Analyzing Way2Go! Social Marketing for Girls' Active Transportation to School

Running head- MARKETING
Social marketing critical analysis
Name of the student
Name of the university
Author note

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MARKETING
Table of contents
Introduction................................................................................................................................2
1. Overview of the social change...............................................................................................2
2. NSMC benchmarks criteria analysis......................................................................................3
2.1 Behaviour.........................................................................................................................3
2.2 Customer orientation........................................................................................................4
2.3 Theory..............................................................................................................................5
2.4 Insight...............................................................................................................................6
2.5 Exchange..........................................................................................................................6
2.6 Competition......................................................................................................................7
2.7 Segmentation....................................................................................................................7
2.8 Methods mix.....................................................................................................................8
3. Initiatives to bring the improvements....................................................................................9
References................................................................................................................................10

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MARKETING
Introduction
Marketing is the initiative of the sellers to lure the buyers through strategies. In this
process, the main aim is to ensure the social wellbeing. However, this is not an easy task, as
the behaviour of the people differ according to its range and intensity. Measurement of these
behaviours is assistance in terms of estimating the impact on the community development
(Sauvage-Mar et al., 2019). This essay aims to analyse a campaign on “Way2Go! Social
marketing for girls' active transportation to school” through the incorporation of NSMC
criteria. Within this, the focus is on the initiatives undertaken for bringing the social change.
Along with this, the assignment also focuses on the steps taken for making the necessary
improvements.
1. Overview of the social change
In the competitive pace, proper frameworks are lacking in terms of governing the
educational establishment of the children. This is especially in case of the girl children
residing in the communities amidst shabby surroundings, which acts as a compromise into the
fulfilment of the basic needs for survival.
According to the article, “Way2Go! Social marketing for girls' active transportation
to School, Active Transportation to school (ATS) is one of the recent trends for increasing
the physical activities. Girls and young women are exempted from the usage of ATS from the
categories of physical, mental and community health benefits. Social marketing is one of the
effective frameworks in understanding the perspective of the girls (Sauvage-Mar et al., 2019).
The activity of developing these frameworks can be considered as a collaborative approach
towards campaigning for improving the health of the public domain. Experimentation on 79
girls between the age group of 7 and 15 years in Spring, Victoria is the typical evidence
behind this.

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MARKETING
According to the thematic analysis, participants from the elementary school preferred
health and fun while the middle school participants favoured socialization for enhancing their
academic establishment and development. Segmentation of the audience into different groups
was an initiative towards gaining a deeper understanding into the behaviours upon receiving
the information and messages. For addressing the issue, Way2Go project was funded by
Victoria Capital Regional District. Typical component of this project was peer to peer
promotions, where the participants stressed on the fun, which was reflected from the light
messages. This acted as an initiative towards encouraging ATS (Sauvage-Mar et al., 2019).
In comparison to this, the article, Assessing the Impact of a Social Marketing
Campaign on Program Outcomes for Users of an Internet-Based Testing Service for Sexually
Transmitted and Blood-Borne Infections: Observational Study is considered for analysing the
different ranges and intensity of the behaviours, which the people exposed in a given
situation or circumstance (Gilbert et al., 2019).
2. NSMC benchmarks criteria analysis
2.1 Behaviour
Most of the times the people perform the actions under the influence of the
unconscious mind. Under the pressure of drab monotonous schedules, the people just
concentrate on the ways to finish the task. Social marketing proves beneficial in terms of the
measuring and influencing knowledge, attitudes and beliefs of the people. Mention can be
made of the campaigns related to tests of sexually transmitted diseases and blood borne
infections, which lack effective research in terms of evaluation. In this case, the reliance is on
the process measures, which shapes the behaviours based on the achieved outcomes
(Sauvage-Mar et al., 2019). Web based campaigns and internet based health services are
plans for upgrading the standards of living for the girl children living in the communities.