Marketing for Social Change: NSMC Initiative Analysis Report

This report analyzes a social change initiative focused on tree stewardship within environmental justice communities, specifically examining the program in Huntington Park, California. The report begins with an overview of the initiative, which utilizes community-based social marketing to encourage resident engagement in caring for young trees. It then delves into a detailed analysis of the initiative based on the UK National Social Marketing Centre (NSMC) benchmark criteria, including clear behavioral goals, customer orientation, insight, competition, segmentation, and the methods mix. The analysis highlights the strengths and weaknesses of the program in relation to these criteria, supported by evidence from the provided article. Finally, the report suggests potential improvements to the initiative based on the analysis, aiming to enhance its effectiveness in promoting tree stewardship and achieving its social change objectives. The report emphasizes the importance of understanding the target audience, addressing barriers, and leveraging community involvement for successful outcomes.

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Course Code: 7004MKT_3211_OL
Course Name: Marketing for Social Change
Due Date: 21/04/2021 Assessment Item #: 1
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Contents
Introduction................................................................................................................................2
1. Social Change Initiative Overview........................................................................................2
2. NSMC Benchmark Criteria Analysis.....................................................................................3
2.1 Clear Behavioural Goals.....................................................................................................3
2.2 Customer Orientation..........................................................................................................3
2.3 Insight..................................................................................................................................4
2.4 Competition.........................................................................................................................4
2.5 Segmentation.......................................................................................................................5
2.6 Methods Mix.......................................................................................................................5
3. Social Change Initiative Improvements.................................................................................6
References..................................................................................................................................7
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Introduction
The people's activity has always involved shaping the natural forces they found around them (The
Socialist Alternative, 2020). The essay's goal is to identify the NSMC benchmark criteria in the
outreach program in the article "Inspiring Resident Engagement: Identifying Street Tree
Stewardship Participation Strategies in Environmental Justice Communities Using a Community-
Based Social Marketing Approach."
The essay content lays in a social initiative foreword, critical analysis on the applicable NSMC
benchmark criteria, and suggestions on improving the program.
1. Social Change Initiative Overview
Tree-planting municipalities and organizations face multiple challenges to achieving thriving urban
forests, among which is providing establishment-period care to young trees (de Guzman, Malarich,
Large, and Danoff-Burg, 2018). In arid and semi-arid regions delivering water to trees is a resource-
and time-intensive activity often does not get specific funding (de Guzman et al., 2018).
The article "Inspiring Resident Engagement: Identifying Street Tree Stewardship Participation
Strategies in Environmental Justice Communities Using a Community-Based Social Marketing
Approach" represents an urban tree planting program in Huntington Park city (Southern California,
the US); it resulted in developing two separate marketing strategies. The goal was to encourage the
city residents to engage in environmental justice communities to actively care about young trees in
front of their houses via community-based social marketing (de Guzman et al., 2018). This
marketing approach aims at creating socially desirable behaviour changes to support areas and
includes five steps: targeting, barriers/benefits identification, developing and pilot-testing strategies,
and evaluation.
In this case, researchers investigated socioeconomic and cultural characteristics to barriers and
motivators regarding tree stewardship: watering, mulching and weeding (de Guzman et al., 2018).
The tested strategies were active (in-person communication with homeowners) and passive (leaflets
at the door); 36 houses each. The evaluation stage was conducted six weeks after program outreach.
The research outcome found the trees from the active group having a better presence, even if only
sixteen residents opened their doors. To sum up, despite the limited resources, active engagement
with the community may help the tree planting initiative rise to prominence.
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2. NSMC Benchmark Criteria Analysis
Huntington Park's community-based intervention follows the UK National Social Marketing Centre
(NSMC) benchmark criteria.
2.1 Clear Behavioural Goals
This study relies on community-based social marketing, which is based on social science research
that demonstrates behaviour change can be effectively achieved through initiatives delivered at the
community level and focused on removing barriers to an activity while simultaneously enhancing
its benefits (de Guzman et al., 2018). It aims at exploring the viability and perspectives of city
residents regarding participating in urban tree stewardship, i.e., community engagement. This
indicates specific actionable and measurable behavioral goals and key indicators have been
established in relation to a specific ‘social good’ (NSMC, 2006).
