Business

Ever since the social marketing theory was formally introduced to society by Kotler during the 70s, nations, government agencies, NGOS, private institutions, as well as communities liked the concept and uniquely applied them to create advocacy over an issue.There are many pressing issues that citizens can participate in to seek solutions in their communities. Why communities based? Well for one, they are easier to govern and people know one another so they can easily influence others. Besides, involving people in a community to participate and monitoring activities is more efficient. This is the important role of community based social marketing. There are many issues that a community can engage in such as environmental awareness by reducing carbon footprints they create. Another one would be sustainability so that future generations would still inherit a resource abundant planet. No matter what goal there maybe for community based social marketing, it is always a good cause. Furthermore, citizens are familiar with neighbors and start building a more active community. Isn’t that ideal?

To have a clearer understanding of community based social marketing, it is helpful to understand some tools that are often used in creating campaigns. For example , many programs that tries to promote sustainability have turned to community based social marketing as a vehicle since this very powerful in sending messages to the public. Essentially. this type of promotion is people oriented so questions from the public can be answered thereby producing a higher success rate in changing behavior. The following tools are effective in launching as community based social marketing:

• Prompts – they act as simple reminders in the form of visual images like bumper stickers that rermind people to drive safely or recycle waste

• Commitments – this can be in the form of a pledge that people can sign

• Norms – most of the time, norms can be set by society or community like teaching kids to do recycling

• Compelling communications such as gruesome or striking images that can act as a deterrent to negative behavior like drunk driving
In fact, a lot of valuable strategies can be employed to achieve the desired behavioral change using community based social marketing

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