Index
A
Abelson, Jill, 107
absenteeism, reducing with monetary incentives, 76
Academy for Educational Development, 199
access times of distribution channels, 98–99
ACSI (American Customer Satisfaction Index), 182
Ad Council, strategic partnership with U.S. Dept. of Health and Human Services, 232
adjusting prices, 73
advertising, 151–152
AIDS prevention
HIV/AIDS testing campaign product platform, 52
mobile unit testing, 97
Social Marketing, 211
Population Services International (PSI)/Nepal condom distribution
challenges, 88–89
results, 91–92
Steven W. Honeyman on, 87
strategies, 89–91
airport security lines, customer service and satisfaction, 172
alternative evaluation stage (buyer decision process), 27
AMBER Alert System, 57
ambiance of distribution channels, 100–101
America’s Missing: Broadcast Emergency Response (AMBER) Alert System, 57
American Customer Satisfaction Index (ACSI), 182
American Express, strategic partnership with Statue of Liberty, 224–225
American Marketing Association, definition of marketing, 38
American Red Cross, strategic partnership with, 235
Arizona, Phoenix Fire Department case study
Alan Brunacini on, 163
challenges, 165–166
results/achievements, 168–169
strategies, 166–168
Army
marketing intensity of, 12
recruiting incentives, 75
attendance incentives, 76
audience
determining, 256
marketing plans, 285–286
auditing, brand contact points, 125–126
augmented products, 50, 52, 287
Austin, Texas Scoop the Poop campaign, 205
Australia Department of Child Safety case study, 179
auto license bureaus, marketing intensity of, 12
Automated Postal Centers, 22
availability of distribution channels, 98–99
B
barriers to change
describing in marketing plans, 286
removing, 197–198
baselines, 265
behavior modification. See Social Marketing
Behavior Risk Factor Surveillance System, 194
behaviors
barriers to change, removing, 197–198
Behavior Risk Factor Surveillance System, 194
behavioral data, 253
costs of competing behaviors, highlighting, 201
promoting, 196
benefits
bringing into present, 199, 201
describing in marketing plans, 285
Berwick, Don, 136
Best of Both Play (competitive strategy), 32
Bizzotto, Anita, 15
Blair, Tony, 45
brand awareness, 114
brand contact, 114
brand contact points, auditing/managing, 125–126
brand elements
definition of, 114
guidelines for usage, 124–125
selecting, 120–122
Smokey Bear case study, 115–116
brand equity, 114
brand essence, 114
brand extension, 114
brand function, 117–118
brand identity
creating, 117–122
brand elements, 120–122
brand promise, 119
brand purpose, 118
brand’s position relative to competition, 120
desired brand identity, 119
target audiences, 118
definition of, 114
Don’t Mess with Texas® litter prevention campaign, 122–124
brand image, 114
brand loyalty, 114
brand mix, 114
brand performance, 114
brand promise, 114
branding, 108
advantages of, 113
brand awareness, 114
brand contact, 114
brand contact points, auditing/managing, 125–126
brand elements
definition of, 114
guidelines for usage, 124–125
Smokey Bear case study, 115–116
brand equity, 114
brand essence, 114
brand extension, 114
brand function, 117–118
brand identity
creating, 117–122
definition of, 114
Don’t Mess with Texas® litter prevention campaign, 122–124
goals, 119
brand image, 114
brand loyalty, 114
brand mix, 114
brand performance, 114
brand position, tracking/monitoring, 126–127
brand promise, 114
brand purpose, identifying, 118
brands, 114
co-branding, 114
definition of, 114
ENERGY STAR®, 108
challenges, 109
Jill Abelson on, 107
results/achievements, 111–112
strategies, 109–111
reinventing brands, 129–131
revitalizing brands, 129
sticking with brands over time, 127–128
target audiences, identifying, 118
visibility, 126
brands, 114
Brunacini, Alan, 163–165
budget section (marketing plans), 289
business analysis, 55
buyer decision process, 27–28
C
Cagayan de Oro, Philippines citizen survey, 182–183
Canada
Health Canada, strategic partnership with Pampers, 225–226
Turn It Off project, 196–197
case studies
Army recruiting incentives, 75
Cagayan de Oro, Philippines citizen survey, 182–183
Click It or Ticket campaign, 66
challenges, 67
North Carolina’s slogan and logo, 68
results, 69
strategies, 67–68
Tennessee’s slogan and logo, 68
D.A.R.E. (Drug Abuse Resistance Education) program, 129
Don’t Mess with Texas® litter prevention campaign, 122–124
ENERGY STAR®, 108
challenges, 109
results/achievements, 111–112
strategies, 109–111
Environmental Behavior Index (King County, WA)
challenges, 262–263
Michael Jacobson on, 261
results/achievements, 263–265
strategies, 263
Feed Me Better program
challenges, 43
goals, 43
history of, 43
key influencers, 44
partners, 44
rewards, 45–46
strategies, 43–45
target audience, 44
Germany’s Blue Eco Angel eco-labeling, 81
government agency partnerships, 236
Household Hazardous Waste program (Portland, Oregon), 207–209
Ireland’s Plastic Bag Environmental Levy, 78
Jordan’s Water Efficiency and Public Information for Action (WEPIA)
challenges, 216–217
Gregory R. Niblett on, 215
results/achievements, 218–220
strategies, 217–218
Kansas rural relocation incentives, 76–77
King County, Washington pet license campaign, 82
challenges, 278–279
Joseph Perello on, 277
results/achievements, 280
strategies, 279–280
nonprofit sector partnerships
Department of Family Services and Casey Family Programs (Wyoming), 231
U.S. Department of Homeland Security and American Red Cross, 235
U.S. Department of Health and Human Services and the Ad Council, 232
universities and Pura Vida Coffee, 234
Nordstrom customer service, 175–177
Organ Donation Breakthrough Collaborative
challenges, 134–135
Dennis Wagner on, 133
results/achievements, 137–138
strategies, 135–137
Phoenix Fire Department
Alan Brunacini on, 163
challenges, 165–166
results/achievements, 168–169
strategies, 166–168
