Social Marketing for Family Planning Agencies in New York State

Social Marketing for Family Planning Agencies in New York State Michelle Ashby, President/CEO April Stone, Account Manager November 1, 2008 “Tipping Points are a reaffirmation of the potential for change and the power of intelligent action.” What is this Social Marketing all about anyway?  Use of modern marketing to INFLUENCE positive change in attitudes or behavior – some examples are: – – – – City/Town, NY is a great place to live Drink milk Quit smoking Visit your Family Planning agency  Purpose is to CREATE CHANGE for societal benefit (rather than commercial profit) – benefits include: – – – – Keeping more young people in a particular city (Brain Drain) Builds stronger bones, preventative care Saves lives, saves money Affordable (FREE or sliding fee) alternative to primary care Principles of Social Marketing  Exchange (Increase benefits/reduce barriers) » to get something, you have to GIVE something Segmentation (Target) » people are different, understand what to give them & how to position it to them Competition » give people something that they want more than what they have today » “FREE” is one of the most powerful, motivating words you can use   6 Stages of Developing the Plan 1.  Define the health problem What is the problem we want to address? Increase the number of clients 2.  Identify who must act to solve the problem Segmentation will help determine the characteristics of the people within the desired target audience Un-insured or under-insured women 3.    Conduct formative research Understand the target’s barriers & motivators Know what stage of change they are in Test the “exchange” & benefit statement 4.    Develop project & interventions Community Outreach & Education Advertising & Public Relations Partnerships (with stakeholders and/or points of contact with target) 5. 6. Deliver & monitor program results Conduct evaluation Segment the Target Audience(s)  Specific group(s) of people who have similar needs, preferences and behaviors – – – – – – Geographic: county, zip codes, state, urban/rural Demographic: age, gender, ethnicity, education level, income Risk factors Stage of change Adopter segment (P.S. The target is not you)  The more target audiences you have, the more resources (time and $$$) you will need  Proposed Segment: Newly uninsured women – this is an opportunity for Family Planning agencies (stage of change & adoption life cycle) Stages of Change Pre-contemplation Contemplation Preparation Action Termination Maintenance Creative Messaging    What do WE want? What does our TARGET want? – What is in it for our TARGET? What do they want or need to change? What is the “exchange?” – People will adopt an idea or change their behavior more quickly if: • A relative advantage over what exists now • Compatible with social norms • Not too complex • Not a big commitment – or they can “try it” • Can see someone either doing it or using it  Make your message EASY, FUN or POPULAR and you will have a much greater chance of affecting change!! Research prior to launch       Confirm the barriers that keep women from coming to Family Planning agencies Which Benefit Statement will motivate women to come in? Does the “exchange” work? What stage of change are they in? How do they respond to our creative message? Do we need to adjust the message? Outreach & Partnerships   Media campaigns are powerful, but we can’t do it without YOU Organized on-the-ground outreach and public relations efforts will stretch our collective dollars further Which community partners can help you access these women? By working collaboratively on this effort, we hope to give you more time to spend working with your constituents and to develop relationships with new, local partners – Where do our women go?   » Which stores do they shop at? » Do they go to the YWCA, or to the Food Pantry, or to the Thrift Stores? Campaign that worked… …campaign that Failed. $300 million later…milk consumption was down. “Chugs” were introduced in Chicago, milk sales up 269%! Program + Message = Success!  Success depends on the quality & availability of the service/product, not only the $$ spent on advertising. » We have to have a consistent message that resonates with our target » We have to provide the right service » We have to update our program to meet changes in society Timeline for success   November 6th Webinar – Overview of program December 12th – – – – – Target audience(s) established Which agencies will participate & size of budget confirmed Which problem will be addressed in campaign Goal for the campaign, by region How success is measured, by region Develop media mix by region & begin media negotiations Develop & test creative, benefit statement & exchange with target audience Produce materials Family Planning agencies develop program & outreach tactics  Beginning in January 2009 – – – –  Mid-March 2009 – Outreach program begins – Media campaign follows closely after Next Steps