January 2002

Published by Turning Point, this 90-page publication was designed to present basic information about social marketing.

From the 'Notes to Readers'
This Guide is intended for use as a reference manual for agencies and organizations wishing to expand their employees’ knowledge of social marketing and its basic principles of implementation. It is not meant to provide detailed answers to all social marketing dilemmas, nor is it meant as a substitute for a specific marketing plan. Information contained in this guide is current as of January 2002. The enclosed materials are meant to help [readers] increase [their] knowledge of social marketing and how it can be used to address public health issues.

Informational materials contained in this guide include: a "Social Marketing 101" that outlines the basic concepts of Social Marketing; a case study that demonstrates the use of the principles of social marketing; factors that influence behavior; one in-depth case study complete with overview, audience profiles and background articles; social marketing definitions; and a reference section containing resources you can access for additional information. In addition, the in-depth case study contains a facilitator’s guide that explains how to use the exercise to direct students through a social marketing model.

Turning Point, started in 1997, was an initiative of The Robert Wood Johnson Foundation and the W.K. Kellogg Foundation. Its mission was to transform and strengthen the public health system in the United States by making it more community-based and collaborative.

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