Population Services International (PSI)/Nepal condom distribution
challenges, 88–89
results, 91–92
Steven W. Honeyman on, 87
strategies, 89–91
private sector partnerships
Environmental Protection Agency and Motorola, 229
Health Canada and Pampers, 225–226
public schools and Washington Mutual, 227
Statue of Liberty and American Express, 224–225
universities and Johnson & Johnson, 223
Yellowstone Park and General Electric Foundation, 229
Royal Mail attendance incentives, 76
school attendance incentives, 74
Singapore’s Changi Airport, 177
Singapore’s matchmaking services, 81
Smokey Bear, 115–116
South African tobacco control legislation, 246
Amy Seidel Marks on, 245
challenges, 247
results/achievements, 248–249
strategies, 247–248
Take A Bite Out of Crime® campaign, 127
Think Blue campaign (Maine), 269
Toot-n-Scoot service (South Africa), 203
Turin’s pet protection laws, 78
USPS (U.S. Postal Service) 2004-2008 USPS Five-Year Strategic Plan, 20
access and delivery options, 21–22
citizen input, 24
customer satisfaction, 24
customer-centered focus, 17
identification of competition, 18–20
market segmentation and customization of services, 18
prices, 21
products and services, 20–21
promotion, 23–24
VERB® It’s what you do campaign
brand promise, 119
brand purpose, 118
desired brand identity, 119
distinguishing from competition, 120
target audience, 119
Washington State’s litter campaign, 79–80
Casey Family Programs, strategic partnership with Department of Family Services (Wyoming), 231
cause-promotion partnerships, 222–223, 235
cause-related marketing partnerships, 224
CDC (Centers for Disease Control and Prevention), VERB® It’s what you do campaign
brand promise, 119
brand purpose, 118
desired brand identity, 119
distinguishing from competition, 120
target audience, 119
CDC’s Behavior Risk Factor Surveillance System, 194
Census Bureau customer service and satisfaction, 173–174
Centers for Disease Control and Prevention. See CDC
Change a Light, Change the World campaign, 110
change
barriers to, 197–198
stages of, 195
Changi Airport case study, 177
channels of distribution. See distribution channels
characters, 149
Chicago Police Department beat meetings, 153
citizen feedback, 250
citizen needs, meeting
citizens’ expectations of public agencies, 6–7
common citizen complaints, 6–7
sample scenarios, 3–5
citizen response, effect of distribution channels on, 92–93
citizen surveys. See surveys
citizens’ expectations of public agencies, 6–7
City of Cagayan de Oro citizen survey (Philippines), 182–183
Click It or Ticket campaign, 65–66
challenges, 67
North Carolina’s slogan and logo, 68
results, 69
strategies, 67–68
Tennessee’s slogan and logo, 68
Click-N-Ship® service (USPS), 18
clusters, 258
co-branding, 114
commercialization, 57
commitments in Social Marketing, 207–209
communication channels
advertising, 151–152
budgets and, 159
choosing, 158–160
definition of, 138
describing in marketing plans, 288
direct marketing, 153–154
integrating marketing, 160
Organ Donation Breakthrough Collaborative case study, 137
personal communication channels, 157
popular media, 157–158
printed materials, 154–155
public relations, 152
signage, 156
special events, 153
special promotional items, 155
typical communication channels and vehicles, 150–151
uncluttered channels, 159
communications, 134
communication channels
advertising, 151–152
budgets and, 159
choosing, 158–160
definition of, 138
direct marketing, 153–154
integrating marketing, 160
personal communication channels, 157
popular media, 157–158
printed materials, 154–155
public relations, 152
signage, 156
special events, 153
special promotional items, 155
typical communication channels and vehicles, 150–151
uncluttered channels, 159
definition of, 138
messages
compatibility, 159
definition of, 138
developing, 139–146
messengers
characters/mascots, 149
choosing, 146–147
definition of, 138
expertise, 147
likeability, 147
partners, 148–149
sole sponsors, 148
spokespeople, 147
trustworthiness, 147
Organ Donation Breakthrough Collaborative case study
challenges, 134–135
Dennis Wagner on, 133
results/achievements, 137–138
strategies, 135–137
community enhancement, 192
community health clinics, customer service and satisfaction, 172
competition, identifying, 31–33, 284
competitive strategies, 32–33
sample competitors for public agencies, 31–32
USPS (U.S. Postal Service) case study, 18–20
compliance, effect of branding on, 117
compromise in strategic partnerships, 237
concentrated marketing, 31
concepts, development and testing, 54
condom packaging project (Nepal), 62
contact points, auditing/managing, 125–126
Contemplation stage of change, 195
control process (performance evaluation), 36–37
convenience samples, 258
convenience value for citizens, 103–104
corporate cause-promotion partnerships, 222–223
corporate cause-related marketing partnerships, 224
corporate philanthropy, 228–229
corporate social marketing partnerships, 192, 225–226
Corporate Social Responsibility, 238
corporate volunteering partnerships, 227–228
costs
costs of competing behaviors, highlighting, 201
marketing plans, 289
performance evaluation, 274
research, 259
CRM (Customer Relationship Management) systems, 179
Customer Advisory Councils (USPS), 24
customer expectations and satisfaction levels, tracking, 181–183
Customer Relationship Management (CRM) systems, 179
customer service and satisfaction
benefits of
improved performance, 173–174
increased operational efficiencies, 171–173
increased revenues, 170
support for future funding needs, 170–171
countering objections to, 184–185
customer expectations and satisfaction levels, tracking, 181–183
Customer Relationship Management (CRM) systems, 179
infrastructure and system support for, 177, 179
Phoenix Fire Department case study
Alan Brunacini on, 163
challenges, 165–166
results/achievements, 168–169
strategies, 166–168
