Download Marketing for Prevention: “Getting the Message”

Marketing for Prevention:
“Getting the Message”
Presented by
Camille L. Lashlee, M.A.
Prevention Services Manager
Marketing for Prevention
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Presentation Objectives
key concepts in social marketing
successful marketing
how to develop and implement a
marketing plan
how to evaluate the results
resources to help initiate a marketing plan
FUN!!!
Marketing for Prevention:
“Getting the Message”
~ STORY ~
Social Marketing
Marketing
- the process by which products are used to
meet human or social needs
Social marketing
- the planning and implementation of programs
designed to bring about social change using
concepts from commercial marketing
Social Marketing
• a planned process for influencing change
• a new way of thinking about some very old
human endeavors
• not a new concept
• combines traditional approach to social
change
• creates climate for change
Social Marketing
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Action is the objective
The target audience is the focus
The exchange is critical
Segment markets
Use all four ‘P’s
Analyze and beware of competition
Monitor and be flexible
Social Marketing
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promotes
–Ideas
–Attitudes
–Behaviors
• a strategic tool in the field of
substance abuse prevention.
Social Marketing
• a process
• emphasizes learning what people want
and need
• based in respectful dialogue with the
audience / not prepared messages
Social Marketing
The 4 ‘P’s
Product
Price
Placement
Promotion
Social Marketing
3 Additional ‘P’s
Partnering - leverage
Policy - sustainability
Politics - understanding
Social Marketing
Activity 1
Successful Marketing
~ Discuss Activity 1 ~
Successful Marketing
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effective communications
brand-specific
generic educational campaigns
use a mix of strategies and
Successful Marketing
Effective Communications are KEY!!
• People oriented
• Credible spokesperson
• Clear - Direct - Simple
Successful Marketing
Attributes
• Meets a ‘business’ objective
• Supports Community Goals
• Encourage Interaction
Successful Marketing
Attributes
• Utilize Media
• Foster self-expression or communication
• Offer a satisfying User Experience
• Provide longer term utility
Successful Marketing
• Enhance Value as Community participants
• Integration with other activities
• Maintain agility during the campaign
• Company Participation
~ BREAK ~
Marketing Plan
• Develop a LOGIC Model
• Use a 6 step plan
• Utilize SMART objectives
Marketing Plan
LOGIC Model
Audience
Behavior
Determinants
Strategies
Marketing Plan
6 Step Plan
Step 1 - Get Started
• Define
• Research
Step 2 – Plan & Develop Your Strategy
• Identify audience
• Set goals & objectives
Marketing Plan
SMART Objectives
Specific
Measurable
Achievable
Realistic
Time-Bound
Marketing Plan
6 Step Plan
Step 3 - Develop Materials And Activities
• Message
• Activities to communicate
Step 4 - Write A Communications Plan
• Manageable time-frame
• Road Map!
Marketing Plan
6 Step Plan
Step 5 - Implement The Plan
• Just do it!!
• Review & Revise if needed
Step 6 - Measure Your Results
• Detailed assessment
• Weak & Strong points
Marketing Plan
Activity 2
Marketing Plan
Barriers
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Permission
Budget
Time
Agency Commitments
Knowledge or skills
Leaves some people out
Not ‘Real Science’
Marketing Plan
Tips
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Use existing data
Use a planning model to make decisions
Determine weaknesses & strengths
What did others learn?
Segment the Audience
Research!!!
Evaluation
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WHY?
Vested stakeholders
Improve project credibility
Determine progress
Determine appropriateness of ‘match’
Provide evidence
Determine efficiency
Evaluation
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How
When
Where
Who
Evaluation
~ Handout ~
Resources
Social Marketing Institute
1825 Connecticut Avenue NW
Suite S-852
Washington, DC 20009
www.social-marketing.org
Center for Media Literacy
4727 Wilshire Blvd., Suite 403
Los Angeles, CA 90010, USA.
Tel: 1-800-226-9494, Fax: (213) 931-4474
www.medialit.org
Resources
Society for Public Health Education
10 G Street, NE, Suite 605
Washington, DC 20002-4242
www.sophe.org
CDC National Center for health Marketing
www.cdc.gov/healthmarketing
Social Marketing Quarterly (SMQ)
www.socialmarketingquarterly.com
Questions?
THANK YOU!!
Camille L. Lashlee, M.A.
Prevention Services Coordinator
P. O. Box 428 Erin, TN 37061
[email protected]
615-460-4590 (F)931-721-3308