, or those injured by wildfires. Marketers can add simple statistics of the prevalence of the problem to emotional statements to increase impact. Viewers are more likely to act if they understand that the problem is widespread and not isolated.

Social marketers should also have additional information ready to present to overcome skeptics. In their simple messaging, they can state that "more information can be found at" and list their web address or publication. Some viewers may check out the information and be convinced to adjust their behaviors.

Viewers may also inspire them to warn friends, families, and colleagues about the problem. Ultimately, this mass mobilization of public awareness helps change social norms permanently. An example would be the reduced social acceptance of alcohol and tobacco use.

Prior to social marketing campaigns about the harms of drunk driving and tobacco use, it was much more common for people to engage in those harmful behaviors.2

Social marketing is essential because it encourages positive behavioral changes more successfully than mandates.3 By engaging with the public in a gentle and non-confrontational manner, there is less risk of backlash and firm resistance.

Had public service announcements about the dangers of drug use, tobacco use, and alcohol abuse been overtly hostile to those who engaged in those behaviors, those individuals might have felt the need to continue those behaviors in rebellion. Viewers are more likely to listen neutrally or positively when not faced with criticism. Over time, this neutral engagement may become positive action.

Framing social marketing as an attempt to help individuals live better and healthier lives is also essential. People may not want to adjust their behavior to benefit strangers but likely care more about the effects on friends and loved ones. The gentle, positive messaging also gives viewers the ability to feel empowered that they chose the favorable option. Demands that people change their behavior may be less successful because people do not feel ownership over their changed behavior. People who think they have a choice are likelier to stick with their decision and maintain that behavior.

Social marketing can lead to lasting changes by causing social norms to evolve positively. As standards change, peer pressure leads many to adopt these positive behaviors to avoid social sanction or criticism. Eventually, the social marketing campaign becomes a permanent success once the new social norms are adopted. The public adopts the desired behavior widely, and further reinforcement is needed less frequently.

For example, people automatically seek designated drivers, Uber rides, or public transportation instead of choosing to drive while intoxicated.

Similarly, people automatically know to make sure their campfires are no longer smoking, not to toss their cigarette butts into the dry brush, and not to set casual fires without safety precautions. Thanks to social marketing, we have fewer negative behaviors in our society!

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MASTERMIND, INC. Management's Discussion and Analysis of Financial Condition and Results of Operations (form 10-Q)  Marketscreener.com

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Couldnt Tell Who Was the Granddaughter: 65-Year-Old Bodybuilding Grannys Latest Photo Has Fans in Disbelief  EssentiallySports

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Last Updated: November 28, 2020

In the early 1980s, a brief but powerful commercial started airing on network television. The 15-second spot showed a sizzling frying pan, and a voiceover narrator announces, This is drugs. An egg is cracked into the pan, and the narrator continues, This is your brain on drugs. Any questions?

This campaign was created by the New York City-based nonprofit organization Partnership for a Drug-Free America, known today as Partnership at Drugfree.org. The spot has been copied, quoted, and spoofed countless times since, and still lives on today as one of the most memorable and effective examples of social marketinga specialized form of advertising that aims not to sell products, but to change the world.

While most methods of marketing are geared toward selling goods or services, the product in social marketing is human behavior. The philosophy behind this idea can be illustrated by a quote from Gerhard Weibe, a German World War II U-boat commander, who said: Why cant you sell brotherhood and rational thinking like you can sell soap?

The goal of social advertising campaigns is to promote ideas that either encourage positive behaviors like caring for the environment or wearing seat belts; or discourage negative behaviors, such as speeding or smoking in public areas. In this way, social marketing sells the well-being of society as a whole.(See alsoGreen Marketing)

Interesting social marketing stats

Source: 2012 Social Change Impact Report, Walden University

There are many long-running, instantly recognizable social marketing campaigns that many people dont recognize as marketing. One example is Mothers Against Drunk Driving (MADD), which started a campaign for drivers to tie a red ribbon onto their vehicles, signifying their commitment to safe, sober driving. The red ribbon symbol was also adopted for AIDS awareness, and the idea of awareness ribbon campaigns soon spread to other causespink for breast cancer, purple for Alzheimers, and yellow for families of soldiers who are on active duty abroad.

