Social Marketing Campaign: Addressing a Wicked Problem

M34413 Assessment Task

Your task is to apply social marketing principles to address a wicked problem of your choice, which requires an intervention to achieve positive outcomes.

You are asked to develop a 5-minute narration explaining your choices, highlighting, and justifying your social marketing campaign/intervention.

Your report should include:

Campaign Aims and Objectives: A summary of the problem you seek to challenge, with supporting references. 2-3 Objectives for your campaign in response to the problem (ensure that these are SMART). Communicate the objectives in bullet points.

Target audience: Who is the main target audience of your initiative, what segmentation variables have you used (e.g. demographic, behavioural, psychographic), and what do they value? This point could be briefly communicated in bullet points, a table, or a consumer persona.

Situational Analysis: Conduct systematic research to analyse the marketing environment (PESTEL) and understand the broader context of your intervention.

• Tip: To get the best marks, you should show that you have used a range of data/evidence from credible sources to support your analysis of the opportunities/threats related to your
  intervention.

Competition and barriers to change: Conduct systematic research to analyse the competition.
Consider who your competitors are, what benefits they offer your target market, and how you have addressed them.

• Tip: Competition could be external (e.g., companies or industries, media/marketing practices) and/or internal factors competing with the desired behaviour (e.g., economic factors,
  social/cultural factors, physiological factors, etc.).

Implementation of the marketing mix within your campaign/intervention:

Product: What is the behaviour your intervention seeks to influence, or the product/service you are offering to your target audience? What are the benefits/value offered?

Price: What is the price or cost associated with the desired behaviour or product? What Incentives/disincentives will you highlight and why? If you are offering a product or service, clarify and justify the pricing method you are using.

Place: Indicate your place strategy or distribution channels.

Promotion: What promotional tools would you utilise and why? What is the message of your campaign, and how would you frame it? If using advertising, what appeals would you use and why?

All analyses needed to be justified by referring to relevant academic concepts or theories, along with credible references. Always support your statements with credible sources (e.g., academic textbooks, articles, and market, industry, or charity reports).

Your presentation should:

• Justify your choice of wicked problem (e.g., why it is important, and why a change is needed for individual or social good). Identify your key target audience.
• Value Proposition: What value are you offering your target audience? Should clarify: a) which domain of value are you integrating, and why? (There are 3 Domains of value: value-
  in-use, value-in-exchange, value-in-behaviour). b) Which dimensions of value will you incorporate into your campaign (see Workshop W2A)?
• Identify and explain an appropriate theoretical framework that underpins your intervention approach (see Workshop W2B).
• Explain your campaign/Intervention Idea. Discuss the promotional tool(s) you would use in your intervention and justify their selection.
• Use references in the slides to support your statements and analysis.

You are encouraged to show your creativity by using visuals that are relevant to your campaign.

Marketing Assignment Answers: Experts Answer on Above Social Marketing Question

The wicked problem that is selected for the purpose of applying social marketing principles is the reduction in single use plastic consumption among university students with the objective of promoting sustainability.
Campaign aims and objectives
Aim: The main aim of this campaign is to achieve reduction in the use of single use plastic consumption within University students to promote environmental sustainability.
Objectives: The objectives include:

• Achieve and increase in the use of bottles by 40% among University students in three months.
• Reduction in the use of disposal waste by 30% in the first three months.

Target audience: The target audience for the given campaign is the university students from the age group within 18 to 25 and are highly active on social media. From a psychographic point of view, it includes the students who are highly concerned about sustainability. The values emphasised in the given campaign are environmental protection, social responsibility and cost saving.
Situational analysis:
From political point of view, the government has the positive support in achieving environment efficiency which will give a positive boost to the given campaign. In terms of economics, the reusable alternative becomes affordable to students. There is a growing trend for eco-conscious lifecycle among students, and technological apps like social media would play a major role in supporting the marketing efforts for the campaign.
Competition and barriers
The external competition would be from the fast food outlets and online convenience stores whereas the internal barriers include the habits of students and lack of awareness among them.
Marketing mix implementation
The product strategy would be to use reusable bottles and bags which would be priced at discounted rates to support the use of such bottles. The product will be available in university campus, convenience stores and the promotional activities would be carried out using social media campaigns and posters.

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