Essays on Wisconsin Road Crew Social Marketing Program Case Study

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The paper "Wisconsin Road Crew Social Marketing Program " is a perfect example of a marketing case study.   Sometimes peoples’ attitudes and behavior in some aspects of life are harmful to the interests of society. According to Kotler, Robert and Lee (2002), social marketing are change campaigns conducted by community groups with the aim of persuading the target audience to adopt, modify, accept or abandon certain behavior, attitudes and practices. Social marketing adopts ideas from commercial marketing and combines them with social sciences to influence the behavior of the target audience. In this report, the Wisconsin Road Crew social marketing program is critically evaluated.

The report starts by introducing the concept of social marketing and how it is used to change the behavior of target groups. Secondly, the report introduces the Road Crew campaign which offered revellers an alternate ride home instead of driving themselves home after a night at the bar. The report tracks how Road Crew selected a target audience, carried out market research, developed a marketing mix for the target segment and implemented the campaign. Finally, the report evaluates the processes and outcomes of the Road Crew campaign. What is social marketing? The key goal of social media marketing is to influence a change of behavior among the target audience.

It must be noted that awareness and attitudes towards a given issue are not considered the core goals of social marketing. Awareness and attitude change are secondary changes which are considered supportive of the main goal of behavior change (Spotswood et al 2012). Social marketing is also distinguished from other types of marketing as it is done for the benefit of the community.

Without benefit to the community, social marketing is null. Social marketing applies the concepts of commercial marketing to achieve social goals. Commercial marketing is defined as an organizational function that creates, communicates and delivers value to customers in the pursuit of organizational functions (Keefe 2004). According to Wood (2008), social marketing seeks to influence the behavior of people who feel they ought to behave as they wish. According to Kotler, Robert and Lee (2002), people who are not resistant to change can be influenced by prudent social marketing campaigns. Like commercial marketing, social marketing is based on the self-interest of the person being marketed to.

Social marketing offers the target a better product than the one whose consumption is not in the interests of society. Unfortunately, in a free society, there is an alternative that the target can consume contrary to the wishes of the influencing group. In marketing, the marketer has no power to impose a given choice on the consumer. For social marketing to be successful, the desired alternative must be offered with a minimum of barriers.

Barriers may inhibit the desired behavior and the alternative must fit into the target’ s daily processes of life (Wood 2008). Marketing thus succeeds by making the environment desirable for the targeted behavior. For example, while tackling drink driving, an appealing choice of transportation must be offered. However, the consumer can still choose to drive home drunk despite the availability of an alternative and safer form of transport. For social marketing to succeed, understanding of the target audience is critical. It is also important to understand the context where the social change campaign is being applied.

References

Coffman, J 2002, Public communication campaign evaluation: An environmental scan of challenges, criticisms, practice, and opportunities. Cambridge, MA: Harvard Family Research Project.

Donovan, R 2011, Social marketing's myth understandings. Journal of Social Marketing, 1(1), 8-16.

French, J., Merritt, R., & Reynolds, L 2011, Social marketing casebook. Sage.

Glassman, T. J., Dodd, V., Miller, E. M., & Braun, R. E 2010, Preventing high-risk drinking among college students: a social marketing case study. Social Marketing Quarterly, 16(4), 92-110.

Grier, S., & Bryant, CA 2005, Social marketing in public health. Annual review of public health 26 (1), 319-339.

Keefe, L.M. 2004, What is the meaning of ‘marketing’? Marketing News September 15, 17–18.

Kotler, P., Robert, N. and Lee, N 2002, Social Marketing: Improving the Quality of Life, Sage, Thousand Oaks, CA.

NSMC 2011, Road crew: Show case. Retrieved from: http://www.thensmc.com/resources/showcase/road-crew?view=all

Rothschild, M. L., Mastin, B., & Miller, T. W 2006, Reducing alcohol-impaired driving crashes through the use of social marketing. Accident Analysis & Prevention, 38(6), 1218-1230.

Rothschild, M. L., Mastin, B., Karsten, C., & Miller, T 2003, The Road Crew final report: a demonstration of the use of social marketing to reduce alcohol-impaired driving by individuals age 21 through 34. Wis. Dep. Transp. Tech. Rep.

Spotswood, F., French, J., Tapp, A., & Stead, M 2012, Some reasonable but uncomfortable questions about social marketing. Journal of Social Marketing vol 2(3), 163-175.

Wood, M 2008, “Applying commercial marketing theory to social marketing: a tale of 4Ps (and a B)”, Social Marketing Quarterly, Vol. 14 No. 1, pp. 76-85.

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