The Holy Grail lor cause-related mar-keting and other community-based social marketing efforts is establishing a metric by which you can measure whether your well-intentioned, carefully-crafted efforts have had a measurable impact on the human behaviors you are attempting to influence. Or more specifically in this case, did our outreach and education efforts have a positive influence on the environmental risk factor we were trying to minimize? In 2003 the City of Bellevue, Washington designed a program for its 112,000 residents with two goals: 1. Measure whether education and outreach efforts in a retail setting can change customer behavior 2. Increase the amount of used do-it-yourself (DIY) motor oil collected through a city-supported network of private-sector used-motor-oil collection sites.
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