public sector perspectives, 164
Reverse Pyramid Organizational Chart, 176
Total Quality Management (TQM), 180–181
USPS (U.S. Postal Service) case study, 24
customer-centered focus, 25–29
advantages of, 26
buyer decision process, 27–28
compared to alternative philosophies, 25–26
developing, 27–29
USPS (U.S. Postal Service) case study, 17
customization of services, 18
D
D.A.R.E. (Drug Abuse Resistance Education) program, 129
data analysis, 257
databases, evaluating performance with, 272
decline phase (Product Life Cycle), 60
delivery options, USPS (U.S. Postal Service) case study, 21–22
Deming, Dr. W. Edwards, 180–181
Department of Child Safety (Australia) case study, 179
Department of Family Services (Wyoming), strategic partnership with Casey Family Programs, 231
Department of Health and Human Services, strategic partnership with Ad Council, 232
Department of Homeland Security, 141
strategic partnership with American Red Cross, 235
developing programs and services, 41–42
actual products, 50–51
augmented products, 50–52
core products, 50–51
Feed Me Better case study, 42
challenges, 43
goals, 43
history of, 43
key influencers, 44
partners, 44
rewards, 45–46
strategies, 43–45
target audience, 44
Louvre example, 63–64
marketing plans. See marketing plans
messages, 139–146
easy-to-remember messages, 145
focus on citizen benefits, 143
simplicity, 142–143
style and tone, 145–146
what you want target audiences to believe, 140–141
what you want target audiences to do, 141
what you want target audiences to know, 139–140
words that create vivid image, 143–144
packaging, 62–63
product enhancement, 60–61
product features, 47
Product Life Cycle, 58–60
decline, 60
growth, 59
illustration of, 58
introduction, 58
maturity, 59–60
product lines, 47
product mix, 47–48
product quality, 47
product style and design, 47
public/private sector product types, 46
stages of product development, 52
business analysis, 55
commercialization, 57
concept development and testing, 54
idea generation, 53
idea screening, 54
illustration of, 53
marketing strategy, 54
product development, 56
test marketing, 56
differentiated marketing, 31
Diffusion of Innovations Theory, 29–30
Diffusion of Innovations, Fifth Edition, 30
direct marketing, 153–154
Click It or Ticket campaign, 66
challenges, 67
North Carolina’s slogan and logo, 68
results, 69
strategies, 67–68
Tennessee’s slogan and logo, 68
monetary disincentives, 77, 287
Ireland’s Plastic Bag Environmental Levy, 78
Turin’s pet protection laws, 78
Washington State’s litter campaign, 79–80
nonmonetary disincentives, 83–84, 287
when to use, 84–85
distribution channels
ambiance, 100–101
availability and access times, 98–99
convenience value for citizens, 103–104
definition of, 92
drive-thrus, 95
economic value to governmental agencies, 101–103
effect on citizen response, 92–93
fax, 94
home delivery/house calls, 96
Internet, 95
kiosks/vending machines, 97
mail, 94
mobile units, 95
phone, 93
physical locations, 93
Population Services International (PSI)/Nepal condom distribution
challenges, 88–89
results, 91–92
Steven W. Honeyman on, 87
strategies, 89–91
prioritizing options, 104
sharing with strategic partnerships, 232, 235
shopping/dining/hangout locations, 97
video, 96
wait times, 99–100
Do Not Call registry, 143
Don’t Mess with Texas® litter prevention campaign, 122–124
downstream Social Marketing, 211
draft instruments, testing, 257
Drag Race Play (competitive strategy), 32
Drive Hammered, Get Nailed slogan, 144
drive-thrus, 95
drowning prevention campaign (New Zealand), 236
Drucker, Peter, 26
Drug Abuse Resistance Education (D.A.R.E.) program, 129
E
E-ZPass, 50
early adopters, 29
early majority, 29
eco-labeling, Germany’s Blue Eco Angel, 81
economic value to governmental agencies, assessing, 101–103
employees, customer service and, 174, 177
ENERGY STAR®, 108
challenges, 109
Jill Abelson on, 107
results/achievements, 111–112
strategies, 109–111
enhancement of products, 60–61
Environmental Behavior Index (King County, WA)
challenges, 262–263
Michael Jacobson on, 261
results/achievements, 263–265
strategies, 263
EPA (Environmental Protection Agency)
ENERGY STAR®, 108
challenges, 109
Jill Abelson on, 107
results/achievements, 111–112
strategies, 109–111
strategic partnership with Motorola, 229
ethnographic research, 253
evaluating performance. See performance evaluation
Exchange Theory, 27
experimental research, 253
expertise of messengers, 147
external market forces, 283
F
Farmers’ Market Nutrition Program, 171
fax access, 94
Fax to Quit Program, 94
Federal Trade Commission, Do Not Call registry, 143
FedEx Corp., competition with USPS (U.S. Postal Service), 18
Feed Me Better program, 41–42
challenges, 43
goals, 43
history of, 43
key influencers, 44
partners, 44
rewards, 45–46
strategies, 43–45
target audience, 44
feedback, 250
Filthy 15 Web site, 83
Finland’s fitness campaign, 188
challenges, 189
Pekka Puska on, 187
results/achievements, 190–191
strategies, 189–190
focus group research, 253
formative research, 250
Fostering Sustainable Behavior, 209
compared to buyer’s perspective, 36
describing in marketing plans, 287–288
place (distribution channels), 88, 92
ambiance, 100–101
availability and access times, 98–99
convenience value for citizens, 103–104
drive-thrus, 95
economic value to governmental agencies, 101, 103
effect on citizen response, 92–93
fax, 94
home delivery/house calls, 96
Internet, 95
kiosks/vending machines, 97
mail, 94
mobile units, 95
phone, 93
physical locations, 93
Population Services International (PSI)/Nepal condom distribution, 88–92
prioritizing options, 104
shopping/dining/hangout
locations, 97
video, 96
wait times, 99–100
adjustment strategies, 73
definition of, 34–35
monetary disincentives, 77–80
monetary incentives, 74–77
nonmonetary disincentives, 83–84
nonmonetary incentives, 80–82
setting, 70–73
