Marketing is often perceived as the practice of promoting a product or service, paired with a catchy slogan plastered on billboards, commercials, and those ever-present pop-up ads. While that’s true, it only scratches the surface of what marketing is, and the layers of tactics used to influence how people think, act, and perceive not only products and services but also the communities they live in.
Wait, communities? Absolutely.?
Marketing isn't just about transactions, it plays an insurmountable role in shaping how people engage with and perceive their communities. Whether it's encouraging public transit use, fostering social cohesion, or increasing civic participation, marketing strategies can drive real, lasting change, and thanks to behavioral change.
Behavioral change marketing focuses on shifting perceptions and actions through strategic messaging, storytelling, and targeted outreach. This approach is commonly used in public service campaigns, social impact initiatives, and community engagement efforts where the goal is not just to sell but to drive meaningful change.
Unlike traditional marketing, which often centers around immediate conversions, behavioral change marketing takes a long-term view. It acknowledges that people’s decisions are influenced by emotions, social norms, accessibility, and personal beliefs, and then focuses on crafting campaigns to meet audiences where they are,gently guiding them toward new behaviors.
When and Where Behavioral Change Matters in Campaigns
Behavioral change marketing is crucial in any campaign where education, awareness, and long-term engagement are needed. Some key areas where this approach is effective include:
- Public Health and Safety Initiatives – Encouraging healthier habits, such as regular exercise, smoking cessation, vaccine adoption, seatbelt use, pedestrian awareness, emergency preparedness, and responsible driving habits. Our work with Flavors Hook Oregon Kids was designed to make the dangers of flavored tobacco products impossible to ignore. Through print ads and compelling video storytelling, the campaign put a spotlight on the deceptive marketing tactics used to target youth. By reaching rural communities, parents, and legislators, we aimed to create urgency around the issue, mobilizing support for a bill to ban flavored tobacco products.?
- Community Development and Public Policy – Shaping attitudes around transit use, workforce development, and civic engagement. Through our collaboration with WSTA on the Transit is Why Public Education Campaign,? we worked to change public perception of transit by emphasizing its accessibility, economic benefits, and role in creating stronger, connected communities. Using storytelling, strategic messaging, and digital ad space, the campaign successfully encouraged increased transit ridership and a broader understanding of transit’s importance.
- Social Services and Nonprofits – Encouraging participation in programs, shifting perceptions about marginalized communities, and fostering social responsibility. Our YWCA Clark County volunteer recruitment campaign aimed to encourage a shift in routine and mindset by introducing volunteering as a meaningful and accessible way to support the community. Through targeted messaging and outreach, the campaign helped individuals see how a change in their routine could make a significant impact, leading to increased volunteer engagement in programs supporting survivors of domestic violence.
By identifying the barriers to behavior change — whether they be lack of awareness, misinformation, or social resistance — campaigns can address these challenges head-on with strategic messaging and engagement tactics.
Developing a Plan and Measuring Success
Creating a successful behavioral change marketing campaign requires careful planning and ongoing evaluation. The following steps outline a structured approach to ensure a campaign’s effectiveness from ideation to evaluation.
- Research and Audience Insights – Understanding the audience is the foundation of every campaign. This involves gathering primary data including direct insights collected through surveys, focus groups, and behavioral analysis, as well as secondary data, such as existing research, reports, and market trends.
- Strategic Messaging and Content Development – Crafting messages that resonate by using storytelling, real-life testimonials, and data-driven insights. Messaging should align with audience values, address barriers to change, and be reinforced across multiple touchpoints.
- Multi-Channel Engagement – Delivering the message across a mix of digital, social media, traditional media, and community outreach channels. The selection of channels depends on audience behavior and where they are most active.
- Pilot Testing and Iteration – Running small-scale tests to gauge response, refine messaging, and adjust strategies before the full rollout. Testing helps optimize messaging effectiveness and ensures that the campaign is reaching the intended audience.
- Measurement and Reporting – Evaluating success through key engagement metrics such as engagement rates, shifts in public sentiment, program participation, and long-term behavior changes. This process includes tracking audience responses, identifying behavioral patterns, and assessing long-term sustainability. Reviewing qualitative feedback, sentiment analysis, and conversion pathways provides a well-rounded view of campaign effectiveness.
Let’s Build Something Meaningful Together
At PointNorth, we specialize in creating marketing strategies that go beyond promotion to create values-led change. Whether you’re looking to drive engagement, shift public perception, or mobilize action within your community, we’re here to help you make it happen. Let’s connect and develop a campaign that inspires!
