Social marketing is an adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences to improve their personal wellbeing and that of the society.This page has information about two methods for reaching large numbers of students: Social Marketing and Put Prevention into Practice program. Cal Poly Pomona uses both strategies. The social norms campaign to reduce abusive drinking by telling students, faculty and staff the actual alcohol and other drug use norms used social marketing. The Wellness Card (click back button to return to this page) is an adaptation of the Put Prevention into Practice program.
Social marketing is an adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences to improve their personal wellbeing and that of the society.
Social marketing models were first articulated by Philip Kotler and based on commercial marketing practices. They show that the consumer (target audience, Cal Poly Pomona students) should be the central focus for planning and conducting a program. The program's components focus on the:
Price -- what the consumer must give up in order to receive the program's benefits. These "costs" may be intangible (e.g., changes in beliefs or habits) or tangible (e.g., money, time or travel). The intangible "belief" at Cal Poly Pomona are the misperceptions about how much alcohol and other drug use there is by students.
Product -- what the program is trying to change within the target audience. Misperceptions of drug use are the products.
The 5 Facts at Cal Poly Pomona
- 61% of Cal Poly Pomona students drink alcoholic beverages only once a month or less.
- 72% of Cal Poly Pomona students drink 0-1 alcoholic drinks per week.
- 78% of Cal Poly Pomona students do not drink more than 4 drinks per week when they party.
- 80% of Cal Poly Pomona students did not smoke cigarettes in the past 30 days.
- 84% of Cal Poly Pomona students did not use marijuana in the past year.
Promotion -- how the exchange is communicated (e.g., appeals used). Stickers that said "Cal Poly May be Good for Your Health" with actual norms. "It's OK Not to Drink" pins attached to cards with five facts about alcohol and other drug use by the students.
Place -- what channels the program uses to reach the target audience (e.g., mass media, community, interpersonal). At Cal Poly Pomona the primary channels used have been posters on stakes around campus, banners on trams, ads in newspapers and class schedules, and presentations in classes.
The formulation of price, product, promotion and place comes from research with the consumer to determine what benefits and costs they would consider acceptable, and how they might be reached. Lessons learned from social marketing stress the importance of understanding the target audience and designing strategies based on their wants and needs rather that what we believe the students "should" do.
Cal Poly Pomona's Wellness Card (click back button to return to this page) program is based on The Put Prevention into Practice (PPIP) program is a research-based team approach using a kit of materials designed to improve the delivery of clinical preventive services. Sponsored by the U.S. Public Health 
Service, in cooperation with major national health-related organizations, it is a national campaign to improve the delivery of clinical preventive services--screening tests, immunizations, and counseling for health behavior change.
This initiative is the first broad-based program covering all major preventive services recommended for adults and children. Other prevention campaigns have focused on specific individual services or diseases, or emphasized a particular age group or gender.
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