products. See also program development
definition of, 33–34
private sector product types, 46–47
public sector product types, 46–47
promotion (marketing communications), 138
characters/mascots, 149
communication channels, 138, 150–160
messages, 138–146
Organ Donation Breakthrough Collaborative case study, 133–138
partners, 148–149
sole sponsors, 148
spokespeople, 147
USPS (U.S. Postal Service) case study
place, 21–22
prices, 21
products, 20–21
promotion, 23–24
2004-2008 USPS Five-Year Strategic Plan, 20
Franklin, Benjamin, 17
funding, creating support for, 170–171
G
Gaebler, Ted, 10
Garbage Goat, 210
General Electric Foundation, strategic partnership with Yellowstone Park, 229
geographics, 29
Germany’s Blue Eco Angel eco-labeling, 81–82
Global Express Guaranteed, 20
goals of performance evaluation, 267–268
governmental agency partnerships, 236–237
Green Power Switch® program, 155
growth phase (Product Life Cycle), 59
H
Hagerman, Amber, 57
hangout locations as distribution channel, 97
Health Canada, strategic partnership with Pampers, 225–226
health clinics, customer service and satisfaction, 172
High-Low Play (competitive strategy), 33
HIV/AIDS prevention, 87
HIV/AIDS testing campaign product platform, 52
mobile unit testing, 97
Social Marketing, 211
Population Services International (PSI)/Nepal condom distribution
challenges, 88–89
results, 91–92
Steven W. Honeyman on, 87
strategies, 89–91
home delivery, 96
Honeyman, Steven W., 87
Hong Kong’s Immigration Department, 99–100
house calls, 96
Household Hazardous Waste program (Portland, Oregon), 207–209
How to Make Local Governance Work, 182
I
idea generation (product development), 53
idea screening (product development), 54
identifying competition, 31–33
competitive strategies, 32–33
sample competitors for public agencies, 31–32
USPS (U.S. Postal Service) case study, 18–20
impact measures, 288
impacts, 271
implementation plans, 289–290
in-person individual interviews, 254
incentives, 74
Click It or Ticket campaign, 66
challenges, 67
North Carolina’s slogan and logo, 68
results, 69
strategies, 67–68
Tennessee’s slogan and logo, 68
monetary incentives, 287
military recruiting incentives, 75
rural relocation incentives, 76–77
school attendance incentives, 74
staff attendance incentives, 76
nonmonetary incentives, 80, 287
Germany’s Blue Eco Angel eco-labeling, 81
in Social Marketing, 203–204
King County, Washington pet
license campaign, 82
Singapore’s matchmaking services, 81
when to use, 84–85
information search stage (buyer decision process), 27
informational objectives, identifying, 256
injury prevention, Social Marketing, 191
innovators, 29
input measures, 270–271
integrating marketing, 160
intercept interviews, 255
internal records and databases, 272
Internet as distribution channel, 95
Internet surveys, 254
interviews
in-person individual interviews, 254
intercept interviews, 255
introduction phase (Product Life Cycle), 58
Ireland’s Plastic Bag Environmental Levy, 78
IRS, marketing intensity of, 12
Italy, Turin’s pet protection laws, 78
J
Jacobson, Michael, 261
Jamaica, brand identity, 130–131
Johannesburg, South Africa Toot-n-Scoot service, 203
Johnson & Johnson, strategic partnership with universities, 223
Jordan’s Water Efficiency and Public Information for Action (WEPIA)
challenges, 216–217
Gregory R. Niblett on, 215
results/achievements, 218–220
strategies, 217–218
judgement samples, 258
K
Keller, Kevin L., 25
King County, Washington
Environmental Behavior Index
challenges, 262–263
Michael Jacobson on, 261
results/achievements, 263–265
strategies, 263
pet license campaign, 82
kiosks, 97
Koizumi, Junichiro, 147
Krug, Doug, 136
L
laggards, 30
late majority, 30
Laurent, Ann, 169
Lauterborn, Robert, 36
levels of products, 49
actual products, 50–51
augmented products, 50–52
core products, 50–51
examples, 51
Levitt, Theodore, 31
Lewin Group, 135
life cycle of products
decline, 60
growth, 59
illustration of, 58
introduction, 58
maturity, 59–60
likeability of messengers, 147
litter prevention
Don’t Mess with Texas® campaign, 122–124
monetary disincentives, 79–80
Washington State litter prevention campaign, 236
longitudinal surveys, 273
Louvre, as example of product
development and
improvement, 63–64
M
mail access, 94
mail ballot elections, 94
mail surveys, 254
Maine’s Think Blue campaign, 269
Maintenance stage of change, 195
market segmentation
concentrated marketing, 31
demographics, 29
differentiated marketing, 31
Diffusion of Innovations Theory, 29–30
geographics, 29
psychographics, 29
undifferentiated marketing, 30
USPS (U.S. Postal Service) case study, 18
marketing communications. See communications
Marketing Concept, 26
marketing goals, 284
marketing mindset, 16, 24. See also marketing plans; marketing research; Social Marketing
benefits of marketing, 10–13
customer-centered focus, 25–29
advantages of, 26
buyer decision process, 27–28
compared to alternative philosophies, 25–26
developing, 27–29
definition of marketing, 38
4Ps of marketing, 286–288
compared to buyer’s perspective, 36
place, 35
prices, 34–35
products, 33–34
promotions, 35–36
identification of competition
competitive strategies, 32–33
sample competitors for public agencies, 31–32
market segmentation
concentrated marketing, 31
demographics, 29
differentiated marketing, 31
Diffusion of Innovations Theory, 29–30
geographics, 29
psychographics, 29
undifferentiated marketing, 30
marketing intensity of public agencies, 11–12
marketing objectives, 284
misconceptions of, 10–11
performance monitoring and evaluation, 36–37
USPS (U.S. Postal Service) case study
access and delivery options, 21–22
citizen input, 24
customer satisfaction, 24
customer-centered focus, 17
identification of competition, 18–20
market segmentation and customization of services, 18
prices, 21
products and services, 20–21
promotion, 23–24
