With the increasing quantity of strategic communication channels available, one proven approach is Community-Based Social Marketing (CBSM), developed by Dr. Doug McKenzie-Mohr as a way to foster sustainable behaviors. More broadly, social marketing is used by non-profits and community movements interested in changing behavior for 'the social good' rather than for monetary return.
Some proven and well known examples of CBSM include curb-side recycling, anti-smoking, anti-littering, use of seat belts, and breast cancer awareness. Industry also has used this tactic to change the behavior of their employees with regard to energy efficiency, recycling and commuting habits. When attempting to change behavior, traditional communication channels and approaches are often not as effective or impactful as CBSM campaigns.
So, what exactly is Community-Based Social Marketing?
This can be broken down into 4 consecutive steps:
1.) Identifying the desired behavior change & barriers.
2.) Developing a strategic campaign to change behavior.
3.) Implementing your campaign.
4.) Evaluating the results of your efforts.
Let's go one layer deeper using curb-side recycling as an example:
First, research is key to understanding the current behavior of your audience and to obtain insights to some barriers you may confront in attempting to alter behavior. Who currently recycles and why? What are some current thoughts around curb-side recycling? You must understand why people may oppose your efforts so you can articulate a case for your position. Potential barriers keeping the target audience from sorting and recycling may be time, effort, cost, or simply ignorance to the problem caused by not recycling and correctly sorting. Researching and understanding these barriers can be accomplished through polling, observing current behavior, and conducting focus groups. This will allow you to construct responses or compromises to encourage desired behavior change.
Next, you'll develop a campaign strategy. Determine the tools your audience will need to succeed. Will they require various sorting bins? A pamphlet to indicate what goes where? Stickers or a color-coding system? It is essential to be clear and simplistic in your communication. Set prompts and reminders. Consider the use of incentives to help instill behavior change.
Then, implement your campaign! Be sure to have resources available to assist with any questions or concerns that may arise during this launch. Blogs, web sites, handouts, and project or company contacts are a starting point. And remember, stay simple and concise with your behavior change request. If someone feels they are being asked too much, they will be less likely to follow through.
Finally, track campaign efforts. Re-poll after the campaign to determine success rate both during the campaign and a follow up polling to continue measuring long-term effectiveness. Did they recycle during the campaign? Are they still recycling? What barriers or frustrations came up during the process? Evaluate what worked and didn't to make appropriate adjustments.
In short, community-based social marketing, like all communication and marketing efforts, takes time, strategy, and diligence to be effective, but when done correctly the payoff can be substantial.
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Come On - Party Like It's 2009!
Time for a break from heavy & gloomy. I choose to see the state of the economy as a state of mind and am upping the ante on harmless escapes into happy hedonism - if only for a moment. From music and travel, to a good cup of coffee, what's good for the soul can be good for the economy!
I’m clearly not alone in my desire for escape. Witness companies profiting from recession refugees: they’re serving up healthy doses of empathy and bargains – along with the basic food groups: caffeine, alcohol and sugar – all organic, of course!
A cup of Joe. Gourmet coffee has become a staple in today’s diet. Two bucks for a double Americano is well worth the price of a morning wake-up call and stimulating conversation.In the Pacific Northwest, and more recently NYC, local java connoisseurs flock to Stumptown Coffee Roasters for free cups of “Hey Recession, FU” coffee every Monday morning between 9 and 10am - until April 13th.
Good Company, Good Spirits. 80-proof is recession proof, according to Nielson’s Danny Brager, “Although consumers have less money to spend due to rising gas prices and other economic pressures...Alcoholic beverages are withstanding the economic slowdown very well...To many consumers, alcoholic beverages are an affordable luxury.”
I’ve encountered more than 500 ‘Wine lovers’ groups on Facebook alone. One that recently caught my eye – ‘A Glass of Wine Solves Everything’ – seems fitting.
My Favorite spirits: 1998 Domaine Serene Mark Bradford Estate Pinot Noir and The perfect cocktail – 'A Pear' atiff' - Pear Martini made with Medoyeff Vodka - sipped at Craig’s bar in SW Portland while rocking out to the Top Hits of 80’s.
Chocolate Serenity. So much cacao, so little time. O.K., I know that $7.50 for a bar of Vosges Naga Exotic Chocolate Bar seems a little extreme, but it’s cheaper than a flight to India for the same intoxicating flavors. Plus, I can bike to N. Missippi’s “The Meadow “ for a sweet AND spirited escape – don’t even get me started on the salts.
