Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State's second-largest bank and director of marketing for the region's Children's Hospital and Medical Center.

Ms. Lee has participated in the development of more than 250 social marketing campaign strategies for public sector agencies, and consulted with more than 100 nonprofit organizations . Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:

· Health: COVID-19, opioid overdose, teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness

· Safety: texting and driving, drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage

· Environment: natural gardening, preservation of fish and wildlife habitats, grass fires, recycling, trip reduction, water quality, and water and power conservation

She has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Scotland, Australia, Singapore, Canada, Indonesia, India, Bangladesh, Venezuela, Japan, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for public health, improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, litter control, and foodwaste reduction.

Ms. Lee has coauthored eleven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016); GOOD WORKS! Marketing and Corporate Initiatives That Build a Better World... And the Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); Social Marketing to Protect the Environment (2011); Success in Social Marketing: 100 Case Studies From Around the Globe (2022). She also authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017) andhas contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at [...]

Foreword
Part I ¿ Understanding Social Marketing
CHAPTER 1 ¿ Defining and Distinguishing Social Marketing
What Is Social Marketing?
Where and When Did Social Marketing Originate?
How Does It Differ From Commercial Marketing?
How Does Social Marketing Differ From Other Disciplines?
Who Does Social Marketing?
What Social Issues Can Benefit?
Other Ways to Impact Social Issues
Social Marketing Upstream and Midstream
CHAPTER 2 ¿ 10-Step Strategic Planning Model
A 10-Step Planning Model
Why Is Systematic Planning Important?
Where Does Research Fit In?
CHAPTER 3 ¿ Research Options
Major Marketing Research Terminology
Steps in Developing a Research Plan
Research That Won't "Break the Bank"
CHAPTER 4 ¿ Behavior Change Theories, Models, and Frameworks
Informing Selection of Priority Audiences
Informing Behavior Objectives and Goals
Deepening Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others
Inspiring Development of Marketing Intervention Mix Strategies
Part II ¿ Determining Plan Purpose, Focus, Audience, Behaviors, Insights
CHAPTER 5 ¿ Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis
Step 1: Describe Social Issue, DEI Considerations, Background, Purpose, and Focus
Step 2: Conduct Situation Analysis and Review Prior Efforts
The Role of Exploratory Research When Choosing Focus
Ethical Considerations When Choosing Focus
CHAPTER 6 ¿ Step 3: Selecting Priority Audiences
Step 3: Select Priority Audiences
Steps in Selecting Priority Audiences
Variables Used to Segment Markets
Criteria for Evaluating Segments
How Priority Audiences Are Selected
Ethical Considerations When Selecting Priority Audiences
CHAPTER 7 ¿ Step 4: Behavior Objectives and Target Goals
Step 4: Set Behavior Objectives and Goals
Behavior Objectives
Knowledge and Belief Objectives
Target Goals
Ethical Considerations Setting Objectives and Goals
CHAPTER 8 ¿ Step 5: Audience Insights
Step 5: Identify Audience Insights
What You Need to Know About Your Priority Audience
How to Learn More About Priority Audience
How Insights Help Develop Strategy
Potential Revisions
Ethical Considerations When Researching Priority Audience
Part III ¿ Developing Marketing Intervention Strategies
CHAPTER 9 ¿ Step 6: Crafting a Desired Positioning
Positioning Defined
Step 6: Develop Positioning Statement
How Positioning Relates to Branding
Ethical Considerations for Developing a Positioning Statement
CHAPTER 10 ¿ Step 7.1: Product: Creating a Product Platform
Product: The First "P"
Step 7.1: Develop the Social Marketing Product Platform
Decisions Regarding Tangible Goods
Decisions Regarding Services
Branding
CHAPTER 11 ¿ Step 7.2: Price: Determining Incentives and Disincentives
Price: The Second "P"
Step 7.2: Determine Incentives and Disincentives: Six Options to Consider
More on Commitments and Pledges
Setting Prices for Tangible Goods and Services
CHAPTER 12 ¿ Step 7.3: Place: Making Access Convenient and Pleasant
Place: The Third "P"
Step 7.3: Develop Place Strategy
Ethical Considerations When Selecting Distribution Channels
CHAPTER 13 ¿ Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
Promotion: The Fourth "P"
Message Strategy
Messenger Strategy
Creative Strategy
Pretesting
Selecting Communication Channels
Factors Guiding Communication Channel Decisions
Ethical Considerations Related to Promotion Strategies
Part IV ¿ Managing Social Marketing Programs
CHAPTER 14 ¿ Step 8: Monitoring and Evaluation
Step 8: Develop a Plan for Evaluation
Why Are You Conducting This Measurement?
What Will You Measure?
How Will You Measure?
When Will You Measure?
How Much Will It Cost?
Ethical Considerations in Evaluation Planning
CHAPTER 15 ¿ Step 9: Budget and Funding Plans
Step 9: Budgets and Funding Sources
Determining Budgets
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
CHAPTER 16 ¿ Step 10: Implementation and Sustaining Behaviors Plans
Step 10: Complete an Implementation Plan
Phasing
Sustainability
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Epilogue
Appendix
References
Index