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January 20, 2011

Social Marketing Enhancing Your Work through Social Marketing and Public Relations Presented by: CD&M Communications. January 20, 2011. Introductions and Goals. The Current Landscape. Budget shortfall and economic impact Redefining prevention

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January 20, 2011

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  1. Social MarketingEnhancing Your Work through Social Marketing and Public RelationsPresented by:CD&M Communications January 20, 2011

  2. Introductions and Goals

  3. The Current Landscape • Budget shortfall and economic impact • Redefining prevention • Showcasing your relevancy and importance within your community

  4. Social Marketing • Use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole. • Offer a significant benefit in exchange for simple behavior change.

  5. Limitations to Social Marketing • The American economy is driven by convenience • People are more impatient than ever • Understanding and doing are two different things • Time, stress, and income are all barriers to better health

  6. Know Your Audience • Your audience may think differently than you • Do not assume anything • Your issues may not even be on their radar screen

  7. Simplify Your Message • Kitchen table talk • Limit information to two to three points • Clearly identify the benefits that you offer in exchange for the behavior change • What is the action you are asking for? • Offer baby steps as intermediate action

  8. Crafting the Materials • Tell a story • People want to see people that look like them • Simple fonts and simple layouts… don’t be afraid of white space • No charts, technical jargon, or complicated words • If you can afford it, focus test

  9. Get the Most Bang for Your Buck • What is the most effective medium to reach your audience? • Utilize existing materials, resources, and distribution channels • Importance of branding • Earned media • Media support through CD&M

  10. Focus Group Insights • The four Maines • Smoking is often viewed as a person’s only form of recreation • TV use is high, some report five TVs on in the home at once • Some areas have just one grocery store to choose from • Children are HUGE motivators • Large portion sizes may be seen as “providing” for the family • Poverty drives many issues

  11. Media Insights • 72% of Maine households have Internet access • 98% of Maine households have a television • There are 3 major TV markets in Maine that cover 100% of the state • Recent direct mail campaigns with incentives have received a 7 to 10% response rate • Social media can enhance your social marketing efforts • Earned media is worth up to ten times the value of a paid ad

  12. Thank you! CD&M Communications 48 Free Street, 3rd Floor Portland, ME 04101 (207) 774-7528 www.cdmc.com

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