2004-2008 USPS Five-Year Strategic Plan, 20
Marketing Myopia, 31
marketing plans, 278. See also marketing mindset; marketing research; Social Marketing
budget, 289
developing, 281
evaluation plans, 288–289
4Ps of marketing, 286–288
compared to buyer’s perspective, 36
place, 35
prices, 34–35
products, 33–34
promotions, 35–36
implementation plans, 289–290
marketing goals, 284
marketing objectives, 284
New York City Marketing case study
challenges, 278–279
Joseph Perello on, 277
results/achievements, 280
strategies, 279–280
positioning, 286
situation analysis, 283–284
background information and plan purpose, 283
competitive analysis, 284
review of past, similar efforts, 284
strengths, weaknesses, opportunities, threats (SWOT) analysis, 283
target audience, 285–286
The Marketing Playbook, 32
marketing research, 246
behavioral data, 253
citizen feedback, 250
citizen input, 249
costs, 259
data, 249
definition of, 249–250
ethnographic research, 253
experimental research, 253
focus group research, 253
formative research, 250
in-person individual interviews, 254
intercept interviews, 255
mail surveys, 254
monitoring and evaluation, 251
mystery shopping, 255
observational research, 253
online/Internet surveys, 254
pretest research, 251
primary research, 252
qualitative techniques, 255
quantitative techniques, 255
research process, 255–259
audience, 256
data analysis, 257
data collection, 257
draft instruments, 257
informational objectives, 256
purpose, 255
reports and recommendations, 259
research techniques selection, 256
sample plans, 257–258
secondary research, 252
South African tobacco control legislation case study, 246
Amy Seidel Marks on, 245
challenges, 247
results/achievements, 248–249
strategies, 247–248
telephone surveys, 254
Marketing Research That Won’t Break the Bank, 259
marketing-intensive public agencies, 11–12
Marks, Amy Seidel, 245
mascots, 149
maturity phase (Product Life Cycle), 59–60
McCarthy, Patrick, 175
McGruff the Crime Dog®, 127
McKenzie-Mohr, Doug, 207
Mead, Margaret, 136
measuring marketing performance. See performance evaluation
media channels in Social Marketing, 206
meeting citizen needs
citizens’ expectations of public agencies, 6–7
common citizen complaints, 6–7
sample scenarios, 3–5
messages
compatibility, 159
definition of, 138
describing in marketing plans, 287
developing, 139–146
easy-to-remember messages, 145
focus on citizen benefits, 143
simplicity, 142–143
style and tone, 145–146
what you want target audiences to believe, 140–141
what you want target audiences to do, 141
what you want target audiences to know, 139–140
words that create vivid images, 143–144
Organ Donation Breakthrough Collaborative case study, 134–137
in Social Marketing, 205
messengers
characters/mascots, 149
choosing, 146–147
definition of, 138
describing in marketing plans, 288
expertise, 147
likeability, 147
Organ Donation Breakthrough Collaborative case study, 136
partners, 148–149
sole sponsors, 148
spokespeople, 147
trustworthiness, 147
military recruiting incentives, 75
mobile units, 95
monetary costs, 287
monetary disincentives, 77, 287
Ireland’s Plastic Bag Environmental Levy, 78
Turin’s pet protection laws, 78
Washington State’s litter campaign, 79–80
when to use, 84–85
military recruiting incentives, 75
rural relocation incentives, 76–77
school attendance incentives, 74
staff attendance incentives, 76
when to use, 84–85
monitoring, 251. See also performance evaluation
brand’s position, 126–127
customer expectations and satisfaction levels, 181–183
definition of, 266
performance, 36–37
control process, 36–37
USPS (U.S. Postal Service) case study, 24
Motorola, strategic partnership with Environmental Protection Agency, 229
Movement Prescription Project (Finland), 190
mystery shopping, 255
N
national archives, marketing intensity of, 12
National Crime Prevention Council, Take A Bite Out of Crime® campaign, 127
National Highway Traffic Safety Administration (NHTSA). See
Click It or Ticket campaign need recognition stage (buyer decision process), 27
negative publicity, 237
Nepal’s Population Services International (PSI) condom distribution, 62
challenges, 88–89
results, 91–92
Steven W. Honeyman on, 87
strategies, 89–91
Nevels, James, 61
New York City Marketing case study
challenges, 278–279
Joseph Perello on, 277
results/achievements, 280
strategies, 279–280
New Zealand’s drowning prevention campaign, 236
NHTSA (National Highway Traffic Safety Administration). See Click It or Ticket campaign
Niblett, Gregory R., 215
nonmonetary disincentives, 83–85, 287
nonmonetary incentives, 80, 287
Germany’s Blue Eco Angel eco-labeling, 81
King County, Washington pet license campaign, 82
Singapore’s matchmaking services, 81
in Social Marketing, 203–204
when to use, 84–85
nonprobability samples, 257
nonprofit sector
role in Social Marketing, 192
strategic partnerships with, 230
benefits of, 221
cause promotion, 235
Dept. of Family Services and Casey Family Programs case study, 231
program/service improvement, 231
shared distribution channels, 232, 235
talent, 232
U.S. Department of Homeland Security and American Red Cross case study, 235
U.S. Department of Health and Human Services and the Ad Council case study, 232
universities and Pura Vida Coffee case study, 234
Nordstrom customer service case study, 175, 177
The Nordstrom Way to Customer Service Excellence, 175
North Carolina’s Click It or Ticket campaign slogan and logo, 68
not-for-profit sector. See nonprofit sector
O
objectives, 284
observational research, 253
Occupational Safety & Health Administration (OSHA), 140
Oliver, Jamie, 41–45. See also Feed Me Better program
online surveys, 254
operational efficiencies, increasing through improved customer service and satisfaction, 171–173
optimizing distribution channels, 88
ambiance, 100–101
availability and access times, 98–99
