Social Marketing Casebook brings together a dedicated collection of social marketing case studies and vignettes from around the world for the first time. Each case study is explored from the scoping and research stage to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies; an international range of cases from the health, environmental and civic sectors, from national and governmental programs to local, small-budget interventions; comprehensive coverage of the whole process, from strategy and implementation, to the challenges and lessons learned; and academic exercises, discussion questions and references to reinforce student learning.
Chapter 13: Building Strong Communications into the Marketing Mix
To reduce nutrient pollution flowing into the Chesapeake Bay, USA, this media-based programme convinced area residents to fertilise their lawns in the autumn rather than spring, in order to minimise pollution impact on a regional icon – the Blue Crab.
The programme was run by the Academy for Educational Development, and framed not as an environmental appeal, but as an appeal to the target audience's stomachs – as a way to ensure the continued availability of Chesapeake Bay seafood. This helped to tune in audiences who may otherwise have tuned out, and was sufficiently newsworthy to gain significant media coverage.
The programme resulted ...