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. 

‘Franchising’ Social Marketing

‘Franchising’ Social Marketing

‘Franchising’ social marketing

Vignette: ‘Ecoteams’, Global Action Plan

Key Word: Franchising

The ‘EcoTeams’ programme is run by the award-winning charity Global Action Plan. The core ‘EcoTeams’ process was developed in the Netherlands in 1990, and run very successfully with a large proportion of the Dutch population through the 1990s. It was first introduced to the UK in Nottingham in 2000, and has subsequently been rolled out to households across the UK.

‘EcoTeams’ consists of a standardised package of support (e.g. planning tools), collateral (e.g. DVD and website) and facilitation (‘EcoTeams’ trained staff). Each team comprises a group of six people, who each represents their household. Teams meet once a month for five months, mapping out practical actions they can take to reduce environmental impact; and weighing ...

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