convenience value for citizens, 103–104
definition of, 92
drive-thrus, 95
economic value to governmental agencies, 101, 103
effect on citizen response, 92–93
fax, 94
home delivery/house calls, 96
Internet, 95
kiosks/vending machines, 97
mail, 94
mobile units, 95
phone, 93
physical locations, 93
Population Services International (PSI)/Nepal condom distribution, 88–92
Steven W. Honeyman on, 87
prioritizing options, 104
shopping/dining/hangout locations, 97
video, 96
wait times, 99–100
Orange County Corrections Department video visitations, 96
Oregon Household Hazardous Waste program, 207–209
Organ Donation Breakthrough Collaborative case study
challenges, 134–135
Dennis Wagner on, 133
results/achievements, 137–138
strategies, 135–137
communication channels, 137
messages, 136
messengers, 136
target audiences, 136
organic seal (USDA), 117–118
organization strengths, 283
Osborn, David, 10
OSHA (Occupational Safety & Health Administration), 140
outcome measures, 269–270, 288
P
packaging, 62–63
Pampers, strategic partnership with Health Canada, 225–226
participation, effect of branding on, 117
partnerships. See strategic partnerships
past efforts, reviewing, 284
Peace Corps, 151
Pentagon Channel, 148
Perello, Joseph, 277
performance evaluation, 36–37, 251, 262, 265–266, 288–289
baselines, 265
citizen surveys, 272
compared to monitoring, 266
control process, 36–37
costs, 274
definition of, 266
Environmental Behavior Index (King County, WA) case study
challenges, 262–263
Michael Jacobson on, 261
results/achievements, 263–265
strategies, 263
evaluation plans, 288–289
goals, 267–268
implementation plans, 289–290
input measures, 270–271
internal records and databases, 272
longitudinal surveys, 273
outcome measures, 269–270, 288
periodic surveys, 273
pre and post surveys, 273
scientific/technical surveys, 272
USPS (U.S. Postal Service) case study, 24
personal communication channels, 157
persuasive communication. See promotion
pet licensing, encouraging with nonmonetary incentives, 82
pets, protecting with monetary disincentives, 78
Philadelphia School Reform Commission, 61
philanthropy, corporate, 228–229
Philippines, City of Cagayan de Oro citizen survey, 182–183
Phoenix Fire Department case study
Alan Brunacini on, 163
challenges, 165–166
results/achievements, 168–169
strategies, 166–168
phone access, 93
phone surveys, 254
physical locations of distribution channels, 93
Pickup On Demand service (USPS), 97
place (distribution channels), 88
ambiance, 100–101
availability and access times, 98–99
convenience value for citizens, 103–104
describing in marketing plans, 287
drive-thrus, 95
economic value to governmental agencies, 101, 103
effect on citizen response, 92–93
fax, 94
home delivery/house calls, 96
Internet, 95
kiosks/vending machines, 97
mail, 94
mobile units, 95
phone, 93
physical locations, 93
Population Services International (PSI)/Nepal condom distribution
challenges, 88–89
results, 91–92
strategies, 89–91
prioritizing options, 104
shopping/dining/hangout locations, 97
USPS (U.S. Postal Service) case study, 21–22
video, 96
wait times, 99–100
plans. See marketing plans
Plastic Bag Environmental Levy (Ireland), 78
Platform Play (competitive strategy), 32
pledges in Social Marketing, 207–209
points-of-difference, 286
points-of-parity, 286
police, marketing intensity of, 12
popular media, 157–158
Population Services International (PSI)/Nepal condom distribution, 62
challenges, 88–89
results, 91–92
Steven W. Honeyman on, 87
strategies, 89–91
Portland, Oregon Household Hazardous Waste program, 207–209
ports, marketing intensity of, 12
positioning, 286
Positioning: The Battle for Your Mind, 129
post surveys, 273
Postal Service. See USPS
postpurchase behavior stage (buyer decision process), 28
pre surveys, 273
Precontemplation stage of change, 195
Preparation/Action stage of change, 195
pretest research, 251
adjustment strategies, 73
definition of, 34–35
describing in marketing plans, 287
incentives/disincentives
monetary disincentives, 77–80
monetary incentives, 74–77
nonmonetary disincentives, 83–84
nonmonetary incentives, 80–82
when to use, 84–85
setting, 70–73
USPS (U.S. Postal Service) case study, 21
primary research, 252
printed materials, 154–155
prior campaigns, borrowing from, 193–194
prioritizing distribution channel options, 104
private sector
compared to public sector, 8–9
strategic partnerships with
benefits of, 221
corporate cause-promotion partnerships, 222–223
corporate cause-related marketing partnerships, 224
corporate philanthropy, 228–229
corporate social marketing partnerships, 225–226
corporate volunteering partnerships, 227–228
Environmental Protection Agency and Motorola case study, 229
Health Canada and Pampers case study, 225–226
public schools and Washington Mutual case study, 227
socially responsible business practices, 229–230
Statue of Liberty and American Express case study, 224–225
universities and Johnson & Johnson case study, 223
Yellowstone Park and General Electric Foundation case study, 229
tools/practices, applying to public sector, 7–10
probability samples, 257
Procter & Gamble, product Management, 41–42
Product Concept, 25
Product Life Cycle
decline, 60
growth, 59
illustration of, 58
introduction, 58
maturity, 59–60
Production Concept, 25
products, 46. See also prices; program development
augmented products, 50–52, 287
definition of, 33–34
describing in marketing plans, 287
development stages, 52
business analysis, 55
commercialization, 57
concept development and testing, 54
idea generation, 53
idea screening, 54
illustration of, 53
marketing strategy, 54
product development, 56
test marketing, 56
features, 47
Louvre example, 63–64
packaging, 62–63
private sector product types, 46–47
product enhancement, 60–61
Product Life Cycle
decline, 60
growth, 59
illustration of, 58
introduction, 58
maturity, 59–60
product lines, 47
