Background:

This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large.

Method:

Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change.

Results:

Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program.

Recommendations for Research or Practice:

Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.

中文翻译：

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CBE：指导营销应用于行为改变的框架

背景：

本文旨在将社会营销的应用扩展到对社会和环境有益的行为改变，提供一个三步过程——共创-建设-参与 (CBE)。社会营销给社会变革空间带来的关键力量是发展一些有价值的东西，它可以推动和激励人们自愿改变他们的行为；进而使自己、地球和整个社会受益。

方法：

本文使用案例研究方法，通过首次项目开发和实施示例，确定了最初用于区分社会营销与公共卫生的八项营销原则如何应用于三步 CBE 过程。首先，项目与处于问题核心的人共同创建 (C) 并构建 (B) 以创建和嵌入持久的解决方案，最后社区参与 (E) 参与这些项目。这种线性过程应用于第一次项目开发，第一次实施后，随着项目嵌入社区时 CBE 步骤变得连续，阶段变得模糊。本文概述了四个案例，展示了何时何地应用关键营销活动来共同创建、构建和实施实现行为改变的社会营销计划。

结果：

包括在三步 CBE 流程的每个阶段首次计划开发和实施中发生的活动的路线图。在共创期间，评估竞争并确定组（细分）。形成性研究计划在理论上以人为本（以客户为中心），并且仅旨在确定指导计划构建和参与的见解。营销组合重点计划的要素确保建立有价值的交换产品。参与代表初始实施阶段，包括一系列活动，重点是确保人们了解并能够采用该计划。

研究或实践建议：

许多将社会营销与其他行为科学方法区分开来的基本技术并未被广泛采用。本文提供了一个路线图，以展示如何以及何时应用核心社会营销活动来影响自愿行为改变。意志改变可以避免污名化、异化、反抗和社区分裂，这些都会在行为被强制执行或人们被告知该做什么时发生。CBE 流程提供了一个流程，概述了社交营销的关键原则以及用于构建更有效营销计划的一系列活动。