The Montana Model of Social Norms

Montana Model of Social Norms Marketing utilizes social norms marketing techniques and channels them into a seven-step process. Although the steps are presented in a linear manner, implementation is a very dynamic process that often involves operating within and between each of the steps simultaneously. This model was developed in 1998 by Jeff Linkenbach, Ed.D., the director of MOST of Us. The following is a brief overview of the model.

Step 1 – Planning and Environmental Advocacy

Step 1 consists of planning considerations and environmental advocacy, both of which stand to guide the scope and direction of the campaign. Environmental advocacy entails creating a political, economic and social atmosphere conducive to change.

Step 2 – Baseline Data

In Step 2, current and available data is analyzed to establish a baseline of data related to behaviors and perceived norms. The disparity between perceived behaviors and actual norms drives the social norms process.

Step 3 – Message Development

Message development, Step 3, is a rigorous process that involves deriving a statistic from baseline data. The scope of the message is determined by the target population’s readiness for change, their current behavioral practices, and normative perceptions.

Step 4 – Market Plan

The creation of a marketing plan, Step 4, begins by seeing things through the eyes of the target population. Traditional and non-traditional media approaches are assessed for their potential to reach the target population. The results of these assessments are incorporated into the campaign-specific plan.

Step 5 – Pilot Test and Refine Materials

In Step 5, normative messages and pilot materials are tested with the target population for believability and appeal. Focus groups, in particular, are a key resource for gathering input from the target audience.

Step 6 – Implement Campaign

Campaign implementation, Step 6, consists of all the fundamental elements necessary to run the campaign on a daily basis. These elements include campaign fundamentals such as locally developed activities promoting the social norms message, distributing promotional items, and placing print and broadcast media messages.

Step 7 – Evaluation

Step 7 is a continual evaluation of campaign effectiveness that ultimately drives the social norms marketing process, with the end goal being changed behavior within the target population. Qualitative and quantitative data are gathered, analyzed, and fed back into the campaign to refine its process and implementation.