product mix, 47–48
public sector product types, 46–47
quality, 47
style and design, 47
USPS (U.S. Postal Service) case study, 20–21
program development, 41–42. See also prices
actual products, 50–51
augmented products, 50–52
core products, 50–51
Feed Me Better case study, 42
challenges, 43
goals, 43
history of, 43
key influencers, 44
partners, 44
rewards, 45–46
strategies, 43–45
target audience, 44
improving with nonprofit sector partnerships, 231
Louvre example, 63–64
packaging, 62–63
product enhancement, 60–61
product features, 47
Product Life Cycle
decline, 60
growth, 59
illustration of, 58
introduction, 58
maturity, 59–60
product lines, 47
product mix, 47–48
product quality, 47
product style and design, 47
public/private sector product types, 46
stages, 52
business analysis, 55
commercialization, 57
concept development and testing, 54
idea generation, 53
idea screening, 54
illustration of, 53
marketing strategy, 54
product development, 56
test marketing, 56
promotion (marketing communications), 138
behaviors, 196
communication channels
advertising, 151–152
budgets and, 159
choosing, 158–160
definition of, 138
direct marketing, 153–154
integrating marketing, 160
personal communication channels, 157
popular media, 157–158
printed materials, 154–155
public relations, 152
signage, 156
special events, 153
special promotional items, 155
typical communication channels and vehicles, 150–151
uncluttered channels, 159
describing in marketing plans, 287
compatibility, 159
definition of, 138
developing, 139–146
messengers
characters/mascots, 149
choosing, 146–147
definition of, 138
expertise, 147
likeability, 147
partners, 148–149
sole sponsors, 148
spokespeople, 147
trustworthiness, 147
Organ Donation Breakthrough Collaborative case study
challenges, 134–135
Dennis Wagner on, 133
results/achievements, 137–138
strategies, 135–137
USPS (U.S. Postal Service) case study, 23–24
prompts for sustainability, 209–210
property maintenance, encouraging with nonmonetary disincentives, 83
PSI. See Population Services International/Nepal
psychographics, 29
public commitments, 207
public relations, 152
public schools, strategic partnership with Washington Mutual, 227
public sector
citizens’ expectations of, 6–7
compared to private sector, 8–9
competitors, 31–32
private sector practices, applying, 7–10
role of, 6–7
public transportation
customer service and satisfaction, 170
marketing intensity of, 12
Pura Vida Coffee, strategic partnership with universities, 234
purchase decision stage (buyer decision process), 28
purpose of research, determining, 255
Puska, Pekka, 187
Q
qralitative research techniques, 255
quality, 47
quantitative research techniques, 255
Queensland, Australia Department of Child Safety case study, 179
quota samples, 258
R
random samples, 258
Ready.gov, 142
real benefits, bringing into present, 199–201
recommendations, writing, 259
records, evaluating performance with, 272
reducing strategic partnership risks, 238–242
reinventing brands, 129–131
Reinventing Government: How the Entrepreneurial Spirit Is Transforming the Public Sector, 10, 48
reports, writing, 259
research. See marketing research
revenues, increasing through improved customer service and satisfaction, 170
Reverse Pyramid Organizational Chart, 176
revitalizing brands, 129
Ries, Al, 129
risks, strategic partnership risks
compromise, 237
reducing, 238–242
types of, 237–238
Road Crew case study, 199–200
Roberto, Ned, 182
Rogers, Everett M., 30
Rogers, Kenny, 54
Rothschild, Michael, 199
rural relocation incentives, 76–77
S
sample plans, developing, 257–258
Sample, Ian, 188
school attendance incentives, 74
school reform. See Feed Me Better program; Philadelphia School Reform Commission
scientific surveys, 272
Scoop the Poop campaign, 205
screening ideas, 54
secondary research, 252
segmenting market, 29–31
concentrated marketing, 31
demographics, 29
differentiated marketing, 31
Diffusion of Innovations Theory, 29–30
geographics, 29
psychographics, 29
undifferentiated marketing, 30
USPS (U.S. Postal Service) case study, 18
Selling Concept, 25
Sensenbrenner, Joseph, 180–181
services. See also prices
improving with nonprofit sector partnerships, 231
USPS (U.S. Postal Service) case study, 20–21
in Social Marketing, 202–203
shared distribution channels, 232, 235
signage, 156
simple random samples, 258
simplicity of messages, 142–143
Singapore
Changi Airport case study, 177
matchmaking services, 81
public behavior laws, 81
situation analysis, 283–284
Skogan, Wesley, 153
Smith, Bill, 199
Smokey Bear case study, 115–116
Social Marketing, 188
agencies responsible for, 192
barriers to change, removing, 197–198
commitments and pledges, 207–209
community enhancement, 192
costs of competing behaviors, highlighting, 201
definition of, 191
downstream, 211
environmental protection, 192
Finland’s fitness campaign, 188
challenges, 189
Pekka Puska on, 187
results/achievements, 190–191
strategies, 189–190
health, 191
injury prevention, 191
media channels, 206
messages, 205
nonmonetary incentives, 203–204
objections to, 188
partnerships, 225–226
prompts for sustainability, 209–210
public agencies barriers to, 192–193
real benefits, bringing into present, 199–201
single, doable behaviors, promoting, 196
Social Marketing in the 21st Century, 211
successful campaigns, borrowing from, 193–194
tangible objects/services, 202–203
target markets, identifying, 195–196
upstream, 211–212
Social Marketing in the 21st Century, 211
socially responsible business practices, 229–230
Societal Marketing Concept, 26
sole sponsors, 148
South Africa
tobacco control legislation case study, 246
Amy Seidel Marks on, 245
challenges, 247
results/achievements, 248–249
strategies, 247–248
Toot-n-Scoot service, 203
special events, 153
special promotional items, 155
Spector, Robert, 175
spokespeople, 147
Stages of Change model, 195
