• Internal Code :
  • Subject Code : MKT3SEM
  • University : La Trobe University
  • Subject Name : SOCIAL MARKETING

Social Marketing Plan for Mindfulness

Table of Contents

Wisdom

Social Marketing Problem

Situation Analysis, Stakeholders and Partners and Upstream Policy Issues

Social Marketing Theory

Segmentation and Targeting

Marketing Mix and People & Partnerships

Implementation and Evaluation

References

Wisdom

Wisdom is known as the ability to act and think consuming the understanding, experience, knowledge, insight, and common sense. It is based on several characteristics such as judgement, experiential self-knowledge, compassion, non-attachment, and self-transcendence (Higgs & Tasker, 2017). Ethics and virtues are also included in the characteristics of wisdom. The application of wisdom promotes possible outcomes for the individuals and involves cognition to get a better understanding of intrapersonal and interpersonal levels. Through reflection and affection, a deeper acceptance can be derived that promotes self-awareness in real-life situations. The positive and negative aspects can be easily identified among humans with reflection and self-examination (Anālayo, 2018).

Wisdom promotes empathy to recognize feelings, emotions, and ideas of an individual that is based on self-regulation of sound judgement. The motivation behind the behaviour and situation of an individual involves others through mindfulness meditation (Higgs & Tasker, 2017). The practice of empathy based on mindfulness meditation promotes effective behaviour and involves possible actions. Self-regulatory processes include social, physiological, emotional, and behavioural practices to manage the self-regulation theory for managing the problem of eating behaviour. Mindfulness works through wisdom and self-regulatory behaviour. Self-control for depressive symptoms, weight loss, and diabetes management promotes contribution towards self-acceptance patterns (Kristeller, 2015).

Cognitive patterns are established based on hunger and satiety cues. With the acquired wisdom and retained attention skills, the practice of mindfulness created by individuals. Non-judgmental awareness, cognitive capability, and decreased anxiety promote indicated relationship with the mindfulness meditation (Biesta, 2017). Experiences enhance wisdom that works in contrast with awareness and mindfulness. A bridge between the practice and theory of understanding promotes an individual as a wise person by cultivating dispassionate rationality, empathy, and humility.

The practice of wisdom is increased by effective education and self-regulated behaviour. The desire for professionalism consists of the ongoing part of evidence control. Lifelong learning creates a practical wisdom practice to enhance the educational approach. The life experience model of wisdom works with the intervention targets to discuss the leadership virtues and create possible developmental opportunities. Mindfulness is an intervention tool to foster wisdom through cognitive practices (Kristeller, 2015).

Social Marketing Problem

The major problem in social marketing is based on social media and digital technology. Stress is real life and boosting self-esteem for the effectiveness of marketing is necessary. Reduction of stress with the use of wisdom is necessary that can help the individuals to overcome the situation (Goldberg, Fishbein & Middlestadt, 2018).

Situation Analysis, Stakeholders and Partners and Upstream Policy Issues

The level of stress is increasing day by day among individuals with negative effects on health. Anxiety, depression, stress, cyberbullying, hacking, cheating, scams, relationship problems, and addiction are some issues in social media. It leads to psychological stress that focuses on personal problems (Lee & Kotler, 2015). A large number of individuals using social media that leads to affect their lives in different forms. It can be turned into positive or negative effects. The use of social media is addictive and it can affect the life of an individual in different ways.

Qualitative sleep is also affected by individuals that are presented in the social media world. Daily life activities of individuals are affected by social media as well. Stakeholders for the practice of social media are young children and adults including men and women. It affects their lives and creates a change in the behaviour of individuals. Stress through social media leads to develop negative behaviour in the stakeholders. Government, health institutions, families, and schools are all included as stakeholders for social marketing (Goldberg, Fishbein & Middlestadt, 2018).

Relatable behaviour can be seen with the development of self-aware behaviour. A broader aspect of learning is required to maintain the intentions and change the social norms. The practice of mindfulness is adopted by different individuals to manage stressful situations. Upstream policy interventions include policy approaches that affect large populations through economic interventions, increased access, and regulations (Mineo, 2018).

The problems of social marketing are discussed in different policies. To manage the social system as effective, upstream social strategies are available. Mindfulness is considered as a revolution in the field of marketing. Corporations, businesses, schools, and government agencies define the upstream policies where an issue of negative behaviour, social inequalities and a stressful situation arises that pressurizes and individual to promote wisdom based situations (Lee & Kotler, 2015).

Social Marketing Theory

Social marketing theory is considered as socially valuable information which promotes mass communication and works with socially accepted behaviour. Integration with principles, ideas, tools, and techniques, it promotes social benefits to society by promoting communication strategies. This theory is based on relatable behaviours, attitudes, and ideas that include "Edutainment". Increased acceptability and practice of social idea brings a change in the psychological factors. This theory works effectively with exchange theory, consumer research, and market segmentation. It promotes maximum sharing and outcomes in a possible manner (Rundle-Thiele, et al., 2019).

