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Four Ps of Marketing Countdown 5. Partnerships - ProProse specializes in developing public-private partnerships that extend the budget and magnify the visibility of our campaigns. Partners include businesses, community-based organizations and other public agencies. 4. Product – In social marketing terms, we consider the product to be the benefit that is being offered through a campaign. ProProse project examples include: better health or longer life, lower energy bills, reduced odds of wildfire destroying a home, safer driving experiences. 3. Price – ProProse looks at price as the cost to change behavior in terms of time, effort, and sometimes money. For example: Driving a bit slower and paying more attention in a highway work zone costs time and energy. Turning off the TV and reading to a young child costs parents time and energy. Reporting a suspected drunk driver by calling 9-1-1 costs motorists time and energy, and potentially a few cents on a cell phone bill. 2. Place – This includes where the product or benefit is being offered and where the product can best be communicated. This P also considers where the target audience is and when they are more receptive to the offer. The place is key because it affects where promotion is most effectively delivered to change behavior. For example: Messages targeting drivers in vehicles are effective for work zone safety and anti-DUI campaigns. Pre-schools, day care centers, pediatrician offices, maternity wards, libraries and children’s clothing or toy stores are places to reach parents about the benefits of reading to their young children. 1. Promotion – This includes all of the various ways that we at ProProse can promoted desired behavior:
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