Week+8

Bloomberg results based approach Value = revenue & jobs NYC had unique assets Corporate partnerships American Legacy beyond the truth campaign Triple cities investment
 * Marketing NYC [destination marketing] **


 * // Plog’s Destination study //** – destination curve [venturer >>>>>>dependable]

Social prob>>>>old behavior>>>>new behavior>>>>social change WOM = Word of Mouth Positioning: Why is it hard to change behavior? Reduce pleasure The four p’s – Product = behavior change Promotion = how and why behavior can change
 * American Legacy: Beyond the truth [social marketing] **

 Social Marketing: Promote voluntary behavior change – offer benefits, reduce barriers, persuade
 * Behavior Change Process: **
 * Everett **** Rodgers 1995 **
 * What am I offering to the person that I want to change their behavior? **
 * Robert Cialdini Important Book: Reciprocation – //cognitive dissonance// **
 * 6 weapons **

Ø Product: Ø Price: Ø Place: Ø Promotion: Ø Public: Ø Partnerships: Ø Policy: Ø Purse strings:
 * __ Marketing the 4 P’s __**
 * __ Additional P’s for Social Marketing: __**


 * __Against the law to motivate?__**