R. Craig Lefebvre pointed out recently in his blog the 15 principles for success in social marketing, according to the 3rd edition of the Phil Kotler and Nancy Lee’s book “Social Marketing”.
- Take advantage of prior and existing successful campaigns.
- Start with target markets most ready for action.
- Promote single, simple, doable behaviors – one at a time.
- Identify and remove barriers to behavior change.
- Bring real benefits into the present.
- Highlight costs of competing behaviors.
- Promote a tangible good or service to help target audiences perform the behavior.
- Consider nonmonetary incentives in the form of recognition and appreciation.
- Make access easy.
- Have a little fun with messages.
- Use media channels at the point of decision making.
- Try for popular/entertainment media.
- Get commitments and pledges.
- Use prompts for sustainability.
- Track results and make adjustments.
For comments on each principle read the post here, or get the book.