1. Development of a Social Marketing Strategy for an Indianapolis-Based Nonprofit Organization
Students: Allison Anton, Michelle Bastardo, Taylor Edens, Felicia Greer, Beth Gregory, Josselyn Heald, Matt Heiligstedt, Megan Kaiser, Nick Kwiatkowski,
Maddie Rosenberger, Jesse Smock, Janetta Sykes
Faculty Advisor: Dr. Martin Wood
Purpose Statement
The multidisciplinary team of Ball State
students, working together with the
faculty mentor, will assist Little Red Door
Cancer Agency, a well-established
Indianapolis-area cancer prevention
nonprofit, in developing a successful
social marketing strategy, targeting an
essential risk behavior or related attitude
among one or more segments of the
target audience
Major Objectives
1. Conduct primary and secondary
research needed to establish
prevalence/incidence of a targeted
cancer-specific health indicator.
2. Perform environmental assessment to
ascertain external resources and
challenges to the social marketing
program.
3. Plan, conduct, analyze data from
2focus groups of target audience
segment or segments.
4. Identify an appropriate health
behavior change theoretical basis to
serve as foundation of program.
5. Produce Creative Brief, detailing
communication channels and
strategies for disseminating key
messages to target audience, incl.
evaluation plan.
6. Research, plan, develop mechanisms
to produce pieces to communicate
key messages: print, audio/video,
and/or digital assets that convey the
messages.
Key Promises
Media Channels Selected
Secondary research consisted of an
exhaustive search of literature related to
cancer risk and prevention behaviors,
with special focus on low-income and
underserved populations. Research
confirmed a strong causative relationship
between physical activity and cancer
risk.
Primary research was accomplished via
two focus groups, #1 targeting existing
clients of Little Red Door, #2 targeting
residents of a low-income neighborhood
serviced by the Concord Neighborhood
Center. Focus group activities included
open-ended questions, breakout
discussion, and a pencil/paper survey.
A cancer diagnosis can be more easily
prevented by increasing or maintaining
physical activity.
Low-income
neighborhoods
of Marion
County
Primary & Secondary Research
Key focus group findings: Focus group
participants have clear ideas of what
constitutes health and healthy behavior.
Although they can identify cancer risk
behaviors, they do not understand the
significance of physical inactivity in
cancer causation. Trusted
communication channels include
posters/flyers, television, and mobile
apps. Doctors and faith leaders were the
two most trusted sources of health
information
Increasing/maintaining adequate
physical activity is simple/easy to
figure out
• Physical activity can be incorporated
into other activities
• Physical activity can be achieved
anywhere; not just at a gym
• Getting enough physical activity can
occur a little bit at a time
• There are instant benefits to working
out
• Physical activity makes you powerful
Increasing/maintaining adequate
physical activity will prevent cancer
• Preventing cancer is more effective
than treating it
• Cancer prevention can start today
• It is possible to control your risk of
cancer
• You have the power to control cancer.
Messages
Marion County residents will view
increasing or maintaining physical
activity for the purpose of cancer
prevention to be possible through simple
tasks that can be accomplished
throughout the day, rather than requiring
a long, strenuous process that
consumes time and money.
Position Statement
Community Events. Focus Group #2
participants indicated they consider
community events a very trustworthy
source of information. Therefore, the
centerpiece of the proposed social
marketing strategy will be the
development of a set of activities and
materials that can be deployed at
selected community and neighborhood
events located in low-income areas
Example activity: Household Olympics.
Brochures. Analysis of data from focus
group #2 revealed that the target
audience for Little Red Door considers
brochures to be the most trustworthy
communication channel. Tri-fold
brochures will be presented at community
events and can be shared with others.
Brochures will be placed at cooperating
community centers, approved clinics, and
other public places in predominately
lower-income Marion County
neighborhoods. Digital versions will be
uploaded and distributed through LRD
social media sites.
Infographics are an increasingly
popular and effective way to display
important messages concerning a wide
range of health topics. They are a visually
appealing way to present sometimes
detailed information in a graphic,
representational way that aids in
comprehension. Proposed infographic
commissioned by team and developed
by BSU student at left.
All materials will be networked through
existing social media platforms.