Sponsorships + Upstream, Policies, & Partnerships Flashcards
Upstream (Prevention)
External activity:
Regulation
Policy
Environmental
Facilitates or act as a barrier
Mid-stream (Support)
Focused on helping people cope with and improve their ability to deal with poor social conditions
eg: subsidies, incentives to help adopt desired behaviour
Downstream (Treatment)
Internal activity within the targeted group
Evolution of public policy example
Teenage pregnancy issue/concern led to:
education
Free advice
Free birth control pills
Free condoms
Hotly debated topic in upstream social marketing behaviour change
Should we focus on voluntary or forced behaviour change? Education vs legislation/coercion?
eg: vaccine mandates
Examples of upstream social marketing
Vaccines
Prohibition of smoking in public areas (restrictions on advertising/packaging)
Healthy eating initiative (prohibition of soft drinks in schools, fat foods in sports facilities)
Complexities of policy change
Determine who should be given priority
eg: snow plowing in montreal, should sidewalks or bikelanes be cleared first?
3 types of partners
Public partners (access to skills, resources, expertise)
Commercial partners (market intelligence, credibility, CSR opportunities)
Community partners (Insights in priority audience, influence on interventions)
When looking at partnerships, consider…
Principles and benefits:
Targeting opportunities
Creating value
Credibility
Resources (Human, financial, marketing intelligence)
Audience analysis
Research your target:
Their preferred brands
Leisure activities
Media channels
Feelings about commercial presence
Stakeholders
A person, group, or organization that has interest or concern in an organization. Can be affected by the organization’s actions, objectives, and policies
Classify stakeholders of your project: internal/external, power/interest
Asset mapping
Stakeholder management
Partnership development
Building relationships
Co-creation
Joint development of interventions
A more comprehensive pathway for companies to work with stakeholders
Social marketing campaign (2 components)
Social marketer
Targeted community
Commercial sponsorships
Creating a win-win-win through prospecting and audience analysis