Moreover, another goal is to reveal whether behaviour changes can be used to involve homeowners
in tree-caring to allow more resources to be allocated to planting trees. If they prove to work
effectively, tree-planting municipalities may create a social norm around tree watering and care
among residents in the communities they serve (de Guzman et al., 2018). As the intervention
focused on specific behaviours (NSMC, 2006), this study targeted non-divisible (watering and
weeding trees cannot go separately) and end-state behaviours (a four-step timely process of tree
caring). (de Guzman et al., 2018). Throughout the research, behaviour change has become the most
outstanding component of four standard behavioural domains: formation, maintenance, and control
(NSMC, 2006).
2.2 Customer Orientation
Formative consumer/market research used to identify audience characteristics and needs,
incorporating key stakeholder understanding (NSMC, 2006). The evidence is presented by the mix
of qualitative (literature review, focus groups) and quantitative data (survey).
The literature shows that, while trees are not seen as problem-free, public perception of trees is
generally highly positive both among a volunteering public and a general public (Lohr et al. 2004).
Meanwhile, two separate focus groups were targeted: Group 1 was a “Tree Care Group”, and Group
2 was a “Non-Tree Care Group” (de Guzman et al., 2018). The attendees were the locals from
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Huntington Park: variedly aged working-class men and women of Latino descent. The number of
participants ranged from 8 to 12 and conducted in Spanish. (de Guzman et al., 2018). Interestingly,
the Group 1 participants used to volunteer for TreePeople and knew each other in person, whereas
the Group 2 participants did not. The survey for 88 people was crafted to identify barriers to caring
for trees, yard infrastructure, current plant- and tree-care habits, demographics, etc. General
research questions were followed by statements instead of numbers; the target audience was
surveyed within the field site – those served as evidence of ethnographic technique usage (NSMC,
2006). All data were collected by the TreePeople volunteers who seemed to play a significant role
in the local community.
2.3 Insight
Insight is generated from customer orientation work (NSMC, 2006). The focus group results helped
the researchers identify a handful of challenges for tree care and non-tree people. Both groups came
to similar conclusions of the city owning the plants but not caring about them; the city having a
false idea that people should be responsible (de Guzman et al., 2018). The residents also mentioned
the barriers caused by trees (i.e., lots of foliage on sidewalks, space takeover) (de Guzman et al.,
2018).
A deep understanding of what moves and motivates the target audience, including who/what
influences the targeted behaviour, is another bullet point about insight (NSMC, 2006). Commitment
(visible by others) was considered a powerful motivation tool to pursue tree-caring activities (de
Guzman et al., 2018). The same applies to a street cleaning as a weekly reminder. Another
consideration was using TreePeople in the program branding initiative. It refers to using insight to
develop an attractive methods mix (NSMC, 2006).
2.4 Competition
Seeks to understand what competes for the audience's time, attention, and inclination to behave in a
particular way (NSMC, 2006). The non-tree care residents defined their barriers during the focus
group interview (de Guzman et al., 2018). That would be clear evidence for internal factors - the
factors inside the community. Furthermore, to adopt a new social norm for tree caring, a few
strategies were applied, including educating and communicating with residents, demonstrating no
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challenge with carrying the bucket (de Guzman et al., 2018). It may serve as another benchmark
proof, as one of the main criteria is to develop strategies to minimize the impact of competition
(NSMC, 2006).
The external factor might be Huntington Park city - it is small (a task for watering is complex) and
has limited funding to provide better care for trees (Jack-Scott et al., 2013). Therefore, the non-tree
care community believes they do not carry a whole responsibility for that.
2.5 Segmentation
Segmentation is drawn from the customer orientation and insight work (NSMC, 2006). The study
uses three segmentation bases: geographic and psychographic. Geographically, the segments were
defined by three different neighborhoods of Huntington Park. The first one was tethered to focus
groups, and the other ones were targeted for outreach program development testing.
