Charity, GSOH,

own car, unlucky

in love, would like

to meet…..

We’ve never had it so good…..

“I’m not hard to reach, I’m sitting right here”

Muslim gentleman at community consultation meeting, south London

The basic questions

• What are we trying to do?

• Who do we need to do it to / with?

• What are the most direct routes for reaching them?

• Where can communications help?

Know your audiences

Our approach

1

Scoping the

audience and

issue

3

Implementing

the intervention

4

Evaluating the

programme

2

Developing and

testing the plans

The basic questions

• What are we trying to do?

• Who do we need to do it to / with?

• What are the most direct routes for reaching them?

• Where can communications help?

How social marketing can help

• Social marketing is an approach used to achieve and

sustain behaviour goals on a range of social issues

• It is a systematic approach to behaviour change which puts

the audience at the heart of any intervention

• Its primary aim is to achieve social good rather than

commercial benefit

− Specific, achievable and manageable behaviour goals for

improving

quality of life, health and well-being and reducing inequalities

How social marketing can help

• It’s the approach we recommend when we’re

looking to change the way people think and act

− It’s bottom up, not top down

• It avoids assumptions about what different groups

believe, what will motivate them and what might

stop them

Getting to know your audiences

• Who they are

– Age & gender

– Socio-economic position

– Background

Where they are

– Where they go

– Local issues

– Competition for their attention

What they do

– What they/their friends do

– What their families do & did

What they think

– What they like and dislike

– What they want

– What they fear

– Who and what they listen to

– Do they agree with us?

– Do they want to change?

– How ready are they to change?

– How close are they to changing?

– What is stopping them?

– How do they think we can help?

– What do they already know

about

the issue?

Doing the research

Secondary

− Desk research

− Collating existing material

− National and local findings

− Literature review

− Stakeholder interviews

− Quantitative research: survey (online,

telephone, face to face)

− ONS, local council

websites and annual

reports, PCT annual

reports, census info,

upmystreet, TGI,

Experian, Google, Mintel

Primary

− Recruitment

− Focus groups

− One to one interviews

− Paired interviews

− Vox pops / mystery

shopping / role playing

Start with free stuff

• Get wilfing on Google

• Local and national government sites, annual reports, white and green papers

• PCTs, quangos, service delivery charities and private companies (e.g. Serco),

audience and cause specific campaigning charities

• ONS, Upmystreet, census info, marketing media

Apply some left field thinking

• Look overseas – Anglophone countries plus Scandinavia and Netherlands

• Find the right bloggers and follow the right rants

• Trendwatching.com, BBC Audience Insight, UK Tribes, think tanks

Pay for insight as a last resort

• TGI, Experian, Mintel

Your team

Your organisation

Friends and family

Interested parties

Be ruthless

Ability to actHigh

High potential

and willing

Low potential

and unwilling

Willing to actLow

Low

High

Presentation title, 00 Month 2010

Those you own, those you don’t

Cinema

16-19

Five Live

Radio 1

LBC

Galaxy FM

GMTV

This Morning

Recruitment

sites

Personal interest

consumer sites

Job centre

Plus/recruitment

Local

papers

Local

radio

Manchester

Evening news

Skymag

FHMDaily Express

Daily Mirror

The Guardian

Commuter

titles – Metro

Talk radio

MSN/Yahoo

Viral/social

networksDad talk

Pub

Sport

The Sun

What’s

on TV

Influencers and channels

Communities of interest

Road test your ideas

Get going, start conversations

Evaluate what matters

Were we right?

Did we target the right audiences?

Did we get them to do what we wanted?

What’s changed?

Keep talking