Our Approach: Community-Based Social Marketing

At the core of our program approach are the tactics of community-based social marketing (CBSM), with a focus on overcoming the barriers that limit the reach of traditional awareness campaigns. Community-based social marketing acknowledges the necessity of speaking to the interests, concerns and motivations of the individual as a member of a community, and of using community networks to drive demand for program services.

Our turn-key community engagement programs bring CBSM-based tactics to life and generate measurable results for program sponsors.

From Doorstep to Savings: Driving Program Participation

One Change uses free simple tools, such as a low flow shower head or CFL bulb, to engage customers on their doorsteps and introduce program messages and recommended actions. Through our developed and tested process, we are able to drive participation in four easy steps:

•  A moment of reciprocity: One Change programs rely on the concept of reciprocity to generate successful person-to-person interaction. By introducing a free simple tool early in the conversation, our staff and volunteers are creating a moment of exchange – the customer has received a free item on behalf of the sponsor and is encouraged to reciprocate by taking action.

• Introducing a trusted source of information: One Change works with community leaders and neighbours to deliver our funder programs and messaging. When delivered to the home by a trusted source, the simple tool acts as a conversation starter that enables the volunteer, community leader, or staff member to discuss other program incentives and messages.

• Targeting the correct audience: Using our exclusive data and mapping system we identify communities that match target segments based on census data. At the doorstep, volunteers and field representatives deliver messages tailored specifically for the targeted segment and record customer interactions to verify that deliveries have been made.

• Driving results in related programs: While distributing a free simple tool, our volunteers and staff become ambassadors and can introduce messages and information about other programs.

Our data-driven community engagement approach starts conversations and stimulates behaviour change, promotes sponsor messages,  and educates customers through programming uniquely designed to meet a funder’s needs.