Local Government and Social Marketing

Local governments need to promote voluntary behavioral changes among individuals for the overall well-being of society. The research question in this chapter examines whether mobilizing citizens to support policy implementation has a positive effect on policy promotion. Through case studies using educational leaflets and interviews with local government officials, this chapter aims to clarify the manner by which social marketing promotes behavioral change among citizens to mobilize them toward policy goals. Policymaking through social marketing differs from that of local governments as follows: (1) issues can be considered from the perspectives of residents; (2) a systematic and standardized policymaking process can be established; (3) segmentation and targeting can be used to set up detailed policies; and (4) the behavior of the citizens involved can be changed toward the social good. Based on these insights, this chapter examines the measurement of event outcomes, systematic process and framework, and marketing potential of citizens to determine a sense of efficacy in their relationships with local governments. The answer to the research question is to strengthen citizens’ driving force for policy promotion and increase its effectiveness through social marketing, which can promote the planning and implementation of policies from citizens’ perspectives.