Ignite presentation Esther Spanjer
Social Marketing Plan, Steps 5 7 outlines key steps in developing a marketing plan to influence stakeholders to make improvements to overwater structures. Step 5 identifies key factors influencing behavior change such as perceptions, barriers, and competition. Step 6 develops a concise positioning statement: "Protect the habitat of 22 species of native fish and wildlife. Influence and persuade our stakeholders to make the necessary improvements on overwater structures." Step 7 discusses marketing mix strategies including product strategies to address barriers, price strategies such as grants and loans, promotion strategies using messages like "Docks: Built Right For People and Fish" delivered through posters, brochures, and other channels.
Ignite presentation Esther Spanjer
- 1. Social Marketing Plan, Steps 5 7 Team FEHM: Esther Spanjer
- 2. BORING!2
- 3. YEAH BABY!3
- 5. Step 5 - Key factors that influence adoption of behavior Perception of issue
- 6. Barriers
- 7. Competition5
- 8. Marine Docks and their Effect on Wildlife6
- 9. Large % willing to make a change
- 12. Time & Effort
- 14. How to make the change?10Step 6 Positioning StatementHow do you want your target market to think and feel when they hear about the targeted behavior?
- 15. Positioning StatementThe ProjectWe want recreational dock owners and State-Owned Aquatic Lands lessees to see making some or all of these 5 dock improvements as a top priority way for them to protect native fish and wildlife. We want them to understand why and how native habitats are the most beneficial. Permitting and construction will be easier and less time intensive than they might think. The recommended materials are superior and this is a good investment.BORING AND TOO LONG!11
- 16. Positioning StatementThe Project improved CONCISE AND CLEARProtect the habitat of 22 species of native fish and wildlife. Influence and persuade our stakeholders to make the necessary improvements on overwater structures.12
- 17. Step 7 Marketing Mix StrategiesProduct Strategy
- 18. Price Strategy
- 19. Place Strategy
- 21. Step 7 Marketing Mix StrategiesProduct Strategy
- 22. Price Strategy
- 23. Place Strategy
- 28. Dumpster for free disposal
- 30. Promotion StrategyMessagesDocks: Built Right For People and Fish17
- 31. Promotion Strategy Who are the messengers?18
- 33. Brochures
- 34. Mailings
- 35. Press Releases
- 37. YouTube video
- 38. Events19
- 39. Thank You!