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Social Marketing by Jane Tobler
- 2. Social Marketing Is a Process… …that applies marketing principles and techniques to create, communicate, and deliver value in order to influence behaviors that benefit society as well as the audience (Kotler, Lee, and Rothschild).
- 3. You’ve Seen It Before… Breast Cancer Passenger Safety Smoking Cessation Screening
- 4. Social Marketing Facilitates… Awareness Building Partnership Development Audience Engagement
- 5. Audiences, Great & Small Internal External Leaders Families Staff Youth Agencies Volunteers Volunteers Agencies Families Non-profits Youth Elected officials Foundations Commercial entities
- 6. Audience Acceptance Continuum Basic Want to learn Unaware Interested Fully supportive understanding more 6
- 7. Audience Acceptance Continuum Basic Want to learn Fully Unsure Interested Understanding more supportive 7
- 8. Social Marketing Process Goal Mid-Course Audience Corrections Pre-Testing Message Activities, Events, Channels Materials
- 9. What Are You Selling? • That mental health is fundamental to children’s overall health and well-being • That community-based systems of care best meet the mental health needs of children, youth, and their families • [What do YOU need people to know, to think, to do?]
- 10. Who Are You? Do you have a shared vision that everyone in your organization knows? Yes, everyone has the exact language to describe what we’re doing and it’s taped up on the wall where each person reads it every day. The shared vision is more in our heads. No, but we’re working on it.
- 11. Example Wrapaound Oregon Champion Card
- 12. Champion Card Wrapaound Oregon Champion Card
- 13. Do You Know Where You’re Going To? • What is your program’s mission? • What issue is most important? • What realistic change would you like to see? • What can you accomplish through communications and outreach?
- 14. Determine Objectives • How will you know if you are reaching your goal? • How can you measure success? • What will you see, hear, or have in-hand?
- 15. Identifying Audiences Who will help you reach your goal? What do you know about them? What do they care about? 15
- 16. Segment Audiences What are their attitudes about health and mental health? What are the cultural considerations you need to consider? What are the barriers and benefits?
- 17. WIIFM? WSIC?
- 19. What Would You Say? • What’s relevant? • What’s most compelling? • What’s going to motivate them to think, feel, act? • What’s culturally engaging? • What’s going to stick?
- 20. How Will You Reach Them? Where and how does this audience group spend their time? What are their language considerations? What or who are they influenced by? What makes new information credible for them?
- 21. What Will You Do? Consider: Relevance to desired outcomes Timing Climate of community toward the issue/activity Resources Cultural competence Geographic location Current events
- 22. National Children’s Mental Health Awareness Day May 9, 2012
- 23. Implement Your Plan Consider: • Financial resources • In-kind/partner resources • Staffing • Timeline • Expectations of partners • Expectations of community
- 24. www.SAMHSA.gov/children 24
- 25. What Have You Done for Me Lately? Evaluate & Make Mid-Course Corrections Take stock of progress Solicit feedback Celebrate success Determine strengths and challenges Refine plan regularly
- 26. Name of Organization: Vision and Mission: Organization Goal: Social Marketing Goal: Channels: Audiences: Messages: 1. 2. 3. Tactics (Activities, Events, and Materials): 26
- 27. Hand in Hand Social Marketing Plan http://www.mentalhealthconnection.org/hand-in-hand.php
Notes de l'éditeur
- ObjectivesReview the definition of social marketingReview the basic elements of a social marketing planOutline how to develop an effective social marketing plan
- Each partner and agency is in a different place on the continuum.Your job to identify where they are and who is most likely to move over and who is vital to have on board.One of the struggles of communities is getting all the audiences on board.Where is your audience?-Where are YOUR staff? Your partners?-who is your audience, where are they in the scale of change, and how can you get them to advance in the scale of change and come closer to accepting the values and principles of SOC?As system of care communities became more familiar with social marketing, the more they realize that it is compatible with their core values (family-driven and youth-guided, community-based, culturally and linguistically competent). Since social marketing demands the implementation of research-based strategies that are tailored to the target audience, its application in system of care communities easily lends itself to be family-driven, youth-guided, community-based and culturally and linguistically competent.
- Each partner and agency is in a different place on the continuum.Your job to identify where they are and who is most likely to move over and who is vital to have on board.One of the struggles of communities is getting all the audiences on board.Where is your audience?-Where are YOUR staff? Your partners?-who is your audience, where are they in the scale of change, and how can you get them to advance in the scale of change and come closer to accepting the values and principles of SOC?As system of care communities became more familiar with social marketing, the more they realize that it is compatible with their core values (family-driven and youth-guided, community-based, culturally and linguistically competent). Since social marketing demands the implementation of research-based strategies that are tailored to the target audience, its application in system of care communities easily lends itself to be family-driven, youth-guided, community-based and culturally and linguistically competent.
- SM is a process-it continues to evolveDetermine goalIdentify and segment audiencesDevelop messagesSelect communication channelsChoose activities, events and materialsDevelop and pre-test materialsImplement the planEvaluate and make mid-course corrections which may alter your goal—or you may reach your goal—also then change it; or you need to reach different audienes with the same goal and change your messages
- PERFECT per Matt10) This is for SOC, but could also could be
- In addition to printed pieced, events can carry you far.
- Who can help you reach our objectives/goal?Effective social marketing is culturally competent because it is audience-based. Audience research is critical.Who is your audience?What is your audience ready to hear?What is your intended message ?What data supports it?Where will the data come from?How will you know if you reach your audience?How will you know if your message has an effect?Youth involved in the work will be more likely to tell other youth about the system of careThe work developed will be more likely to be effective at reaching other youth
- What’s In It For Me?Why Should I Care?
- Determining Communications ChannelsCommunications channels carry the messages to the target audiences. Channels take many forms and there is an infinite list of possibilities. Answering some key questions will aid you in identifying the most effective ways of carrying your messages to your audiences.This is not just a WHAT/ but a WHO?What or who could motivate change or action?Where and how does this audience group or other source of support spend their time?What are their gender, ethnicity, and income level? (Useful for very general audiences, such as parents, students, voters, etc.)How have they been educated?What are the language considerations?What or who are they influenced by?What makes new information credible for them?What or who could motivate change or action?
- What are the activities, events, and/or materials—to be used in your selected channels—that will most effectively carry your message to the intended audiences? In choosing these, you should Consider:Appropriateness to audience, goal, and messageRelevance to desired outcomesTimingClimate of community toward the issue/activityCosts/resourcesCultural competence (including language)Environment/geographic considerationsCurrent events YOU ARE NOT YOUR AUDIENCE—what’s COOL to you or those sitting in your room may NOT be cool to your audience!
- There are many resources available for you to access.This has suggestions and sample materials