stages of product development, 52
business analysis, 55
commercialization, 57
concept development and testing, 54
idea generation, 53
idea screening, 54
illustration of, 53
marketing strategy, 54
product development, 56
test marketing, 56
Statue of Liberty, strategic partnership with American Express, 224–225
Stealth Play (competitive strategy), 32
stores as distribution channels, 97
strategic partnerships, 148–149, 216
benefits of, 220–221
compromise, 237
governmental agency partnerships, 236–237
Jordan’s Water Efficiency and Public Information for Action (WEPIA)
challenges, 216–217
Gregory R. Niblett on, 215
results/achievements, 218–220
strategies, 217–218
nonprofit sector partnerships, 230
cause promotion, 235
Dept. of Family Services and Casey Family Programs case study, 231
program/service improvement, 231
shared distribution channels, 232, 235
talent, 232
U.S. Department of Homeland Security and American Red Cross case study, 235
U.S. Dept. of Health and Human Services and the Ad Council case study, 232
universities and Pura Vida Coffee case study, 234
private sector partnerships
corporate cause-promotion partnerships, 222–223
corporate cause-related marketing partnerships, 224
corporate philanthropy, 228–229
corporate social marketing partnerships, 225–226
corporate volunteering partnerships, 227–228
Environmental Protection Agency and Motorola case study, 229
Health Canada and Pampers case study, 225–226
public schools and Washington Mutual case study, 227
socially responsible business practices, 229–230
Statue of Liberty and American Express case study, 224–225
universities and Johnson & Johnson case study, 223
Yellowstone Park and General Electric Foundation case study, 229
risks
reducing, 238–242
types of, 237–238
stratified random samples, 258
strengths, weaknesses, opportunities, threats (SWOT) analysis, 283
successful campaigns, borrowing from, 193–194
surveys
citizen surveys, 272
evaluating performance with, 272
longitudinal surveys, 273
mail surveys, 254
online/Internet surveys, 254
pre and post surveys, 273
scientific/technical surveys, 272
telephone surveys, 254
sustainability, prompts for, 209–210
SWOT (strengths, weaknesses, opportunities, threats) analysis, 283
T
Tacoma, Washington Filthy 15 Web site, 83
Take A Bite Out of Crime® campaign, 127
talent, providing with nonprofit sector partnerships, 232
target audiences, identifying, 118, 195–196, 285–286
technical surveys, 272
telephone access, 93
telephone surveys, 254
Tennessee Valley Authority Green Power Switch® program, 155
Tennessee’s Click It or Ticket campaign slogan and logo, 68
testing
concept testing, 54
test marketing, 56
Don’t Mess with Texas® litter prevention campaign, 122–124
Scoop the Poop campaign, 205
Think Blue campaign (Maine), 269
Thompson, Tommy, 135
tobacco control legislation (South Africa), 246
Amy Seidel Marks on, 245
challenges, 247
results/achievements, 248–249
strategies, 247–248
Tobacco Quitlines, 94
Tong, Richard, 32
Toot-n-Scoot service (South Africa), 203
TQM (Total Quality Management), 180–181
tracking
brand position, 126–127
customer expectations and satisfaction levels, 181–183
Trout, Jack, 129
trustworthiness of messengers, 147
Turn It Off project, 196–197
24/7 Live Help (Utah), 98
2004-2008 USPS Five-Year Strategic Plan, 20
U
U.S. Census Bureau customer service and satisfaction, 173–174
U.S. Department of Health and Human Services, strategic partnership with Ad Council, 232
U.S. Department of Homeland Security, 141, 235
strategic partnership with American Red Cross, 235
U.S. EPA (Environmental Protection Agency)
ENERGY STAR®, 108
challenges, 109
Jill Abelson on, 107
results/achievements, 111–112
strategies, 109–111
strategic partnership with Motorola, 229
U.S. Farmers’ Market Nutrition Program, 171
U.S. Federal Trade Commission, Do Not Call registry, 143
uncluttered communications channels, 159
undifferentiated marketing, 30
universities
strategic partnership with Pura Vida Coffee, 234
strategic partnership with Johnson & Johnson, 223
upstream Social Marketing, 211–212
usages levels, 117
USDA organic seal, 117–118
USPS (U.S. Postal Service), 16
access and delivery options, 21–22
Bizzotto, Anita (Chief Marketing Officer), 15
citizen input, 24
customer satisfaction, measuring, 24
customer-centered focus, 17
identification of competition, 18–20
market segmentation and customization of services, 18
marketing intensity of, 12
Pickup On Demand service, 97
prices, 21
products and services, 20–21
promotion, 23–24
2004-2008 USPS Five-Year Strategic Plan, 20
Utah 24/7 Live Help, 98
V
value propositions, 286
VanDyk, Jonna, 65
vending machines, 97
VERB® It’s what you do campaign
brand promise, 119
brand purpose, 118
desired brand identity, 119
distinguishing from competition, 120
target audience, 119
video as distribution channel, 96
visibility of brands, 126
vivid images, creating through messages, 143–144
volunteering partnerships, 227–228
W
Wagner, Dennis, 133
wait times, 99–100
Washington Mutual, strategic partnership with public schools, 227
Washington State
Filthy 15 Web site, 83
Garbage Goat, 210
King County Environmental Behavior Index
challenges, 262–263
Michael Jacobson on, 261
results/achievements, 263–265
strategies, 263
King County pet license campaign, 82
litter prevention campaign, 79–80, 236
online material exchange program, 55
WEPIA (Water Efficiency and Public Information for Action), Jordan
challenges, 216–217
Gregory R. Niblett on, 215
results/achievements, 218–220
strategies, 217–218
Wisconsin
Fax to Quit Program, 94
Road Crew campaign, 199–200
writing marketing plans. See marketing plans
written commitments, 207
Wyoming Department of Family Services, strategic partnership with Casey Family Programs, 231
X—Y—Z
Yellowstone Park, strategic partnership with General Electric Foundation, 229
Zagula, John, 32