marketing for prevention: “ getting the message”
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
Marketing for Marketing for Prevention:Prevention:
““Getting the Message”Getting the Message”
Presented byPresented by
Camille L. Lashlee, M.A.Camille L. Lashlee, M.A.Prevention Services ManagerPrevention Services Manager
Marketing for PreventionMarketing 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!!!
Marketing for Prevention:Marketing for Prevention:
““Getting the Message”Getting the Message”
~ STORY ~
Social MarketingSocial 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 MarketingSocial 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 MarketingSocial 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 MarketingSocial Marketing
• promotes –Ideas–Attitudes–Behaviors
• a strategic tool in the field of substance abuse prevention.
Social MarketingSocial Marketing
• a process
• emphasizes learning what people want and need
• based in respectful dialogue with the audience / not prepared messages
Social MarketingSocial Marketing
The 4 ‘P’s
Product
Price
Placement
Promotion
Social MarketingSocial Marketing
3 Additional ‘P’s
Partnering - leverage
Policy - sustainability
Politics - understanding
Social MarketingSocial Marketing
Activity 1
Successful MarketingSuccessful Marketing
~ Discuss Activity 1 ~
Successful MarketingSuccessful Marketing
• effective communications
• brand-specific
• generic educational campaigns
• use a mix of strategies and
Successful MarketingSuccessful Marketing
Effective Communications are KEY!!
• People oriented
• Credible spokesperson
• Clear - Direct - Simple
Successful MarketingSuccessful MarketingAttributesAttributes
• Meets a ‘business’ objective
• Supports Community Goals
• Encourage Interaction
Successful MarketingSuccessful MarketingAttributesAttributes
• Utilize Media
• Foster self-expression or communication
• Offer a satisfying User Experience
• Provide longer term utility
Successful MarketingSuccessful Marketing
• Enhance Value as Community participants
• Integration with other activities
• Maintain agility during the campaign
• Company Participation
~ BREAK ~~ BREAK ~
Marketing PlanMarketing Plan
• Develop a LOGIC Model
• Use a 6 step plan
• Utilize SMART objectives
Marketing PlanMarketing PlanLOGIC ModelLOGIC Model
Audience
Behavior
Determinants
Strategies
Marketing PlanMarketing Plan6 Step Plan6 Step Plan
Step 1 - Get Started
• Define
• Research
Step 2 – Plan & Develop Your Strategy
• Identify audience
• Set goals & objectives
Marketing PlanMarketing Plan
SMART Objectives
SpecificMeasurableAchievableRealisticTime-Bound
Marketing PlanMarketing Plan6 Step 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 PlanMarketing Plan6 Step 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 PlanMarketing Plan
Activity 2
Marketing PlanMarketing PlanBarriersBarriers
• Permission
• Budget
• Time
• Agency Commitments
• Knowledge or skills
• Leaves some people out
• Not ‘Real Science’
Marketing PlanMarketing PlanTipsTips
• Use existing data
• Use a planning model to make decisions
• Determine weaknesses & strengths
• What did others learn?
• Segment the Audience
• Research!!!
EvaluationEvaluation
WHY?
• Vested stakeholders
• Improve project credibility
• Determine progress
• Determine appropriateness of ‘match’
• Provide evidence
• Determine efficiency
EvaluationEvaluation
• How
• When
• Where
• Who
EvaluationEvaluation
~ Handout ~
ResourcesResources
Social Marketing Institute 1825 Connecticut Avenue NW Suite S-852 Washington, DC 20009www.social-marketing.org
Center for Media Literacy 4727 Wilshire Blvd., Suite 403 Los Angeles, CA 90010, USA. Tel: 1-800-226-9494, Fax: (213) 931-4474 www.medialit.org
ResourcesResources
Society for Public Health Education10 G Street, NE, Suite 605 Washington, DC 20002-4242www.sophe.org
CDC National Center for health Marketingwww.cdc.gov/healthmarketing
Social Marketing Quarterly (SMQ)www.socialmarketingquarterly.com
Questions?Questions?
THANK YOU!!THANK YOU!!
Camille L. Lashlee, M.A.Prevention Services Coordinator
P. O. Box 428 Erin, TN 37061
615-460-4590 (F)931-721-3308