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What social marketing is not:
At Marketing Partners we may use one or more of the techniques above to help a client achieve their goals for a specific campaign, but doing so does not make the campaign a "social marketing" campaign.
Social marketing programs generally share the following characteristics:
- Social marketing programs are designed to achieve a specific social good, that is they work to help people make better choices or to improve society or the world in some way, rather than to benefit the sponsoring organization.
- A focus on behavior, not awareness or attitude change.
- Social marketing programs are based on formative research with the target population of individuals involved, and on the benefits and barriers-to-change affecting their behavior.
- Involve multiple public sector and non-profit partners.
- Are designed based on a combination of research-based social change theories and behavior change models such as diffusion of innovation, social norms, stages of change model, social learning theory or theory of planned behavior.
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