According to the latest announcement from the Ministry of Internal Affairs and Communications, a comprehensive analysis from the perspective of local government administration has been presented regarding the utilization of social marketing methods by local governments. This document presents methodologies for applying private sector marketing techniques to policy realization, considering the limitations of conventional administrative public relations and awareness activities. Social marketing is an approach that applies the principles and technologies of commercial marketing to solve social issues and promote behavioral change.
Specific use cases include behavioral change campaigns for health promotion policies, promotion of energy-saving behaviors in environmental policies, and information dissemination strategies for disaster prevention awareness improvement. Particularly noteworthy are target audience segmentation, message optimization, information dissemination using diverse channels, and the practice of PDCA cycles based on effectiveness measurement. In successful cases, the shift from conventional one-way information provision to interactive communication based on analysis of residents' needs and behavioral patterns has proven effective.
Additionally, the utilization of digital technology has enabled detailed information dissemination through SNS and apps, behavioral analysis using AI, and verification of policy effects based on big data. The Ministry of Internal Affairs and Communications states that by effectively utilizing social marketing, local governments can achieve higher policy effects with limited budgets and personnel, and will continue to collect and share advanced cases and support human resource development.