Special Session: An Abstract on “Marketing Techniques to Assist Public Sectors in Engaging Customers to Meet Societal and Individual Disasters Crisis Need and Beyond”

Abstract

This session brings together academics, consultants, and government professionals to discuss ways marketing can help address needs in a natural disaster. Extreme weather events have increased the visibility of marketing’s importance in relief and recovery solutions well beyond disaster fundraising. Effective Rapid Response Marketing (RRM) is critical. The dynamic and rapidly increasing developments in technology from apps to social media to machine learning and text mining can help marketers develop better Rapid Response Marketing in any crisis situation.

The first presentation, “G2G Marketing from Crisis to Resolution: Marketing for When the Government Must Target the Government” (Linda Golden, Robert Peterson), introduces the concept of government-to-government (G2G) marketing and public policy marketing (PPM). Government agencies can be clients and suppliers to each other at different times, and states may compete for “their share” of federal funds. Marketing approaches and contributions are discussed.

The second presentation (Alissa Walsh, Christopher Emrich, Marco Bravo) introduces the Social Vulnerability Index (SoVI) to marketing and discusses its use in disaster management by facilitating directed marketing toward needs of the most vulnerable groups in disaster situations.

The third presentation (Rajiv Garg, Patrick Brockett, Linda Golden, Yuxin Zhang) shows how techniques like machine learning, geospatial information, and social media text mining can assist in rapid assessment of damage and affected areas and populations before or as the disaster unfolds.

The fourth presentation (Peter Nance, Pete Phillips) shows how integrated marketing communication (IMC) is critical in disaster response and recovery. Messaging must be strategically developed and delivered before, during, and after a crisis.

The final presentation (Colleen Jones, Alexandra Gamble) gives real examples of how the Texas General Land Office, charged with disaster resilience and recovery, implements marketing techniques to accomplish strategic goals and action plans. Recent hurricanes provide examples.

References Available Upon Request