Social Marketing

1. Module 5.2 Social Marketing The use of marketing techniques and concepts to market social/health messages

2. 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

3. Why social marketing • To promote to large numbers of people • a health message • a service • for advocacy purposes

4. 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

5. The 7 Ps : Principles of social marketing for services • Product • People • Physical evidence • Price • Place • Processes • Promotion

6. 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

7. Price • What is the cost to individuals/agencies • What do they have to give up? • Time • Money • Discomfort • Effort/resources

8. 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

9. 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

10. 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