Another criterion - segments are prioritized and selected based on clear criteria, such as size and
readiness to change (NSMC, 2006). The audience was segmented by attitude (tree and non-tree
care) and engagement rate (active and passive outreach; 36 homes separately in different
neighborhoods).
2.6 Methods Mix
It uses a mix of methods to bring about behaviour change (NSMC, 2006). The goal is more than to
raise awareness (NSMC, 2006) - it is active community engagement in tree planting and
stewardship.
The article mentions testing and developing several strategies: leveraging barriers and outreach
programs. They are based on primary intervention methods (inform, educate, support, design, and
control) (NSMC, 2006). The TreePeople volunteers informed neighbourhood residents about the
tree-planting program via scheduled in-person visits and leaflets. Moreover, instructional magnets,
air freshener prompts, and commitment stickers were the merchandise (de Guzman et al., 2018).
Further, TreePeople provided their full support in investigating people's behaviours and designing
strategies (de Guzman et al., 2018). The education part was to display tree caring as community
value to the city residents, alongside many other deeds (de Guzman et al., 2018). To conclude, the
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outreach program strategy was controlled to reveal the results of both groups on soil moisture,
mulch, and tree health within six weeks after development (de Guzman et al., 2018). Plus, methods
and approaches must be financially and practically sustainable (NSMC, 2006) - the strategies
covered that point.
3. Social Change Initiative Improvements
The following study is tailored to arid and semi-arid, small-sized locations, as the article mentioned.
Moreover, Huntington Park represents the Latino community, whose main characteristics were the
median age of 24, insufficient income, and high school education (de Guzman et al., 2018). The
suggestion is, deeper segmentation typing might be used, considering people of diverse
personalities and backgrounds. Despite the Millennial takeover, the article says it is not uncommon
to have up to 10 people in a home, with multiple generations in a household; non-relatives may also
live in the house (C. Basurto, personal communication).
Another significant proposal is to include the exchange benchmark. While Huntington Park
residents explained their motivations for not caring about the trees, researchers started educated
them with no following incentives (de Guzman et al., 2018). Financially, there could have been
discounts on fertilizers or tree trimming equipment. Socially, there could have been competitions
for the greenest neighbourhood, as far as it is a community-based social marketing approach.
Moreover, the following publication in the media outlet might be considered as a reward.
Lastly, it is recommended to select numerous marketing communication channels to raise campaign
awareness. Given that many Huntington Park residents are Millennials, it would be valuable to pick
up on digital (e-mail newsletters, social media ads) and traditional (billboards) marketing tools. The
wise distribution of information on environmental initiatives would help to create an engaging
marketing mix.
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References
1. de Guzman, E., R. Malarich, L. Large, and S. Danoff-Burg. 2018. Inspiring Resident
Engagement: Identifying Street Tree Stewardship Participation Strategies in Environmental
Justice Communities Using a Community-Based Social Marketing Approach. Arboriculture
& Urban Forestry. 44(6):291–306.
2. Jack-Scott, E., M. Piana, B. Troxel, C. Murphy-Dunning, and M.S. Ashton. 2013.
Stewardship success: How community group dynamics affect urban street tree survival and
growth. Arboriculture & Urban Forestry, 39(4):189–196.
3. Lohr, V.I., C.H. Pearson-Mims, J. Tarnai, and D. Dillman. 2004. How urban residents rate
and rank the benefits and problems associated with trees in cities. Journal of Arboriculture,
30(1):28–35.
4. Basurto, C. TreePeople Regional Manager of Southeast Los Angeles, and Huntington Park
resident. 13 May 2015. Personal interview with Jesse Brown, TreePeople CBSM Intern.
5. Humans and Nature. The Socialist Alternative. Retrieved from
https://www.socialistalternative.org/global-warning/humans-nature.
6. NSMC (2006). NSMC Benchmark Criteria. Retrieved from
https://www.thensmc.com/content/nsmc-benchmark-criteria-0.
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