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The Broadlands Project: Measuring the cost-effectiveness and impacts of social marketing

机译：Broadlands项目：衡量社会营销的成本效益和影响

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摘要

Three decades of literature claims commu-rnnity-based social marketing programs can be very effective. Social marketing - with its personal, tailored approach - addressing barriers and ample use of targeted outreach all potentially show promise for cutting through the thousands of messages that households see every day. This project seeks to test that claim by monitoring changes in recycling and trash disposal, but also to fill two gaps in the literature - cost effectiveness/return on investment and persistence of the behavior change.rnThe project activities continue through 2010 (with weekly tracking), and project monitoring will continue for at least 18 months afterwards to evaluate the persistence of behavior changes. The persistence analysis will include a focus on potential differences in retention of behavior changesrnand recycling attributable to personal site visits by comparison of the test and control routes. At the conclusion of the project, a follow-up to this article will appear in Resource Recycling (around six months time), covering the lessons learned from the project, the persistence measurements, the final impacts of the program, and a final analysis of cost and cost-effectiveness, along with a comparison of the cost-effectiveness of other types of education and diversion initiatives.
机译：三十年的文献声称，基于社区的社会营销计划可能非常有效。社交营销-以其个性化，量身定制的方法-解决障碍和有针对性的外展活动的大量使用，都潜在地有望消除家庭每天看到的数千条消息。该项目旨在通过监视回收和垃圾处理方面的变化来检验这一主张，同时也要填补文献中的两个空白-成本效益/投资回报率和行为改变的持久性。rn该项目活动持续到2010年（每周跟踪） ，此后项目监视将至少持续18个月，以评估行为变更的持续性。持久性分析将通过比较测试和控制路线，重点关注行为改变的保留和归因于个人现场访问的回收的潜在差异。在项目结束时，本文的后续将出现在“资源回收”中（大约六个月的时间），涵盖从项目中汲取的教训，持久性度量，程序的最终影响以及对项目的最终分析。成本和成本效益，以及其他类型的教育和转移计划的成本效益比较。

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