National Training Collaborative for Social Marketing

National Training Collaborative for Social Marketing Session Five Know Your Audience

Session Objectives • Identify key factors and sources of information for segmenting an audience • Discuss the criteria for selecting specific audience segments • Identify other sensitivities and considerations that should be examined when making segmentation decisions • Fill in the first two sections of the logic model

Initial Planning Phase Logic Model • I will help (target audience) • To do (behavioral objective) • By addressing: (behavioral determinants)

Traditional Model • Greatest need given greatest priority • Use epidemiological or census data to identify those most in need • Everyone offered same product benefits, price, place, and promotional mix

Audience Segmentation • Marketing Model • Marketers know they cannot appeal to all buyers in same way • Target of opportunity • Greatest opportunity to make a difference • Combination of potential impact responsiveness to promotional efforts

Segmentation Strategy • Divide heterogeneous group into more homogenous subgroups • Identify targets of opportunity • Identify subgroups that will respond to same offer: benefits, price, place, and promotion • Design interventions that will be effective for each segment

Political Considerations • Justifying selection • Defending decision to give some groups zero effort • More success with accurate segmentation decisions

Texas WIC Case Study • Project goals • Increase enrollment • Improve customer satisfaction • Improve staff satisfaction and productivity • Segmentation strategies • Develop effective interventions for reaching major segments • Funds relatively limited for research and outreach • Greatest impact of services: pregnant women

Medicaid Study Sample • Focus group 6 • In-depth interviews 56 • Survey respondents 2850 • Never participated 30% • Participated previously 5% • Participants 64.5%

Barriers to Enrollment • Embarrassment • Confusion about eligibility guidelines • Incorrect assumptions about income criteria • Assumption must be unemployed • Assumption must be single

Texas WIC Applications • Identify population segments that differ with respect to reasons for not participating in WIC • Select segment(s) to target with mass media • Use data to select talent and prepare copy for TV: • Repositioning TV spot: cast Anglo family • Eligibility TV spot: copy says WIC serves people who are not eligible for Food Stamps • Talent is over 21 years of age

Texas WIC Applications • Use information to select media channels: • Place TV spots on channels viewed by Anglos • Place print materials in Medicare providers offices

Cancer Project • Project goals: • Increase utilization of Health Department services • Increase utilization of mammography services • Segmenting strategy • Remember: target of opportunity • Potential impact • Responsiveness or potential for success

Estimate Potential Impact • Epidemiological data

Behavior • Never practice desired behavior • Practice desired behavior some of the time • Always practice desired behavior

Determining Target Audience • Survey asked who: • intended to be screened at recommended intervals? • intended to be screened but less frequently than recommended? • did not intend to be screened? • Narrowed audience • Strategies used

Prochaska’s Stages of Change • Unaware of risk/desired behavior • Precontemplation • Contemplation • Preparation • Action • Relapse • Maintenance

Demographics • Age • Gender • Ethnicity • Geographic area • Education level • SES

Psychographics • Attitude toward new behaviors • Early vs. late adopters • Who they admire • Who shares similar hopes or concerns • Willing to take risks and try new behaviors • Personality types • Lifestyles • Values - VALS 2 • Healthstyles: composite variables

Your Personal Projects • Who are your final targets? • How might you segment your audience? • What criteria could you use? • What data would you need?

National Training Collaborative for Social Marketing