CONTENTS Acknowledgmentsxv Part I Introduction1 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs3 What Do Citizens Want and Get from Public Agencies?6 What Tools Currently Used in the Private Sector Can Most Benefit the Public Sector? 7 What Role Can Marketing Play in Improving the Performance of Public Agencies? 10 Going Forward11 2 Understanding the Marketing Mindset15 Opening Story: The United States Postal Service-A Work in Progress 17 The Marketing Mindset24 Moving from Here38 Part II Applying Marketing Tools to thePublic Sector39 3Developing and Enhancing PopularPrograms and Services41 Opening Story: School Meal Revolution in the United Kingdom42 Product: The First P 46 Summary63 4 Setting Motivating Prices, Incentives, and Disincentives65 Opening Story: Click It or Ticket66 Price: The Second P 69 Summary 85 5 Optimizing Distribution Channels87 Opening Story: HIV/AIDS in Nepal-Sarita is Empowered to Buy Condoms When and Where She Needs Them88 Place: The Third P92 Summary105 6 Creating and Maintaining a Desired Brand Identity107 Opening Story: ENERGY STAR-A Brand Positioned to Help Protect the Planet 108 Branding in the Public Sector 113 Summary131 7Communicating Effectively with Key Publics133 Opening Story: Increasing Organ Donation 134 Promotion: The Fourth P 138 Developing Messages139 Choosing Messengers146 Selecting Communication Channels149 Summary161 8 Improving Customer Service and Satisfaction163 Opening Story: Phoenix Fire Department- A Peace Corps with a Tank of Water 165 Customer Service in the Public Sector169 Benefits of Improved Customer Satisfaction170 Practices to Support Customer Satisfaction174 Summary183 9Influencing Positive Public Behaviors: Social Marketing187 Opening Story: From Fat to Fit in Finland188 Social Marketing in the Public Sector191 Principle #1: Take Advantage of Prior and Existing Successful Campaigns 193 Principle #2: Start with Target Markets Most Ready for Action195 Principle #3: Promote Single, Simple, Doable Behaviors-One at a Time196 Principle #4: Identify and Remove Barriers to Behavior Change197 Principle #5: Bring Real Benefits into the Present199 Principle #6: Highlight Costs of CompetingBehaviors201 Principle #7: Promote a Tangible Object orService to Help Target Audiences Perform the Behavior 202 Principle #8: Consider NonmonetaryIncentives in the Form of Recognition and Appreciation203 Principle #9: Have a Little Fun with Messages 205 Principle #10: Use Media Channels at the Point of Decision Making206 Principle #11: Get Commitments and Pledges207 Principle #12: Use Prompts forSustainability209 Applications Upstream 211 Summary212 10 Forming Strategic Partnerships215 Opening Story: Improving Jordan's Water Problems-For the People, By the People, Through Partnerships 216 Benefits of Strategic Partnerships220 Partnerships with the Private Sector 222 Partnerships with the Nonprofit Sector 230 Partnerships between Governmental Agencies 236 Difficulties and Risks in Partnerships 237 A Marketing Approach to Winning Great Partners and Reducing Risks238 Summary 242 Part III Managing the Marketing Process243 11Gathering Citizen Data, Input, and Feedback245 Opening Story: Building a Healthy Nation through Research in South Africa 246Marketing Research in the Public Sector 249 Research Defined by When It Is Conducted 250 Research Defined by Source of Information 251 Research Defined by Technique 253 Steps in the Research Process 255 A Word about Low-Cost Research259 Summary260 12 Monitoring and Evaluating Performance261 Opening Story: An Environmental Behavior Index-Helping to Quantify What Happened and Decide What to Do Next 262 Measuring Marketing Performance 265 Why Are You Conducting This Measurement and for Whom?267 13 What Are You Measuring?268 How Will You Measure? 272 When Will You Measure? 273 How Much Will It Cost? 274 Summary 274 Developing a Compelling Marketing Plan277 Opening Story: New York City Marketing Starts Spreading the News278 Marketing Planning in the Public Sector 281 Marketing Objectives and Goals 284 Target Audience 285 Positioning 286 Marketing Mix 286 Evaluation Plan288 Budget 289 Implementation Plan289 Summary290 References291 About the Authors309 Index311