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Assignment Task:

Introduction 
Since the end of 2016, Social Marketing works together with the Redlands City Council to develop and pilot test a social marketing program that aims to reduce dog and koala interactions across Redland City. Social Marketing Griffith has conducted formative marketing research and found that a program that is dog and not koala focused offers the most potential to get Redlands dog owners involved. Consequently, Leave it was designed: a dog focussed program delivered by professional trainers each of whom has previously participated in a koala aversion training session delivered by Steve Austin.  The program was launched at RSPCA Million Paws Walk (May 21, 2017) and further promoted during Indigi Day Out (June 3, 2017). As the icing on the cake, a trial event called DogFest (June 4, 2017) was hosted with the aim to encourage dog owners to try before they buy into the 4-week Leave It training program.  As a student in the Marketing for Social Change course, I had the opportunity to actively contribute to realizing a component of the pilot program; namely, the organization of the one-day event Indigi Day Out. That is an event hosted by IndigiScapes and Redland City Council and has a particular focus on involving children and developing a sense of wonder and interest in the natural environment. This year, it was a great day out for all the family with market stalls, native plant displays, trackless train rides, kid’s activities, animal displays, barbecue, and a music festival across two stages hosted by Folk Redlands. This report presents the objectives, planning, execution, and evaluation of Social Marketing 

Objectives 


Main objectives: 
• “Raise awareness for the ‘Leave it’ dog training program amongst the inhabitants of Redland and surroundings.”

• “Recruit 20 participants for the ‘Leave it’ dog training program amongst the inhabitants of Redland and surroundings.” 

 

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  • Posted on : May 27th, 2019
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