ISDH Social Marketing Training and Support

1. ISDH Social Marketing Training and Support Jane Ellery, Ph.D. Associate Director Fisher Institute for Wellness and Gerontology Ball State University

2. Introductions • Individuals: “Jovial” Jane… • Projects: • General description and ongoing projects • Previous experience with Social Marketing • What would you like to get out of the training and support over the next 12 weeks?

3. Indiana Healthy Weight Initiativehttp://www.inhealthyweight.org/ Mission: • To enhance the health and quality of life of Hoosiers by promoting good nutrition, regular physical activity and a healthy weight through policy, environment and lifestyle change. Vision: • All Hoosiers practice and enjoy a lifestyle of healthy eating and physical activity within an environment that supports health, wellness and vitality.

4. Focus Areas: Balancing caloric intake and expenditure through: • Increased physical activity • Improved nutrition through increased breastfeeding initiation, duration and exclusivity • Increased consumption of fruits and vegetables • Decreased consumption of high energy-dense foods • Decreased consumption of sugar-sweetened beverages • Decreased screen/television time

5. Introduction to Social Marketing

6. Audience Perspective “You don’t build it for yourself. You find out what the people want and you build it for them” - Walt Disney • Health behavior change strategy that encourages an audience focus… Social Marketing

7. Social Marketing:Distinctive Features • Consumer orientation • Uses commercial marketing technologies and theory (product, price, place, promotion; exchange theory) • Voluntary behavior change • Targets specific audiences • Focus is on personal welfare and that of society

8. Social Marketing Approach Tutorial http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm

10. How do you know what people want? • Ask them! Activity: • Volunteer… Ideal date… • Car used for travel • Restaurant for dinner • Movie choice

11. Social Marketing Mindset • What is wrong with our programs? • What do we need to offer to offset their costs? • What would make our product more attractive than the competition?

12. General Resources: Great Tools! • Indiana Healthy Weight Initiative • www.inhealthyweight.org • CDC Social Marketing Tutorial • www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm • Marketing Profs: Marketing Resources for Marketing Professionals • www.marketingprofs.com/ • University of Wisconsin Extension: Program Development and Evaluation • www.uwex.edu/ces/pdande/ • Mind Tools • www.mindtools.com/

13. Best Thinking. Best Planning. Best Doing. • Eric Schmidt – Management Lab Summit • Perception activity – Stretch Goals for Management – Management Lab Summit

14. Thinking Break… • Questions

15. Problem Description/ Initial Planning

16. Session Objectives Participants will be able to: • Name the major tasks to accomplish during the problem description/initial planning phase • Name the areas addressed using the thinking tool • Begin planning related to your projects

17. Social Marketing Steps Social Marketing Tutorial – Division of Nutrition and Physical Activity (CDC) http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm • Problem Description/Initial Planning • Formative Research • Strategy Development • Intervention Design • Evaluation • Implementation

18. Managing the Overall Team • Planning team • Building and maintaining a strong team is essential • Identify individual directly responsible for project – who is the “Manager”? • Decide early who will be involved at each phase • Use Thinking Tool and Logic Model to help start: • Selecting target audience(s) • Specifying behavioral objectives for each audience • Identifying factors that may influence behavior change process

19. Problem Description/Initial Planning The first phase is describing the problem, situation or health issue. • Define the problem, situation or health issue. • Find existing information about the problem. • Identify contributing factors.

20. Existing Data Sources (Afternoon) • Epidemiological data (prevalence of obesity and contributing factors). • Behavioral and theoretical literature. • Health care systems. • Community-based organizations. • Local foundations. • Formative research reports and other gray literature (from government agencies, non-profit organizations, universities… see http://www.cdc.gov/nccdphp/dnpa/qualitative_research/index.htm). • Policy or legislative databases. • Community needs assessment. • Community assets map. • Private sector lifestyle data (if accessible).

21. Resource – CDC Tutorial Tool: Planning Questions Note: At this point you are making educated guesses that are supported by existing data. Don’t become set in your thinking! Tip • Make sure that you include the environmental and policy factors that contribute to the health problem and don't just focus on individual behaviors.

22. Thinking Tool – Part One • Organized around three key decisions: • Who are you trying to reach? • What are you trying to help them to do? • What factors have the greatest influence on their decision to do what you want them to do? • In order to help (target audience) • To do (behavioral objective) • We will address (behavioral determinants)

23. Thinking Tool – Part Two • Looks simple but takes time to make informed decisions • Systematic and logical… each step builds on previous • Forces you to make key decisions rather than “jumping to strategies” • Predict benefits and barriers (doer’s analysis) • Return to the 4 “P’s” • Product • Place • Promotion • Price

24. Using Data to Make Decisions • Epidemiological data (prevalence of obesity and contributing factors). • Behavioral and theoretical literature. • Health care systems. • Community-based organizations. • Local foundations. • Formative research reports and other gray literature (from government agencies, non-profit organizations, universities… see http://www.cdc.gov/nccdphp/dnpa/qualitative_research/index.htm). • Policy or legislative databases. • Community needs assessment. • Community assets map. • Private sector lifestyle data (if accessible).

25. Indiana Health Weight Initiative • www.inhealthyweight.org

26. Lunch!

27. Group Activity

28. Problem/Situation Statement • Tool: University of Wisconsin Extension

29. Thinking Tool- Part One • In order to help (target audience) • To do (behavioral objective) • We will address (behavioral determinants)

30. Indiana Health Weight Initiative • www.inhealthyweight.org

31. Thinking Tool – Part Two • Predict benefits and barriers • Return to the 4 “P’s” • Product • Place • Promotion • Price • What has worked in other areas? What do our “theories” suggest might work? What does your audience tell you?

32. Group Presentations • Prepare a 5-minute presentation about what you learned today about your project! • Plan for the remaining weeks • Program Elements • Introduction to Blackboard

33. Stakeholder Analysis • Anticipate who will be affected by project • Involve everyone whose support will be needed for implementation • Top level management, front line staff • Other stakeholders inside and outside organization • Potential program partners

34. SWOT Analysis

35. Checklist:Draft Problem Description • Statement of the problem. • List/description of the factors that contribute to the problem. • List of broad potential target audiences, secondary audiences, and behavior changes (with rationale for each). • Summary of any existing data about the problem, audience, and behavior. • Models of behavior change that may apply. • Best practices or lessons learned from other programs that may be similar. • List of your strategy team members and summary of how decisions will be made. • SWOT (strengths, weaknesses, opportunities, and threats) analysis.

36. Checklist:Draft Problem Description • Statement of the problem. • List/description of the factors that contribute to the problem. • List of broad potential target audiences, secondary audiences, and behavior changes (with rationale for each). • Summary of any existing data about the problem, audience, and behavior. • Models of behavior change that may apply. • Best practices or lessons learned from other programs that may be similar. • List of your strategy team members and summary of how decisions will be made. • SWOT (strengths, weaknesses, opportunities, and threats) analysis.

37. You should now be able to: • Gather data and review available information about a specific health issue. • Determine who is affected by the problem and what groups could be a target audience for the intervention. • Identify what range of behaviors need to be changed to address the health issue. • Make preliminary decisions about a behavior to address. • Determine potential strategies for change. • Explain how to identify information available through existing data, and determine what is relevant to selecting a target audience and to selecting a behavior to change. • Identify stakeholders and obtain information from them on existing programs or activities.

38. Additional Data Needs… • Developing a Logic Model • Identifying additional data needs • Moving into the Formative Research Phase