Introductory guide to sanitation marketing

Sanitation marketing is an emerging field with a relatively small group of practitioners who are learning by doing. With an introductory guide to sanitation marketing, the Water and Sanitation Program (WSP) seeks to contribute to the field by sharing practical guidance on the design, implementation, and monitoring of rural sanitation marketing programs at scale in India, Indonesia, and Tanzania, plus additional projects implemented in Cambodia and Peru. Conducting formative research describes how to undertake this critical first step of any sanitation marketing program; developing a marketing strategy focuses on the four Ps of marketing; developing a communication campaign provides details on how to develop a communication campaign with the assistance of an advertising agency; and implementation explores the roles and responsibilities of government, nongovernmental organizations (NGOs), private sector firms, and civil society, with suggestions for procurement, budgeting, monitoring, evaluation, and timelines. The print guide emphasizes at scale throughout. Although the concept of scale will be applied differently in each country, the focus should be on thinking big enough from the beginning to plan interventions that can be replicated effectively and efficiently across an entire country. Throughout, we also refer to the many people needed to implement a program as the team. This is far from a fixed entity, however. Rather, the actual composition of the team depends on the stage or task at hand, and could include staff from a development agency, external consultants, and government counterparts from the local and regional levels.