Jun

30

2017

What are behavioural insights?

Behavioural insights are part of a social marketing approach, used to generate policies and behavioural change campaigns that are smarter, simpler and highly effective. We are all different and unique In an ideal world, we would all behave in exactly the same way – we’d all make logical decisions particularly...
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Jun

28

2017

How can I deliver social marketing campaigns on a budget?

Social marketing has enjoyed widespread success over the past decade. Widely adopted by the healthcare sector, education, business2business, sports clubs and other industries, it focuses on changing specific behaviours, over a sustained period. So it’s all good news, but how do you go about delivering a high impact,...
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Jun

26

2017

What is an example of a behavioural intervention in men’s health?

Social marketing campaigns are being used across different industries to create behavioural change in ‘at risk’ groups. The healthcare sector in many respects has taken the lead in an attempt to influence specific health behaviours, resulting in better health, improved outcomes, and less need for medical intervention down the line. ...
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Jun

24

2017

Are football clubs using the social marketing approach?

Behavioural change marketing is now being used by Premier & League football clubs across the UK to help deliver positive social programmes that encourage young people, supporters and fans to aim high, pursue their dreams and be the best they can be.  From simple education campaigns, to funded employability...
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Jun

23

2017

How can I measure the success of my social marketing campaigns?

In a previous blog you may have read about the Total Process Planning Model.  Any social marketing intervention or programme requires definition of the scope, implementation, planning, review and follow-up methods, if anything is to be gained from it. Analysis and follow-up are important tasks Social marketing campaigns can...
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Jun

22

2017

What is a social marketing intervention?

Social marketing is a systematic approach used across different industries to bring about behaviour change in sustainable and cost effective ways.  Benefiting individuals, communities and society as a whole, the ultimate goal of a social marketing intervention is to change (or maintain) the way people behave about an issue...
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Jun

20

2017

5 ways football foundations are raising aspirations in young people

Young people are difficult to impress at the best of times!  But football clubs (from the premier league and other leagues) are in the unique position of being able to raise aspirations and tackle some deep-rooted social issues, because young people are so passionate about the game. Football Foundations...
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Jun

18

2017

What makes a person change their behaviour through social marketing?

Scientists and psychologists have spent an eternity trying to understand human behaviours and much ground has been gained.  We are unique individuals that behave in unique ways, but it’s by analysing this behaviour over time, that marketing professionals now understand what works (and what doesn’t) when creating...
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Jun

16

2017

How much do social marketing campaigns cost?

You’ve read about social marketing campaigns, think the approach could work for you, and done some initial market research.  But the real question is: how affordable is a social marketing project for your business or organisation?  How do you start to appreciate if it’s feasible from...
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Jun

15

2017

What is the ‘Total Process Planning Model’ (for social marketing)?

The marketing industry is good at labelling things.  If you haven’t heard of the Total Process Planning Model (for social marketing campaigns), you could, therefore, be forgiven. What is the Total Process Planning Model? Social marketing campaigns have 5 core elements.  These are (1) The scope, (2) Development (3) Implementation (4) Evaluation...
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