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PS/Kenya uses Social Marketing techniques to influence behaviour change.

Social marketing is the application of marketing concepts and techniques to influence behavior among a target audience in order to benefit themselves and society. Sometimes the behavior may include use of a product or service (e.g. using a condom or getting tested for HIV), and sometimes it may not (abstaining from sex). Social marketing is based on the systematic collection and analysis of target audience data that guides the design, implementation, monitoring, and evaluation of each project.

Successful social marketing requires insight, analysis and solid evidence-based decision making as a result. This idea is embodied in PSI’s DELTA marketing planning process. This process was created to ensure that insight into our target group is optimally utilized when planning intervention activities, and to create a seamless flow from epidemiology to audience profile to strategy. It also ensures consistency in all decisions made, by framing their execution within an established positioning for the product, service, or behavior and increases the efficiency and effectiveness of spending decisions.
The DELTA process stemmed from existing ideas outlined in academic texts and many used by the commercial sector, which were then adapted for the international social marketing context as experienced at PSI.

In brief, the DELTA process contains 7 steps:

  1. The Situation Analysis analyzes the context in which the intervention operates in order to ensure selection of the most appropriate target group and behavior, and identify strategic priorities for the marketing plan.
  2. Audience Insight means getting to know the target group as a real person – one with a face and a name – and one with aspirations and desires, not just as a bunch of demographics. Creating such profiles is a technique that has been used successfully by commercial sector giants such as Proctor and Gamble.
  3. Brand Positioning is the identification and promotion of the most important and unique benefit that the product/ service/ behavior stands for in the mind of the target group. This is the emotional “hook” upon which one can hang the marketing strategy.
  4. Marketing Objectives specify what you want to achieve during the marketing plan, ensuring it stays focused and true to the evidence. This also facilitates easier monitoring of intervention progress.
  5. The Four Marketing “P’s” – Product, Price, Place and Promotion -- specify what strategies one will use to achieve the marketing objectives.
  6. The Research Plan details how the intervention will monitor and evaluate implementation of the plan, as well as identifying and prioritizing any information gaps about the target group and how they will be explored.
  7. An integrated Budget and Work Plan specify how financial resources will be allocated among the 4Ps and help managers allocate human and other resources as well as monitor implementation.
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