How can I deliver social marketing campaigns on a budget?
Posted by TeamPC on 28 Jun 2017
Social marketing has enjoyed widespread success over the past decade. Widely adopted by the healthcare sector, education, business2business, sports clubs and other industries, it focuses on changing specific behaviours, over a sustained period.
So it’s all good news, but how do you go about delivering a high impact, powerful social marketing campaign on a budget?
Be clear about your goals, aspirations and finances
Whether you have the funds to pursue a social marketing programme (typically staged over 3-10 years), a range or cluster of activities forming part of a campaign (staged over 1 to 3 years), or a time specific/targeted intervention, designed to promote behaviour or attitude change (staged over a 1 year period), it’s important that you are open and honest with the social marketing agency you are dealing with in relation to your budget.
It is possible to deliver a social marketing initiative on a budget, and a successful one at that, but you need to focus on what you want to achieve and why (the scope) – and then agree a series of benchmarks so that, once implemented, you can sit down and analyse how successful it has been, so that any future initiatives (and investment) are even better.
Finance is not the only focus
Many successful social marketing campaigns have been delivered on a shoestring budget. It’s a sign of the times. But bear in mind too, that social marketing is focused on delivering positive behaviour change, and that’s quite different to most traditional marketing projects.
The success of a social programme cannot only be measured financially, it’s more about the extent and range of behaviour change that it makes possible. The ultimate objective is to create ‘sustained’ behavioural change over time – and that could be regarded as priceless.
Tell us what your budget is, and we’ll work around it
Most social marketing agencies, if they know you have a tight budget, appreciate knowing that early on in the process – before they go away and start to create all singing and dancing social marketing campaigns. If you have limited funds of less then £7,000 to spend, then be clear early on. On the other hand, if you’ve been given a budget to be released over time, that indicates that costs need to be spread, most social marketing agencies can build a programme around that.
There are many different ways of approaching behavioural change projects
Before you start looking for a social marketing agency, take some time to analyse your budget, so that you know what you can spend and when. This is something that will greatly help your preferred provider to focus.
You see, there are a million and one different ways of approaching behavioural change programmes, but our ultimate aim is to ensure that it fits well with you financially.
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers. Visit us online at perfect-circle.co.uk
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