Segmentation and Targeting

Social marketing is based on a particular group of the population. Through social change, the product and awareness are necessary for existing community agencies. Online users of different social media platforms are potential customers of social media marketing. It breaks down the audience segmentation to analyze the needs of the target population (Kennedy, 2016). Existing community agencies are effective to break down marketing opportunities and promote beneficial results. Reduction in stress is necessary for marketing segmentation and promoting the needs of mindfulness among audiences. Mass communication enhances the needs of society through beneficial details of the meditation (Dietrich, Rundle-Thiele & Kubacki, 2017).

Different workshops can focus on target customers such as young children and adults who are facing stress or depression at the workplace. A healthy brain promotes the involvement of mindfulness and enhances cognitive capabilities. Consistency in the judgments and thoughts explore better opportunities for individuals to calm their body. The targeted audience for social marketing is based on the self-awareness and age group of 15 to 50. Comfortable and healthy lives attract all individuals and provide success to awake the individuals and maintain the social benefits to attract consumers. A change in the lives of individuals promote the needs of mindful activities and enhance meditation and mindfulness program (Mineo, 2018).

Marketing Mix and People & Partnerships

Major components of the marketing mix are product, price, promotion, and place mix. Marketing mix of social marketing are:

  • Product: The target population of mindfulness is encouraged by clean drinking water, organic farming, and nutritional foods. Sustainable products provide a benefit for society to maintain effective services and products. Healthy products bring healthy lives that enhance social practices. Benefits to society promote tangible products that maintain effective practices. (Kennedy, 2016)

  • Price: Social marketing is based on monetary and non-monetary prices. The target population takes the benefit of monetary price benefits with the purchase of effective products. Non-monetary prices include social costs and psychological costs that enhance time, habit, and efforts. With the effective change, social marketing promotes lower-cost benefits to the customers and valuable benefits with the mindful activities (Dietrich, Rundle-Thiele & Kubacki, 2017).

  • Place: The target population requires a place for effective production and implementing changes that belong to a product distribution site. A successful workshop for mindful activities enhances the needs of audiences with self-awareness and concentrated efforts. A stressful life through meditation encourages individuals to access the campaigns easily (Dietrich, Rundle-Thiele & Kubacki, 2017).

  • Promotion: Advertisements and public relations enhance the capability of individuals to work with social marketing tools. Through effective promotion strategies through public, partnership, and policies, the larger audience can be targeted that promotes the effectiveness of social media marketing. The stressful situation is dealt with by most of the individuals in their life, through advertisements and relating individual lives, individuals can easily get attracted to the activities (Kennedy, 2016).

Partnership with community agencies can help in promoting the workshops and promote social marketing. Awareness among individuals increases through social benefits and changes in the lifestyle. The intended target group can reach out to the required information by using social media theory and maintain healthy lives. Beginners struggle with the process of mindfulness and find distracted while through effective practice better results can be derived by individuals (Dietrich, Rundle-Thiele & Kubacki, 2017).

Implementation and Evaluation

With the serious impacts of stress and depression, individuals search for an effective and healthy lifestyle based technique. The issue of hypertension can be easily resolved through mindfulness activities. A social marketing campaign can be implemented with an effective workshop that can promote the needs of the audience and attract them through advertisements and partnerships with the community agencies. Progressive illness can be a major issue for individuals that can affect the lifestyle of the audiences (Kristeller, 2015).

Through practicing mindfulness activities and enrollment into meditation activities, individuals can find inner peace which can benefit them to seek a positive lifestyle. Implementation of the marketing strategies can be evaluated with the success of the mindfulness and mediating program. A minimum number of audience for the workshop should be 100 each day. This activity will work for a week on the campus to create social benefits and make the individual aware of their lifestyle and need for mindfulness. Evaluation of the workshop success can be attained through the number of individuals enrolled in the activities.

References

Anālayo, B. (2018). Remembering with wisdom is not intrinsic to all forms of mindfulness. Mindfulness, 9(6), 1987-1990. Biesta, G. (2017). The future of teacher education: Evidence, competence or wisdom?. In A Companion to Research in Teacher Education (pp. 435-453). Singapore: Springer.

Dietrich, T., Rundle-Thiele, S., & Kubacki, K. (2017). Segmentation in social marketing. Singapore: Springer.

Goldberg, M. E., Fishbein, M., & Middlestadt, S. E. (Eds.). (2018). Social marketing: Theoretical and practical perspectives. New York: Psychology Press.

Higgs, J., & Tasker, D. (2017). Pursuing practice mindfulness and wisdom. In Community-Based Healthcare (pp. 187-196). US: Brill Sense.

Kennedy, A. M. (2016). Macro-social marketing. Journal of Macromarketing, 36(3), 354-365.

Kristeller, J. L. (2015). Mindfulness, eating disorders, and food intake regulation. In Handbook of Mindfulness and Self-Regulation (pp. 199-215). New York : Springer.

Lee, N. R., & Kotler, P. (2015). Social marketing: Changing behaviors for good. US: Sage Publications.

Mineo, L. (2018). With mindfulness, life’s in the moment. Retrieved from: https://news.harvard.edu/gazette/story/2018/04/less-stress-clearer-thoughts-with-mindfulness-meditation/

Rundle-Thiele, S., David, P., Willmott, T., Pang, B., Eagle, L., & Hay, R. (2019). Social marketing theory development goals: an agenda to drive change. Journal of Marketing Management, 35(1-2), 160-181.

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