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					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!!!
Marketing for Prevention:
 “Getting the Message”


      ~ STORY ~
            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 Marketing
         Attributes


• Meets a ‘business’ objective
• Supports Community Goals
• Encourage Interaction
           Successful Marketing
                Attributes
• 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
~ BREAK ~
        Marketing Plan

• Develop a LOGIC Model

• Use a 6 step plan

• Utilize SMART objectives
Marketing Plan
 LOGIC Model
   Audience

   Behavior

  Determinants

   Strategies
           Marketing Plan
               6 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 Plan
               6 Step Plan
Step 3 - Develop Materials And Activities
          • Message
          • Activities to communicate

Step 4 - Write A Communications Plan
          • Manageable time-frame
          • Road Map!
            Marketing Plan
               6 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 Plan
                Barriers
•   Permission
•   Budget
•   Time
•   Agency Commitments
•   Knowledge or skills
•   Leaves some people out
•   Not ‘Real Science’
              Marketing Plan
                  Tips

•   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 Institute
  1825 Connecticut Avenue NW
  Suite S-852
  Washington, DC 20009
  www.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
                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
Questions?
           THANK YOU!!

Camille L. Lashlee, M.A.
    Prevention Services Coordinator
    P. O. Box 428 Erin, TN 37061
    camille.lashlee@centerstone.org
    615-460-4590 (F)931-721-3308

				
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posted:10/28/2011
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