Applying Social Marketing Strategy to Social Change Campaigns

Combining communication research methods and theories of persuasion with traditional marketing tactics, social marketers strive to influence behaviors through a systematic planning process to deliver positive benefits to a target audience. This chapter provides an overview and definition of social marketing before reviewing different contextual applications of social marketing strategies. The chapter, while providing contextual examples of successful social marketing efforts, offers a process-centered overview. It presents case studies that demonstrate social marketing’s effectiveness in influencing behavior in these environments. Lee and Kotler’s (2015) social marketing campaign planning worksheets provide an informative 10-step guide to an effective social marketing campaign strategy. Social marketing is a valuable tool in the arsenal of the campaign strategist; it is a compelling example of the positive impact applied communication research that can render for society. This powerful tool has demonstrated a capability to bring about social change and create more desirable, sustainable behaviors.