4 P’s of Social Marketing

1. Product

This refers to the desired behaviour change or benefit you are promoting. My product is to encourage children to choose vegetables over junk food as part of the “product” of better long-term health by providing them with a packed lunch box plan filled with good food that is accessible and posed convenience rather than a bag of chips, that lacks nutrients and vitamins required for the child to grow up to become a healthy adult.

2. Price

This is the cost or barrier the target audience must overcome to adopt the behaviour. So in this case, A busy parent might view cooking healthy meals as “too much effort”, my website designed social marketing campaign provides fast, easy recipes to lower that "price." That parents have to “pay” to keep their child fit and healthy.

3. Place

This is where and how the target audience accesses the product or receives support for the behaviour. I will be delivering healthy lunchbox ideas to parents via school newsletters or social media posts, advertising in parent hotspots and in varying socioeconomic areas to enable a wide range of parents to use of my lunchbox plans, encouraging more and more parents to get their kid to start their healthy lifestyle journey.

4. Promotion

This refers to the communication strategy used to raise awareness, change attitudes, and encourage behaviour change. My use of catchy slogans like “Less Screens, More Greens” to encourage parents to limit their children’s screentime and increase their consumption of plant-based foods, “Fast Fixes for Full Calendars” and “Busy Lives, Healthy Kids – It’s possible” Targets parents with full schedules and a packed work-life balance and guides them to the understanding that there are alternate ways of parenting their children and that two minute noodles and a bag of chips is not good food just due to convenience, and encouraging them to purchase my product of pre-packed lunch boxes for their child, so that he consumption of good nutrients, becomes a repetitive habit, rather than a casualty.