pemasaran di sektor publik2

PEMASARAN D

I SEKT

OR

PUBLIK YOGI SUWARNO

w w w. d i f u s i i n o v a s i . c o . c c

…

IKLAN KOMERSIAL

IKLAN NON KOMERSIAL

MODEL HUBUNGAN ILMU & PENGEMBANGAN

Turkenburg, 2000

PROSES KEPUTUSAN MEMBELI (KOTLER, 2007)

Mengenali Kebutuhan

Mencari InformasiEvaluasi Beberapa Pilihan

Keputusan Membeli

Perilaku pasca Membeli

SOCIAL MARKETING

SOCIAL MARKETING IS

SOCIAL MARKETING IS NOT

1. A social or behavior change strategy

2. Most effective when it activates people

3. Targeted to those who have a reason to care and who are ready for change

4. Strategic, and requires efficient use of resources

5. Integrated, and works on the “intallment plan”

1. Just advertising2. A clever slogan or

messaging strategy3. Reaching everyone

through a media blitz

4. An image campaign5. Done in a vacuum6. A quick process

PRODUK SOSIAL

Gagasan sosial (social idea)

ESENSI KAMPANYE SOCIAL MARKETING

Audience segmentatio

n

KONTINUM INTERVENSI

SocialMarketing

LawEducation

Aware/ Not considering

to change

Unaware/ Considering

to change

Entrenched/ No desireto change

PROSES SOCIAL MARKETING

No Processes Remarks

1 Planning Formative researchAnalysisAudience segmentationStrategy development

2 Message and materials development

Identifying appropriate channelsDeveloping effective messagesProducing creative executions

3 Pre-testing Conducting the pre-testUsing the pre-test results

4 Implementation Developing an implementation planPlanning and buying mediaGenerating publicityMonitoring implementation

5 Evaluation and feedback

Evaluating designEvaluation methodsUsing feedback to improve the program

FORMATIVE RESEARCH

Formative research adalah riset yang dilakukan sebelum program didesain dan diimplementasikan

Formative research berfungsi untuk:membantu untuk memahami kepentingan, atribut dan kebutuhan dari populasi yang berbeda

Menciptakan program yang khusus didesain untuk kebutuhan

Memastikan program dapat diterima dan layakMemperbaiki hubungan klien dan agen

SEGMENTASI PASAR

Geografis (wilayah, pemukiman, perkotaan, dsb)

Demografis (usia, jenis kelamin, pendapatan, tingat pendidikan, pekerjaan, dsb)

Psikografis (sikap, motivasi, persepsi, dsb)

Kebiasaan (menggunakan, kesukaan membeli, dsb)