COMMUNITY BASED SOCIAL MARKETING

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COMMUNITY BASED SOCIAL MARKETING
May 2, 2001 Seattle, Washington
Southwest Center For The Application of
Prevention Technologies
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• DEFINITION AND PURPOSE
• CORE THEORIES
• STEP BY STEP PROCESS
• TIPS AND TECHNIQUES

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DEFINITION PURPOSE
Social Marketing is the use of commercial
marketing techniques to communicate health and
social issues.
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Social marketing is for the benefit of an
individual or society as a whole. Commercial
marketing is for the benefit of the marketer or
the marketers company.
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• Ultimately, social marketing works towards
  identifying and overcoming obstacles which limit
  or interfere with long lasting behavior and life
  style change.

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• FOCUS ON
• Recruiting New Involvement
• Increasing Involvement
• Motivating Behavior Change Towards A Healthy
  Life Style
• Participant and Client Satisfaction

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Communication is key to Social Marketing. It is
used to persuade a targeted audience to adopt a
behavior which improves their health and/or
well-being.
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• COMMUNICATION
• Raises Awareness
• Increases Knowledge
• Influences Attitudes Norms
• Shows Benefits of Change
• Reinforces Attitudes, Behavior Knowledge

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• COMMUNICATION
• Demonstrates Skills
• Suggests/Prompts Action
• Increases Demand for Services, Policies and Laws
• Refutes Myths Misconceptions

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• COMMUNITY BASED
• SOCIAL MARKETING
• Community directed social change process.
• Social marketing, community organization
  principles, and behavioral theories are
  combined into one framework.

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COMMUNITY BASED 1. Mobilize and Organize 2.
Develop Community Profile 3. Identify and Select
Issue 4. Create Advisory Council 5. Train
Formative Research Skills 6. Design Marketing
Plan 7. Develop Program 8. Implement Program 9.
Assess and Refine

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• Possible Explanations for People Not Engaging In
  A Behavior
• Dont Know
• Know, but too many obstacles.
• Know, dont see obstacles, but dont see
  benefits.
• Know, not too many obstacles, see benefits, but
  dont care.

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• Works best when used as one component of a
  larger, multi-faceted effort within a community.
  
• Cannot be expected to solve all problems.
• Requires a commitment of a significant amount of
  time and resources to be done adequately.

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• Programs that rely solely on providing
  information have little or no effect upon
  behavior.
• Identify obstacles and rewards to a behavior.
• Change the ratio of rewards and obstacles so the
  behavior becomes more attractive

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• ETHICAL CONSIDERATIONS
• Always consider whether there is a potential to
  do harm in any way.
• Preferable to do nothing rather than to make
  matters worse.
• Manipulation/deception/coercion to bring about a
  positive change is not justifiable.

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• ETHICAL CONSIDERATIONS
• Explore each component for all possible outcomes
  to help avoid unintended consequences.
• Look at all sides to identify any possible
  harmful effects.

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BEHAVIORAL THEORIES AND MODELS
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• THEORIES OF BEHAVIOR
• A well designed social marketing effort uses
  theory as its primary support and center.
• A solid theory gives shape to the messages,
  approaches, design, etc.
• Without an underlining theory, efforts often
  falter and fail.

