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Why does Social Marketing need a brand strategy?

Survey findings revealed these reasons:

Social marketing thought leaders are as likely to believe social marketing has plateaued or is declining (41%) as they are to believe it is growing
Inconsistency in industry on how social marketing is defined and portrayed
Lack of awareness and understanding of social marketing among key stakeholders
Confusion of the term “social marketing” with “social media” and behavioral economics
People believe that developing and implementing a branding campaign would improve the awareness, understanding, and reputation of social marketing’s brand.

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Social Marketing Brand Platform Summary

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Brand Platform Summary
Social Marketing Behavior change for good			Priority Sectors Public Sector Professionals Elected Officials & Policy Makers Academia: Faculty & Students Communications, Marketing & Research Firms NGOs & Nonprofit Organizations Allied Fields For-profit Sector
Purpose: Improve the quality, effectiveness and efficiency of behavior change programs to help people and communities.
Vision: Social Marketing is a widely adopted discipline around the world that changes human behavior to deliver improved health and well-being and to protect our planet.
Mission: Social Marketing develops and integrates marketing concepts with other approaches to influence primarily voluntary behaviors that benefit individuals and communities for the greater social good.
Brand Promise: More successful behavior change programs.
Personality Strategic Creative Helpful Responsive Dedicated	Values Caring Transparent Ethical* Research-driven Result- oriented (*Underpinned by iSMA ethical principles)	Ethical Principles Respect and sensitivity Social justice and fairness Openness and transparency Avoidance of conflicts of interest Duty of care and nonmaleficence Serve public interest	Positioning The discipline of social marketing focuses on developing a strategic marketing mix to influence behavior change for sustainable, healthy, and equitable communities.

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Brand Name & Tagline	Social Marketing Behavior Change for Good
Purpose	Improve the quality, effectiveness and efficiency of behavior change programs to help people and communities.
Vision	Social Marketing is a widely adopted discipline around the world that changes human behavior to deliver improved health and well-being and to protect our planet.
Mission	Social Marketing develops and integrates marketing concepts with other approaches to influence primarily voluntary behaviors that benefit individuals and communities for the greater social good.
Brand Promise	More successful behavior change programs
Personality	Strategic, Creative, Helpful, Responsive, Dedicated
Values	Caring, Transparent, Ethical, Research-driven, Result-oriented
Ethical Principles	Respect & sensitivity, Social justice and fairness, Openness and transparency, Avoidance of conflicts of interest, Duty of care and nonmaleficence, Serve public interest
Priority Sectors	Public Sector Professionals, Elected Officials & Policy Makers, Academia: Faculty & Students, Communications, Marketing & Research Firms, NGOs & Nonprofit Organizations, Allied Fields, For-profit Sector
Positioning	The discipline of social marketing focuses on developing a strategic marketing mix to influence behavior change for sustainable, healthy, and equitable communities.

Approved by iSMA Board of Directors, September 2022, to inform the development and dissemination of a promotional toolbox for all Regional Associations. Developed by Orbit Subcommittee #12: Establishing a Universal Brand Identity for Social Marketing

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Detailed Social Marketing Brand Platform

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Brand Descriptors

Name

Social Marketing

Tagline

Behavior Change for Good

Descriptor

Discipline

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iSMA Social Marketing Definition

“Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.”

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About Social Marketing

What it IS:

Motivates behavior change by helping reduce barriers and ensure desired benefits
Causes positive societal outcomes
Research/evidence-based strategies
A marketing discipline
Audience-centric approach
Primarily voluntary behaviors

What it is NOT:

Social media
Advertising or communications-only campaigns
Propaganda
Corporate social responsibility
Manipulation or social engineering
Behavioral economics

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PRIORITY SECTORS�Think, Feel, Do | Barriers + Benefits

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Priority Sectors

Public Sector Professionals
Elected Officials & Policy Makers
Academia: Faculty & Students
Communications, Marketing & Research Firms
NGOs & Nonprofit Organizations
Allied Fields
For-profit Sector

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THINK, FEEL & DO

THINK	Using Social Marketing principles to plan and implement behavior change campaigns increases efficiency and leads to more effective outcomes.
FEEL	Social Marketing makes people’s lives and our communities better.
DO	Use social marketing planning and implementation principles for behavior change program development and campaigns.

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Mission, Vision �and Purpose

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PURPOSE STATEMENT:

Improve the quality, effectiveness and efficiency of behavior change programs to help people and communities.

PURPOSE

WHY ARE YOU HERE?

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VISION STATEMENT:

Social Marketing is a widely adopted discipline around the world that changes human behavior to deliver improved health and well-being and to protect our planet.

VISION

WHAT YOU ASPIRE TO BE

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MISSION STATEMENT:

Social Marketing develops and integrates marketing concepts with other approaches to influence primarily voluntary behaviors that benefit individuals and communities for the greater social good.

MISSION

WHAT DO YOU DO + FOR WHOM?

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Brand Promise & �Positioning

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BRAND PROMISE:

More successful behavior change programs.

PROMISE

WHAT YOU DELIVER

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POSITIONING

WHAT'S UNIQUE TO YOU?

POSITIONING STATEMENT

The discipline of Social Marketing focuses on developing a strategic marketing mix to influence behavior change for sustainable, healthy, and equitable communities.

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Brand Values & Personality

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ATTRIBUTES + VALUES

WHAT ARE YOU ALL ABOUT?

BRAND VALUES:

Research-driven (strategies are evidence-based, inspired by audience research)

Caring (focus on helping people and communities)

Transparent (always willing to share)

Ethical (underpinned by iSMA ethical principles)

Result-oriented (we set goals and measure impact)

ETHICAL PRINCIPLES:

Respect and sensitivity

Social justice and fairness

Openness and transparency

Avoidance of conflicts of interest

Duty of care and nonmaleficence

Serve public interest

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PERSONALITY

HOW YOU PRESENT

BRAND PERSONALITY:

Strategic

Creative

Helpful

Responsive

Dedicated

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Definitions

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Mission, Vision and Purpose (refresher)

DEFINITION
Mission – Succinct description of what you do, who you do it for, and the value you bring.
Purpose – Why are you here? Your reason for being (beyond money)
Vision – What do you aspire to be? Future – looking.

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Brand Promise + Positioning (refresher)

DEFINITION
Promise – This is what people can expect from us on a consistent basis – the benefits we deliver.
Positioning - What do we deliver that others don't (or can't)? It's how we differentiate from others in the market.

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Brand Values (refresher)

* These often overlap, and help define the brand's personality as well*

DEFINITION
Attributes – How we describe ourselves. �What we are all about.
Values – What's most important to us.