بازاریابی اجتماعی و گروههای تبلیغاتی تفریحی
Abstract
1- Introduction
2- Literature
3- Methodological concept
4- Stage 1: Stakeholder consultation
5- Stage 2: Survey
6- Stage 3: Focus group
7- Social marketing campaign: Western Rising!
8- Stage 4: Post survey
9- General discussion
10- Conclusion
References
Abstract
Social marketing is the application of classic marketing techniques to promote socially beneficial behavior. This paper examines the opportunities for applying social marketing by outdoor recreation advocacy groups. Highlighting a successful campaign to promote environmental behavior among rock climbers, findings from this research are examined to demonstrate applications of social marketing to support similar organizations. In the examined campaign, a sample of rock climbers were surveyed. Cluster analysis revealed three distinct segments with significantly different environmental attitudes and past commitments to environmental behaviors. The cluster labeled ‘The Project’ showed a high level of willingness to change behavior and need for intervention. A focus group of individuals from this cluster then answered questions identifying their barriers to responsible behavior, motivations for acting more sustainably, and ideas for encouraging others to participate in a general campaign. Results were presented to an environmental non-profit organization, which aims to promote conservation by, and for, rock climbers. Findings assisted their campaign targeting entry level climbers and indoor facilities. Specifically, co-creation with the recreational and advocacy groups, framing interventions within the 4Ps for project planning, and leveraging public commitments significantly improved efforts. The successful campaign is examined to describe how social marketing may be leveraged by similar advocacy groups. Additional ideas for intervention and areas for future research are also discussed.
Introduction
Outdoor recreation advocacy groups operate throughout the world and are diverse in their promotion of activities. In the United States, where this research was conducted, they are primarily non-profit entities which support access to public and private lands, legislation aiming to provide accessibility and protection of such lands, democratic voice for their user bases in the public sphere, and engagement in civic efforts with the communities of users they represent. These organizations vary greatly in scope, size, and mission. Examples of US based advocacy groups include Protect Our Winters, Outdoor Afro, and Ducks Unlimited. To promote their efforts, many of these organizations use marketing techniques to encourage membership, increase donations, sell products and/or services, raise awareness of current events/issues, and/or to increase brand recognition. For most conservation oriented organizations, resources are limited (Ferraro & Pattanayak, 2006) and it is therefore important to understand how best to leverage, and maximize, all tools that the field of marketing have to offer these organizations. Social marketing may be effective in supporting these groups. The field of social marketing has been described by Dann (2010) as the “the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behaviour change in a targeted audience on a temporary or permanent basis to achieve a social goal” (p. 151).