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HEALTH BELIEF MODEL Conditions Necessary for
Change 1. Perceived Susceptibility 2. Perceived
Severity 3. Perceived Benefits 4. Perceived
Barriers 5. Cues to Action 6. Self-Efficacy
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PLANNED BEHAVIOR THEORY Intentions, Perceptions
and Beliefs Are Most Important 1. Perception Of
The Consequences 2. Belief In What Others Think
3. Belief In The Ease or Difficulty Required
to Change
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SOCIAL COGNITIVE LEARNING THEORY Change is
Influenced Internal and External Factors 1.
Personal Motivation 2. Role Models 3. Sense of
Personal Capability
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STAGES OF CHANGE (Transtheorectical Model) 1.
Precontemplation 2. Contemplation 3.
Preparation 4. Action 5. Maintenance
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DIFFUSION OF INNOVATIONS Innovation Over Time 1.
Innovators 2. Early Adopters 3. Early Majority
Adopters 4. Late Majority Adopters 5. Never
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CULTURAL COMPETENCE 1. Tailor language to be
relevant to the population targeted 2. Tailor
the delivery of the messages to the learning
styles of that culture 3. Choose credible
messengers
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THE SOCIAL MARKETING Ps
PARTNERSHIP PRODUCT PRICE
POLICY PLACEMENT PROMOTION
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PARTNERSHIP Partnering with other organizations
and companies you can leverage resources as well
as have access to multiple delivery services for
your target audience.
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POLICY Individual change is difficult to
maintain without environmental support.
Environmental change motivates individual
change.
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PRODUCT The behavior, service or policy you are
seeking to be adopted.
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PRICE What your target audience has to give up
to adopt the new behavior, service or policy.
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PLACEMENT Where your message is being delivered
and how accessible it is to your target
population.
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PROMOTION Focuses on how a message is conveyed -
How you motivate your target audience to try and
then to continue performing the desired behavior.
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STEP BY STEP PROCESS
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2. Develop Messages, Materials and
Method
3. Pretest
1. Select Plan Strategy
4. Implement
6. Feedback Refinement
5. Evaluate
Effectiveness
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PLANNING STRATEGY DEVELOPMENT Research is the
heart of this step and the foundation that
shapes, directs and focuses your future
decisions.
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PLANNING STRATEGY DEVELOPMENT Hard Work Before
The Fun Formative Research Analysis Target
Audience Goals and Objectives Strategies Work
plan
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DEVELOPING MATERIAL AND METHODS The Fun
Begins This step combines the results of your
previous hard work with creativity to design a
campaign which motivates the target audience
toward changed behavior.
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DEVELOPING MATERIAL AND METHODS Identify
Appropriate Channels Develop Effective
Messages Produce Creative Products Place
Promotion Mix
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• PRETESTING
• Might seem like an extra, but is very
  essential!
• Ensures Message Is Understood
• Reveals Other Interpretations
• Saves Costly Mistakes
• Refines the Materials
• Identifies Subverting Details
• Prioritizes Approaches

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• EFFECTIVE MESSAGES
• Clear
• Consistent
• Credible
• Persuasive
• Attention-Getting
• Suggest A Next Step
• Personally Relevant

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• EFFECTIVE MESSAGES
• Appropriately Appealing
• Culturally Relevant
• Variety of Formats
• Pretested
• Conveyed Through Appropriate Channels

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• MESSAGE APPEALS
• Logic
• Humor
• Roles and Relationships
• Fear
• Other Emotions

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PRETESTING CRITERIA Comprehension Relevance Notice
ability Memorability Credibility Acceptability Att
ractiveness Knowledge, Attitude, Belief
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PRETESTING Focus Groups Intercept
Interview Self-Administered Questionnaires Natural
Exposure Testing Readability Testing Expert and
Gatekeeper Review
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IMPLEMENTING The hard work pays off A
well-planned implementation increases the
probability of reaching your target audience and
having the desired results.
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IMPLEMENTING Develop Implementation
Plan Develop Publicity Plan Track Process
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EVALUATING EFFECTIVENESS Evaluation starts with
the very first step and is a continual part of
the process. Here, you assess the level of
changed behavior as a result of your social
marketing program.
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EVALUATING EFFECTIVENESS 1. Evaluation Design 2.
Collect/Analyze Data 2. Prepare Conclusions .
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FEEDBACK REFINEMENT Similar to evaluation,
feedback and refinement is an integral part of
the entire process from the very first
step. Here, you specifically use it for future
design strategy considerations.
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IT DOESNT ALWAYS WORK We are expecting a lot.
Readiness is a crucial factor. We want others
to Pay Attention to An Issue Learn About a Risk
Behavior Take Preventative Measures Change Their
Attitude Change Their Behavior