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					                                        Module 5.2




              Social Marketing
The use of marketing techniques
         and concepts to market
         social/health messages

    Produced by The Alfred Workforce Development Team
                        on behalf of DHS Public Health -
         Diabetes Prevention and Management Initiative
                                              June 2005
Presentation purpose
Target audience

 Health professionals and project workers on DPMI projects
Aim

   To introduce the concept of social marketing

Objectives

   Provide an overview of social marketing
   Discuss setting up a social marketing plan
   Discuss key principles of social marketing



                             DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Why social marketing

   To promote to large numbers of people
    a health message
     a service

     for advocacy purposes




                    DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Developing a social marketing plan

   Identify the issue
   Know and involve your target group
   Identify the strategies for change
   Review the evidence base
   Plan, plan, plan
       Take a long term view
       Look at what you want /need to do
       Draw a map
       Take a breath
       Chunk it out
       Evaluate
                       DPMI Workforce Development – The Alfred Workforce Development Team June 2005
The 7 Ps : Principles of social marketing
for services
 Product
 People
 Physical evidence
 Price
 Place
 Processes
 Promotion

                 DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Product

 What is the product,
 Can people/agencies clearly identify with
  it (do they feel and acknowledge there is
  a problem)
 Benefits to the individual/agencies must
  be clearly identified



                 DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Price

   What is the cost to individuals/agencies
     What do they have to give up?
     Time

     Money

     Discomfort

     Effort/resources




                    DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Place

 Messages need to reach the target
  audience easily and need to access those
  not previously exposed to the message
 People will not go looking for your
  message
 who is your target audience




                DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Promotion

 Who are the players
 Different messages for different audiences
 How will you get the message across
       Commercials/editorials
       displays
       Press releases
       Posters
       Peer leaders
       Push/pull approach

                         DPMI Workforce Development – The Alfred Workforce Development Team June 2005
Key messages

   Talk to your audience
   Segment your market
   Position your product
   Know your competition
   Go to where your audience is
   Use a variety of approaches
   Use models that work
   Test,test,test
   Build partnerships
   Evaluate
                    DPMI Workforce Development – The Alfred Workforce Development Team June 2005

				
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