Community-Based Social Marketing

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Dominick Moody
6 years ago
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1 Community-Based Social Marketing Inspiring Individuals to Act on Energy Efficiency Wendy Reed ENERGY STAR Campaign Director, US EPA

2 What is community-based social marketing (CBSM)? How and when does it work for energy efficiency programs? Does CBSM replace the need for traditional marketing or awareness-building programs? How can this model help programs gain different or better results?

3 From knowing to doing Campaigns that rely solely on giving information often have little or no effect on behavior.!

4 If they only knew what I know, then Les Robinson s depiction of the engineered awareness approach, before and after

5 CBSM the questions What if people already know plenty about the problem AND have a good idea of what to do about it, but something else is stopping them? What if ignorance isn t what s holding people back?

6 CBSM the questions What can we do, say or create to get people to take one specific action? To keep doing it? To carry it into related actions?

7 CBSM in a nutshell Goal: change ratio of benefits and barriers to make target behavior the enduring, preferred behavior 1. 2 challenges: Remove barriers Enhance benefits 2. Organize public into groups / segments who share common ground to streamline outreach (and get better results)

8 CBSM behavior vs. preference change Behavior change not already doing a parallel behavior Wash in cold Use less water Conserve energy Get a home energy audit Seal up gaps and cracks, add insulation Example: Cold Water Challenge, Tide & Alliance to Save Energy Water IQ Campaign, EnviroMedia

9 CBSM behavior vs. preference change Change preferences easier Changing brands traditional marketing is effective While you re already shopping, look for the ENERGY STAR Changing public perception traditional media relations effective If media is willing to deliver your interests to public Example: ENERGY STAR Change a Light, Change the World Campaign (Brand-building element of campaign)

10 Energy efficiency behavior AND preference change The energy efficiency community is doing both Choose products with the ENERGY STAR, don t stop there! Behavior: HVAC maintenance Programmable thermostat proper usage Peak energy use Computer monitor power management Examples: Project Porchlight, One Change Cool Cities Campaign, Sierra Club New York Energy Smart Communities, NYSERDA Flex Your Power, State of California ENERGY STAR Change a Light Campaign, EPA w/doe

11 CBSM basic steps 1. Identify barriers and benefits to an activity 2. Develop strategy using behavior-change tools 3. Pilot on small scale 4. Implement 5. Evaluate every step of the way Douglas McKenzie Mohr s CBSM Model

12 Step 1: Identify barriers and benefits to making the change Internal barriers Competing values, interests, habits, time Perceptions CFL: tried them, hated them / too expensive, etc. External barriers Price, availability, convenience CFL: can t identify quickly / no dimmables at store / have to go to DIY store to get best deal - inconvenient

13 Step 1: Identify barriers and benefits to making the change Internal benefits CFL: Don t lose time and money buying and changing lights External benefits Greater good

14 Step 2: Design a strategy using behavior change tools Key word: community Major influence on our attitudes and behavior is not media, but our contact with others Each CBSM tool ties into community

15 CBSM Tool # 1: Commitment The direct appeal - it works Would you be willing to wear this I m saving energy with ENERGY STAR pin today? When do you think you ll have that weather-stripping installed? Would you sign on as a resident who is taking steps to save energy? If we give you a free bulb, will you agree to install in highuse area?

16 Tool # 1: Commitment We need to appear consistent, so When agree to small request, likely to agree to 2 nd similar, but larger request: Even after much time has passed Even from different group Agreeing to 1 st request alters how see self in an enduring way I m someone who doesn t waste energy The more public, the better Written is best Our deeds determine us as much as we determine our deeds George Eliot

17 Tool #2: Prompts The gentle reminder for those predisposed Switch it off! Wait! Is it a full load? [Look for the] ENERGY STAR Environmentally-friendly product

18 Tool #3: Norms My opinion, my conviction, gains infinitely in strength and success, the moment a second mind has adopted it. - Novalis

19 Tool #3: Norms Social norms: everyone else is doing it Join the more than 400,000 Americans who Be one of 700 leading organizations who Close to 70% of Americans have already changed a light, or are planning to. Are you one of them? Modeling: conformity is long-lasting We ve changed out the lights we use most and invite you to do the same Hi, I m Leonardo di Caprio and I drive a Prius

