Marketing for Prevention:“Getting the Message” Presented by Camille L. Lashlee, M.A. Prevention Services Manager
Marketing for Prevention 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!!!
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 • 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 • 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 • 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 MarketingAttributes • Meets a ‘business’ objective • Supports Community Goals • Encourage Interaction
Successful MarketingAttributes • 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
Marketing Plan • Develop a LOGIC Model • Use a 6 step plan • Utilize SMART objectives
Marketing PlanLOGIC Model Audience Behavior Determinants Strategies
Marketing Plan6 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 Plan6 Step Plan Step 3 - Develop Materials And Activities • Message • Activities to communicate Step 4 - Write A Communications Plan • Manageable time-frame • Road Map!
Marketing Plan6 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 PlanBarriers • Permission • Budget • Time • Agency Commitments • Knowledge or skills • Leaves some people out • Not ‘Real Science’
Marketing PlanTips • Use existing data • Use a planning model to make decisions • Determine weaknesses & strengths • What did others learn? • Segment the Audience • Research!!!
Evaluation WHY? • Vested stakeholders • Improve project credibility • Determine progress • Determine appropriateness of ‘match’ • Provide evidence • Determine efficiency
Evaluation • How • When • Where • Who
Evaluation ~ Handout ~
Resources Social Marketing Institute1825 Connecticut Avenue NW Suite S-852 Washington, DC 20009 www.social-marketing.org Center for Media Literacy4727 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
THANK YOU!! Camille L. Lashlee, M.A. Prevention Services Coordinator P. O. Box 428 Erin, TN 37061 firstname.lastname@example.org 615-460-4590 (F)931-721-3308