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 7: Inroads into Africa: Enabling Local Services
In the world of social marketing and behaviour change, the ‘Promotion’ P often steals the spotlight. However, in social marketing, as well as commercial marketing, the ‘Place’ element of the marketing mix is vital – the products and services need to be in the right place, at the right time.
At nearly every social marketing conference, someone will talk about Coca-Cola and how easy it is for anyone, wherever they are in the world, to buy a Coke. Coca-Cola has managed to reach our ‘hard to reach’ audiences – they manage to reach the most deprived communities. Social marketers can use this reach to help them also reach ‘hard to reach ...