20 Tool #3: Norms Social diffusion: spread the word turning ripples into waves Forward to a friend, tell a friend, testimonials Empower people, activate them Motivate groups to motivate groups (CAL campaign model) Voice boxes: Who do we relate to? Want to emulate? Believe? Friends, family, kids, neighbors, colleagues Mavens, connectors, salespeople (The Tipping Point) Contradictions: Oprah and online communities (blogs +) When Oprah talks, viewers don t just listen, they ACT Ex. Oprah held up a CFL and they flew off shelves

21 Tool #3: Persuasive Communication Reel them in or lose them Use vivid language Most homes have gaps and cracks that are wasting energy vs. Gaps and cracks in home envelope can add up to same as having a window open all winter long (yikes!) Know audience - craft messages around known attitudes, beliefs, behaviors Try it again for the first time

22 Tool #3: Persuasive Communication Consider the source says who? more credible the source, the more influence We saved enough money on energy bills to go out to dinner every week! Bill Watts, local homeowner more credible sources? even better According to both the US EPA and DOE, if we all X, a home energy rater for 10 years, has found X to be the most effective way to increase comfort and decrease energy costs.

23 Tool #3: Persuasive Communication Frame your message For the big picture, provide sense of optimism We can do this! For individual motivation, better to emphasize the negative YES: If you don t act, you lose NO: If you act, you save (Avoid fear-inducing messages) Courtesy of NYSERDA

24 Tool #4: Incentives and rewards Even small incentives can have a dramatic impact on behavior

25 Tool #4: Incentives and rewards Money: Rebates, instant coupons for product / practice Higher peak-time rates Sales tax credits / holidays CAUTION: May undermine internal motivation by replacing intrinsic motivation with external one May lose them if incentive is pulled away

26 Tool #4: Incentives and rewards Money on energy bills Competitions Communities Companies Schools Public recognition Media attention if successfully participate Best in class among peers

27 Choosing the right CBSM tool/s Start with desired behavior, work backwards to identify tactic vs. starting with top-line goal Combine tools to address complex behavior Whatever you choose, make it easy to remember how, when and what to do Position tools close in time and space to behavior trying to influence

28 Step 3: Pilot Test strategy on a small scale Evaluate and apply lessons learned Test again until you have it right Applying strategy large-scale and then correcting errors can be costly

29 Step 4: Implement Kick-start your activity Compel people from inertia to consciousness Competition kick-off Community event Give feedback and reinforce messages Let the community AND the organizers know it s working and/or there s more to do Publicize milestones Opt-in newsletters, s Organizer updates

30 Step 5: Evaluate Each step of strategy is built on those that precede it test along the way Literary review, surveys, focus groups, follow-up Metrics: Sales increases Decreased energy bills Products installed People activated The great tragedy of Science the slaying of a beautiful hypothesis with an ugly fact. - T.H. Huxley

31 CMSM when to use Change behavior vs. influence preference Involve and activate community/ies Foster sustainable change

32 If you build it What if they come.and in droves? Make sure you have resources to sustain what you create! Internal support, budget, staff, time Assume success!

33 Summary 1. Get benefits to outweigh barriers 2. Match tools to barriers you identify 3. Involve people greatest influence on behavior is contact Use commitment, prompts, norms, incentives 4. Place tools/messages as close in time and space to action 5. Provide feedback and reinforce messages 6. Keep research-based remain skeptical about what will work 7. Be prepared for success!

34 Resources Fostering Sustainable Behavior Douglas McKenzie-Mohr Seven Doors Social Marketing Approach Les Robinson, Social Change Media Enabling Eco Actions Les Robinson & Andreas Glanznig

Innovative Strategies and Tools to Increase Sustainable Behaviors

Innovative Strategies and Tools to Increase Sustainable Behaviors Shannon Judd, Fond du Lac Band of Lake Superior Chippewa Dolly Tong, U.S. EPA Region 5 2016 Tribal Lands and Environment Forum Outline