When these campaigns are done well, social marketing can be a powerfully effective force for true, positive change.

Social marketing is used primarily by nonprofit organizations, charity foundations, public highway departments, and government agencies. Its also utilized by emergency services, such as police and fire departments. Some commercial organizations also occasionally use social marketing strategies.

Nonprofit organizations and charity foundations employ social marketing to raise awareness, promote various causes, and encourage contributions from the public. Social marketing provides a way to inform and engage people that charitable organizations would not otherwise be able to reach through more traditional marketing channels. This strategy also helps charitable campaigns spread faster and reach a wider global market.(See alsoNon-profit Organization Manager)

Amnesty International is a charity organization that helps fight injustice and promote global human rights. In 2006, they launched an award-winning social marketing campaign in Switzerland that used transparent billboards to impose scenes depicting the causes theyre working toward onto glass bus stop boothssuch as food shortages in Sudan, military brutality in China, and violence toward women in Iraq. The campaign raised awareness of world issues and increased donations of funds and volunteer time.

For public sector agencies, social marketing is often used as a way to encourage people to follow rules and regulations, and practice general safe behaviors. For example, police departments campaign with slogans such as Buckle up for life and Click it or ticket to encourage people to wear their seat beltsshowing either the positive rewards for this action (saving lives) or the negative consequences for ignoring the law (getting a traffic ticket).

Government agencies use social marketing not only to encourage legal behaviors, such as observing the drinking age, but also to promote the general well-being of society. There are several government social marketing campaigns designed to inform the public on issues like food safety, sexually transmitted diseases, and personal hygiene.

One example is the U.S. Department of Agriculture (USDA) campaign for cooking food to safe temperatures to avoid the spread of salmonella and other bacteria. This campaign uses the slogan, Is it done yet? with a photo of meat being measured by a food thermometer that reads 160 degreesa safe internal temperature for ground beef.

For large commercial organizations, social marketing is often an effective way to encourage interest, participation, and donations for charitable foundations they support. One example is the Nike Foundation, which is working to help developing countries prosper through a campaign called The Girl Effectusing thought-provoking commercials that tell a story through text and music to gain Facebook fans and raise awareness for this cause.

One Memorable Social Marketing Campaign

The United Support of Artists for Africa, or simply USA for Africa, was founded to help relieve famine and disease in Africaspecifically the 1984-1985 Ethiopia famine that led to more than 400,000 deaths. This group was actually a super band composed of 47 U.S. recording artists, who came together to record one song and donate the profits to famine relief in Africa.

The song was We Are the World. It was written by Michael Jackson and Lionel Ritchie, who also performed parts along with other superstars like Ray Charles, Harry Belafonte, Bruce Springsteen, Paul Simon, Bette Midler, Billy Joel, Diana Ross, Tina Turner, Kenny Rogers, Willie Nelson, and Bob Dylan.

We Are the World sold more than 20 million copies, making it one of only 30 singles to ever sell over 10 million or more worldwide. With this campaign and the benefit event Hands Across Americaa human chain of seven million people in the continental United States holding hands for 15 minutesUSA for Africa raised nearly $100 million for charity relief.

Social marketing has the broadest of audiences: everyone in a society. However, the target for social marketing varies with the society that the advertiser is aiming to change. Some campaigns simply raise awareness for local issues, while others have the lofty goal of changing the world.

For most, its human nature to want to do good, and positive social marketing campaigns offer the opportunity to make a differenceeven if its on a small scale. Contributing to society can deliver individual, intangible benefits in the form of self-worth and self-esteem.(See alsoCause Marketing)

Negative social marketing campaigns that warn about consequences are also effective, whether the consequences are personal, such as drug use, or general, such as saving the rainforests. Awareness is the key element for negative social marketing. For example, most people had no idea that the plastic shopping bags they throw away every day make their way into natural environments, where theyre deadly to wildlife such as sea turtles and dolphins. Several social marketing campaigns have been created to bring this issue to light, and today many people shop with reusable cloth bags, or choose paper over plastic.