Get your Groove On. I was inspired yesterday by an interview with entrepreneur Chris Sacca - a reminder that even in an economic downturn, new companies are thriving. Sacca’s latest investment, Fanbridge. solves a basic, concrete problem – putting musicians directly in touch with their fans.
Here at MarketShift Strategies, our musical indulgences reflect a diverse set of personalities. Without a doubt, Pandora ranked number one – followed by Batanga Radio (Latin music), Soma FM - Boot Liquor Radio and Groove Salad – best on weekends. Best freebie? Library CD’s – pick and choose optimal laptop burnability - gotta support the library.
For me, nothing beats live performance, which is why I’m headed to two of my favorite venues: The Gerding Theater at the Armory, and on Saturday, a Fifth Birthday bash for Live Wire Radio at Mississippi Studios – two goodies in one.
The best of all escapes is coming soon – recognizing our ‘New National Holiday’ – Spring Break. This year, the island of Oahu…a little biz, a lot of pleasure. Carbon offsets for air travel? Check. All in a day’s work.
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It was October 2000, and I was a post-graduate 20-something huddling by the radio in my Fort Greene, Brooklyn apartment. I scrutinized messages that emerged from a vice presidential debate.The moderator asked candidates whether they were aware of gender-based salary inequities in America, and whether they had plans to address the problem.
One candidate replied that he was aware of the issue but the topic to tax policy. The other corrected the moderator, citing that
the discrepancy - to his knowledge - was .72 cents to the dollar, not .75.
Just as many have asked "what if?" regarding the environmental ramifications of that election outcome, the continued lack of concern toward gender inequities impacted millions of individuals and families. However, the time is ripe to reshape the status quo. We face the opportunity that accompanies a paradigm shift in how our country defines leadership and progress. As the U.S. endures the growing pains of the necessary shift to a sustainable bottom line, diversity is more urgent than ever before. The magnitude of challenges ahead - a global economic crisis, and eminent environmental collapse if prevention is not achieved - require a full scope of best-of-the-best thinkers and strategists. The New York Times Magazine recently ran a remarkable photo essay entitled "Obama's People." Diversity in age, gender, race and ethnicity on the surface reflected diversity in experience and capability beneath.
Regionally, Sustainable Industries Journal managing editor Becky Brun ran a powerful column on the near absence of celebrated women leaders, not only in physical presence, but also in the collective consciousness of the sustainable industry expert community.
Another issue is the tendency to address the perspectives of women leaders as separate from the core forum. The separatism lends to an inherent sense of imbalance, with women experts and thought leaders serving as secondary voices. These problems are substantial, but the new era opens windows toward solutions and transformation. During this time of social change and economic upheaval, is up to us to drive a holistic revision of the status quo by inserting the importance of women leaders in the sustainability movement.
1) Media outlets should reconsider the way in which women's voices fit into sustainability stories. Rather than special feature sections about women in industry, stories about the contributions of women leaders should permeate ongoing coverage. Editors should assert and encourage the active pursuit and incorporation of women leaders' voices. Journalists should actively follow and cover the stories of all standout green movement leaders. For example, the incomparable work of Majora Carter offers a case study that could inspire new instances of individual leadership and community empowerment across the nation and world. Her continuing story should be prominently told by traditional and new media outlets alike. In Portland, the CEO behind one of the most renowned urban renewal success stories - the Hoyt Yards zone of the Pearl District - is a woman leader within a male-dominated development industry.
2) Businesses and organizations must look within: why are there relatively few female CEOs, despite the strong presence of equally-qualified experts in the market? When promotional trends move men to top ranks while retaining women in sub-leadership roles, corporate soul-searching is necessary. When noteworthy women emerge as internal or external leaders, corporate heads should tell their stories in newsletters and press releases. They should send them into the community as brand ambassadors. This would better position companies and take strides toward resolving the gender imbalance issue.
3) Women who consider themselves sustainability leaders must speak out and claim influence opportunities. If you have a case study or expert finding to share, pursue conference speaking opportunities, engage a journalist, state your case with vigor and tenacity. Rather than questioning why so few women serve on expert panels, create your own involvement and empowerment. You can change the pattern.
As domestic transformations occur - shaping new values around diversity and sustainability - America will also replenish its role in the global community. For example, U.S. Secretary of State Hillary Clinton delivered an inspiring address to the Asia Society entitled "Sustainability and the American Dream." Just as the words of the speech conveyed a poignant message, its delivery vehicle made a resounding statement that we should all carefully consider.
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