Abstract:
The study centered on examining the extension of social protection to informal sectors in
Kilimanjaro Region using Social Marketing approach. Specifically, it identified the social
marketing approaches used to reach the informal sector workers, assessed public perception
on the effectiveness of the social marketing approaches and explored the determinants for
informal sector member enrolment into the social security schemes. Questionnaire was the
main tool for data collection and data were analyzed using descriptive analysis, factor analysis
and binary logistic regression. The findings on the approaches used to ensure member
enrolment showed that among the five determinants, four were significantly influential with
p-values of 0.027 for regular follow-up, 0.011 for media campaigns, 0.01 for mobile
campaigns and 0.012 for social event. This showed that social security is becoming more and
more an issue in informal sector in developing countries and in Tanzania in particular. These
included regular follow-up, media campaigns, mobile campaigns and sponsorship to social
events. The study identified different determinants of member enrolment using the factor
analysis which included; assured income, knowledge of the social security, secured future and
simplified administrative procedures. It recommended that management should use mobile
marketing campaigns and media campaigns to raise the profile of the different social benefit
schemes available in the organisation in order to extend social protection to more members of
informal sector in Kilimanjaro Region for effective and efficient results