A lot of work and behind-the-scenes planning goes into developing an effective social marketing campaign. Naturally, the first step is to identify the behavior that the campaign will aim to change (such as using too many plastic shopping bags). The marketing team does a lot of research on the behavior by looking at existing statistics and often performing surveys to find out how prevalent it is.

Social Marketing Strategies

If theres a sufficient problem that the organization believes can be changed, the next step is to find out why the behavior thats causing the problem exists, and what can be done to change it.

For example, a community planning team might be working on ways to get more people to recycle, and realize that most people arent doing it because the existing recycling program in the community is too complex and takes too much time. Often, multiple surveys are conducted during the research phase. Research teams will talk to people working in the industries related to their cause, conduct telephone or email surveys of people in their target society, and may even form in-person focus groups to discuss the issue and gauge the reactions.

When the marketing team determines the best way to change the behavior, they work on ways to illustrate their message and get the word out. During this stage, marketing materials are created. Many social marketing campaigns use simple, powerful concepts that deliver their message at a glance, like the pink ribbon for breast cancer awareness.

In addition to materials, the team has to pick the right medium. Some social marketing campaigns work best as videos, television, or radio commercials. If a campaign relies heavily on an image, like a photograph, it may be effective as a billboard or print advertisement. Brochures or newsletters sent to mailing lists, either printed or digital, are another choice. Social marketing campaigns can also be promoted through live events like benefit concerts, banquets, or galas.

Social Marketing Salaries

Sources: U.S. Bureau of Statistics & Labor; Watkins Uiberall CPA; Indeed.com

The duties of a manager for a nonprofit organization are nearly identical to those of their commercial counterparts. A nonprofit marketing manager coordinates the marketing department for the company, develops advertising campaigns and strategies, and supervises the running of marketing campaigns.

One difference between nonprofit and commercial marketing departments is that nonprofit departments are usually much smaller, and may be either staffed by volunteers, or run entirely by the manager, who sometimes hires an outside advertising agency to implement campaigns.

Most marketing managers for nonprofits have a 4-year bachelors degree in a field relating to marketing or business, with a specialty in social courses.

Nonprofit marketing managers frequently have experience in the marketing departments of commercial companies, and decide to move into the nonprofit sector out of a desire to make a difference in society.

The goal of a public relations specialist is to generate positive publicity, usually through social marketing campaigns and strategies. Some of these specialists are directly employed by government agencies, public service companies, nonprofit organizations, or large commercial companies. Others work on a freelance basis, either as individuals or for marketing agencies that specialize in social marketing.

In general, public relations specialists hold bachelors degrees in public relations, or related fields like journalism, communication, or marketing. They often have entry-level experience in lower marketing positions before becoming specialists.

These professionals employ social marketing on a limited regional scale, usually within their immediate communities. Places like hospitals and universities hire account liaisons to enhance the public reputation of their organization and spread positive messages about the benefits of using their services.

Account liaisons are usually required to hold a bachelors degree in either marketing or a related field, or in fields related to the organization that employs them. For example, a hospital account liaison could have a business degree or an RN degree, while a college liaison might have a marketing degree or a bachelors in education.

For those who want to use social marketing, a degree from a marketing school can equip them with the skills and knowledge needed to design and launch campaigns that make a difference. Passion is an important quality for a social marketer, but a strong education helps professionals focus that passion into effective social change.

Courses like qualitative and quantitative research help professionals prepare for the intensive research that goes into creating social marketing campaigns. Research is a key element for success in social marketing, and with a strong understanding of the different techniques for researching an issue, its easier to find and use the necessary information.

A social marketer has to have a solid understanding of public behavior. Courses like consumer psychology can help these professionals figure out why some marketing messages are effective, and others arent, so they can fine-tune social marketing campaigns. Behavior change theory classes build on this skill by exploring human motivations for change.

Finally, strong communication is a requirement for any marketer, including people involved in social marketing. Courses in communication help professionals to create the simple, yet powerful visuals and phrases that are the core elements of an effective social marketing campaigngiving them the ability to get a point across quickly and decisively.

To discover more about how earning a degree in marketing, business, or advertising can help to create social marketing campaigns that make a positive difference in communities of all sizes, ask for further information from schools that offer these courses.

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